from concept to the inbox: behind the scenes secrets that drive retail revenue
DESCRIPTION
For a small business, executing one successful email campaign is challenging enough. Even more challenging is trying to scale to several large campaigns per week while increasing the automated emails being sent. What goes on behind the scenes in planning, operations, creative and data analysis far before the email hits the inbox? Using specific email examples from multiple brands, we will review the step-by-step process, workflow and results that have allowed eCommerce Outdoors to significantly grow revenue from its email marketing efforts. Lastly, we will delve into future planning and organizing to execute a smooth and profitable program.TRANSCRIPT
From Concept to the Inbox Behind the Scenes Secrets That Drive Retail Revenue
Welcome Patrick Gill Co-Founder & CEO eCommerce Outdoors
About eCommerce Outdoors
- Started in 1997 as TackleDirect.com
- Sell 50,000 Outdoor Products
- 500 Brands
- We Ship to 150 Countries & 50 States
- 7 Niche Websites, 1 eBay Store
- 2 Physical Retail Stores & Warehouses
- 40 Employees
- Bronto Client Since 2010
Planning From Paper to Design
Planning
- Develop a Retail Promotional Calendar
- Be Niche Specific, Find Target Events
- Plan 6 -12 Months Out, Remain Flexible
- Leverage Email for Timely Info
- Have Templates Staged for Certain Types of Promotions
- Group Emails Into Logical Promotional Buckets
New Products Shipping Offers Sales & Promotions Holidays & Events Seasonal Offers Product Videos Private Sales
Key Tactics
That Are Often Overlooked By Big Box Retailers Specialty Retailers Begin Where Big Box Merchants Fall Off
- Special Orders - Integration with Print - Customizations - Pre-Orders - First to Introduce New Products - Expert Staff / Training - Highly Flexible - Unique Niche Products - Speed & Agility
Leverage Reps & Manufacturers
Often our best promotions are developed while brainstorming product options and offers with suppliers. - Free Items - Buy One Get One - Blowout Sales - Bundles & Kits - New Products - Shipping Offers - Rebates - Exclusive Items - Expert Product Videos - Events - Included Services
Build Text Outlines, Then Graphics
We template emails in text with relative links to products, images, etc. - Getting email content correct in text form saves time and resources - Leverage Excel and a project management tool , like Basecamp
Mock-ups in Image Form for Review
Finally Coding, Test, Test, Test
Examples What Works & What Failed
New Year New Gear
New Year New Gear Results
Cyber Monday
Cyber Monday Results
Cart Abandonment 1 of 3
Cart Abandonment 1 of 3 Results
Private Sale
Private Sale
Private Sale
Private Sale
Private Sale - Email
Private Sale – Landing Page
Private Sale – Results
Conclusion
3 Take Aways
- Begin where big box retailers end
- Leverage your manufacturers/reps
- Compete with world-class service
