Cali and York Women’s apparel was based in Costa Mesa, CA and primarily driving their business through direct-response catalogs. However, the focus was to shift those customers off of traditional print media to the web without disrupting existing business. We were producing over a million catalogs per year and processing of those orders primarily happened through a large pool of customer service operators. With time two-thirds of customers shifted to online ordering reducing dependence on customer service operators.
Managing a buyer file of over 65K customers,15K social followers, and a 45K email list, made the email channel the #2 biggest revenue driver, behind the print but at a much lower margin and CPA.