B2B Closeout E-mail Has Big ROI

Smart marketing can leverage b-to-b product cycles to generate profits and move excess inventory, per a recent case study from MarketingSherpa. Creative Co-Op, which markets trendy gift and home décor products to a core audience of independent retailers, needed to sell closeout inventory as product cycles got ready to shift. Their successful solution was an automated e-mail campaign tailored to past purchasers of products on closeout. Creative Co-Op's agency set up relational tables that scanned through customer data, matching past purchase history to closeout products to create a target audience of active customers who had ordered at least one of the closeout items within the past 90 to 365 days. The personalized, behavior-based e-mail campaign contained images of the closeout products purchased by recipients, the original product pricing, and closeout sale prices marketed as "Value Buys" at a fraction of the original. A second variation of the e-mail was sent 10 days after the first if the customer had not yet taken action. The closeout e-mail campaign yielded an 808% ROI in its first month, along with a 42% increase in order conversion rate and a 255% increase in closeout items sold online! After the campaign, the team also tallied that 84% of the items sold were actually non-closeout products. For more detail, see the MarketingSherpa case study at https://www.marketingsherpa.com/article/case-study/b2b-email-behavior-based-campaign