Welcome to the Debut of Listrak’s Strategic Thinking Series of Blog Posts

Wednesday, March 26, 2014 Listrak 0 Comments

Welcome to the debut of Listrak’s Strategic Thinking series of blog posts. Check back on a regular basis and look for this heading to find posts that share proven retail strategies offered by members of Listrak’s experienced Account Management team. 
Also keep your eyes open for the debut of our Partner Perspectives series, which will feature helpful blog posts shared by our valued omnichannel marketing partners.
Today’s strategic thoughts come courtesy of Listrak’s Julie Wahl, a senior solutions consultant. 

Maximizing your Modal Popup 

In order to optimize all of your email marketing solutions, you must continually add new subscribers to your list, and we’ve found no single better tactic than featuring a lightbox or modal popup on your website’s homepage.  
Hopefully you’re already using a modal popup and reaping the benefit, but there’s always room to make it work even harder for you. Here are some ideas we recommend that Listrak clients use to maximize their modal acquisition results:  
  • Always, always TEST to find out what works best for your brand. Even if something’s already working for you, it’s very likely it can work even better.
  • Bolder may very well be better. There is a definite trend towards larger popups, but of course, this is something that should be tested for each brand.
  • Realize that prospective subscribers expect that you will provide some type of value in exchange for their email address.
  • There are many ways to incentivize potential new subscribers, so test what works best for your brand. Some clients even find that it works best to offer a choice, i.e., enjoy 10% off your first order or free shipping.
  • If it’s not appropriate for your brand to offer an incentive like a discount, gift with purchase or free shipping, be creative. For example, one client offers a bag of free sample products, which promotes the breadth of product they carry at little cost to them. Exclusivity is often incentive enough, i.e. “Be the first to know about new products and special sales.” 
  • A gift with purchase is an effective incentive and doesn’t have to be expensive.  Many clients opt for something small and light (and preferably branded to keep you top-of-mind) that can easily be dropped in with an order without adding to shipping costs. 
  • If you offer an incentive to new subscribers on your modal popup, be sure to promote it on your static onsite signup as well for those potential subscribers who may close out of the popup but then realize that they’d like to take advantage of the offer.
  • If you offer a discount via promo code and a new subscriber doesn’t use it right away, be sure to offer it again in welcome series emails to prompt a purchase.
  • To keep potential purchasers from leaving your site to get a promo code promised in your popup, include the code in the popup confirmation and allow then to keep on shopping.
  • While you have a subscriber’s attention, take the opportunity to build your social media following, too. Make sure your modal features the option to follow your brand on Twitter, like it on Facebook, etc. with a simple click.
  • Consider using the modal signup as an opportunity to gather some preference information (i.e., categories interested in) as well that will help you to immediately begin personalizing email messages. Don’t request too much info at this point, however, or you risk losing potential subscribers.
  • It is imperative that you follow up all new signups with a series of welcome emails. We suggest a minimum of three and even have clients who successfully send eight or more. Don’t be shy – welcome emails reach subscribers when they’re particularly engaged with your brand and therefore enjoy particularly high open and click-through rates.
  • Don’t forget, if you’re a Listrak client, an invaluable added bonus to growing your list with a modal popup is that each new address obtained increases your reachable rate for other solutions, which in turn increases your email revenue.  


Key Takeaways from Today’s Retargeting Webinar

Wednesday, March 19, 2014 Listrak 0 Comments

Today, Ross presented the webinar The One That (Almost) Got Away: Remarketing Trends to Recoup Revenue. Below are some of the key takeaways that were tweeted during the session. Check back soon for a link to the webinar on demand. 
  • Forrester reports that last year 63% of retailers surveyed spent more on remarketing/retargeting than in 2012.
  • More than 52% of today’s webinar attendees send shopping cart recovery campaigns.
  • We recommend a series of three or more shopping cart recovery emails sent over a tested time period - often with a tested offer. 
  • Reachable rate is key - You can’t retarget to addresses you don’t have. Increase the rate with a modal popup to increase revenue.
  • We’ve found that the first shopping cart recovery email should be sent 3 hours post abandonment rather than immediately for highest revenue.
  • We recommend NOT including an offer in the first retargeting email. Many are successful without any in the email series.
  • The wait step between emails in the retargeting email series should be tested as well.
  • If an offer is used, single-use coupons are highly recommended for retargeting emails.
  • Subject lines are one of the most under-appreciated aspects of email marketing. Testing them is paramount to maximize conversions.
  • We recommend suppressing batch and blast campaigns from anyone receiving retargeting emails to avoid over-sending.
  •  Best practice - if the last email in a retargeting series still has a double digit conversion rate, consider adding another message.
  • Opt-out rate for shopping cart abandonment emails is on average only half as high as batch and blast emails. 
  • Consider using social proof (i.e. ratings and reviews) into retargeting campaigns to increase engagement and conversions. 
  • Of webinar participants responding to our poll, nearly 69% are running retargeting ads. 
  • Email marketers can pair Listrak data and Facebook Custom Audiences to achieve audience extension
  • Back in Stock Alerts may also be used as a retargeting solution - Also a great email acquisition and inventory planning tool. 


Responsive Email Issues on Android KitKat 4.4.2 Update: Is this Gonna Last Forever?

Wednesday, March 05, 2014 Listrak 0 Comments

You may have noticed that Android recently updated their OS, and this time, it has made a significant impact on the email inbox. As soon as our Professional Services Team discovered the problem, we began furiously working on a solution.  Here’s the lowdown that was shared with our team internally, which includes some good news and some bad news:

The bad news first:

It seems that Android’s recent update may have replaced the native inbox core with the Gmail app core. As we know, the Gmail app is not responsive, so the Android native inbox is no longer responsive. Most likely, the media query and other css styles in the head that are used to style the mobile version of an email are being stripped out.
While we haven’t tested all phones with the new Android OS, and there isn’t much documentation about this issue yet, we think in general Android phones will just not be responsive…ever…like forever (or more likely, just for the next few months until they update again).

The good news:

The native inbox and Gmail app should be rendering emails correctly as a desktop view. And that’s as good as it gets. The native inbox will not automatically scale the email to fit the screen, however there is a setting for this - Settings > Display > Auto fit content. The Gmail app does this by default.
And by the way, iPhone still works fine :-)