Advanced Retail Segmentation: Why You Need to Do This!

Thursday, February 28, 2013 Listrak 0 Comments

Megan Ouellet
Listrak’s eCommerce email marketing solutions allow you to target and segment customers in ways that will not only keep customers engaged, but will increase revenue and email ROI and the lifetime values of each customer.
Our Advanced Retail Segmentation goes beyond the simple brand or department category segments:
Now you can segment on specific SKUs, order values, and order dates - or any combination of those factors.
I posted about the importance of targeting and segmenting your email lists yesterday, read here,  and I truly believe that it is the easiest and greatest thing you can do to maximize your campaigns this year.
I’m happy to show you how it works. Just let me know.

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Email Segmentation Best Practices

Wednesday, February 27, 2013 Listrak 0 Comments

Megan Ouellet
Interesting article from ClickZ To Send or Not To Send an Email…That is the Question
My thought is this: Highly targeted campaigns will outperform un-segmented ones every time in conversions and ROI.
Untargeted email newsletters still have a place in the email world but they must be used sparingly. As I noted yesterday in this post, legitimate email newsletters account for 70% of all “this is spam” complaints! People opted-in to those lists - they wanted the company to send them emails. But, over time, the emails didn’t meet their expectations and weren’t useful so they clicked the “this is spam” button instead of opting-out.
When you’re designing your email campaigns, think about your target audience and segment your customers accordingly. Sure there might be one or two people who would have purchased the item but they didn’t get the message; but for every one customer that MIGHT have purchased, there are dozens who will report the message as spam because they aren’t interested at all. That will kill your reputation and deliverability.
Segmenting your list into targeted groups is THE BEST thing you can do. The targeted messages will keep customers engaged - and engaged customers will visit your site regularly and will even purchase things outside of their segment. For example, I shop on Banana Republic’s website often for myself. I know they sell men’s clothes and someday I might buy a shirt for my husband. But that doesn’t mean that Banana Republic should add me to the men’s clothing segment. There emails just have to keep me engaged by sending me the items I’m MOST interested in. That’s what will get me shopping on their website.
Targeted emails will also increase the lifetime value of each customer. Email ROI and conversions will increase and your reputation will be safe.  You just don’t get those benefits from untargeted campaigns.
Questions? Comments? Let me know. I’d love to hear from you.

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Shocking Statistics from Return Path’s Email Intelligence Report

Tuesday, February 26, 2013 Listrak 0 Comments

Megan Ouellet
Still relying on the old batch and blast email strategy? If so, it’s time to re-evaluate your sending procedures and email campaigns.
While e-newsletters are an easy way to get your message out to a mass audience, Return Path found that the vast majority - 70% - of spam complaints are actually legitimate newsletters, offers, and notifications that people are no longer interested in receiving.
And if that’s not bad enough, the report also found marketers  account for a disproportionate amount of all email that is caught in spam traps—60%.
Complaints + Spam Traps = Lower Inbox Placement
It’s time to stop spamming your marketing messages out to everyone and start targeting recipients with relevant, timely, and triggered messages.
I can show you how. Let me know what questions you have or if you want to see how our eCommerce email marketing solutions can help you engage your audience.

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Nice Order Confirmation Email from Zappos

Friday, February 22, 2013 Listrak 0 Comments

Travis Buck, Listrak Creative Director

I love the message in this order confirmation email I received from Zappos. It doesn’t feel like an automated message. It’s too personable and clever to be something a computer cranked out right? Yes, Zappos provides outstanding customer service but it’s the personality that comes with it that’s made me a fan.

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Nice Mobile Responsive Email by one of our Designers here at Listrak

Thursday, February 21, 2013 Listrak 0 Comments

Everten Responsive Email
Recently I designed this mobile responsive email. I love the design of the testimonials section and the mobile responsiveness of the products section. Hope you like!
Here is a live example in html: http://tinyurl.com/al2hbvf

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The Evolution of Shopping Cart Abandonment

Thursday, February 21, 2013 Listrak 0 Comments

Megan Ouellet
I love to shop, but these days most of my shopping is done online. And I’ve noticed that I’ve been using online shopping carts differently recently - I’ll add items that I’m interested in buying to my cart even if I’m not ready to check out.  t’s more of a placeholder for things that I have the intention to go back and buy when the time is right.  
This is especially true for sites that charge me for shipping.  I don’t want to pay to have one thing shipped, especially if they offer flat rate shipping or even free shipping if the merchandise total is a certain amount. I’ll just add the single item to my cart, and I’ll go back a week or two later to see if something new catches my eye.  Then I’ll check out when I’m sure I have everything I need.
The cart really isn’t “abandoned” - it’s just put on hold for a while.
That’s why I love Amazon’s “Save for Later” feature. I’m planning a trip abroad later this year and I’ve been looking for a new digital camera. I haven’t decided which one to buy yet, but I’ve been keeping my eye on this one:
(Any thoughts or advice on the camera? Let me know!)
And yesterday, Amazon sent me this email:
They know I’m interested in buying a digital camera. They also know I haven’t fully made up my mind yet. So they’re offering me other choices. Nice!
And all of this has me thinking about Shopping Cart Abandonment email campaigns. Not every cart abandonment is equal, so all cart recovery emails shouldn’t be the same, either.
We’ve done a lot of testing with offers and we have that down to a science. Three emails - no offer in the first message, small offer in the second, slightly larger offer in the third. And now we’re looking deeper into cart abandonment to figure out how to target customers appropriately.
For example, if someone left on the shipping page, was it because the shipping rate was too high, or were they like me, just using the cart as a placeholder until they could find more merchandise? Knowing why the customer abandoned the sale will help you get them back to complete the purchase.
We’re working on some exciting new research studies and I can’t wait to share the findings! In the meantime, let me know if you have any questions.

Research Study: Shopping Cart Abandonment Best Practices

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Ross Kramer: The Importance of Email Address Collection at Physical Store Checkout

Wednesday, February 20, 2013 Listrak 0 Comments



Last evening I had a fairly pleasurable experience buying some new shoes at my local Johnson & Murphy store. I was a bit shocked to realize once I returned home that I left a purchase from another store behind in the J&M store. I did remember that I gave the clerk my email address at checkout. I was secretly hoping that I would get an email from the clerk letting me know that my purchase was safe and secure. Sure enough, this morning it arrived:





Many of us, including myself, have thought that physical store checkout is a great way to capture email to keep in touch via the digital channel. I would submit to you that it’s also a way for store associates to create amazing personal customer experiences. My hope for today is that other retail executives are empowering their teams to wow customers like Mr. Woodson did to me.

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Why Don't More Retailers Send Emails Like This?

Wednesday, February 20, 2013 Listrak 0 Comments

Megan Ouellet

I went shopping last week and bought a few things in my local Talbots store. The following day I received this email:





I’m surprised that more retailers don’t send a simple “thank you” to customers after a purchase is made. I’m also surprised that Talbots doesn’t send an email like this after…

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Email Marketing Supports Social Proof

Tuesday, February 19, 2013 Listrak 0 Comments

One of my favorite books is Influence, by Robert Cialdini.  The book was given to me by my friend, Alan Dick one of the leaders at Vintage Tub and Bath.
In the book Cialdini writes about several psychological factors that are hidden inside each of us that influence our behavior.  Among the list of psychological factors that Cialdini writes about are Reciprocity, Commitment, Liking, Authority, Scarcity and Social Proof.
Many of these principles can be applied to email marketing, however, today I want to point out how email marketing is helping one merchant drive demand by using the principle of social proof.  Social Proof is the concept of “safety by numbers” - we’re more likely to do something or purchase something if we see (or read about) others around us doing, buying or wearing, etc. similar things.  Such has been the success of Amazon.com’s very popular product reviews and the powerful user experience as a result of having a plethora of them.
Amazon was one of the first on-line merchants to understand and apply the linkage between social proof and conversion rate.  Over the past years, smaller merchants have too looked to increase the number of product reviews on their sites to positively affect conversion rate.  One of the most effective tactics to garner product reviews is the post-shipping review email.  Best practice is to deploy said email roughly 14 days (your mileage may vary based on product type) post shipping and only ask for reviews of products that have actually shipped.  Be mindful of the customer experience of a review solicitation for a product still on back order.
We recently helped a merchant, EC Kraus, an on-line purveyor of wine and beer making supplies, solicit more product reviews by using a post-shipping email campaign.  The triggered emails are sent 14 days after the product have shipped and look like this:

The results have been stellar.  In the months after the post shipping email campaign was deployed, EC Kraus saw an increase in reviews by 4.4X.  To put it another way, before this automated campaign was deployed it look on average 312 orders before one product review was written.  After the campaign was launched it only took 29 orders on average for a product review to be generated by EC Kraus customers.  And here is an unexpected benefit - that email campaign gets a 12.6% purchase conversion rate!  Now that’s customer success!
Special “Thanks!” go out to our friends at Groove Commerce who helped deploy our Magento Connect extension for EC Kraus and kept this project on track.
In my next post I’ll detail how we are using the user generated product reviews inside shopping cart abandonment emails.  EC Kraus already had a very successful shopping cart abandonment campaign prior to us merchandising the top rated review right next to the items they abandoned in their shopping cart.  We’re still gathering data, however, the early results look fantastic.  Be sure to follow our Tumblr so you get updated when the results are posted.

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