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Triggered emails yield high conversion rates
13/07/2010
S&S Worldwide saw 25 per cent conversion rates with some triggered emails.
A toy retailer has explained how triggered emails have yielded high conversion rates, helping to bring back customers.
Interviewed by Practical eCommerce, Rob Holzer, e-marketing manager with S&S Worldwide, explained what his company has done to improve its website.
In particular, he highlighted how triggered emails, sent when carts were abandoned, delivered a 25 per cent conversion rate, compared to between six and eight per cent for normal promotional emails.
Overall, the website sent over three million emails a month, meaning even a low conversion rate can yield great rewards.
He added: "Although triggered emails are now an essential part of our email marketing program, the promotional blasts are still going strong. It's just like in the catalogue business: if you don’t stay in front of them, they will forget you.
"We tend to use lots of offers (free shipping and discounts) to drive our email success because it helps increase conversion and average order value and, well, because our competitors do it."
One way to improve conversion rates from emails would be to conduct A/B tests on them and to try sending them out at different times of the day or week.
Posted by Daniel Wiseman
Interviewed by Practical eCommerce, Rob Holzer, e-marketing manager with S&S Worldwide, explained what his company has done to improve its website.
In particular, he highlighted how triggered emails, sent when carts were abandoned, delivered a 25 per cent conversion rate, compared to between six and eight per cent for normal promotional emails.
Overall, the website sent over three million emails a month, meaning even a low conversion rate can yield great rewards.
He added: "Although triggered emails are now an essential part of our email marketing program, the promotional blasts are still going strong. It's just like in the catalogue business: if you don’t stay in front of them, they will forget you.
"We tend to use lots of offers (free shipping and discounts) to drive our email success because it helps increase conversion and average order value and, well, because our competitors do it."
One way to improve conversion rates from emails would be to conduct A/B tests on them and to try sending them out at different times of the day or week.
Posted by Daniel Wiseman