RideGear Boosts Response
Web site marketer RideGear.com has boosted its e-mail open and click-through rates by segmenting its customer data to personalize offers. The motorcycle-accessories purveyor achieved a 51% e-mail open rate and 23% click-through rate for its e-mail promotions targeting street bike enthusiasts.
For its dirt bike customer segment, RideGear achieved a 40% open rate and 12% click-through rate for its e-mail, compared to a 24% open rate and 5% click-through rate for e-mails targeting non-segmented lists.
After analyzing customers based on the links they’ve clicked in previous e-mails, RideGear deploys different subject headings and different versions of its e-mail promotions to target various customer segments. RideGear used automated list analysis services provided by Redwood City, CA-based EmailLabs, a unit of Uptilt Inc.
RideGear segmented half its e-mail customer list based on data analysis of the preferences of 5% of its e-mail subscribers, said the company’s vice president of marketing Loren McDonald.
The catalog and direct response TV marketer Hydron Technologies Inc., based in Pompano Beach, FL, has reported its first quarter sales rose 23% to $386,132, despite a 16% decline in catalog sales.
