As we’ve already argued in several previous articles (if you follow our blog, you know what I’m talking about), the importance of email marketing is not decreasing, on the contrary, it’s constantly gaining field and if you haven’t been using it so far, it’s high time you gave it a shot.
In order to give you a couple of more practical sights on the email marketing matter, I decided to take a look at some study cases and how they worked out.
- Sony PlayStation Vita
What should we learn from their successful email marketing campaign? That segmentation goes a long way and it can significantly increase ROI. The point of their campaign was to cross-sell the PlayStation Vita to those who were already subscribed and part of the PlayStation Network.
The content of the emails that they sent out depended largely on what category you were part of (PlayStation subscriber, PlayStation 3 owner, Inside PS Vita subscriber or other). The email reached approximately 4.2 million people.
If you come to think of it, they managed to reach a great deal of people (out of which a huge number converted) by using a relatively small investment.
What can we take out from their amazing campaign? That connecting with people who abandoned their cart is actually not such a bad idea. Craghoppers is basically a travel clothing company who noticed that a great deal of people merely add stuff to their cart and then disappear.
With the aid of Redeye and its dynamic system, they managed to track the items the users added to their cart before they vanished. Afterwards Craghoppers would reach out to the users within the first 24 hours and then again within 3 days and, surprisingly, 10% out of those who abandoned, ended up purchasing.
Just like in the case of Craghoppers, Argos noticed that a great deal of their users merely abandoned their carts after having spent time adding items. The cool thing about their approach is that they used already existing browsing data and email engagement in order to identify the leavers.
They even went further and added to the email they came up with 6 other products that the customers might be interested in. As expected, they increased their sales and it was much appreciated that instead of just adding popular choices as recommendations, they actually bothered and tailored them.
Once again, we see how abandoned carts were turned around into profit. How did they manage to do that? They gave a great thought to the subject line and optimized it. They made sure that a second email was sent 48 hours after the initial one, if no action has been taken.
Just like in the case of Argos, when sending the email they tried certain recommendations, based on the activity from the Monsoon site. Did it work? Sure it did. They had an email open rate of over 55%, which is great and managed to convert many of the leavers.
All these being said, did I manage to make a point when it comes to email marketing?
I hope I did, because it is certainly not going anywhere and instead of vanishing it is just improving and gaining field on a constant basis. Let us know if you have any relevant case studies that also prove a point or if you found any inspirational one.