(Page 2 of 2)
From that data, Danskin.com created two test segments. One is a general message outlining the benefits of shopping Danskin.com; the other reminds shoppers of the items they left in their carts. It’s too early to report results, but Koster says the test will help hone the company’s e-mail strategy. “We always want to do more segmentation because it gets us away from hitting the entire list every time,” she says.
When re-targeting shoppers who’ve abandoned carts, there’s a fine art to being non-creepy, says Scott Roth, director of product marketing at e-mail services provider ExactTarget. “If I’m on a web site and all of the sudden someone sends me an e-mail with the exact brand and size I’ve been looking at, I might get a little freaked out,” he says. Keeping offers in retargeting e-mails at a category level rather item-specific is one way around that issue, he notes.
But Ardito of e-Dialog contends consumers aren’t shaken by e-mails reminding them of specific items they left in shopping carts, if the offers are relevant enough. “Customers have a high expectation that what will float into their in-box from you are things that are relevant to them,” he says. “Therefore, they expect that you know what they are doing when they walk into your store.”
Click Here for the Guide to E-Mail Marketing Products & Services
Comments
Sign In to Make a Comment
Comments are moderated by Internet Retailer and can be removed.