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Launched in the 1960s Lands’ End began as a mail-order yachting equipment retailer that soon became a household name synonymous with high-quality products and excellent customer service. Over the years Lands’ End became known as a customer-centric brand that constantly adapts and improves its processes to more effectively cater to their customers. Since 2014, Yes Marketing has been an instrumental partner when it comes to streamlining the retailer’s marketing processes and reducing costs through smart technology.
Lands’ End employs the services and technology of Yes Marketing’s deliverability team to ensure that each email reaches its intended recipient’s inbox. This helps Lands’ End steer clear of spam traps, blacklisting, and other deliverability issues that affect inboxing rates and prevent consumers from seeing the brand’s messages and making an email-driven purchase.
When Lands’ End saw their Gmail reputation fall they turned to Yes Marketing’s deliverability team to help them improve. Since Gmail users account for over a third of all email subscribers, deliverability issues at Gmail mean that a large share of their audience cannot see their emails which translates into a drop in both conversion and revenue. To solve the problem, Yes Marketing’s deliverability team suggested changes to Lands’ End’s targeting, frequency and deployment strategies. These changes led to:
HOLIDAY DELIVERABILITY PREP
To ensure Lands’ End campaigns keep reaching subscriber’ inboxes during the peak holiday season, Yes Marketing’s deliverability team provided advanced seasonal planning and enhanced monitoring over Q4. Holiday deliverability support included detailed contingency plans in case of any issues and a comprehensive data hygiene process that removed dead, closed and spam trap accounts. The latter was performed to help Lands’ End minimize deliverability risks that could negatively impact revenue during their busy season.
These smart preparation tactics resulted in a 60% lower average bounce rate during peak season (Oct-Dec) for Lands’ End’s primary sending domain and a 98% lower average bounce rate for their secondary sending domain. This translated into higher overall number of conversions and higher revenue per email.
Sr Director Channel Strategy, Lands’ End
DYNAMIC CONTENT BLOCKS
Lands’ End improves email personalization and reduces production times through dynamic content blocks that caters to each subscriber segment and feature the offer of the day. One of the most efficient components of these dynamic content modules is that, since Lands' End's offer changes daily, their production and creative teams do not have to lift a finger to change out the content or links populated in their messages to make them current; it’s all done automatically. This approach has dramatically reduced production and design time.
In addition, these content blocks feature a dynamic recommendations module that enables Lands' End to personalize email content for more customer segments by populating browsed or previously purchased items, reminding subscribers of what caught their eye and nudging them towards purchase.
EMAIL TRIGGER PROGRAM
With the help and guidance of Yes Marketing, Lands’ End has build an extensive trigger program boasting 17 message types that span transactional, lifecycle and remarketing communications. Each message is informed by and triggered off subscribers’ email activity, purchase history, browse behavior or interests. In addition, Lands’ End was able to determine optimal message frequency through testing and a carefully planned message hierarchy which contributed to the brand’s trigger program becoming one of the most efficient and profitable enhancements over the last several years. The program’s intuitive setup has allowed the team to “set it and forget it” with only a periodic need to update content. The program has:
SMARTER AND MORE EFFICIENT EMAIL CREATION
Land’s End recently added Email Builder to their everyday marketing toolset. The team is now able to build responsive, dynamic campaigns without coding, just by using Email Builder’s drag-and-drop functionality.
With Email Builder, Lands’ End has:
Senior Email Marketing Manager, Lands’ End