Email remarketing – an example of how to test

A case study showing the power of Email remarketing and testing

In part 1, Email Remarketing – why aren’t more people using it? we showed how Email Remarketing is surprisingly rare and discussed why this might be. Thanks for the in-depth comments by the way! I hope they help someone make the business case!

In this follow-up, we have a great case study example from VE Interactive, because it not only shows the uplift from email remarketing, but also what types of offer and messaging can be tested.

3 testing options for Remarketing

The remarketing here was a classic abandoned shopping cart follow-up email, but with 3 alternative follow-ups which were tested with these results:

• These customers had still reacted to the remarketing email as a prompt to return to the WHSmith website
• It was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.
• These customers had still reacted to the remarketing email as a prompt to return to the WHSmith website
• It was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.

I hope you found this an inspiring example of contextual email marketing. Do you have others?