Recent Blogs
  1. Blog
  2. Strategy
  3. Engagement
  4. Social Media
  5. Networking
Prev Next

It's a New Year for AMA Houston

Dear AMA Community,  In case you didn’t know, July 1 kicks off a new year for AMA Houston, and this year, I am honored, humbled, and...

Read more

Crystal Awards Judge: Donna Erbs

The 2018 Crystal Awards Show is a little over a week away and we can't wait to see you there! This month, you met our...

Read more

Crystal Awards Judge: Marc Boudria

The 2018 Crystal Awards Show is less than a month away. Last week, you met our finalists for the 2018 Crystal Awards along with category...

Read more

Meet Your 2018 Crystal Awards Judges!

The 2018 Crystal Awards is less than a month away, and now that you've met our finalists it's time to meet the judges who will...

Read more

Personal Branding: Friend or Foe?

Guest Post By: Allison D. Jurgens, Managing Director - 25|25 Marketing, LLC Check out any of your social media platforms today and you’ll find at least...

Read more

Top Houston Agency Says Sponsorship Key to Brand Awareness

We've all questioned whether sponsoring an event is a good use of time and resources. The measured feedback may not be as straightforward as the...

Read more

Houston Livestock Show & Rodeo Panel: Marketing the Rodeo

For more than 90 years, the Houston Livestock Show and Rodeo has promoted and delivered a high-energy, dynamic, multi-faceted, multi-week event to build a nationally...

Read more

10 Things I Wish I Knew as a Fresh-­Out-­of-­College Graphic Designer

guest post by Rinki Mukherjee It’s been more than 10 years since I graduated from the Art Institute of Houston, aspiring to be a professional graphic...

Read more

How AI is Helping PROS Revolutionize the B2B Buyer Experience

Karen Contos, PROS Interim Head of Marketing, presented key insights at the November 2017 Networking Luncheon about the rapidly evolving B2B buying experience and detailed...

Read more
Prev Next

How to Win a 2018 Crystal Award

On February 8, AMA Houston will host a special event to help marketing teams prepare for Crystal Awards judging. Our panelist of past winners from...

Read more

Shine Light on Uncertainty with Data

"We fear change," said Chris Ferris, VP of Marketing at BubbleUp at the AMA Houston June Academy. At Texas Children's Hospital, Ferris successfully proved the...

Read more

Volunteer Spotlight: Halie Dittemore

AMA Houston is called the marketing connection for a reason. Throughout the year, we bring together marketers from across the city, state and country to...

Read more

Use AMA Houston to Gain the Experience You Need

"You seem like a great candidate, but don’t quite have the experience we’re looking for.” Sound familiar? Have you been a part of the cycle where...

Read more

AMA Houston June Luncheon

Starting with her tenure at Houston First Corporation over 14 years ago, CMO Holly Clapham-Rosenow shared with attendees of the AMA Houston June Luncheon how...

Read more

Omni-Channel Marketing Workshop: Tips, Trends, Insight, How-To

Within the past decade, omni-channel marketing has grown. The digital era alone has multiplied to include mobile, email, video, organic search, social media, display advertising...

Read more

Your Social Media Update

Social media is ever-evolving, and significant changes often come without much warning. If you don’t log in on a regular basis or are not active...

Read more

AMA Houston April Academy

Today, marketers have no shortage of options for engaging and strengthening relationships with their audiences online. Almost every quarter, a new social media platform comes...

Read more

AMA: 5 Ways to Score on Super Bowl Sunday with Social Media

It’s not too late to place your stakes in the 2017 Super Bowl! It’s easy for big brands with big money to make a hit...

Read more
Prev Next

Meet the 2018 Crystal Awards Finalists

Congratulations to the 2018 Crystal Awards Finalists! There are plenty of reasons to enter your work for a Crystal Award each year, and reveling in...

Read more

Top Reasons to Enter Your Work for a Crystal Award 🏆

Submit your work by March 9! Enter your work.  Knowing you're awesome isn't always enough, you need an award every once in a while. As marketers, we are...

Read more

Get the Most Out of AMA Houston  (as told by a student)

Guest post by Camille Corales, Graduating Senior at The University of Houston It’s not every day that students will throw themselves out of their comfort zone...

Read more

Top Reasons to Become an AMA Houston Volunteer Member

If you have taken advantage of the many luncheons, happy hours or professional development events hosted by AMA Houston, then it’s safe to say you...

Read more

Network Your Way Into Your Next Opportunity

The AMA Houston monthly luncheons are a valuable support for marketers seeking the latest information and networking opportunities. The members-only job search roundtable, hosted before...

Read more

AMA Houston March Luncheon

"There are great ways to work with partners that benefit both sides," said Christian Brown, director of marketing and public relations at the Houston Ballet...

Read more
next
prev

Thinking of starting an email marketing campaign for your business? Here’s the email marketing campaign that won this year’s AMA Houston’s Crystal Award for Email Communication Campaign for a second year in a row. We’re proud to have partnered with Fit Couture, an online women’s fitness clothing retailer, to create such a successful campaign. Here’s the case study for the award-winning work done for the Spring Email Marketing Campaign for Fit Couture.

fitcouturespringemails

Situation/Challenge: Drive Sales During Traditionally Slower Months

Fit Couture is an online-only store of woman’s fitness fashion, with designs to compliment the figure of any woman who wants to look their best when they exercise. Though competing against many large national brands, Fit Couture enjoys high customer satisfaction for long-lasting quality, flattering pants, tops and jackets. Key departments for the store are yoga, gym and running.

The challenge was to engage a database of previous customers during the Spring, a traditionally slow retail season, with key brand messages to continue sales objectives.

Objectives

1. INCREASE WEBSITE VISITORS TO REPLACE COSTLY PPC TRAFFIC – Create a compelling email marketing campaign with key brand messages and captivating imagery to drive qualified traffic to various areas of the site and drive category page views, thus replacing less qualified traffic generated the previous year with costly pay per click advertising. The goal was to double the conversion rate of the previous Spring’s PPC traffic.

2. INCREASE SALES – Through style recommendations, timely email themes and a strategic promotional plan, increase sales on FitCouture.com to meet a Spring revenue goal from these emails.

Strategy/Tactics

The email list of previous customers had laid dormant for almost a year prior, with no contact until the previous Holiday season, so Fit Couture wanted to continue to reengage these buyers with a series of eight emails during the Spring season. The emails served to recall the brand and deliver key brand messages coupled with limited-time promotional codes that would create a sense of urgency to click to shop.

>> INCREASE WEBSITE VISITORS

A secondary goal of the campaign was to replace the traffic generated by PPC ads through clear and direct calls to action and hitting on the various lifestyles — yoga, workouts at the gym and running — so that each segment would reengage with the brand and browse for pieces in those categories, even after an absence from the online store for some time.

>> INCREASE SALES

The primary objective of the campaign was that through increasing engagement with the email marketing messaging as well as a strong promotional plan, these previous customers would return to the online store and add more Fit Couture pieces to their fitness wardrobe as well. The promotions aimed to create a sense of urgency with sales only lasting a few days at a time.

Message Alignment

As with any higher-end product, sales should be attached to an emotion evoked in the customer, so Fit Couture used lifestyle messaging and images to create strong customer affiliation with the brand. By varying the line of clothing but always calling out key brand messages about product quality, flattering fit and feeling good while being healthy, Fit Couture aligned itself with customer goals, speaking to their needs.

Results

1. INCREASED WEBSITE VISITORS

As a result of the 8 emails, Fit Couture received over a healthy flow of visits to the online store, accounting for 19% of total website traffic. More importantly, email traffic replaced costly PPC traffic with more qualified traffic, with a 6.77% conversion rate, more than triple the previous year’s PPC traffic’s conversion rate.

2. INCREASED SALES

Fit Couture transactions attributed to email marketing in Spring 2014 almost tripled any other source. These emails were incredibly profitable, exceeding the revenue goal by 51%.

Article originally posted on Blue Sky Marketing Blog: https://blueskymarketing.wordpress.com/
by Kate Nilsen, Blue Sky Marketing

Pin it

Add comment


Security code
Refresh