DermStore + CCC

Challenge:
Target and DermStore sought to increase the share of wallet for beauty by introducing Target Guests to DermStore's broad product offering. They aimed to leverage a list of 12 million guests with a high affinity for beauty.

Solution:
Cordero Consulting Co. (CCC) established a new dedicated IP address for the campaign and collaborated with Exact Target for best practices and benchmarks. CCC optimized the onboarding experience with a 3-email welcome series and a co-branded landing page. They also tested various email variations to maximize engagement and conversion.

Results:
The campaign ran for one month, adding 72,000 emails to the DermStore list, resulting in an active list growth of 15%. Despite lower than anticipated conversions, the campaign generated $64k in revenue. Approximately 3 million of the 12 million emails were delivered, achieving open rates of 8% and CTORs of 13%, while conversion remained at 0.33%.