Lands’ End email conversion soars

Mail order and online clothing retailer Lands’ End has achieved a 362% increase in email conversion rates by revamping its personalisation programme to use browsing data from its website.
The email newsletter programme, created with Sub2 Technologies, taps into customers’ most recent website visit to create individual-level communications, using data feeds from the Sub2 Data Hub.
The technology then overlays the relevant imagery and information to generate fully personalised email newsletters.
The programme uses real-time data to allow targeting when the recipients’ interest is at its height.
The strategy has resulted in an increased click-through rate of 295% and a 362%. rise in the conversion rates. Lands’ End marketing director Nick Rawlings said: “This email programme has shown the power of combining information such as browsing data with intelligent technology to reach consumers with highly personalised and timely content.
“We’re extremely pleased with these results and are looking forward to using this combination of data and technology to drive personalised campaigns across more and more channels.”
Sub2 Technologies director Matthew Pepper added:“It’s clear that this level of personalisation is generating impressive results. Brands can now harness the power of browsing data with ease, to drive personalised multi-channel campaigns and deliver an improved customer journey as well as increased response rates.”