Rite Aid’s Email Re-engagement Rx
After four months of inactivity, Rite Aid used to consider a customer who’d been receiving its emails “inactive.”
But unopened emails represented lost revenue, so the retailer decided to reengage those customers.
Challenge: Re-engage inactive email contacts
Solution: Ongoing triggered re-engagement email series
Results:
- 21% better open rate
- 40% rise in Gmail open rate
- 153% Web revenue increase
- 112% rise in in-store revenue
“A big challenge of managing any email list is to keep your contacts regularly engaged and active in your email program,” Joe Tertel, Rite Aid’s manager of e-commerce and email marketing, told Target Marketing on Nov.
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