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Understanding How The North Face Uses Email Segmentation to Increase Campaign Performance

July 31, 2020
Charlie Grinnell
in
Case Studies 💡

How tailoring your message while leveraging targeted email segmentation leads to more efficient and effective results.

While email web traffic took a dip for most outdoor brands in June 2020, most brands were able to regain the loss of traffic in July; in particular, The North Face, who grew its traffic +25% in July 2020.

Breaking down The North Face’s total email volume sent versus their total number of email campaigns per month, their usual rhythm is roughly 1 email campaign per 0.8 million emails sent (a 1:0.8 ratio).

In July, however, the company increased that by +24%, giving them a 1 to 0.98 ratio (1 campaign per 0.98 million emails sent). This is indicative of a strategy that includes more in-depth email segmentation and more targeted email campaigns.

One of the benefits of segmentation and sending targeted emails to the right audience group is a lower chance of emails being sent to spam. With The North Face’s spam email volumes, their spam numbers for July dropped by -12% over June.

In previous months, The North Face would send roughly 1-2 email campaigns per sale, averaging around 2.7M emails sent per campaign.

For July, however, not only did they send out more campaigns for their sales, but they also decreased the average volume of emails sent per campaign from 2.7M to 845K.

Key Findings

Segmenting emails result in higher email campaign performance versus sending out mass email blasts: The North Face doubled the amount of emails campaign sent per sale campaign in July, resulting in a -12% drop in spam rate for that month.

For each marketing campaign, competitors send out at least 2 unique emails to different audience segments: This is an area that The North Face is relatively weak in, seeing as they generally send similar emails with minimal changes to each segment.

What Brands Should Be Thinking About

Send out small-batch emails rather than one-time email blasts: Aim for batch sizes around 50% or below of your email list size and start employing tactics like A/B testing or sending out surveys. 

Keep the overlying message the same, but have enough differences within the email content so that it feels tailored to the audience: For example, with sitewide sales, change up the hero image to feature different products depending on the audience segment. Understand what your audience is interested in and use it to supplement your main message to maximize conversion and read rates.

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Charlie Grinnell

Charlie is the CEO at RightMetric. You can connect with him on Linkedin.

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