But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
The retailer peppers its e-mail messages with discounts and offers for related products.
Online coffee retailer Boca Java says it increased its revenue from e-mail marketing by 1,600% after adding discounts and promotions to the e-mail messages it sends consumers.
Boca Java worked with Bronto Software to add promotional messages to its transactional messages that thank consumers for placing an order.
It also added coding to its e-commerce site to track the items that customers purchase in order to offer them promotions based on their shopping history.
That coding enables Boca Java’s messages to include products reviews to further encourage sales. The promotional messages include percentage-off offers as well, as messages designed to sell related products, or to sell a greater volume of the items the customer already had purchased.
On average, Boca Java sends more than two e-mail messages a week to customers, though the pace increases during the holidays. The discounts and promotions have wrung more sales from all types of e-mails, including confirmations of orders and site registration.
“In our order confirmations alone, we’ve doubled orders,” says Ron Sas, the coffee retailer’s director of brand development. “We didn’t think that we could see a win in our registration confirmations, but by testing discount offers such as free shipping and percentages off, we’ve seen real gains.”