How to Optimize Your Email Marketing Strategy with Data

This blog post from Listrak Channel and Customer Marketing Manager Kate Lowry was co-authored with Emma Tzeng, Content Marketing Manager at Gigya. Gigya helps businesses acquire and know their customers by registering users across devices, consolidating data into a single customer view, and integrating into marketing applications.

The volume of email hitting subscribers’ inboxes is on the rise and is at its peak during the holiday season. Last year, nearly 30% of all US email volume occurred during the holiday season, which was an increase of nearly 13% over the previous year, and even more is predicted for this year.

No wonder consumers feel overwhelmed. In fact, 45% report email overload as a reason for not opening an email.

So how do you get your message across to the overwhelmed, indifferent masses?  The answer lies in first party consumer data and email personalization.

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What Makes me Click: 4 Tips for Creating Scrolling Emails

By Jerica Reddig, Listrak Marketing Intern 

Today we present this season’s last blog post from Marketing Intern Extraordinaire Jerica. We have enjoyed her lending us her fresh perspective on the consumer’s take on what’s in her inbox and hope you have, too! Join us in wishing her the best for this coming school year. We hope to see her back in our offices - and on our blog - again soon! 

“Above the fold” is a phrase that originated in the newspaper industry and refers to the space that is above the crease in a newspaper. The principle - to put all important content “above the fold” because that’s what consumers will scan to see if it’s worth buying - has been used for years. Yet with social media, like Facebook, Twitter and Pinterest, users are forced to scroll down for more content, which means it’s okay – and sometimes preferable – to send scrolling emails. Well, as long as you follow these four guidelines:

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What Makes Me Click: 4 Ways to Add Humor into Emails

By Jerica Reddig, Listrak Marketing Intern

Laughter is the best medicine, and an effective way to stand out in the inbox as well. Humorous emails are relatable and compelling to read. What makes them so effective is that humor can shock, refresh and even brighten your reader’s day. In essence, your company becomes humanized in your subscriber’s eyes.

Okay, okay, you get it. Humor + Emails = Lots of Clicks. But how do you actually incorporate comedy into your messages? Here are 4 ways to do it:

Subject lines

Subject lines are the first impression your subscribers have of you. Catching your reader’s eye will drive that open rate higher which will ultimately boost overall engagement. The examples below do a great job of not only grabbing the reader’s attention but also tying into what the actual content of the email itself is.

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Holiday email templates - save time by setting them up in advance

Email templates are essential to holiday campaigns as they reduce time and resources needed to create campaigns. 

Last year, Soft Surroundings Outlet sent out a recurring campaign every Tuesday in November called Tick Tock Tuesday:

The same email was sent every Tuesday on November 5, 12, 19 and 26 with the subject line “The clock is ticking…time to get clicking.”

It works because the recurring message became familiar and anticipated by shoppers. And the mystery offer encourgaged customers to click through to see what was on sale that day. Best of all, the retailer saved time by reusing the email creative each week.

Do more with animated emails

Animated gifs in email can really help keep customers focused on your message - and it gives you the opportunity to highlight different products, show off certain features and draw attention to your call to action.

I love this example from Fossil, received Dec. 4, 2013 with the subject line “Festive Watches to Give or Receive”. It works because shoppers can see a variety of watches quickly. The look is engaging and clean.

Making the Most of Back in Stock Products


In our latest Holiday 2014 post, Jerica, Listrak intern extraordinaire, reports on effective ways to turn out of stock situations around this holiday season: 

Being out of an item isn’t just embarrassing, but can be damaging to your company’s reputation and result in loss of potential sales. This is especially true, and more likely to occur, during the holiday season. However, there are clever ways you can turn this potentially damaging situation into a great experience:

Back in Stock Alerts


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And so it begins…Happy Holidays in my inbox

We’ve been talking about holiday preparation for a while now. These two emails that recently landed in my inbox show that it’s not too early to begin planting seeds for a successful season with holiday messaging:  

Received: July 25

Subject line: Unreal Black Friday in July deals - thru Saturday.



Received: August 4

Subject line: CYBER MONDAY savings event - today only!


Have you done anything to begin getting your subscribers in the spirit of the season? 

In my inbox

Donna Fulmer

Lately, especially with holiday planning in full swing, we’ve been hearing (and talking) a lot about nurturing your relationship with subscribers now in order to have them engaged with your brand as email volume rises. In going through my files of interesting emails, I found a few - several not from traditional retailers - that I thought were worth sharing. 

Re-engagement campaigns 

Re-engagement campaigns are especially important now to ensure optimum deliverability during the holiday season. But saying the right thing to re-engage someone who may have fallen off the radar, so to speak, can be challenging.  

This one from Chili’s has a clever subject line - Oops…we haven’t sent you any coupons lately. I thought it was interesting because Chili’s was taking the blame for our disconnect, even though I’m pretty sure they’ve sent me plenty of coupons in the past few months but I simply haven’t opened the emails. I also liked the enthusiastic “Let’s reconnect!” before they served up my incentive: 

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To Send or Not to Send More Email: That Is the Question

So, just how much email is okay to send? It’s a question on many retailers’ minds, especially as we enter the holiday season. 

Recently, Elyse Dupre of Direct Marketing News interviewed Listrak CEO Ross Kramer and Listrak client, Alex Cresswell, of Lisa Leonard Designs, on the topic for an article that appears in the August issue. 

In short, Ross and Alex suggest that it’s okay to send more if …

- your target customers are in market

- you’ve segmented your list 

- it’s Black Friday or Cyber Monday 

- you’re leveraging scarcity 

…and you shouldn’t send more if…

- your customers are making big-ticket purchases 

- your customers aren’t receiving your emails 

Read the article to find out more.