Add Content to E-Commerce E-Mails, Brady Tells MeritDirect Co-op Audience

Share this article:

HARRISON, NY -- Direct Marketing consultant Reggie Brady addressed key e-mail strategies July 14 at the MeritDirect Business Mailer's Co-op and Interactive Marketing Conference.

Ms. Brady highlighted a series of ways to retain customers through personalized e-mail campaigns with content targeted at segmented clients.

"Even if you are in e-commerce and just looking to sell, I like the idea of including some kind of value-added content in your e-mail campaigns," Ms. Brady said. "Useful educational content will make your campaign stronger."

She stressed the importance of lifecycle, with the first 90 days of the relationship being a key time to build and establish a long-term relationship with a client.

Two other important factors to retaining customers were a combination of profile data and response data. This marriage, Ms. Brady said, would guarantee success.

Ms. Brady cited a host of examples including a Brooks Brothers' campaign that used gender segmented e-mail campaigns related to sales of accessories to women. This effort led to an increase in sales, she said.

Identifying inactive names worked for BMW, which sent e-mails with a photo of a man asleep in a parked car. The text read, "Are We Boring You?" This comedic campaign drove an increased response rate in clicks to the BMW Web site, Ms. Brady said.

Re-mail was a strategy that worked for the famous Greenbrier Hotel in White Sulphur Springs, WV. The hotel had a $100-off sale, which it e-mailed to a large list. It tracked the clickthrough rate and found 1,000 clients had investigated the promotion on the Greenbrier site .

The hotel followed up this e-mail with another e-mail to the 1,000 clients and saw $75,000 worth of room bookings.

The presentation wrapped up with tips on testing and sending triggered messages to follow up after a customer has put items into cart and not completed the purchase.

"Sportssection.com follows this up, asking if anything was wrong, if there was a technical error," Ms. Brady said, "while 1-800-Flowers is aggressive and reminds buyers that they forgot to finish the purchase and offers additional items, just in case the customer didn't find what they were looking for."

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.