Fabric.com, the online fabric store, has increased conversions and average order size by implementing a lifecycle email marketing program through Silverpop, the provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers. The retailer utilized the Silverpop Engage platform to initiate an email lifecycle campaign and a shopping cart abandonment program. Both strategies were designed to create a more relevant dialogue with customers. The lifecycle campaign more than doubled open and click-through rates, and conversions increased by 43 percent. Additionally, the cart abandonment emails resulted in a 20 percent increase in average order size. (Melanie Coombs, e-mail marketing manager, Fabric.com.)
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