The North Face Boosts Clickthroughs by 69 Percent with BlueHornet Email Optimization

Problem:
High-performance outdoor equipment and apparel manufacturer The North Face doesn't sell direct online. So they needed a way to use email to both enhance brand recognition through increased traffic to www.thenorthface.com and to drive sales to their partners' retail sites.

Solution:
BlueHornet's email optimization team conducted an A/B split test between The North Face's existing monthly email template, which included three links to www.thenorthface.com, and our optimized version with 27 links that drove traffic to featured product pages, online retailer links, and more.

Before (left) and After (right). BlueHornet's optimized e-newsletter for The North Face produced a 32% boost in unique clickthroughs and a 69% increase in total clickthroughs.

Results:
Compared to The North Face's existing newsletter template, BlueHornet's email optimization efforts produced an increase in overall clickthroughs of 69 percent. Unique clickthroughs were up 32 percent.

BlueHornet's optimized email template effectively increased traffic to The North Face website, as well as to the company's retail partner sites. This interaction encouraged subscriber brand interaction and improved The North Face's ability to support retail sales.