Email is pulling its weight and then some for equestrian apparel merchant Kerrits.com.

The marketing channel comprises less than 5% of its marketing budget, but drives 20% of online sales for Kerrits, says Sara Florin, senior director of branding and marketing.

Kerrit’s direct-to-consumer business was just starting to hit its stride when it overhauled its email program in July 2020, Florin says. Plus, its online sales were already increasing because of more consumers shopping online during the coronavirus pandemic. While these larger factors make it hard to directly tie increases in overall sales to a new email marketing platform, the marketing channel is still among the brand’s most effective and brings in the brand’s highest lifetime value customers, Florin says.

Adding an online direct-to-consumer channel

From 1986 to 2016, Kerrits was only selling through wholesale channels, many of which are mom-and-pop tack shops, Florin says. A tack shop is an equestrian supply store. In 2016, Kerrits launched an ecommerce site to go directly to consumers.

“From a business perspective, it makes a lot of sense to not have all your eggs in one basket. The margins are a lot better when you are direct to consumer instead of wholesale,” Florin says.

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