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Personalised email drives sales for fashion retailer Lands’ End

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Lands’ End, the international mail-order fashion retailer, has achieved a 362% increase in conversion rate from an email personalisation programme that uses browsing data from the company’s website.

The email newsletter programme was created with Sub2 Technologies. It mainly uses browsing data from the recipient’s last website visit to create individualised newsletter communications. Data feeds from the Sub2 Data Hub powered the programme by capturing individual level browsing data and feeding relevant imagery and messages from the recipients last browsing session, to generate fully personalised email newsletters that engage and drive up response levels.

The programme uses Sub2’s plug-and-play technology to capture cross-channel data in real time and feed into the campaign to allow targeting when recipient interest is at its height. Results from the campaign have been excellent, with an increased click through rate of 295% and an increased conversion rate of 362%.

Nick Rawlings, marketing director for Lands’ End, said: “This email programme has shown the power of combining data such as browsing data with intelligent technology to reach consumers with highly personalised and timely content. We are pleased with these results and we are looking forward to using this combination of data and technology to drive personalised campaigns across more and more channels.”

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