Net-a-Porter ups conversion rate after cutting email activity

LONDON - Online luxury fashion retailer Net-a-Porter.com has cut down the number of emails it sends to customers from up to 10 per week to two.

The company worked with email marketing specialist Lyris' tool ListManager to consolidate its communications.

It had been emailing some customers up to 10 times a week with information including generic updates, highlights from specific designers and details of new products.

The company now sends each user two automatically generated emails a week that take into account their specific interests and preferences. Product update emails achieve a conversion rate of more than 10% and newsletter emails are opened by nearly half of recipients.

Martin Bartle, head of marketing at Net-a-Porter.com, said: "Lyris has enabled us to target customers based on their personal preferences making our communications more relevant and targeted."

The company sends out around 300,000 emails a week. Email drives 32% of Net-a-Porter's sales and generates more than £1m in revenue each month.

Lyris was recently shortlisted for a Revolution magazine award for its Net a Porter work.