How We A/B Test Our Clients’ Abandoned Cart Email Campaigns To Maximize Revenue

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Confessions of a Retailer: 6 Last Minute Ideas for Increasing Sales on Black Friday


The small retailer has a lot going on day to day. Each department is busy and usually loaded up with more ideas than it has time to execute. Black Friday and Cyber Monday (We’ll use BF/CM for short) are pivotal times for most retailers. We’ve all heard the statistics that big box retailers do 50% of their annual revenue in these few days. This does not always hold true for many smaller eCommerce retailers.

I’ve been in the automotive world for thirteen years now, and I can tell you from experience: the holiday shopping rush is definitely a nice spike in business, but by no means a showstopper as far as total revenue generated goes.

Because blockbuster profits are not guaranteed, many small retailers simply don’t have the time and resources to fully plan out a perfect marketing campaign for BF/CM. Deadlines close in fast, and many retailers may throw together a sloppy marketing campaign, or simply do nothing at all.

As someone who is guilty of throwing together a last minute BF/CM marketing plan, I’d like to share six things you can do to get more out of BF/CM even if it’s last minute. Think of it like ordering a full Thanksgiving dinner from your local Whole Foods. It’s within your budget and looks about 95% of the way there when served. Just remember you can’t gloat about how hard you slaved over it in the days prior.

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Customer Level Metrics That eCommerce Companies Should be Tracking


From Series: Email Marketing Metrics That eCommerce Companies Should be Tracking

Email marketing campaigns are the primary way merchants communicate with existing customers and acquire new ones. Email is fast becoming the main source of marketing for many companies, and for good reason. According to the Direct Marketing Association email’s ROI is sky high. 4,300% The biggest bang for your buck where a conversation between you and your customers turns into a form profitable relationship.

Consumers are bombarded daily by emails vying for their attention. Thousands of eye catching emails sing the praises of the newest product, offering deals and discounts and more value. To gain the competitive edge in this increasingly saturated market, you must know who your customers are, how to keep them and how to acquire new ones.

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Channel Level Email Metrics That eCommerce Companies Should be Tracking


From Series: Email Marketing Metrics That eCommerce Companies Should be Tracking

There’s no disputing the fact that email continues to be the most effective way to target the largest audience with the least amount of effort and the biggest ROI. Email is one of the most powerful marketing tools at your disposal, and you want to make sure your email channel’s health is up to par.

In our last post, we discussed the metrics on the campaign level. Here we will talk about metrics on the channel level, some well known, and others not so well known and less used, though still useful.

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Campaign Level Email Marketing Metrics that eCommerce Companies Should be Tracking


With more active users than all other social media channels combined, it’s no surprise that email continues to be the most powerful marketing tool out there today. With its vast reach and limitless potential, you want to make sure that your email campaigns are performing as well as they should. You’re probably already tracking a handful of marketing metrics to measure the success of your email campaigns, but do you know exactly what these metrics mean? And more importantly, how can you optimize your campaigns to get those metrics where they need to be?

The internet is chock full of advice on email marketing metrics, so much so that it can be pretty overwhelming. While a lot of the info out there is helpful, it can also be contradictory and confusing. We came across a great resource by Chad White from Litmus and wanted to share it with you (see our version below.) Chad created a metrics “matrix” that breaks down all the important metrics based on campaign level, channel level and customer level.

We’ll be doing a three part series of posts that addresses metrics at these different levels. Part 1 focuses on campaign level email marketing metrics:

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Lessons from Litmus’ TEDC15 (The Email Design Conference)


So where do we start? The Email Design Conference is an event where geeks from everywhere meet up in a room to talk about our love for all things email. We were more than happy to attend this year’s conference at the gorgeous Seaport World Trade Center in Boston. We learned so many things in just a couple of days that our brains just couldn’t process the amount of awesomeness. Yet, we managed to survive and we wanted to share a couple of the things that got us fired up about working on email–especially, working on email for you, so get excited and read on!

Your Customers (And Readers) Are Human… Afterall

Email in the B2C industries tends to completely focus on data and ROI. Those are great things to have as email marketers and business owners; too often, however, we forget that behind every click there’s a human.

Vicky Ge, Marketing Manager at Amazon and rockstar speaker at TEDC, taught us that being mindful of who your customers are will lead to an enhanced level of customer trust. This is important to keep in mind when planning your email marketing campaigns. So what do we mean by trust? Well, think about it this way:

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How We A/B Test Our Clients’ Abandoned Cart Email Campaigns To Maximize Revenue


In the world of abandoned cart emails, one type of test, the A/B test – commonly known as a split test is a powerful tool used to increase campaign performance over time.

We perform tests everyday without even realizing it. You test the water temperature before hopping in the shower, test the brakes on your car before a long trip. Testing shows us how well something works, if it’s working at all, or if something else might work better.

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The Quickest Win for Increasing Email Open Rates: Stop Neglecting Email Preheader Text


We all know that a first impression can have a deeply lasting effect on those we meet. But how do we give someone a good first impression? As a kid my mom would always tell me to greet everyone with a smile. Easy enough right? Today, many first encounters take place electronically, but this doesn’t mean that a first impression is any less important. Receiving a friendly, well crafted email is a great first impression, one that can put a smile on your customers face.

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For Retailers by Retailers: Our 3 Favorite eCommerce Podcasts to Help You Grow Your Company


Whether you’re an entrepreneur or eCommerce professional, you spend a portion of your day in a reactive state responding to customers, co-workers, employees, suppliers, agencies, contractors or all of these on some days.

In our always-connected world, it can feel like there isn’t enough time in the day to do anything but react. You’re “busy”, but it’s easy to look up at 7 PM, reflect on the day’s accomplishments and say, “What did I even do today?”

I’ve found that the most effective way to end an extended bout of reactive-task-induced depression is to devote 30-40 minutes to proactively learning something new, every single day.

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9 Ways To Ensure You Don’t Annoy Customers with Abandoned Cart Email Reminders


How do your customers really feel about receiving abandoned cart email reminders?

In advance of the 2015 Email Summit, the fine folks at Marketing Sherpa released a study that sought to answer this very question. The results are important for any marketer considering a shopping cart abandonment email program to take note of.

The Study

The Sherpa team polled an audience of 2,057 American adults, qualifying the sample by asking them if they had ever left an item in an online shopping cart. 1,762 members of the sample qualified to answer the following question:

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A Perfectly Executed Reorder Email from 1-800-CONTACTS


If there is one business where reorder is king, it’s the contact lens business. I recently received a perfectly executed example of a replenishment campaign from 1-800-CONTACTS and it’s clear that these guys & gals know a thing or two about retaining customers.

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