Limoges Jewelry Gets Personal With Customers

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Marketing
Marketing
The personalized jewelry company is sending more relevant emails after cleaning up its list.

Personalized interactions are not only appreciated, they're expected. Today's customers want the brands they do business with to speak with them individually through messages that resonate with them.

For Limoges Jewelry, personalization is at the core of the brand. The company has been specializing in one-of-a-kind personalized jewelry products for more than two decades, selling both through its own website as well as through other retailers.

Yet, while its business revolves around custom-crafted jewelry, until very recently Limoges didn't have a way to personalize its email campaigns, targeting them to specific customer segments and including custom content. The company was also aware that a large percentage of customers on the email list hadn't opened or even clicked on a message in more than a year, something that was very worrisome for the company because it indicated poor customer engagement.

As Jon Ozaksut, Limoges' e-commerce marketing manager, explains, the problem mostly stemmed from the company's ecommerce outlet, which had been around for 17 years. While developers tried to introduce new elements to the old platform, there were limitations to what they could do, including having a robust one-to-one program that allowed the company to target customers with the right messages. "We were emailing everyone all the time, and started seeing emails bouncing back and hurting us," he says. This issue led to an even bigger problem with customers who actually wanted to receive the messages.

The company's business leaders recognized the importance of making changes that would allow them to speak to customers in a more relevant way. Last year Limoges implemented Responsys Interact to revitalize their customer messaging.

Results

One of the first steps was for Limoges to reconnect with its customers through a repermission campaign. The three-step campaign kicked off with an offer, followed by a non-promotional message that asked the recipient to share his opinion on a product. Finally, Limoges sent an email indicating that this would be the last message unless the recipient took action. Ozaksut says while the response wasn't big and only around 2 percent of inactive recipients came back, the main benefit was being able to clean the email list.

Further, the email cleanup exercise led to an increase in clicks. Ozaksut notes that between June and December 2011, the company sent out 40 million messages. Although this went down to 15 million during the same period last year, the company saw a 50 percent growth in clicks plus a 40 percent growth in conversion. Revenue per email also went up by at least 300 percent.

Further, the new platform is allowing Limoges to send personalized welcome emails to new subscribers. This, Ozaksut notes, is the biggest revenue driver with a conversion rate that's 50 times more than standard campaigns.

The company is now looking ahead to see how it can continue interacting with customers on a very personal level. Ozaksut notes that jewelry purchases tend to happen at different times in a customer's life, for example a loved one's birthday or an anniversary. "We want to have a program that sends triggered emails that sends personalized and highly targeted emails based on special events," he notes.

Lessons Learned

Clean your email list: Sending emails to disinterested recipients can lead to your emails getting blocked.

Personalize content: Customers don't want to receive generic emails, but information that's relevant to them.

Know your customers: Information about customers' lives can help organizations target them with better messages.

EXPERT OPINION
EXPERT OPINION