Consumer-Generated Feedback Enhances Email Marketing
Mountain Gear Case Study – May 2008
By Yury Polnar | Marketing Analyst
Overview
Email marketing is losing importance in shoppers' eyes and is becoming less effective in terms of performance. Not only are ISPs associating marketing emails with spam, but people have become desensitized to the frequent and predictable marketing messages that are filling their inboxes. In response, merchants are forced to send out increasingly higher volumes of email to combat the high deletion and low click-through rates.
Marketers struggle to find new and exciting ways to re-engage with their customers, and are rarely successful in deviating from the standard "new arrivals," "clearance" or "award winners" email promotions. This case study discusses how Mountain Gear leveraged the PowerReviews tag-based customer reviews solution to reconnect with its customers and significantly increase email performance in several key metrics: click-through, conversion, and AOV.