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:
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
These are the results:
VE Interactive also conducted a survey of those customers who we identified had clicked through from the remarketing emails and had made a purchase, but who hadn’t actually used the promotional codes! Interestingly, they found:
- 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?
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