I'm managing the campaigns for a Homeware brand. To give you an idea of the store, here are their collections:
Storage & Organisation
Rugs & Carpets
The store list is reasonably large:
33,000 Engaged 90 days
I'm currently only sending to the engaged segment (along with other segments in the same email: expeted to buy, winback) sending 2x a week.
Other segments I have sent to have brought quite poor results (repeat buyers, low opens. Vip's/low segment numbers etc.)
Opens are good: 44%
Clicks are quite poor 0.65%
Placed order rate 0.05%
My campaigns usually contain some sort of discount (much more engagement and sales if I do). I mostly send similar campaigns each month (new arrivals, testimonial, free shipping over $150, sale/discount emails etc)
I'd like to really knock it out of the park for this brand.
I'm finding it hard to:
A) Segment the audience as there is a huge amount of SKU's (over 5000 and counting). Also a home would need something from every collections so I'm not sure what to do there.
B) Not rely on discounts to make decent sales. I'm worried that the customers have been trained into only shopping when there is a disocunt available to them.
Do you have any suggestions on how I would fix this?
Also could you give me any other advice you think would help me to do a great job for this brand?
Thanks for taking the time to read this!
Looking forward to reading your answers
Best answer by David ToView original