JanSport
Driving Site Traffic through Strategic Email Marketing
Using MERGE's email strategy and our partner Bluecore's technology, we worked with JanSport to increase their email engagement during holiday promotions.
Services
Email Strategy
Email Marketing
Technology
Challenge
While planning holiday promotions, JanSport’s team wanted strategic opportunities that would support Bluecore’s trigger program performance in increasing engagement and driving site traffic. The team was looking to save time on execution with multiple promotions running in tandem.
Outcome
In support of JanSport’s holiday promotions that featured sitewide discounts of 30% and 40% off, the MERGE team proposed leveraging Bluecore’s dynamic banners in trigger 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.
Results
The JanSport email program saw improvements in click-to-open rates, click-through rates and conversion rates.
165%
Increase in YoY conversions
8.9%
Increase in YoY revenue per email
20.8%
Increase in YoY unique click-to-conversion rate
Having the [email] team to help support us in our most critical months has helped us make some major improvements to our email program.
Rosie French, Ecommerce Manager, JanSport/Eagle Creek
