Case Study
Fabric Retailer Streamlines Operations And Sees 200-300% ROI From Email Marketing
Click Here To Download:
•Case Study: Fabric Retailer Streamlines Operations And Sees 200-300% ROI From Email Marketing
By Bronto Software
Hancock's of Paducah has been selling fabric for over 40 years to everyone from quilters to moms to high-end fashionistas. Innovations in the fabric business are typically made on the manufacturing side, so when a retailer sees an opportunity to streamline and increase profit – they jump at it. And that's just how Blann Hancock reacted back in the 90's with the surge of the Internet. They've had a website since 1996, but for the most part remained a catalog business up until the last five years. Until they integrated sophisticated email marketing campaigns, the catalog was the source of 60% of their revenue.
The first challenge as they transitioned to email from the catalog was to gather actual email addresses for the contacts on their mailing list. Back in the day, they simply handed out cards at the big quilter's trade show to drive traffic to the website. They built quite a list, but over time it seemed to flatten and even drop a bit. Had they saturated the market? Did they know everyone who wanted fabric? Over the course of 2008-2009, they launched a specific campaign to grow the email list.
Click Here To Download:•Case Study: Fabric Retailer Streamlines Operations And Sees 200-300% ROI From Email Marketing
