Justin Perdue, web manager at Beau Ties of Vermont, made a presentation this afternoon sponsored by email platform Bronto, outlining a number of improvements made over the past year to the Beau Ties email marketing program.

Beau Ties focused on three main areas:

• Cleaning up an old house file to purge bad and unresponsive addresses

• Redesigning the graphic look of each message, moving from a cluttered and confusing look to a cleaner design -- with clear hierarchy of images and text

• Leveraging each message, by segmenting members who didn't open an initial message, then remailing with the same creative but a different subject line

The results were terrific. As one might expect, the outcome of winnowing out bad addresses was to boost conversion rate; Justin reported sales conversion rates jumped 3X.

What comes as a surprise is that overall revenue driven by the email program also grew -- by a whopping 75%. Much of that growth was attributed simply to the stronger graphic design.

And the re-mailing program? That tactic resulted in a 45% increase in sales!

Congratulations to Justin, and everyone else at Beau Ties and Bronto who contributed to this success story.