Integration and segmentation of data
The reporting suite in PureCampaign is a crucial area for Modalu as it enables them to see the ROI from campaigns. Over the past year they have been able to determine what area of marketing has been bringing in the most sales. To date email marketing has contributed 30% of the sales to Modalu. Modalu’s integration with Magento allows segmentation within their customer database and enables them to send out campaigns to different sets of target audience.
The Modalu site features a VIP section called ‘Modalu Gold.’ Anyone that wants to sign up to this area must provide more information about themselves such as date of birth and also their country, the data gained allows more targeted marketing to customers.
Modalu has a huge following from the US market so sending out campaigns that are targeted to the US market is something that is most definitely in the pipeline. Neema explains: “We did a test to a small percentage of US customers on the lead up to their Mother’s Day and that proved successful with an open rate of over 38%.”
Modalu has a dedicated fan base and receive an average open rate of 30% – 40% for their emails. Click through rates vary depending whether a new collection has been launched. When this happens Modalu get an average click through rate of 30%, however sales campaigns get as high as between 50% – 60%.
Neema says: “Switching to Pure360 has helped us improve on our click through and open rates. With Modalu now being an established brand, email marketing has been a core part of engaging with our customers and Pure360 have enabled us to do just this. The system is easy to use and I’ve been able to create and design campaigns more effectively.”
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“We chose Pure360 because we wanted to use an email service provider that would help us improve on our results and also get better information from your reporting tool in order to see how we could improve on our campaigns.”