slidecast 2009 yahoo! store marketing | email & customer engagement rob snell
TRANSCRIPT
5 thingsI’ve learned from email marketing
It’s all about the offer
relevant
compelling
relevant
compelling
E mail works
E mail works
E mail works
E mail works
More relevant offers convert
better
Is this REALLY for me?
“I really hope you don’t think I’m gonna
wear that…”
Bucket customers
as best you can
Customers with dogs
Customers with hunting dogs?
Customers with hunting dogs?
Customers with hunting retrievers?
Customers with hunting retrievers who have more than 12 dogs, drive a Ford F-250, and
wear Carharts 24/7
5000 magic bucket
When it’s easy, it gets done
Content comes from product
Content comes from product
Content comes from product
Content comes from product
RTML email-builder templates
People buy from people
Always keep score
50,000 emails sent
open rate24.3%
(unique opens to sent emails)
12,150 opened / read
click-thru rate7.17%
(unique clicks to sent emails)
3,580 to landing page
conversion rate2.89%
(% of email clickers who convert)
100
orders
5 Things I’ve Learned:• It’s all about the offer• Relevant offers convert• Bucket as best you can• Make it easy, & it gets done• Keep score: Track results
my email list [email protected]
