Conversions from the 400,000-strong e-mail database have improved steadily over the past few years, said Justin Schaldone, head of e-marketing at eFashion Solutions, Secaucus, NJ, Baby Phat's e-commerce partner, as the company has cleaned its list and improved delivery.
Weekly e-mail blasts are a main sales driver on the e-commerce site -- the "flagship Baby Phat store," Schaldone
"They allow us to manage large, multiple lists while keeping them updated and clean," Schaldone
Depending on the type of promotion, eFashion
segments the extensive Baby Phat list by geographic region and previous purchase patterns, including targeting the brand's "top tier" customers.
"We also look at customers who never purchase, and every now and then we'll give them an update," he
EFashion has kept the e-mail list clean and raised delivery 10 percent in the past year or so.IPost also has improved eFashion's
ability to gather click-through data, "which has been key in helping us determine e-customer interests," Schaldone
Click-through rates on the weekly e-mails -- typically announcing new products available on BabyPhat.com
-- have risen to 25 percent to 35 percent, depending on the offer and content.Click-through and open rates are particularly high on e-mails offering free shipping during the holidays, Schaldone
said.Still, discounts are not a focus of the weekly e-mails, nor a driver of sales on the site.
"We're not discount driven," he