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TheEmailOddCouple-RainbowShopsandTheGrommet
KatherineKlingerDir.,CRM
TheGrommet
Presented:September26,2016atRetail’sDigitalSummit
DavidCostVP,EcommerceandDigitalMarkeKngRainbowShops
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Katherine Klinger
David Cost
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THEEMAILMARKETINGODDCOUPLE
(Theimportanceofknowingyourcustomers)
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Inthissessionyouwilllearn:
§ HowtoopKmizeyouremailstodrivemoretraffic
§ Whatandhowtotesttoimproveresults
§ WheretobeginwithsegmentaKonandpersonalizaKon
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Titlegoeshere
§ InformaKongoeshere§ andhere§ andhere
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Thegoldenequa5onofEcommerce
ConversionVisitors Rate AOV
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Organic+Direct,40%
Email,20%
CPC,20%Affliate,10%
Display,1%
Social,2%
Other,7%
Source:CustoraPulse
AverageRetailer
Organic+Direct,39%
Email,35%CPC,20%
Affliate,1%Social,1%Other,4%
Rainbow
Digitaltrafficdrivers
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FundamentalsofRainbow’semailprogram
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Weonlysendemailtoac5vesubscribers
Didn’t open within last 90 days
Opened within last 90 days
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Active Subscribers
MultiPass
Wesendadailymarke5ngemail,twice
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WepayaUen5ontocustomerbuyingcycles
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WeretargetwithaCartAbandonmentseries
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Weofferanincen5veforemailaddresses
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Wecollectemailonlineandin-store
76%24%
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Wecollectemailin-storeviaSMS
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AppsandDeepLinking
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WeretargetviaFacebook
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A B
Which Test Won? Subject Lines - Open rate
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A B
Which Test Won? Subject Lines - Open rate
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Which Test Won? Delivery Time - CTOR
A B
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Which Test Won? Delivery Time - CTOR
A B
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A B
Which Test Won?
Images – CTOR
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B Which Test Won? Images - CTOR
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A B
Which Test Won? Images - CTOR
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Which Test Won? Images - CTOR
A
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A B
Which Test Won? Text vs Images –
CTOR
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Version A
Version B
Which Test Won? Text vs Images –
CTOR
A
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Version A
Version B
A
Which Test Won? Text vs Images –
CTOR
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New Active
Inactive Lapsing
Recent activity
Most engaged
Least engaged
Decreasing engagement
Non-Customers
No purchase
High Value
Best customers
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New Active
Inactive Lapsing
Recent activity
Most engaged
Least engaged
Decreasing engagement
Non-Customers
No purchase
High Value
Best customers
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New Active
Inactive Lapsing
Recent activity
Most engaged
Least engaged
Decreasing engagement
Non-Customers
No purchase
High Value
Best customers
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New Active
Inactive Lapsing
Recent activity
Most engaged
Least engaged
Decreasing engagement
Non-Customers
No purchase
High Value
Best customers
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New Active
Inactive Lapsing
Recent activity
Most engaged
Least engaged
Decreasing engagement
Non-Customers
No purchase
High Value
Best customers
Non-Purchasers
Purchasers
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Torecapontoday’stakeaways…
§ HowtoopKmizeyouremailstodrivemoretraffic
§ Whatandhowtotesttoimproveresults
§ WheretobeginwithsegmentaKonandpersonalizaKon
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Katherine Klinger
David Cost