• Internet Retailer, Tuesday, July 30, 2013 3:18 PM

In a move to make its email marketing efforts more effective among inactive subscribers, Limoges Jewelry and its email provider Responsys created an email series target at email subscribers who hadn't opened an email in six months. The idea was to win back these customers, cut the frequency of emails they received or simply remove them from the list. The series of emails included motivating offers, and those people that didn't open the emails got a chance to control their frequency, before being removed from the list. The campaign did the best during the 2012 holiday season and the 2013 Valentine's Day season, during which time Limoges cut its email volume by 52%, email open rates went up 71%, and conversion rates rose 25%. In addition, the total site revenue was up 51% during the period. 

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