Attire Accessories - Nov/Dec 2019 (Issue 79)

10 EMAIL AND POSTAL MAIL COMBINATION DOUBLES ABANDONED BASKET REACTIVATION, SAYS STUDY A new report by Go Inspire Group states that the combination of email and postal mail can double reactivation of abandoned baskets compared to email reactivation activity alone. According to the study, seven in ten online shopping baskets are actually abandoned by shoppers, showing that retailers are collectively leaving billions of pounds in revenue on the table. Having conducted a control test, Go Inspire compared email and postal mail response and conversion rates when aiming to re-activate abandoned baskets. According to the company, the ‘results were alarming.’ A press release stated, “The Go Inspire control test collaborated with a major retailer over three months and a customer base of over 200,000. The retailer already had a highly successful re-activation triggered email system in place, which was achieving a conversion rate in the typical 5-7% range. This control was then compared with a test cell of recipients where re-activation emails were followed with a triggered postal hybrid-mail follow-up to non-responders to the email activity.” The results showed that average order value for reactivated abandoned baskets from postal mail respondents was nearly the same as the initial reactivation emails (£100+); Conversion rates from the postal mail activity was 113.5% of the email activity conversion rate; Respondents to the postal mail were not responsive to the initial email activity thus the results of both reactivation activities in combination amounted to more than double the commercial result (measured as additional sales from retrieved baskets) of reactivation emails alone. Patrick Headley, CEO at Go Inspire Group, said, “This control test made it clear that hybrid mail, used in combination with regular email reactivation activities is critical to recovering abandoned baskets and distancing the competition. SCREAM PRETTY ANNOUNCES INTERNATIONAL EXPANSION INTO AUSTRALIA British jewellery brand Scream Pretty has announced international expansion, having entered into Australia in October. The company has launched a new e-commerce site screampretty.com/au, which is said to be a natural progression in its international strategy. Co-founder, Lucy Lee says; “Scream Pretty is thrilled to launch in Australia. The last three years have seen fabulous growth for the brand in the UK and we see huge potential for our exciting designs in this new market– the curated ear, and layered styles are already in demand for Australian consumers. The ability for Scream Pretty to deliver quickly and directly to customers with efficient, localised marketing and customer service will build the confidence of the discerning Australian consumer. This is an incredibly exciting time for Scream Pretty, we are expanding into more and more boutiques across the UK and have some great partnerships in the pipeline for 2020 and beyond!” Scream Pretty Australia will be spearheaded by Sydney-based distributor Polly Teller. She says, “From the office to the beach, the multi-pierced ear and ‘more is more’ jewellery vibe is seen on women across Australia. Scream Pretty is a natural fit for the demand in the market, and offers that extra sass missing in the local bo-ho centric jewellery brands.”