Case Study: QVC reactivates inactive email recipients with Optimizely Campaign

QVC reactivates 25.22% of inactive recipients with Optimizely

QVC faced a challenge where a growing number of its email newsletter recipients had become inactive, not opening or interacting with the daily mailings. To reactivate these customers without using incentives, QVC partnered with vendor Optimizely and utilized its Optimizely Campaign email marketing platform along with Business Consulting services.

The solution from Optimizely was a two-stage automated reactivation campaign. It began with a personalized kick-off email after a 14-day quiet period, followed by a strategic follow-up mailing. Recipients who re-engaged were returned to regular communications, while others were automatically excluded. The Optimizely-powered campaign successfully reactivated 25.22% of previously inactive recipients, achieved a 25.76% click-to-open rate, and kept unsubscribe rates below one percent.

QVC