In Episode 53 Kevin Monell and Jason Caruso of eCommerce Uncensored discuss a case study of another client of theirs who experienced a successful email campaign implementing the 5 Keys for Getting eCommerce Emails Opened, Clicked Through, and Ultimately More Sales.
Doing another case study episode was the choice this time around based on the feedback and response to Episode 49 and the email campaign outlined there.
As mentioned before, Facebook marketing is great with its reach and specific targeting, but if you’re not getting consistent results, it becomes very frustrating and expensive very quickly. This is why the team at Fast Forward Unlimited implores clients use email as a cornerstone to their marketing campaigns.
In this particular case, the new marketing client was not new to fast Forward Unlimited at all. This company had been a photography and graphic design client of Fast Forward Unlimited for over 15 years. While their business is largely focused on the wholesale of product to brick & mortars, they also have a growing online presence. It took some convincing, but this client was finally ready to start a Facebook campaign. Seeing positive results via Facebook marketing and some more convincing, they then agreed to try an email campaign.
Coming in, the company had 60,000 email addresses from the brick & mortar locations and 5,000 email addresses accumulated from online buyers on their website. Despite sending emails in the past, they were not able to convert these email addresses into revenue.
Using the 5 Keys for Getting eCommerce Emails Opened, Clicked Through, and Ultimately More Sales the initial email sequence went out offering a basic 20% discount offer in three sequential emails. That month the company nearly doubled their online revenue. Shortly after that success another email sequence was sent and it worked again. To help scale this success, the guys added an email capture pop up on the company’s website, trading an email address for a 10% off offer code. That pop up has resulted in gaining an extra 10 email addresses a day.
Looking at this success the guys were able to recognize several things…
- Email campaigns are a way to control your revenue. You need an extra push to meet goals? Start an email campaign using the 5 Keys.
- Keep it simple..don’t overdo your artwork or make your offer convoluted. As soon as a customer has to think about it, the sale’s probably lost. Your email can be beautifully designed, but if it doesn’t convert into sales your client’s not going to care.
- Exploit what’s working…the 80/20 rule. Your job is not to sell all of your client’s products, your job is to increase their revenue. So if the item is selling, or an offer is working-use it!!
It all comes back to the 5 Keys for Getting eCommerce Emails Opened, Clicked Through, and Ultimately More Sales. If you haven’t downloaded or learned the free PDF, do it!
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