Branded Email Banners Boost Revenue for Adorama

Adorama offers a vast array of cameras video and audio products, equipment and services.

CLIENT

Adorama (www.adorama.com)

ABOUT

Adorama offers a vast array of cameras video and audio products, equipment and services.

The online and offline retailer is listed as one of the top five electronics retailers by Consumer Reports, “Best of the Web” by Forbes.com and Internet Retailer’s Top 100.

Adorama sends daily emails to from several hundred thousand to more than a million customers, depending on the campaign.

Alchemy Worx designed email templates with banners targeting recipients based on brands they had previously purchased. Hopefully, adding brand-specific banners would speak more directly to customers, resulting in a lift in orders and revenue.

CHALLENGE

Even the best email programs can benefit from testing and resulting tactical changes. Adorama was concerned its broadcast emails might be suffering from fatigue and could benefit from personalization.

The challenge was finding a solution that would speak to customers more directly and boost response without being overly burdensome and complex.

CAMPAIGN

Alchemy Worx created banners to be inserted on top of the broadcast emails referencing brands recipients had previously purchased: Canon, Sony and Nikon. Copy in the banners said the offer specifically included products for those brand buyers.

Alchemy Worx split tested the template with brand-specific banners against a template that had no banner but was otherwise identical to them. Both the messages with and without banners were sent to tens of thousands of recipients, making the results statistically significant.

RESULTS

The template with the banners achieved an 18.25% boost in revenue per mailing, a 25.33% lift in average order value and a 20% increase in engagement metrics over the template without banners. The results were deemed significant enough to make personalized, branded banners a regular part of Adorama’s email program going forward.

Through testing, Alchemy Worx developed a simple, easily executable way to personalize Adorama’s email program and significantly boost key performance metrics.

Do you lack the time and resources to test? Let Alchemy Worx do it for you. You risk nothing and pay only for results.

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