The company used Return Path’s deliverability monitoring suite, which provides visibility into the impact of mobile on email marketing campaigns.

“Dillard’s uses geotargeting to increase store foot traffic via their email campaigns keeping subscribers – regardless of what platform they use – from PC to mobile – up to date on special store events is critical in terms of reaching customers wherever they are,” said Tami Monahan Forman, director of corporate communications at Return Path.

Revenue
Dillard’s augmented its in-store marketing with an email program that is not offer-oriented. 

According to the company, Dillard’s did not use free shipping, coupons or other incentives and chose to focus instead on relevancy, timing and brand value. 

Dillard’s targeted subscribers based on purchase history and its consumers received emails related to items they purchased.

Additionally, the company used geotargeting to increase store foot traffic via their email campaigns by keeping their subscribers up to date on special store events that often feature appearances by celebrities such as Wolfgang Puck, Emeril Lagasse and Jessica Simpson. 

“Return Path’s campaign preview tab of its deliverability monitoring suite enables Dillard’s to identify any rendering issues they may have with their email on mobile platforms – including iPhone, iPad, Blackberry, Android and others,” Ms. Forman said.

Mobile partnership
Via the partnership, Dillard’s saw open rates improve.

Dillard’s is no stranger to mobile.

Last year, Dillard’s was among one of the brands and retailers that offered mobile coupons and special event promotions via The St. Petersburg Times mobile app and site.

The company leveraged the app to drive consumers in store with time-sensitive text messages.

One Dillard’s text message issued the following call-to-action: Customize your Uggs when buying a pair on 11/20 from 12-3 only (see story).

“Return Path provides Dillard’s with full service and outsourced email deliverability services to help ensure Dillard’s marketing team reaches near 100 percent inbox placement across all devices,” Ms. Forman said.

Finale Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York