From the start, the marketing team behind Isaac Mizrahi New York (IMNY)—a name synonymous with timeless, cosmopolitan style—knew that a new ecommerce site would need to quickly build traffic and drive sales to deliver ROI. Dara Marks, Director of ecommerce and Kate Twist, Chief Marketing Officer, needed to find a solution that would allow their teams to boost revenue, establish loyalty and engage their customer base.
Marks described the business need: “It was important for us to work with a partner that understood where we are today and where we’d like to be in the future. We required tools and support that could grow alongside the business.”
The SmartFocus Solution: SmartFocus Email
In just one month, the ecommerce and marketing teams at IMNY had the SmartFocus platform up and running. Their entire on-boarding process was seamless, and the easy-to-use interface allowed the team to drive more traffic to the site. Almost immediately, the IMNY team could personalise communications that they sent to customers. They quickly became SmartFocus experts, delivering targeted messaging and stunning responsive emails directly to the inboxes of Isaac Mizrahi New York customers.
“SmartFocus gave us the tools we required to track and benchmark the results our campaigns. The data we collected enabled us to optimize and improve our marketing efforts,” stated Twist.
The changes the team made to targeted campaigns as a result of data analytics improved ROI as measured by higher customer engagement.
Another critical component of IMNY’s success was the ability to rapidly grow their database. The business implemented an easy pop-up screen that efficiently captures site visitors’ email addresses and key customer information. This allows the team to send targeted emails, special offers, promotions and exclusive events.
In just a few short months after launching a new site, IMNY was able to attribute more than 15 per cent of revenue generated to email.
But that was not the only benefit: the team has seen their mailing list increase by 500 per cent. Moreover, the business managers appreciate that they can create, execute and then review email campaign performance all from one platform.