Uncut E-mail Lists Can Hurt
Via Internet Retailer: Online retailers could improve sales by using segmented e-mail lists, according to an Internet Retailer survey analyzed by Vovici.
Approximately 40% of respondents said that their e-mail campaigns yielded conversion rates of 2% or less.
Vovici noted that 43% of respondents did not segment their mailing lists, which could have contributed to the low conversion rates.
Identifying e-mail recipients by age, sex, annual income, past purchase history and other characteristics can generate more effective campaigns.
A MarketingSherpa study underscored the usefulness of segmentation. Marketers who used advanced e-mail tactics such as dynamic content, A/B offer testing and segmentation by user details had higher click-through rates than those who did not.
Internet Retailer noted that Fossil segments its e-mail list by shopper categories and demographics, and that its average order now has about 1.5 items in the shopping cart at checkout compared with a previous average of about one.
John DeCaprio of Fossil said that "e-mail is one of our bread-and-butter marketing tools, but we need to do a better job analyzing the messages we are sending out and the responses. When it comes to e-mail marketing, we were constantly looking at ways to minimize list fatigue."
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Approximately 40% of respondents said that their e-mail campaigns yielded conversion rates of 2% or less.
Vovici noted that 43% of respondents did not segment their mailing lists, which could have contributed to the low conversion rates.
Identifying e-mail recipients by age, sex, annual income, past purchase history and other characteristics can generate more effective campaigns.
A MarketingSherpa study underscored the usefulness of segmentation. Marketers who used advanced e-mail tactics such as dynamic content, A/B offer testing and segmentation by user details had higher click-through rates than those who did not.
Internet Retailer noted that Fossil segments its e-mail list by shopper categories and demographics, and that its average order now has about 1.5 items in the shopping cart at checkout compared with a previous average of about one.
John DeCaprio of Fossil said that "e-mail is one of our bread-and-butter marketing tools, but we need to do a better job analyzing the messages we are sending out and the responses. When it comes to e-mail marketing, we were constantly looking at ways to minimize list fatigue."
Si haces click en el titulo de cada entrada accederas al link.
Por favor ingresa tus comentarios.
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