The Email Odd Couple - Rainbow Shops and The Grommet

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Information about The Email Odd Couple - Rainbow Shops and The Grommet

Published on October 12, 2016

Author: NationalRetailFederation

Source: slideshare.net

1. The Email Odd Couple - Rainbow Shops and The Grommet Katherine Klinger Dir., CRM The Grommet Presented: September 26, 2016 at Retail’s Digital Summit David Cost VP, Ecommerce and Digital MarkeKng Rainbow Shops

2. Katherine Klinger David Cost

3. THE EMAIL MARKETING ODD COUPLE (The importance of knowing your customers)

4. In this session you will learn: §  How to opKmize your emails to drive more traffic §  What and how to test to improve results §  Where to begin with segmentaKon and personalizaKon

5. Title goes here §  InformaKon goes here §  and here §  and here

6. The golden equa5on of Ecommerce Conversion Visitors Rate AOV

7. Organic + Direct, 40% Email, 20% CPC, 20% Affliate, 10% Display, 1% Social, 2% Other, 7% Source: Custora Pulse Average Retailer Organic + Direct, 39% Email, 35% CPC, 20% Affliate, 1% Social, 1% Other, 4% Rainbow Digital traffic drivers

8. Fundamentals of Rainbow’s email program

9. We only send email to ac5ve subscribers Didn’t open within last 90 days Opened within last 90 days

10. Active Subscribers MultiPass We send a daily marke5ng email, twice

11. We pay aUen5on to customer buying cycles

12. We retarget with a Cart Abandonment series

13. We offer an incen5ve for email addresses

14. We collect email online and in-store 76% 24%

15. We collect email in-store via SMS

16. Apps and Deep Linking

17. We retarget via Facebook

18. A B Which Test Won? Subject Lines - Open rate

19. A B Which Test Won? Subject Lines - Open rate

20. Which Test Won? Delivery Time - CTOR A B

21. Which Test Won? Delivery Time - CTOR A B

22. A B Which Test Won? Images – CTOR

23. B Which Test Won? Images - CTOR

24. A B Which Test Won? Images - CTOR

25. Which Test Won? Images - CTOR A

26. A B Which Test Won? Text vs Images – CTOR

27. Version A Version B Which Test Won? Text vs Images – CTOR A

28. Version A Version B A Which Test Won? Text vs Images – CTOR

29. New Active Inactive Lapsing Recent activity Most engaged Least engaged Decreasing engagement Non- Customers No purchase High Value Best customers

30. New Active Inactive Lapsing Recent activity Most engaged Least engaged Decreasing engagement Non- Customers No purchase High Value Best customers

31. New Active Inactive Lapsing Recent activity Most engaged Least engaged Decreasing engagement Non- Customers No purchase High Value Best customers

32. New Active Inactive Lapsing Recent activity Most engaged Least engaged Decreasing engagement Non- Customers No purchase High Value Best customers

33. New Active Inactive Lapsing Recent activity Most engaged Least engaged Decreasing engagement Non- Customers No purchase High Value Best customers Non-Purchasers Purchasers

34. To recap on today’s takeaways… §  How to opKmize your emails to drive more traffic §  What and how to test to improve results §  Where to begin with segmentaKon and personalizaKon

35. Katherine Klinger David Cost

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