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Gorsuch

Gorsuch caters to a spirit unique to the mountain lifestyle, where beauty and tradition merge with adventure. Faced with increasing competition as a 50-plus-year-old, family-founded and operated retailer, they commissioned SK+G to reinvigorate the Gorsuch retail business through a comprehensive brand refresh and marketing approach.

Flagship Store

Project Brief

SK+G was commissioned to further define and articulate Gorsuch as a modern day, mountain luxury lifestyle brand by reinvigorating the Gorsuch retail business through a comprehensive brand refresh and marketing approach.

We tailored a direct marketing program to bolster Gorsuch’s e-commerce business, which is committed to providing collections of unique designs from across the globe with superior craftsmanship and luxury.

This effort included the implementation of a new email strategy using a test portion of the overall Gorsuch database.

Strategy

Finding the perfect cadence for emailing customers is not a simple task, as many factors contribute to a customer’s tolerance for email frequency.

  • 1Send Less - Target More
  • 2Increase cross sell within emails
  • 3Increase and personalize copy
  • 4Determine when a customer needs a specific offer

The Control Group

  • 50,204

    subscribers
  • 6

    days a week
  • 1

    email design

Gorsuch’s in-house designer continued their current strategy, deploying six emails per week to their entire list. These emails continued to only focus on women’s fashion.

  • Emails Sent

    5,489,729

  • Avg. Open Rate

    15.86%

  • Opt-Out Rate

    11.84%

  • Avg. Click Through Rate

    12.74%

- over a six-month period -

The Test Group

  • 7,944

    subscribers
  • 2

    days a week
  • 3

    email designs

A small group was taken out of the daily deployment schedule and only received two emails a week. We designed three tailored campaigns for each day based on whether our data showed if they were male or female. If we didn’t know their gender, they got a combined product email.

  • Emails Sent

    428,348

  • Avg. Open Rate

    19.74%

  • Opt-Out Rate

    10.22%

  • Avg. Click Through Rate

    16.09%

- over a six-month period -

Avg. Revenue per email

- over a six-month period -

$0.41

  • Email Revenue

    $1,922,547

  • Total Emails Sent

    5,489,729

$1.87

  • Email Revenue

    $786,176

  • Total Emails Sent

    428,348

Apple Mail preview pane
iPhone preview pane
Mens segment email design

The Results

SK+G’s brand refresh for Gorsuch has positioned the brand as a formidable offline and online luxury retailer.

Its targeted and personalized direct-marketing approach for Gorsuch has also produced impressive initial results when comparing the test group against the control group.

  • Avg. revenue increase per email

    $1.46

  • Avg. open rate increase

    3.88%

  • Avg. click rate increase

    3.35%

- over a six-month period -