Eastern Mountain Sports improves preference center and welcome emails, boosting results

Outdoor specialty retailer takes a customer-centric approach to email marketing
with the collection of customer data online

Eastern Mountain Sports, Inc. (EMS), is one of the nation’s leading outdoor specialty retailers, selling a wide range of outdoor gear and apparel in stores and on its website. To add relevance and value to their online customer communications, EMS worked with Experian CheetahMail to carefully design an innovative online preference center. Their new preference center consisted of user-friendly form fields and check boxes that accurately captured significant information from new and existing subscribers. EMS was able to incorporate this data into subsequent mailings, resulting in higher clickthroughs and open rates and an increase in revenue attributable to the program itself.

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