E-commerce Email Relevance

Posted on January 14, 2013 by admin

10% more revenue from 3 personalization tactics

Every email marketer wants to increase relevance, whether through timing, content or segmentation. The e-commerce marketers in this article push for one-to-one relevance. They send personalized content to individual subscribers and get great results.

MarketingSherpa describes three tactics that increased revenue by more than 10% across the company’s campaigns. You’ll see how the marketers weaved each tactic — such as customized display ads and abandoned cart follow-ups — into the strategy and their results.

Tactic #1. Target content to search behavior

Tactic #2. Target content based on past purchases

Tactic #3. Target abandoned shopping carts

RESULTS

Cart abandonment emails have been a boon to many e-commerce sites, including Motorcycle Superstore. Barney’s team has achieved great results (all results are averaged):

52% open rate, more than three times higher than the team’s standard emails

49% clickthrough rate, 48% higher than standard emails

7% conversion rate, more than three times higher than standard emails

20% higher average order value than standard emails

73% lower unsubscribe rate than standard emails

To read the full article, click here: http://www.marketingsherpa.com/article.php?ident=32231#