Barratts has increased its email conversion rates after an overhaul of its e-commerce strategy.

Sales from emails now account for 10% of the shoe retailer’s total e-commerce sales, up from 4% a year ago.

Improvements include targeting emails at individual consumers, with customer data allowing more precise, relevant offers to be generated.

As well as emailing customers close to their birthdays with offers, it uses website analytics to contact people who abandoned their baskets at checkout and to send them relevant offers.

It has also invested in making sure stock data is accurate, meaning that if an email suggests a particular shoe to a customer that shoe will definitely be in stock. It runs stock counts every few hours which encompass all warehouses and 40 high street stores.

Barratts e-commerce marketing manager Paul Saunderson said the email service, provided by Responsys, was made possible by investment in the back end of its e-commerce offering.

“We have got a wealth of data and now it will start to get really interesting,” he said.

Barratts started work on its multichannel strategy three years ago, and began changing the way it targets customers through email 18 months ago.

The retailer is reviewing its mobile strategy this year.