<!–:us–>How Graham and Green Grew Email Revenue 185% Through Behavioral Segmentation<!–:–><!–:au–>How Graham and Green Grew Email Revenue 185% Through Behavioural Segmentation<!–:–><!–:uk–>How Graham and Green Grew Email Revenue 185% Through Behavioural Segmentation<!–:–>
In the early 70s, single mom Antonia Graham launched UK interiors and gifting company, Graham & Green with beautiful products she discovered in her world travels. Today Graham & Green is a British retail establishment with stores in Greenwich, Chiswick, Notting Hill and more.
Graham & Green recently selected Lyris as their email vendor and launched the partnership with a series of behavioral targeted campaigns using Lyris’ native web analytics solution, ClickTracks. The results, presented by Graham & Green at Lyris’ FutureVision London event, were impressive.
To start, Graham & Green began tracking customer website behavior – where subscribers went on the Graham & Green Website from their email campaigns. With this data in hand Graham & Green was ready to launch a series of targeted tests.
Test One: Accessories
Graham & Green’s first test targeted subscribers who had visited their home accessories section in the previous three months. The email was personalized and offered a limited time 10% discount on all purchases in the accessories section. Although Graham & Green’s typical open rates are around 20%, the behavioral targeted offer generated an amazing 49% open rate and a 1.1% conversion rate. A day later they followed up with a reminder email noting the offer would expire in 24 hours. Again, the campaign generated amazing results with a 36% open rate and a 1.3% conversion rate.
Test Two: Furniture
Encouraged by these early results they moved onto a more challenging category: furniture. Furniture, at its higher price point,
is a considered purchase decision and a harder sell online. Using ClickTracks they pulled a targeted list of customers that had viewed their furniture section in the previous three months. This time the goal was to generate awareness of their new Manhattan furniture line. The email was again personalized and presented the campaign as a “sneak peak” of their new line for registered subscribers. The results were strong again, generating a 40% open rate and 1 conversion (conversions being tougher for a high-end purchase like furniture).
Test Three: Bedrooms
As a third test, Graham & Green sent an email to subscribers that had viewed the bedroom category in the previous three months. The campaign was also personalized and featured a 10% discount offer on bedroom purchases. Similar to the previous two tests, the campaign generated impressive results with a 44% open rate and a 12% click-through rate.
In summary, Graham & Greens’ behavioral targeting tests drove an 89% increase in open rates, a 92% increase in click-through rates and an impressive 185% increase in revenue per 1000 emails. If you haven’t tried behavioral targeting, it’s definitely something to consider. If you have, what kind of results did you see?