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MyMemory.com was established 5 years ago as an online retailer of flash memory for cameras, mobile devices, phones, gaming and mp3 players. When competition became more concentrated in this market they branched out to offer their consumers additional store electronics and consumer goods. Now they stock a wide and varied range of over 5,000 items on their site from audio visual equipment to gaming and MP3 players and accessories.
The MyMemory website has been built and is maintained by in-house resource enabling them to continually update and bespoke areas of their site. Traffic is driven to the site in a number of ways, the largest source from natural search at around 70%. They also use partner sites such as Amazon, eBay and are included on comparison sites such as Nextag. As an online retailer they direct a small percentage of marketing funds to offline methods such as specialist magazine advertising but generally stay focused to online demand generation and brand building activity.
Time for change: outgrowing the in-house solution
Utilising a bespoke in-house email marketing solution, MyMemory were able to bring additional traffic to their site using email broadcasts. As their database grew in size their basic system started to show cracks, ultimately resulting in high numbers of bounce backs and SPAM filter issues. Seeing email marketing as a key part of their online marketing
strategy, they needed to find another solution that could overcome these issues whilst giving them the autonomy to manage it in-house with the skills and resource they had already invested in. The major objectives for their ongoing email marketing strategy are to greatly improve their deliverability issues and through improved research and targeting, to provide their customers with more tailor made and relevant emails.
Following discussions with four solution providers, MyMemory selected Emailvision’s Campaign CommanderTM as their email marketing solution of choice. MyMemory recognised the key features within Campaign CommanderTM that would allow them to develop their email marketing processes, plus the breadth of more complex features that would enable them to continually evolve and advance their email marketing strategy. Marketing Director Jean-Paul Bouic says, “We needed an autonomous system for our email marketing and chose Emailvision’s solution as it met and exceeded all areas we needed to improve. They are an established company and it was clear that we would receive a great support system from them”.
Reaping the benefits with Emailvision
Having completed the training session with their Emailvision account manager, MyMemory had a smooth transition from their in-house solution over to Campaign CommanderTM. With a limited marketing resource to run email campaigns, the intuitive and easy-to-use system allowed MyMemory to get up and running fairly effortlessly. As the benefits of using Campaign CommanderTM became more evident they began to use email marketing more frequently. Gathering a small amount of customer data when going through the buying process on the website allows MyMemory to build their customer database, whilst letting customers opt-in to receiving their email communications, from newsletters to special offers. When registering on the website, customers receive an automated courtesy welcome email from MyMemory confirming their login and delivery details.
The reporting functionality has allowed them to provide a more analytical approach in campaign follow up, tracking open and click through rates to their website. From a product marketing perspective, they are able to track which product lines to include in future campaigns dependant on the level of click through rates on previous campaign creatives.
Campaign CommanderTM in action: click through rate increase from 20% to over 25%
As with most retailers, MyMemory see seasonal purchasing behaviour among their customer base especially during the months in the run up to the Christmas period. With the highly competitive online arena they operate in, they use their email marketing at this time more aggressively to drive web traffic and encourage loyalty from their customer base. Utilising the personalisation functionality they’ve been able build more loyal relationships with their customers simply by addressing their email communications to ‘first name’ and including subject line personalisation to gain additional cut through in email inboxes.
During quieter summer months, they use email marketing as a cost effective way to proactively target customers with special offers and promotions to drive both web traffic and ultimately sales at a lower point of their sales cycle. A recent summer promotion ‘SanDisk day’, offered customers a 20% discount on a specific brand of memory products.
The one day promotion was communicated both on the website homepage and through email communications to current customers. The campaign was a huge success, with click through rates improving on emails from the average of around 20% to well over 25%, and sales levels exceeding expectations with MyMemory depleting their entire stock of promotional products!
A bright future with Emailvision
Since their relationship with Emailvision began, MyMemory have broadened their experience and skills in email marketing techniques. Utilising Campaign CommanderTM functionality, their reputation and deliverability techniques have greatly improved, with more of their emails hitting inboxes and lower unsubscribe levels. In just a few months their customer list has increased by over 3% per month and is continually rising.
The positive results MyMemory have experienced, combined with the supportive working relationship with Emailvision has allowed MyMemory to become more astute with their email marketing. Through use of more advanced segmentation and targeting and additional functionality such as ‘forward to a friend’, they aim to further increase their list size
and build a loyal base.
Marketing Director Jean-Paul explains “We’ve got a great opportunity with the more advanced modules in Campaign CommanderTM to work with our customer data to
target and position marketing campaigns more effectively. Already we’ve got a much
improved and easier email marketing process and are able to send more emails more
frequently. The support from Emailvision has been really helpful and the team are
always on the end of the phone, happy to help with any queries”.
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