Back in October, Listrak hosted a webinar with Return Path on 5 Ways that data could transform your email marketing strategy. One of the things that we mentioned in the webinar is that due to the relative ease of “batch and blast,” marketers sometimes forget that segmentation can lead to greater ROI due to increased relavance of the message.
I have a story to share of one Listrak B2C e-tailer who is using email to remind customers who have not made a purchase from the site in 3 months. The difference between this reminder email and the regular monthly emails that go out to customers is that this email contains a coupon for $5.00 off any purchase of $25.00 or more.
The campaigns have proven to be a success. In the past two months the e-tailer mailed to 26,345 customers in September and 27,129 customers in October. Sales conversions for last month’s reminder email grossed $7,300 in total conversions, up from $5,500 in September.
The takeaway here is that incentives work and the good old coupon still proves to be a valid carrot on a stick to drive sales conversions. The next thing that we’ll work on with this e-tailer is using dynamic subject lines and dynamic content in conjunction with the coupon offers. We’ll keep you posted.
