JOHNNY WAS Vintage-Inspired Fashion, Not Vintage Email Marketing Techniques CASE STUDY When she joined women’s retailer JOHNNY WAS more than 2 years ago, Frederique Meijer knew a lot about retail, but she didn’t know much about ecommerce. She had to learn quickly. At that time, the retailer had only a handful of company stores showcasing its vintage-inspired clothing. Email was its highest single revenue-producing channel, but the approach was crude: send a daily email to everyone on the list. The company had switched to Bronto when Meijer arrived. “I just jumped in and taught myself.” She’s not only seen solid results, but has gradually convinced the marketing organization that less (email, that is) can actually produce more revenue. “We’ve shown that you can maintain, even increase, revenue without sending a daily message to everyone on the list.’’ Two years later, email is the greatest generator of traffic and sales to the 25-year-old Los Angeles- based company’s website. Cart Recovery Delivers Huge Results Meijer has experimented with multiple approaches to segmenting customers and personalizing sends. By far, the biggest success has come from cart recovery. “Our cart recovery messages are opened at a rate of 59%, with 40% of customers clicking through and 17% converting. “Our cart recovery emails account for about 2% of our email traffic, but 10.4% of our email- generated revenue. As email marketers, these are numbers you just dream about,” says Meijer, the Ecommerce Marketing Manager. The success was so solid, the company has decided to use Bronto’s Cart Recovery app to make it faster and easier. Meijer’s experience with fashion photo production, a women’s boutique and a global retail consulting firm have given her a range of expertise perfect for broadening the message of a fashion brand that appeals to women of all ages. Celebrities as varied as Kendall Jenner and Joely Fisher have been photographed in JOHNNY WAS designs. And Meijer’s other email marketing campaigns speak to the different ways JOHNNY WAS is engaging its broad customer base: Re-Engagement With a Twist Meijer’s first efforts at a re-engagement series didn’t net much liſt, but when the company added an XXL size to its offerings, she saw an opportunity. Sure enough, some of their disengaged audience were shoppers who stopped shopping because they couldn’t find their size. The campaign brought in several thousand in revenue, but more importantly to Meijer, it gave a disengaged group of customers a reason to come back to JOHNNY WAS again and again. Revenue-Boosting Transactional Messages Meijer added a tile to order confirmation emails to highlight best-selling scarves. Sixty percent of recipients opened the tile, and the company netted nearly $50,000 in additional revenue. Our cart recovery messages are opened at a rate of 59%, with 40% of customers clicking through and 17% converting. 1-888-276-6861 | bronto.com