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Email Marketing Best Practices for On-Line Retail
Base Camp
AdvancedBase Camp
Summit
Base Camp
Benchmarks
List Growth
Calendar
Deliverability
Open / Click Benchmarks
Revenue Benchmarks
10X increase in subscribers via modal pop-up
Deliverability
Deliverability Pitfalls
•Subscriber complaints
•Mailing to invalid addresses
•Mailing to full mailboxes
•Sending emails to unengaged subscribers
Get Out of Gmail-Jail
• Remove all Gmail bounces
Get Out of Gmail-Jail
• Remove all Gmail bounces
Get Out of Gmail-Jail
• Remove all Gmail bounces
• Suppress non-openers from Gmail campaigns
• Deploy drip campaign to increase engagement
Subject Line: We're in trouble and need your help!
Subject Line: Attention Gmail User: Please Help!
Advanced Camp
Social Proof
Cart Abandonment
Post Purchase Loyalty
Social Proof
Cart Abandonment Campaigns
Social Proof
Top Review merchandised within trigger email
Large Cart Alert Trigger
Send a trigger email to CSR regarding large abandoned baskets
Recommended Products
Adaptive re-use of a fixed asset from website
Post Purchase Loyalty
15 days Post Purchase – Thanks Coupon
One Time Coupon
Reduces misuse, increases attribution tracking
Recommended Products
Auto-rendered via merchant’s recommendations provider
Most Popular
Auto-rendered via merchant’s recommendations provider
Summit
Gender Segmentation
Physical Store / On-Line
Discount Ladder Win-back
Discount Ladder
Premise
Based on “days since last purchase” – what is the lowest discount needed to get a repeat purchaser to purchase again.
Discount Ladder Test
713-1028Days
713-1028Days
1029+Days1029+Days
0 – 30Days0 – 30Days
31 – 60Days
31 – 60Days
91 –120Days
91 –120Days
151 – 180
Days
151 – 180
Days
357 – 712
Days
357 – 712
Days
61 – 90Days
61 – 90Days
No Purchase
No Purchase
121 – 150
Days
121 – 150
Days
181 – 356
Days
181 – 356
Days
11 Cohorts based on “days since last purchase”
Discount Ladder Test
Free ShippingFree Shipping
10% Off10% Off
15% Off15% Off
20% Off20% Off
0 – 30Days
31 – 60Days
91 –120Days
151 – 180
Days
357 – 712Days
1029+Days
61 – 90Days
Peak Performance
• Batch & Blast– No less than once per week
• Automated Trigger Campaigns– Welcome Series
– Cart Abandonment
– Post Purchase Review Request
– Post Purchase Loyalty
– Post Purchase Win-back
