E-Tailer Uses Consumer Email Marketing Tips to Gain Customers

In November 1994, Beyond.com began selling software over the Internet. At the time the company was comprised of three employees working above a barbershop in Menlo Park, Calif. They thought the Net would be a great place to set up a software store.

Beyond.com [http://www.beyond.com] was an instant success, but, as with any successful endeavor, it spawned a horde of competitors. Beyond.com needed a marketing campaign to acquire customers and to maintain its growth rate and success. In addition, the company wanted the campaign to be cost-effective and be able to reach individuals who the company knew were interested in its products.

Beyond.com turned to MatchLogic [http://www.matchlogic.com], an online digital marketing company, for help. Beyond.com decided to go with MatchLogic's DeliverE service, which sends sales and branding messages to e-mail audiences that have opted-in to receive the messages.

MatchLogic ran a test by developing three separate e-mail product offers and sending them to the appropriate opt-in list. Based on the results of these offers, MatchLogic was able to gather behavioral data of the e-mail recipients, such as which of the offers they responded to the most. Using this test data, MatchLogic developed a targeted model for the selection of potentially profitable customers. MatchLogic then edited the e-mail messages and, along with targeted consumer groups, was able to help Beyond.com maximize the effectiveness of its e-mail offer.

The changes to the e-mail message that MatchLogic made for Beyond.com resulted in a 2 percent increase in the response rate, greater sales growth and a better understanding of Beyond.com's customers.