The Eastwood Company, a multichannel retailer that specializes in parts and tools to restore old cars, has increased sales that come through e-mail by 15% in the last year.
The Pottstown, PA-based retailer has been working with e-mail services firm iPost for the past four years, but owes the increase to a new tool offered by the iPost platform. The Eastwood Company has been using iPost’s Autotarget tool since January, though it came out officially last week.
“It helps us quickly identify qualified e-mail names,” said Peter Kosciewicz, CMO of The Eastwood Company. “What I used to spend the better part of an afternoon on is now taking me 10 minutes.”
The Eastwood Company uses e-mail as a retention tool and only mails to existing customers. Since it began using Autotarget, the firm has cut its list by 25%, yet still increased sales.
The new tool helps identify types of e-mail clients based on past behavior, including click rate, open rate and purchases. When the vehicle retailer is preparing a new campaign, it compares the data from a similar campaign that was executed in the past and only sends the e-mail to those who have interacted well in the past.
