Hot Topic concept Torrid automates email communication with customers
Torrid is a distinct multi-channel specialty retail concept operated by Hot Topic, Inc. It’s a fashion-forward brand that sells apparel, lingerie, shoes and accessories designed for various lifestyles targeting plus-size young women, ages 15 to 29.
Torrid was manually sending welcome letters each week to newly registered subscribers. The weekly process was time consuming; updating the HTML required hours of work from the marketing department, and pulling the lists of new subscribers required development resources. The email sending times were also inconsistent - sending occurred whenever resources were available - and the emails were often sent a full week after subscribers initially signed up on the site. Due to the delays between signup and sending, Torrid was receiving high spam complaints from subscribers who didn’t remember registering, and they were losing new subscribers as a result; not to mention the loss of new revenue opportunities.
By implementing a daily automated welcome letter sending strategy, Torrid optimized their email communications during the critical early days of their subscriber lifecycle.
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