The Company
Moosejaw Mountaineering offers products from leading outdoor manufacturers including The North Face, Arc’teryx, Patagonia, Mountain Hardwear, and Black Diamond as well as under its own Moosejaw brand. The company serves a diverse customer base including serious outdoor enthusiasts, active individuals pursuing an outdoor lifestyle, and high school and college students who are passionate about the Moosejaw brand.  Moosejaw engages its customers through its leading ecommerce site, seven retail stores, wacky print catalogs, mobile commerce site, and extensive social media presence. The company was founded in 1992 and is headquartered in Madison Heights, Michigan.

The Challenge
Moosejaw underwent an extensive review of top email marketing service providers, intent on finding a solution that would allow them to grow the revenue from their email program and integrate with other systems to create a cart abandonment program.  With an already engaged userbase, Moosejaw needed a solution that would give them the flexibility to be creative and to engage with their communications and test various aspects of their emails, without being overly complex or time intensive.

The Solution
Moosejaw looked at a number of email marketing solutions, selecting Silverpop Engage due to its overall ease of use, as well as top features like Dynamic Content, Programs, Reporting, Segmentation and Send Time Optimization.  After implementing Silverpop Engage, Moosejaw completed a Coremetrics LIVEmail integration with Engage, giving them the ability to take advantage of their existing web analytics data.  “The integration between Silverpop Engage and Coremetrics was very straightforward, and enabled us to quickly start remarketing to potential customers” said Eoin Comerford, SVP of Marketing & Technology for Moosejaw.

Beyond their cart abandonment program, Moosejaw sought to integrate a human element to their marketing campaigns, both with the tone and style of their emails as well as through social media channels.  Moosejaw uses Dynamic Content to make their mailings relevant to both in-store and online shoppers, and segmentation to test subject lines and offers to various portions of their database.   Building on their Moosejaw Rewards loyalty program, the company tested programs with loyalty points against those without, and tried a variety of subject lines that best fit the company’s persona versus more traditional product and brand oriented messages.

The Results
By segmenting their database to send more targeted messages, Moosejaw saw average open rates for their broadcast emails increase by over 80% for some segments when compared to an unsegmented email.  Additionally, they see average open rates of over 40% on their cart abandonment emails, sent to online shoppers one day after abandoning a cart.  By using Dynamic Content to include images of abandoned cart items within the email, Moosejaw ensures the email is both timely and relevant, capturing average click-through rates of over 35% and conversion rates as high as 5%.

Furthermore, through their various testing, Moosejaw has been rewarded with even more impressive metrics on some of their more unique campaigns.  By running subject line tests against equally-sized database segments, Moosejaw learned that their subscribers are more likely to engage with emails that have subject lines based on Moosejaw’s “Madness” brand-voice, earning a 32% increase in open rates and 16% higher click rates than messages with subject lines related to various product offerings or discounts.

Additional testing based on the amount of Moosejaw Rewards loyalty program points a user has, showed the company that users with points had higher open, click and conversion metrics than those without points.  “In one particular test, we saw users with points had 125% higher open rates, 168% higher click rates, and our conversion rate was up a whopping 461%, showing us that engaged users who buy into our brand, even a little bit, can provide a huge boost to our bottom line” says Comerford.

Download the PDF to learn how Moosejaw increased open rates by 80% and created a cart abandonment program to improve conversion rates.