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Case Study: How a Women's Clothing Retailer Bucked the 2008 Downturn, Upped Revenues via Email

by Kimberly Smith  |  
February 10, 2009
  |  1,069 views

Company: Intermix
Contact: Don McNichol, director of e-commerce at Intermix
Location: New York, NY
Industry: Retail, Apparel
Annual revenue: Confidential
Number of employees: 100

Quick Read

Today's economy has earnest marketers scrambling for consumer attention, and as inboxes become inundated with more and more marketing messages and ads, the bar continues to inch higher for those attempting to stand out from the clutter.

Women's clothing retailer Intermix has found a straightforward solution: customized email communications that speak to specific customer interests, as determined through those customers' own actions.

Over the past seven months, the company has used iPost's Autotarget recency, frequency, and monetary-value (RFM) analysis platform to identify segments within its customer base and refine its email messages to appeal to each segment individually.


As a result, Intermix has been able to increase both open and clickthrough rates, as well as conversions, leading to a 9% increase in company revenue and 28% growth in its email marketing profitability—all despite a troubled retail market.

Challenge

Founded in 1993, Intermix is a women's clothing retailer with 24 US stores and an e-commerce site that launched in 2005.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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  • by Michael Royal Tue Feb 10, 2009 via web

    The old adage proves true: to improve results, measure what you want to manage.

  • by katie coates Tue Sep 22, 2009 via web

    excellent retail targeted email marketing info

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