CASE STUDY: Eversave e-mail effort clicks for bricks-and-mortar Kmart

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E-mail marketer launched this year with the vision that retailers' most significant bottom-line payoffs come from getting the right offers to the right customers.

The Woburn, Mass.-based company develops e-marketing strategies for offline companies, and for a Sacramento, Calif., area Kmart it created an e-mail campaign in conjunction with, which hosts online coupons and special offers for Kmart and other retailers.

A single e-mail with an HTML graphic offering 10% off any purchase at the store was sent in August to 10,000 of Eversave's 1.3 million registered members. The average amount spent by Kmart shoppers who redeemed the e-mail coupon was $88, more than twice the average sale at that store. The campaign resulted in an overall 2.5% purchase rate.

Knowing customer profiles enables Eversave to create relevant, targeted offers, said President-CEO Jere Doyle. When members sign up to receive e-mail offers from Eversave, they fill out as many as 53 data points including preferred shopping categories and retailers as well as demographic information.

"We're overlaying data so it's a very relevant offer," Mr. Doyle said.

It's important to use the Internet to promote bricks-and-mortar offers, he added, because although people go online to research products, consumers spend more than 90% of their disposable income off-line, within 20 miles of their home.

John McClain, president of San Diego-based, said the e-mail campaign's success was rooted in its narrow focus, both demographically and geographically -- a 10-mile radius from the store. The offer also was attractive because it was a percentage off rather than a particular dollar reduction. "Not having a lot of roadblocks attached to the coupon" drove traffic to the store, he said.

"It's very targeted, it's very relevant and it's permission-based," Mr. Doyle said. "We're only sending e-mails to the people who've asked us to send them."

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