Email marketing enhancements explode revenue from email

Mark’s, which specializes in casual and industrial apparel and footwear, set a 2017 goal to take its email marketing to new heights. Its success has earned it first place in the “Email Marketing Campaign” category of PR Daily’s 2018 Digital PR & Social Media Awards.

The initiatives were coordinated by the email team working with social media, IT, operations and other teams in a collaborative effort, beginning with a three-part welcome series that shared the story of Mark’s and encouraged customers to shop online or in-store with a discount available only to subscribers. 

Another series encouraged subscribers to return to the website and examine the products they had abandoned in their shopping carts; the emails included dynamic content, so each customer saw products unique to their previous browsing experience. 

A user-generated content campaign found its way dynamically into emails, as well. The team employed a number of tactics to increase subscribers and reduce the number who unsubscribed, all with tremendous impact. 

As the team notes, “E-commerce revenue coming from the email channel increased 209 percent in 2017 over 2016, growing from 12.55 percent  to 21.41 percent.” Those are real dollars—in addition to expanding the size of the list 64 percent. 

Congratulations to the team of Johnny Russo, Brayden Woods, Courtney Fantinato, Kristina Shevtsov and Julie Edison.