Having recently re-launched its website with improved usability and enhanced functionality to improve conversions, Karen Millen wanted to focus on list growth to increase traffic to the site.
It identified that this could be achieved through an email marketing strategy that would employ targeted email campaigns to generate newsletter signups. This would generate data, which could be analysed and segmented for future campaigns.
Karen Millen brings a designer approach to the high street, dressing confident, glamorous women in polished, fun and feminine clothes. Trends are given a chic spin and always echo the brand’s original core values and vision. The label’s signature knits, coats, polished tailoring and eveningwear focus on beautiful fabrics and immaculate finishes.
eCircle’s relationship with Karen Millen began as a result of existing partnerships with other brands within the Mosaic group including Coast, Oasis, Principles, Shoe Studio and Warehouse. “It was eCircle’s ability to both generate new leads and broadcast campaigns which really first attracted us to them,” said Emma Bott, e-commerce manager at Karen Millen.
Email marketing allows this high quality retailer to communicate directly with its target audience of wealthy professional women with a passion for fashion. The campaigns were planned to tie-in neatly with the launch of Karen Millen’s new website. Working closely with eCircle, Karen Millen wanted the campaigns to both coincide with and complement the launch of the website.
The main aim of the digital strategy was to increase the number of people on its database with fully profiled members for targeted campaigns. In order to build up the database, Karen Millen undertook a list rental campaign to generate new subscribers to its newsletter with an offer to win a wardrobe worth £1,000.
Users who opted in to receive the newsletter were taken to a fully branded landing page hosted by eCircle, and automatically added to its database within eCircle’s email broadcast platform eC-messenger.
An additional campaign promoting Karen Millen’s sale was subsequently sent out and both campaigns produced significant results – the brand generated more than 8,000 new leads from those two campaigns alone.
Following these successful initial campaigns, Karen Millen was able to segment its database based on people who subscribed to the newsletter at the point of purchase and people who signed up as a result of a competition, and send them targeted personalised content.
It identified people who were most responsive to discounting and a group was set up to target this section of the database with further offer-based emails. As well as using eCircle’s technology eC-messenger to broadcast its emails and undertaking list rental campaigns, Karen Millen wanted to generate leads.
Men also signed up, which has enabled Karen Millen to plan gifting campaigns. Complementing the existing campaigns further, Karen Millen decided to implement a campaign in advance of its Christmas activity to generate 25,000 UK female subscribers (name, address and date of birth were captured), 10,000 French subscribers and 10,000 German subscribers.
The aim of this campaign was to capture additional leads which would form part of a group for Christmas promotional targeting. “We exceeded our target number of leads in just five days, which we were delighted with,” said Emma.
Future developments include integrating email with web analytics allowing Karen Millen to track online and email behaviour as well as event trigger campaigns, and taking advantage of the survey builder tool, a new feature of eCircle’s latest version of eC-messenger.
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