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Overview
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Features & Benefits
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Examples
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Case Studies
Case Studies
| Customer: |
BJ's Wholesale Club |
| Return on Investment: |
New Member Sign-ups Resulted in 93% ROI
(Cost of Program versus Revenue from new Customers) |
BJ'S Wholesale Club provides a range of brand name merchandise at low prices.
The target audience for this email campaign was shoppers who had previously
obtained a "One Day Shopping Pass" from bjs.com. The goal of the email effort
was to convert the one-day shoppers into BJ's members using email, rather than
using more expensive print and mailing option.
Texterity, using Published Web Format conversion, email, and tracking achieved a 33% open rate,
15% click-through, and ROI of 93% resulting in new membership and revenues.
The strategy of the effort was to leverage existing print creative — the "Summer Catalog" —
for electronic delivery. The challenge was to make the layout and creative elements in
the catalog available to the widest number of customers, without requiring anything
more than a "web browser". Because the list was based on web signups, the users at
least had web and email access — but we did not want to assume that they had installed
Adobe Reader, Flash, or other plug-ins.
The "Print PDF" version of the "Summer Catalog" was converted using Texterity's
Published Web Format™ technology. This allowed users to view, search, and click
"sign up" links from any web browser without the need for a plug-in or application.
The email system was used to deliver a custom (HTML or Text) email message, provide
individual user-level tracking, and manage bounce-backs and list removals.
Once a user chose to sign up, the email click-through passed information to BJ's
enrollment system to personalize the name and address.
The email and on-line catalog resulted in a 33% open rate, and 15% click-through
to the catalog. Specific sign-ups were tracked to the campaign. Based on the value
of the sign-up (direct revenue) plus the margin on the annual spend of typical new
customers, the one-year ROI on this initial campaign was 93%. Because of the success
of the initial effort, a follow-up campaign using a brochure was used to entice
additional BJ's prospects. Continuing use of PWF will be used for future campaigns.
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