Driving Site Traffic through Strategic Email Marketing
Using MERGE's email strategy along with Bluecore's triggered email technology, JanSport dramatically increased email engagement during the holidays.
While planning holiday promotions, JanSport wanted to increase engagement and revenue with their email program.
In support of JanSport’s holiday promotions that featured sitewide discounts, the MERGE team proposed leveraging Bluecore’s dynamic email banners to reflect the same promotions across the site and their triggered campaigns.
The MERGE email strategy team theorized that JanSport would see an incremental lift in CTO, email conversion rate, revenue, and ROAS. When Bluecore’s dynamic banners were coupled with JanSport’s promotional offers, the campaign was able to scale multiple banners specific to the time period. They highlighted the most relevant promotions and created trafficking efficiencies by leveraging dynamic content instead of manually updating promotional changes.
The JanSport email program saw improvements in conversions, click-to-conversion rates, and revenue per email.
Increase in year-over-year conversions
Increase in year-over-year click-to-conversion rate
Increase in year-over-year revenue per email
Having the MERGE email team support us in our most critical months has helped us make some major improvements in our email program.
Rosie French, Ecommerce Manager, JanSport