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Featured email project: Design - and program- women's fashion website Dressed Up! »
View the Dressed Up! website »

In-store sales over the 2007 holiday season were disappointing for Michael Weintraub, owner of Dressed Up!. Summed up in an email to me last December," I am going to call you, but be prepared I am going to need a good 15 mintues to complain about retail life!!!!!!- Michael "

In stark contrast US online spending during the 2007 holiday season (Nov & Dec) totaled $29.2 billion, a 19% increase over 2006- source comScore. Michael decided it was time to get in sync and commissioned a website.

Michael had already decided that he wanted to use eFashionCentral for the e-commerce component. eFashionCentral integrates with major eveningwear manufacturers' web sites. They source each vendors product photo's and descriptions on your behalf each season. The downside was that eFashionCentral's templates don't give you much control over how things look.

Michael asked me to design a shell site around the eFashionCentral product pages. So the homepage, Q&A page, About Us, Sale and Shipping pages were all designed and programmed by Style Campaign. We then integrated them with efashionCentral as much as possible. It was not ideal, but quick and cheap. Michael had over a thousand items online, ready for customers to browse with very little effort.

Click here » to view the homepage we designed for Dressed Up!

We added an email sign up to each page of his website. It's no longer enough just to have a sign up on your homepage. We also created an email sign up page under the sale menu. Michael gets new subscribers daily. View the email subscription page here ».

Michael has been one of our email marketing clients for the past two years. We sometimes send out fashion Q&A newsletters to Dressed up! subscribers. The newsletters have generated $1000's in sales. Click here to view an example of a Q&A newsletter. This is an example of the emails Michael receives in response to his Q&A newsletters:

"Hi Michael: My friend told me about your store. She got a beautiful dress for her son's wedding. My son has his Bar Mitzvah coming soon. Do you have the blue dress in a size 12? or maybe 14? - Caroline Cohn"

As they Q&A newsletters performed so well, we incorporated a Q&A into the website. Click here » to view the Q&A webpage. We use the same artwork and copy in both the newsletters and website.

Other pages we added were an About Us page which included a web video, Shipping, Contact and Privacy Policy.

For every $1 in online sales, the Internet influenced $3.45 of offline sales (source - eMarketer). In-store traffic has increased dramatically since the launch of the site. It's being used primarily for window shopping. Michael tells me customers often come in citing a dress they saw on the website. He has also seen a large increase in customer calls. Michael asks them were they're calling from, if they're local he lets them know in-store prices are 25% cheaper than online. If they are not local he keeps quiet!

Need some graphic design or a website? Drop me a email and we can talk over the possibilities.

p.s not quite ready to start? You can still receive marketing tips via my free monthly newsletter. You might even find a discount at the end of the PDF download, "25 tips for Growing your Email List" Find out more »