30 Day Winback Campaigns

Wednesday, December 24, 2014 Listrak 1 Comments

Megan Ouellet

I bought a few sweaters from Ann Taylor on Black Friday but I haven’t purchased anything, or even visited the site, since then. And today I received this re-engagement campaign.
Today is Christmas Eve. Every other promotional email in my inbox talks about last minute gifts and how it’s not too late to shop. But not this one. It really stands out.
That’s the beauty of re-engagement campaigns. You can set them up and forget about them. They run in the background and drive sales with very little maintenance required.
And they work. I clicked through to see what my special offer was and found this:
Which seems like a great deal…until I went to the homepage and saw this:
 It’s a great reminder to review your automated campaigns quarterly to be sure the offers and messaging is up-to-date and aligned with all of your other marketing campaigns.

Strategy Guide: Turn One-Time Buyers into Loyal Customers


No Gift? No Problem! Retailers are Helping with Gift Ideas Right Down to the Wire.

Wednesday, December 24, 2014 Listrak 0 Comments

Donna Fulmer

Retailers are scrambling right down to the wire to help last-minute shoppers complete their gifting. Here are just a few examples:

This week Sur la table has been sending emails featuring last-minute gifts that can be purchased in-store - 

I especially liked the subject line for yesterday’s mid-morning email, “Bonjour, Procrastinators! We’ve Saved the Best Deals for You.”
And today - on Christmas Eve morning - the merchant threw this buoy to both in-store and online shoppers alike - 
Of course there’s always the trusty gift card, that saves wrapping time, too. I got this yesterday, December 23, from Pac Sun, whose site I shopped - abandoned a cart and then purchased from in-store - a week or so ago. The subject line was, “Forgot someone? E-gift them!” -  
Listrak client Bella Luna Toys employed the same tactic with this email yesterday featuring the subject line, “There’s Still Time to Send the Perfect Gift!” - 
And of course, the option to buy online and pick up in-store is the perfect solution for time-challenged gift buyers. Helzberg Diamonds sent this email this morning with the subject line, “Get it under the tree!” -
With just a few hours left, what are you doing or what emails have you received to help last-minute shoppers wrap it up and retailers ring-up last-minute sales? 


Ugly Holiday Sweater Contest 2014

Monday, December 22, 2014 Listrak 0 Comments

Things got ugly and interesting here Friday, as we held this year’s Ugly Holiday Sweater Contest. Competition was tough.

Congratulations to our winner, Kevin Rees, pictured in the first photo below!


Product Recommendation Strategies that are Working this Holiday Season

Friday, December 19, 2014 Listrak 0 Comments

Recently Listrak CEO Ross Kramer reported on what personalization strategies he’s seen working for Listrak clients this holiday season. It was posted by Internet Retailer on December 18, 2014: 
Offers based on the last item a shopper viewed, automated recurring campaigns and personalized recommendations throughout a web site session are all proving successful, says Listrak’s CEO.
One thing we’ve seen that has been making retailers’ season merry so far is the use of personalized recommendations on-site and in e-mail. As long as the recommendations are contextual, based on where the customer is in the purchase process, her behavior, purchases and preferences, they are welcome—appreciated even—by shoppers in all types of e-mail campaigns and on website pages.
Below are some examples of what we’ve seen lately that’s really working:
Taking clues from intent
Recent browse and abandonment data is critically important to consider when marketing to shoppers, especially this time of year when traffic is at its heaviest. Including personalized products based on last items viewed or abandoned helps the performance of broadcast, as well as triggered campaigns.
And it’s never too soon to start. While you might assume that you don’t have enough browse data to recommend relevant products in the first welcome series e-mail, you may be pleasantly surprised to learn that this is not the case. Recently a skin care client, who was already featuring top sellers and CEO picks in the first welcome series e-mail, updated the algorithm of the top two products in the message to those recently browsed and saw conversions increase more than four-fold.  
Making e-mails shoppable
We are a scrolling society, and in e-mail, we have found that the more products featured the better, as long as they are personalized and organized in a way that makes sense. Our clients who send automated recurring campaigns such as Monday Markdowns, Tuesday Top Sellers and What’s New Wednesday are finding that subscribers are actually “shopping” from the e-mails, with one client finding that one in four of all openers are clicking on multiple products.
Sending more often
While some retailers fear sending too many e-mails over the holiday season and irritating subscribers, we have clearly found many benefits to sending more often with automated recurring messages.
For example, one fast-fashion retailer who was previously only sending broadcast e-mails on Tuesday and Thursday, recently added three automated recurring campaigns featuring personalized products—Top Sellers on Mondays, New Arrivals on Friday and Sale Items on Sunday—and increased orders per day by 17%.
In addition, because the campaigns are automated, once set up, they are sent each week, presenting each subscriber with a wide array of products personalized based on her activity and purchase profile, without any additional time or resources required of the merchant. What’s more, two out of three of the new campaigns only feature full-price products, which increases the retailer’s profit margin on incremental revenue.   
Helping potential purchasers throughout the visit
The holiday season thus far has shown that shoppers are aided by recommendations throughout the pages of retailers’ web sites. We’ve seen on average a 23% lift in conversions for retailers featuring personalized recommendations on the home page, category and sub-category pages, search page, product display page and cart page.
The key to on-site recommendations is to make sure to feature products that fit the context of where the shopper is in her visit and to identify why you are showing them.
While testing is the only way to know what works for your particular customer base, you may want, for example, to include top sellers on the home page to get the shopper to explore what others are buying, but items frequently purchased together on the cart page to upsell and maybe even to help the shopper meet the free shipping threshold. Especially this time of year when shoppers may be hurriedly searching your site to find what they want, decrease bounce rate when they do a search with no results by showing them products to keep them engaged.
What have you seen working in e-mail and on-site so far this holiday season?

Listrak provides e-mail marketing services to 61 of the Internet Retailer Top 1000 web merchants.

Strategy Guide: Personalize Product Recommendations on Your Website


In My Inbox: Black Friday and Cyber Monday Sequels

Wednesday, December 17, 2014 Listrak 0 Comments

Donna Fulmer

Listrak is a research partner for Internet Retailer, keeping track of what retailers in the Internet Top 500 and Second 500 are doing in the channel. With another short holiday season, I’ve been seeing some interesting attempts from top merchants to stand out in the inbox.
Perhaps as a “take-two” on a ho-hum Black Friday or to continue the success they saw on this important shopping day, Tiger Direct introduced the concept of a Black Friday sequel:
December 12 - Subject line: Black Friday II
Similarly, I saw Cyber Monday sequels from Vistaprint and Hayneedle:
December 8 - Subject line: CYBER MONDAY – it’s back for 2 days only
December 8 - Subject line: 15% OFF your order TODAY only. It’s Cyber Monday 2!
And even this week – less than 10 days ‘til Christmas – one from Overstock and one from Walmart:
December 16 - Cyber Monday + 15% Off Coupon – Extended Today Only!
December 16 - Don’t Miss Cyber Monday 2.0!
If this tactic was used in seasons past, I don’t recall it, but it is (perhaps) a clever way for these retailers to imply that their current offers are even better than the common percentages off and free shipping offers being touted by other merchants. Would you expect this to work? 


Thanksgiving Weekend Email Metrics 2014 vs. 2013

Monday, December 08, 2014 Listrak 0 Comments

View this infographic full size.


Press Release: Listrak Reports Increases in Overall Retail Revenue, Email Volume and Email Revenue Thanksgiving through Cyber Monday

Thursday, December 04, 2014 Listrak 0 Comments

December 4, 2014 - Listrak, an innovator of omnichannel digital marketing solutions for retailers, recently released retail email marketing results for the critical five-day period spanning from Thanksgiving through Cyber Monday. The results are based on the aggregate statistics of Listrak’s more than 800 retail clients nationwide representing an array of verticals.
Listrak CEO Ross Kramer reports, “The statistics overwhelming show that retailers increased overall revenue versus the same period last year, sent more email every day of the five-day period and, not surprisingly, made significantly more in the email channel.” 
Revenue Growth
Listrak retailers enjoyed a 26% total revenue increase over the same five days in 2013. The largest bumps in revenue year-over-year were seen on Black Friday - 34.9% - and on Sunday - 34.8%.
Email Revenue Growth
Over the four-day period, Listrak retailers made 16.4% more revenue in the email channel than in the days Thanksgiving through Cyber Monday in 2013, with the largest email revenue growth being seen on Thanksgiving - 30.7% - and on Saturday - 25.2%.
Email Volume
Kramer comments, “It’s safe to assume that the increase in email revenue is tied directly to the 60% year-over-year increase in email volume we saw from our retailers this holiday weekend – Thanksgiving through Cyber Monday. There was an impressive 78% increase in send volume on Thanksgiving Day itself, and 66% increase in volume on both Black Friday and Cyber Monday.”
He adds, “Cyber Monday is always interesting to watch, because it is both a workday and top shopping day. The peak sending time for our retailers this Cyber Monday was 9 a.m. ET and peak opening time was 10 a.m. ET. Not surprisingly, peak site activity occurred for our merchants at 9 p.m. ET – after work hours – with a smaller peak at the noon hour.”
Holiday weekend revenue attribution
For Listrak retailers, 30.8% of the revenue from the five-day period came from Cyber Monday this year, down from last year’s 33.9%. Black Friday accounted for a bit more than last year – 28.7% vs. last year’s 26.8%. Revenue attributed to both Sunday and Saturday was up slightly this year, 16.2% vs. last year’s 15.1% and 14.4% vs. 14.3%, respectively. The least amount of overall revenue came on Thanksgiving Day again this year at 9.9% vs. 10% in 2013.
Email weekend revenue attribution
Email revenue from the five-day period for Listrak merchants was very much in step with overall revenue growth. Cyber Monday accounted for 32.1%, down slightly from last year (34%). While Black Friday accounted for slightly more overall revenue this year, it generated slightly less email revenue this year at 30.4% vs. last year’s 31.3%. Like overall revenue, email revenue was up this year slightly for both Sunday and Saturday, 14.2% vs. 13.6% and 13% vs. 12.1%, respectively. Unlike overall Thanksgiving revenue which was slightly down from last year, email revenue on Thursday this year increased 10.2% vs. 9.1% in 2013.


It’s Tuesday but Cyber Monday Lives On

Tuesday, December 02, 2014 Listrak 0 Comments

As I looked at my inbox today it became apparent that Cyber Monday is still alive and well. At least for today anyways. Here’s a small sample of the many subject lines I saw advertising a Cyber Monday extension.
Cyber Monday lives on! Don’t miss these amazing Web Busters – extended one day only!‏
Extended: 30% Off Your Purchase + Free Shipping No Minimum
Cyber Monday Extended Through Today! Quest Fleece $19.99
Cyber Monday EXTENDED! Don’t miss out!
“CYBER MONDAY EXTENDED” was a common message in much of the creative I saw as well.
Some retailers went with a “Cyber Week” theme this year eliminating the need to advertise an extension.


These Subject Lines are Real Keepers

Monday, December 01, 2014 Listrak 0 Comments

Donna Fulmer

In what are perhaps the most difficult days of the year to stand out in the inbox, Keep definitely has been able to catch my attention. What do you think of these: 
Nov 28: You’re too cute for 4 am shopping.
Cyber Monday, 9:07 am: Cracks Knuckles. Opens Laptop. #Cyber Monday
Cyber Monday, 11:53 am: We find it, you buy it. Happy Cyber Monday!
Cyber Monday, 1:51 pm: Add to cart before the boss notices…
Cyber Monday, 4:12 pm: Cyber Monday is our b*tch. 
Can’t wait to see what they come up with next! 


Cyber Weekend Continues

Monday, December 01, 2014 Listrak 0 Comments

Megan Ouellet
It’s Sunday afternoon, but many retailers have already started their Cyber Monday sales:
While others are still promoting Black Friday:
And others are staying away from labeling this weekend all together and simply offering a discount in the form of a “cyber treat”


The Holiday Season is Off to a Great Start

Monday, December 01, 2014 Listrak 0 Comments

Megan Ouellet
Some early stats:
  • Studies from Adobe, ChannelAdvisor and Custora indicate that Black Friday sales this year increased somewhere between 20.6 percent and 24% over 2013. Sales completed on tablets and mobile phones accounted for between 27% and 30% of all sales, according to these studies. However, IBM says that Black Friday sales among its customers only rose 9.5% on Black Friday.
  • Black Friday shopping at brick-and-mortar stores in the US was down about 7% from 2013, according to ShopperTrak, but a 24% increase in sales on Thanksgiving Day ($3.2 billion) nearly made up the difference. Overall, it represented a 0.5% drop from last year. ShopperTrak also reported Friday store sales hit $9.1 billion
  • IBM reported that mobile sales on Black Friday accounted for 26.1% of all online sales, an increase of 24.7% year-over-year.
  • Not all mobile visitors are the same when it comes to conversions. Consumers visiting from smartphones tend to browse, while tablet shoppers actually buy. On Black Friday, smartphones drove 33.6% of total online traffic, or more than double that of tablets (12.8%). But tablets accounted for 14.3% of online sales, versus smartphones’ 11.7%.
  • iOS shoppers remained more valuable to retailers with an average order size of $127.34 – higher than Android, at $101.82. iOS also sent more traffic than Android with 31.8% of all online traffic versus 14.5% on Android.
  • Apple iOS sales accounted for 20.2% of total online sales, nearly four times that of Android, which drove only 5.6% of all online sales.
It’s still early to tally the final results, but I’ll keep you updated throughout the holiday season!