When ModCloth put Shaw + Scott’s Send Time Optimization (STO) to work in September, they got instant results.
Right out of the gate, ModCloth’s email newsletter saw an average 25% percent lift across open rate, click-through rate, and revenue - and gains have since evened out at 21% percent. Yes, 21%!
And according to ModCloth’s Sr. Manager of Customer Retention, Jared Stivers, the effects of STO go beyond their bottom line.
“Since a customer will now see a far greater number of ModCloth emails in her inbox, our team has to see her engagement as a clear indicator of whether we are providing value,” Jared said.
“At a basic level, it keeps us more honest. We have to ask ourselves: Is this email clear in what we’re asking of her? Is this email worth her time? We must ask ourselves: Does our email calendar tell a cohesive story throughout the week? From one week to the next? From one season to the next?”
Ah, the challenges of designing email for the customer who will definitely see it. Sounds like a pretty good problem to have – don’t you agree?
How STO Can Work for You
STO is driving big gains for ModCloth and other clients, and it can do the same for your program. With STO, you can send campaigns to each subscriber when they’re most likely to open, click, and convert.
