9561759x

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How I got an $826,221.62 Sales Increase

Rob SnellSNELL BROS.rob@ystore.com

Yahoo! Store Case Study:

Yahoo! Store Case Study: How I got an $826,221.62

Sales Increase

Part 1

store 9 revenue-share project(I get paid by the click)

DISCLAIMER The STATS you are about

to see are true. Personally identifiable

information about the STORES used has been removed…

Store9, Year 0

designGOOG-friendly RTML,

pimped the cart

Store9, Year 1

seo + ppcconverting keywords,

built some links

Store9, Year 2

conversionfree shipping model,

free gift with purchase,& converting keywords

Store9, Year 3

boosting low or no growth

Store9, Year 4

Shaking the tree• Hit your email list regularly

• Track how emails perform

• Learn from your mistakes

• Segment your customers

• Keep what sticks

backgroundon me…

Snell Bros

retailerdog supplies, comics,

baseball cards pokemon, copyshop

Comics

web marketerYahoo! Store dev, RTML, SEO, PPC,

Conversion, Analytics

Gds 1997

We got a spokesmodel…… steve & click

writer/speakerblog, Y! columns, book, newsletters, webinars,

search speaker, seminars

My own blog

Ystoreblog

book

Amazon book

Rob@IR

seminars

email list info@ystore.com

click

about Ron and Top Right

Topright

thinking about emails

relevantcustomers

(buckets)

pic

relevantproducts

Store SERPS

View source

relevant

offer

Make me an offer…• New 2009 releases

• Liquidations

• Free shipping offers

• Free gift with purchase

• Tie into seasonal, timely

relevant

writing

Writing good emails• Be personal

• Be real

• Share good content

• Tie into seasonal, timely

tell stories

building

emails

Content comes from product

custom

RTML

Custom RTML

easy peasy mail

Get IDs from store URLs

Go to the CONTENTS page

Create a NEW ID

Edit & Update: Custom Type/Template

easy peasy mail

How I doubled

$$$

segmented 90% of customers into 3-5

buckets

What segments?• What products customers bought

• What activity customers do

• What level of expertise

• How much $$$ spend

• Where they live

• How often they order

• How long since ordered

How Top Right segmenting works…

How Top Right email tool works

How I track

$$$

My favorite email stats• Number of emails sent

• Unique emails opened

• Unique clicks

• Conversion Rate of campaign

• Number of orders

• Total Revenue

Real numbers on real emails

Old School…

indextools

Indextools: sales by entry page

Indextools 90 day graph

Y! last 120 days

topright

TopRight monthly revenue

TopRight (RPE) revenue per email

…

How I got an $826,221.62 Sales Increase

Rob SnellSNELL BROS.rob@ystore.com

Yahoo! Store Case Study: