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MarketingSherpa – Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast


MarketingSherpa – Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast


MarketingSherpa - Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast

By: MarketingSherpa

SUMMARY: Over time, sending general emails to an entire database can erode results. However, many marketers continue to do this, because they’re unsure of how to move beyond “batch and blast” practices to a more targeted approach.

Yet, this change can be easier than you might expect. See how a marketing team from one e-commerce company selected a high-value segment, sent a targeted offer, and saw conversion rates jump by 208%. You will also learn which segment the marketers chose, and how they crafted a strong offer.

by Adam T. Sutton, Senior Reporter

CHALLENGE

The marketing team at Artbeads.com wanted to pursue targeted email marketing. The beads and jewelry-making supply retailer sent marketing emails each week, but they were the same for everyone on its list.

Devin Kimura, CEO at Artbeads.com, wanted to avoid getting addicted to the quick revenue that can come from batch-and-blast.

“When you have to pay those bills, you run a big batch-and-blast promotion with a sitewide coupon that can bring a lot of money in the door. Then you have to replenish that inventory you just sold, so you have to run another discount campaign. Then your customers start to get hooked on the discounts coming… It’s a very damaging cycle,” Kimura says.

Kimura and his team needed to identify valuable segments, send targeted emails, and increase results — all on a small budget.

CAMPAIGN

Artbeads.com tested targeted emails in several one-off campaigns last year. The team hoped to prove the value of sending targeted emails, generate revenue, and spur the company to invest further.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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