Marketing Best Practices for On-Line Retail
Base Camp Advanced Base Camp Summit
Base Camp Benchmarks List Growth Calendar Deliverability
Open / Click Benchmarks
Revenue Benchmarks
10X increase in subscribers via modal pop-up
Deliverability
Deliverability Pitfalls Subscriber complaints Mailing to invalid addresses Mailing to full mailboxes Sending s to unengaged subscribers
Get Out of Gmail-Jail Remove all Gmail bounces
Get Out of Gmail-Jail Remove all Gmail bounces
Get Out of Gmail-Jail Remove all Gmail bounces Suppress non-openers from Gmail campaigns Deploy drip campaign to increase engagement
Subject Line: We're in trouble and need your help!
Subject Line: Attention Gmail User: Please Help!
Advanced Camp Social Proof Cart Abandonment Post Purchase Loyalty
Social Proof
Cart Abandonment Campaigns
Social Proof Top Review merchandised within trigger
Large Cart Alert Trigger Send a trigger to CSR regarding large abandoned baskets Recommended Products Adaptive re-use of a fixed asset from website
Post Purchase Loyalty 15 days Post Purchase – Thanks Coupon One Time Coupon Reduces misuse, increases attribution tracking
Recommended Products Auto-rendered via merchant’s recommendations provider Most Popular Auto-rendered via merchant’s recommendations provider
Summit Gender Segmentation Physical Store / On-Line Discount Ladder Win-back
Discount Ladder Premise Based on “days since last purchase” – what is the lowest discount needed to get a repeat purchaser to purchase again.
Discount Ladder Test Days Days Days Days 0 – 30 Days 0 – 30 Days 31 – 60 Days 31 – 60 Days 91 –120 Days 91 –120 Days 151 – 180 Days 151 – 180 Days 357 – 712 Days 357 – 712 Days 61 – 90 Days 61 – 90 Days No Purchase 121 – 150 Days 121 – 150 Days 181 – 356 Days 181 – 356 Days 11 Cohorts based on “days since last purchase”
Discount Ladder Test Free Shipping 10% Off 15% Off 20% Off
0 – 30 Days 31 – 60 Days 91 –120 Days 151 – 180 Days 357 – 712 Days Days 61 – 90 Days
Peak Performance Batch & Blast –No less than once per week Automated Trigger Campaigns –Welcome Series –Cart Abandonment –Post Purchase Review Request –Post Purchase Loyalty –Post Purchase Win-back