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Joe Keenan
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The results were predictable. In a A/B test where the same offer was sent to Vera Bradley's full list and a segmented list based on the style of bag purchased, the segmented list performed substantially better despite 63 percent less emails being sent. The segmented list recorded a 43 percent increase in open rate, 101 percent increase in clickhrough rate and a 275 percent increase in conversion rate. Overall, the campaign sent to the segmented list generated a 14 percent increase in total revenues compared to the unsegmented list.
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- People:
- Scott Steever
- Places:
- New York City
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