Franconia, NH-based Garnet Hill will launch its first viral e-mail marketing campaign this week.
Brenda Royce, Web marketing manager of the bedding product and fashion catalog, said Wednesday at the Catalog Conference that e-mailing promoting a sale would target its 120,000 name opt-in e-mail house file.
The company has had success with other e-mail campaigns, including efforts testing the use of menu bars and targeting specific segments of its file.
Garnet Hill launched its Web site in May 2000. By last October, online accounted for 12% of the company’s corporate domestic sales; online sales now comprise 15% of the company’s overall domestic business.
When the catalog’s site went live, it had already compiled an opt-in e-mail file of 75,000 names collected primarily by phone customer service reps. Christopher Escher, vice president of marketing for Responsys.com, Garnet Hill’s e-mail vendor, noted that marketers need to remember that online isn’t the only place to collect names.
“Use every touchpoint,” including invoices and the telephone, he said.
Royce said her company hasn’t had success using e-mail as a prospecting tool to new customers yet, primarily because the cost of rental files is prohibitive.
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