Challenge:

Lenox had developed a successful email marketing program and was looking to build on that success and grow the program to even greater heights.

Solution:

Working with the marketing team, developed a refined email strategy that focused on designing simpler, more focused email messages. New designs reduced the number of offers per email, increased the text to graphics ratio (thus improving delivery and open rates), and provided a clearer visual heierarchy with a primary message and additional secondary offers. Developed a process of testing and refinement that helped to maximize the efficiency of each customer contact. Also worked to bring some level of standardization to the layout of email designs, thus reducing the amount of time necessary to deploy an email promotion.

The email program grew in 2006 to over $5 million in annual sales. Open and click-through rates far exceeded industry standards.