Lands’ End has a rich heritage: it started in a Chicago basement office as a mail-order company for yachting gear in 1963. Since then, the retailer has evolved into a multichannel lifestyle leader with operations across the world. What hasn’t changed over the past five decades has been Lands’ End’s commitment to high-quality and timeless style, excellent service, and putting customers first. In Lands’ End’s long history, the brand has never been one to shy away from changing with the times and trying new things, especially when it comes to marketing. Prior to 2013, Lands’ End generated consistent revenue through a solid email program that included transactional messages and marketing that incorporated segmentation strategies based on customer attributes, purchase history, and behavior. Lands’ End has enhanced its email program even further since coming on board with Yesmail, the email service provider within Yes Lifecycle Marketing—campaigns have become more targeted and automated.

1. © 2015 Yes Lifecycle Marketing
Saveology increases open rates through
better email technology
Client:
Industry:
Multi-channel retail
Key Solution Areas:
Responsive design, email
marketing strategy, account
management, custom email
engineering, deliverability
Results:
Triggered campaigns generate:
• 9% of email-driven revenue
• 9% of email-driven orders
• 12% of email-driven website
visits
• Quadruple the open rates
and double the CTO of daily
promotional messages
CASE STUDY:
Lands’ End: High Quality Guaranteed –
For Products and Email Marketing
Enhancing Their Email Program through Triggered Campaigns
Humble Beginnings
Lands’ End has a rich heritage: it started in a Chicago basement office as a mail-
order company for yachting gear in 1963. Since then, the retailer has evolved into a
multichannel lifestyle leader with operations across the world. What hasn’t changed
over the past five decades has been Lands’ End’s commitment to high-quality and
timeless style, excellent service, and putting customers first.
InLands’End’slonghistory,thebrandhasneverbeenonetoshyawayfromchanging
withthetimesandtryingnewthings,especiallywhenitcomestomarketing.Priorto
2013, Lands’ End generated consistent revenue through a solid email program that
included transactional messages and marketing that incorporated segmentation
strategies based on customer attributes, purchase history, and behavior. Lands’ End
has enhanced its email program even further since coming on board with Yesmail
Interactive—campaigns have become more targeted and automated.
A Commitment to Email Advancement
At the start of the relationship, Yesmail identified four opportunities for Lands’ End
to not only drive incremental email revenue, but also increase overall engagement
that could result in customer loyalty and long-term revenue growth. With guidance
from Yesmail, Lands’ End executed four primary strategies.
1. The quickest and easiest way for Lands’ End to make a positive impact on its
email program was to maximize the effectiveness of existing transactional
triggered messages. Lands’ End started by adding personalization to emails,
allowing the brand to stand out in the inbox by speaking directly to consumers
and their unique characteristics, preferences, and behavior. Similarly, the retailer
catered to its audience, which was becoming more and more reliant on mobile
devices, by implementing responsive design that automatically adapts emails to
various screen sizes.
Before completely rolling out the new design, Lands’ End ran tests that proved
the initiative worthwhile. On average, the responsive design led to a:
• 5% increase in clicks
• 8% increase in CTO
• 17% increase in revenue
• 20% increase in revenue per email (RPE)
Another enhancement Lands’ End made to its current email program included
optimizing remarketing triggers since abandoned cart and browse messages
weren’treachingthebrand’sfulldatabase.YesmailhelpedLands’Endincorporate
a tracking pixel into their website to better identify the consumers that were
browsing through products or abandoning their shopping carts. This enabled
Lands’ End to double the audience it was reaching with its remarketing emails
and generate a 70% revenue increase and 65% order increase for that triggered
program in only one quarter.

2. © 2015 Yes Lifecycle Marketing
CASE STUDY:
Lands’ End: High Quality Guaranteed –
For Products and Email Marketing
2. After seeing stellar results from enhancing existing
campaigns, Lands’ End wanted to seize additional
marketing opportunities. The retailer worked with
Yesmail to develop a comprehensive lifecycle email
program and reach out to customers in a way that
resonates with them, makes them feel special, and boosts
loyalty. Lands’ End knew that these goals could only
be achieved through truly personalized and engaging
lifecycle communications.
The brand launched seven new email streams that
consisted of personalized touch points throughout
the customer lifecycle. A few of the streams included
a welcome series as well as birthday and anniversary
messages.Insteadofaone-touchwelcomeemail,Lands’
End created a series that instantly thanked customers for
subscribing, offered a special promotion as a reward,
and shared information on the brand’s heritage and
social media presence. Later Lands’ End expanded the
welcome series to reach new subscribers and first-time
purchasers—at that point, the company communicated
its product guarantee and the benefits of shopping
there. Further along in the customer lifecycle, when
a customer’s birthday was coming up (or if it had just
passed), Land’s End would wish him/her a special day
and extend a shopping offer. Lands’ End would also offer
a deal when it was the anniversary of a customer’s first
purchase.
These lifecycle messages, and several others, clearly
explained to customers what they could expect from
Lands’ End and gave them reasons to remain subscribed.
In the end, lifecycle emails generated an average click-
to-open rate 25% higher than that of daily promotional
emails. In addition, they created a new revenue stream
that accounted for 3% of email-generated revenue while
reaching only 0.6% of Lands’ End’s email audience.
“One of the most important tasks we accomplished
working with Yesmail and utilizing their industry
expertiseandcross-clientlearnings,wasidentifying
a true opportunity to not only drive incremental
revenue, but overall engagement that translates to
customer loyalty. That’s what the lifecycle trigger
program did for us and that’s where Yesmail’s
partnership and experience in the retail industry
proved instrumental for our success.”
Luke Griffis, Marketing Specialist, Lands’ End

3. © 2015 Yes Lifecycle Marketing
CASE STUDY:
Lands’ End: High Quality Guaranteed –
For Products and Email Marketing
3. With all the new email triggers, Lands’ End had to tie
everything together into a strategic roadmap to establish
the right messaging cadence. Yesmail extracted insights
from Lands’ End’s audience and determined there were
subscribers eligible to receive multiple email triggers
everyday.However,over-communicatingcoulddamage
the effectiveness of triggers and overwhelm subscribers
quickly. As a result, Lands’ End limited how many triggers
people received daily, developed a message hierarchy
that determined priority of emails, and kept a close eye
on unsubscribes. For instance, there was a cap on how
many abandoned cart or browse emails daily site visitors
could get from Lands’ End.
4. For subscribers who had tuned out communications
and/or hadn’t purchased in some time, Lands’ End
worked with Yesmail to develop quarterly reactivation
campaigns. They first defined “inactive” then tested
sends to the dormant subscribers instead of removing
them from mailings. All the while, they ensured they
protected the retailer’s sending reputation.
Ultimately, Lands’ End re-engaged its inactive audience
and the returns proved significant. In Q3 and Q4 2014,
Lands’ End executed reactivation campaigns that:
• Generated a quarter of the entire lifecycle program
revenue
• Achieved an average click-to-open rate more than
double that of promotional messages
• Expanded the lifecycle program audience by 6.4%
The Story Continues
All in all, triggered campaigns only reached 3.5% of Lands’
End’s subscriber base but generated:
• 9% of email-driven revenue
• 9% of email-driven orders
• 12% of email-driven website visits
• Quadruple the open rates and double the click-
to-open rate of daily promo emails
As more performance results and customer insights are
revealed, Lands’ End continues to adjust triggers and mail-
ing rules on a regular basis. Similar to Lands’ End’s dedica-
tion to product excellence, the retailer remains committed
to email marketing excellence and makes enhancements
whenever possible.
“From the first day we came on board with Yesmail,
their dedicated team has gone above and beyond
to make the transition seamless and push our
program to new heights. The strategic guidance,
relentless account management, and flawless
execution are but a few of the benefits we’ve reaped
through our partnership with Yesmail.”
Lee Rennels, Director Channel Strategy, Lands’ End