A/B Testing of Email with Coremetrics Delivers $1 Million in
Annualized Revenue for PetFoodDirect.com

 

Leading Online Pet Food Retailer Doubles Revenues by Using Hosted Web Analytics from Coremetrics to Pinpoint Optimal Offer Content and Timing

 

San Mateo, Calif. – June 1, 2005 – Coremetrics™, a leading provider of hosted Web analytics and precision marketing solutions, today announced that PetFoodDirect.com has been using Coremetrics to run A/B tests and pinpoint the optimal content and timing for the company's twice-weekly email campaigns. As a result, PetFoodDirect.com has doubled sales from its email campaigns for an additional $1 million in annualized revenue. PetFoodDirect.com is one of the top online shopping sites for pet supplies and offers a full range of pet food, supplies and accessories.

"We needed a measurable, significant ROI win," said PetFoodDirect. "A/B testing of email campaigns gave us a clear-cut victory right off the bat. With the introduction and knowledge provided by Coremetrics, we were able to double sales from our email drops by precisely determining the best day and time to deliver the campaign. This one step adds up to about $1 million in additional revenue from email campaigns alone—and an outstanding success for our organization with the use of Coremetrics measured media reporting."

Founded in 1997, PetFoodDirect.com successfully weathered the dot-com bust and has seen significant growth in the past year and a half. The company maintains its leadership position in an extremely competitive market through cutting-edge acquisition campaigns, including PPC listings and affiliate programs. Its email program is the cornerstone of its retention and loyalty programs, and a significant contributor to the bottom line.

PetFoodDirect.com turned to Coremetrics to help track and analyze the performance of numerous email campaigns. Top-line trend analysis showed a significant decline in performance of the third weekly email. Using Coremetrics in conjunction with A/B split tests to vary content and timing, PetFoodDirect.com was able to pinpoint the best day and time to deliver each email campaign to maximize response. For example, delivering promotional emails to correspond with days of peak sales further stimulated visitor activity. PetFoodDirect.com was also able to test and measure the impact of a number of different creative and offer positions to maximize revenue lift while increasing the number of SKUs sold.

Within four months of implementing Coremetrics, PetFoodDirect doubled email click-throughs to its site and generated an additional $1 million plus in annualized revenue. To learn more about PetFoodDirect.com, visit www.petfooddirect.com or contact Geoff Walker at 215.513.1999 x 108.

"There is a tremendous opportunity today for retailers to generate additional revenues from their email campaigns," said Joe Davis, president and CEO of Coremetrics. "From targeting content based on browsing behaviors to testing ad copy within the email, Coremetrics can help retailers optimize their retention marketing programs and dramatically improve ROI."

About Coremetrics

Coremetrics is a leading provider of hosted Web analytics, marketing and merchandising solutions. The company's flagship product, Coremetrics 2005, is the industry's only Web analytics platform that captures and stores all customer and visitor clickstream activity to build LIVE (Lifetime Individual Visitor Experience) Profiles that serve as the foundation for all successful e-business initiatives. With Coremetrics 2005, online marketers, IT managers, and e-commerce executives are able to attract and convert high-value visitors, increase customer lifetime value, and create a multichannel view of customer behavior. Coremetrics services over 400 unique brands online, including Bank of America, Columbia House, CompUSA, Eddie Bauer, Motorola, The Weather Channel, Victoria's Secret, and Williams-Sonoma. Coremetrics is privately held with funding from Accel Partners and Highland Capital Partners, and is headquartered in San Mateo , California with offices across the U.S. and in London . To learn more about Coremetrics, visit www.coremetrics.com or call 877-721-CORE.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy .

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