Fairytale Brownies, Journeys Reveal Their Marketing Scorecards

At Journeys, better targeted emails have yielded higher conversion rates. The retailer segmented its subscriber list based on past purchase behavior, then personalized its messages to the different segments. Despite sending the same amount of email campaigns this year as it did last year, Journeys has realized a 40 percent increase on its return on ad spend for its email program, Jones said.