Increasing marketing efficiency through the right technology and process

With Data Axle, Land’s End advanced their customer-centric mission through innovative, data-driven outreach that puts the right message in front of the right people.

50%
reduction in email production time
48%
reduction in avg bounce rate for primary sending domain
87%
reduction in avg bounce rate for secondary sending domain
28%
increase in revenue per email

Company Background

Launched in the 1960s Lands’ End began as a mail-order yachting equipment retailer that soon became a household name synonymous with high-quality products and excellent customer service. Over the years Lands’ End became known as a customer-centric brand that constantly adapts and improves its processes to more effectively cater to their customers. Since 2014, Data Axle has been an instrumental partner when it comes to streamlining the retailer’s marketing processes and reducing costs through smart technology.

Key Business Objectives

  • Lift revenue and engagement rates by fixing deliverability issues and improving sending reputation
  • Mitigate potential revenue loss caused by inboxing issues during peak holiday season
  • Increase email ROI through process improvements and reduced production times
  • Improve customer experience and increase conversions with better personalization

Solution Highlights:

  • Inboxable
  • Deliverability services
  • Data hygiene
  • Dynamic content
  • Automated email trigger program

Results:

  • Reduced email production time by 50%
  • 48% reduction in average bounce rate YoY (Year over Year) for Lands’ End’s primary sending domain and an 87% reduction in average bounce rate for their secondary sending domain
  • 28% increase in revenue per email

Deliverability

Lands’ End employs the services and technology of Data Axle’s Inboxable to ensure that each email reaches its intended recipient’s inbox. This helps Lands’ End steer clear of spam traps, blacklisting, and other deliverability issues that affect inboxing rates and prevent consumers from seeing the brand’s messages and making an email-driven purchase.

Gmail Enhancements

When Lands’ End saw their Gmail reputation fall they turned to Data Axle’s Inboxable solution to help them improve. Since Gmail users account for over a third of all email subscribers, deliverability issues at Gmail mean that a large share of their audience cannot see their emails which translates into a drop in both conversion and revenue. To solve the problem, Data Axle’s deliverability experts suggested changes to Lands’ End’s targeting, frequency and deployment strategies. These changes led to:

100%

inboxing rate at Gmail

18%

increase in Lands’ End’s average open rate at Gmail for their primary sending domain

550%

increase in average open rate at Gmail for secondary sending domain

48%

reduction in average bounce rate for primary sending domain

87%

reduction in average bounce rate for secondary sending domain

616%

increase in average open rate for secondary sending domain

Holiday Deliverability Prep

These tactics resulted in a 60% lower average bounce rate during peak season (Oct-Dec) for Lands’ End’s primary sending domain and a 98% lower average bounce rate for their secondary sending domain. This translated into higher overall number of conversions and higher revenue per email.

To ensure Lands’ End campaigns keep reaching subscriber’ inboxes during the peak holiday season, Data Axle’s deliverability team provided advanced seasonal planning and enhanced monitoring over Q4. Holiday deliverability support included detailed contingency plans in case of any issues and a comprehensive data hygiene process that removed dead, closed and spam trap accounts. The latter was performed to help Lands’ End minimize deliverability risks that could negatively impact revenue during their busy season.

Data Axle’s deliverability experts have been incredibly proactive with their recommendations – before we even realize that a change is needed, they come to us with solid advice on how we can improve. Their expertise has given my team a better understanding of deliverability and – most importantly – increased our email program ROI by helping us consistently reach each person in our audience.

Dan Rosenthal, Sr Director Channel Strategy, Lands’ End

Content Best Practices

Dynamic Content Blocks

Lands’ End improves email personalization and reduces production times through dynamic content blocks that caters to each subscriber segment and feature the offer of the day. One of the most efficient components of these dynamic content modules is that, since Lands’ End’s offer changes daily, their production and creative teams do not have to lift a finger to change out the content or links populated in their messages to make them current; it’s all done automatically. This approach has dramatically reduced production and design time.

In addition, these content blocks feature a dynamic recommendations module that enables Lands’ End to personalize email content for more customer segments by populating browsed or previously purchased items, reminding subscribers of what caught their eye and nudging them towards purchase.

“Inboxable’s email builder has given our team a significant amount of their time back. The content library has been a game-changer; we use it all the time. Even though we’re still in the early ages of Email Builder adoption, we’ve seen immediate results. Our production time has decreased by a half.”

Chris Reynolds Senior Email Marketing Manager, Lands’ End
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