THE
SAK
 THE
SAK is a lifestyle brand that designs, produces
and sells fashion accessories. It can be found
in roughly two thousand department and specialty
stores in the U.S. and in twenty-two international
markets. There are eleven THE SAK retail stores
in California and an online store, thesak.com.
THE SAK is the fourth largest handbag company
in the United States and has over one hundred
fifty employees.
As the Director of Ecommerce, Steve Henderson
is primarily responsible for profit & loss,
business development, technical product and project
management, and general strategy for thesak.com.
Challenge
THE SAK’s biggest marketing challenge was
time. In the fashion accessory industry, trends
change overnight, and direct mail marketing campaigns
take six to eight weeks to create and deliver
to customers. THE SAK needed a marketing tool
that was completely dynamic and flexible and could
get their products in front of their customers
quickly.
Why Campaign?
Email marketing was the medium THE SAK was looking
for. Now, which email marketing solution?
After researching countless email marketing software
products on the Internet, THE SAK chose Arial
Software’s Campaign Enterprise software.
This decision was based partly on Campaign’s
flexibility and ability to directly connect with
its email address database. Steve Henderson notes
that THE SAK was also “impressed with Campaign’s
feature set, ease-of-use, immediate download,
and cost. We bought Campaign online, downloaded
it immediately, and were literally sending emails
within a few minutes. The software’s personalization
features were also a key draw in selecting Campaign
Enterprise.”
Solution
Campaign Enterprise email marketing software turned
out to be the perfect solution for THE SAK. According
to Steve, “email marketing (with Campaign
software) lets us put the right product in front
of the right customer at the right time. Few other
methods of communication exist that give us the
ability to communicate with our customers at a
very low cost, delivering an immediate impact
to both customer satisfaction and company revenues.”
Results
Campaign has enabled THE SAK to reach its customers
more quickly and with less expense than other
marketing channels. Steve Henderson stated, “we
are able to design, produce, and send out an email
within just a few hours, and Campaign has given
us the ability to maintain a high speed-to-market
with zero sacrifice on quality of message, creative,
or service standards. Email marketing has been
extremely successful for us in introducing new
products to our customers, moving inventory, and
introducing our lifestyle brand.”
Additionally, THE SAK uses many different marketing
channels to communicate to their customers, and
it has found that email marketing is its most
cost-effective. According to Steve, “roughly
25% of our total annual online sales are driven
directly by email marketing sent through Campaign
Enterprise. This produces our single most positive
return on investment.”
About Arial Software
Founded in 1993, Arial Software is widely considered
the leading industry pioneer in permission email
marketing software. The company's products are
used by thousands of businesses, non-profits,
associations and other groups to compose and send
email newsletters and personalized messages directly
to subscribers, customers, prospects and members.
If
you are interested in a Campaign Enterprise email
best practices case study, contact the Arial Software
Media & Press Relations department here.
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