Crocs Personalizes Emails For Shoe-Shopping Parents

Crocs has partnered with DEG to develop an email marketing campaign that reminds parents when they may need to purchase larger shoe sizes for their children. 

A child's foot grows rapidly, and a new shoe size may be necessary every few months, according to the Institute for Preventative Foot Health. On average, a child's foot under 15 months will grow half a shoe size every two months. From the age of two to three a child's foot grows half a shoe size every three to four months, and until the age of five, a child's feet will continue to grow by half a shoe size every four months. 

Crocs and DEG worked together to create the "Next Size Up" email marketing campaign to target customers who had recently purchased a pair of children’s shoes. Customers received a personalized followup email six to eight months after their initial purchase that highlights additional products they might be interested in, including larger shoe sizes for their growing children. 

From May to October 2016, this campaign netted an average open rate of 17% and a click-through rate of 3.5%. Ultimately, this resulted in 8% revenue per every email sent.  

Crocs has built an email subscriber list of loyal customers that totals more than 2 million, having grown its list more than 500% since partnering with cross-channel digital marketing agency DEG in 2008. Based in Kansas City, Kansas, DEG also has offices in Kansas City, Missouri, Des Moines, Iowa; and Denver, Colorado.

Kelsey Vendetti, manager of CRM, loyalty, and email marketing at Crocs, says the company is investing in email marketing because it still delivers the highest ROI of all digital media channels. Email enables our team to reach, engage, convert, and reactivate our customers in a branded, personalized, and timely way,” says Vendetti.

Vendetti says Crocs continues to grow its subscriber list through mobile acquisition strategies such as Facebook Lead Generation Ads and on-site optimization.

Cara Olson, director of relationship marketing at DEG, says consistent messaging is critical in email marketing, and any digital marketing campaign.

“Customers get frustrated really easily if brands keep repeating messages that aren’t relevant,” says Olson. “For example, if you click on an email link to take you to the brand’s Web site, you don’t want a popup telling you to subscribe to emails, because that’s where you came from.”

Olson recommends that brands evaluate subscriber data, such as past purchases and past engagement with marketing content, to deliver more personalized messaging to customer segments and personas. “To predict where they’re going, you have to know where they’ve been,” says Olson. 

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