It’s the last day at Magento Imagine 2016, and the springbots are busy in booth 412 and around the Wynn Hotel attending breakout sessions. This afternoon, Jarrett sat in on a session centered around one of our favorite topics: email marketing. In case you missed it, Mike Girardin, Director of eCommerce at Silver Jeans, presented on breathing life into an old email marketing strategy and keeping it fresh for a greater return.
Jarrett’s highlights from this session:
With its high ROI and conversion rate, email is still the most effective channel in marketing. Having a variety of automated emails, everything from abandoned cart to welcome emails, is key in implementing a robust email strategy. Email is also one of the simplest channels to manage, especially when you have a tool that gives you tight control and deep analytics.
Silver Jeans attributes maintaining a strong email list to their success, and they’ve determined that every name on their email list is worth around $3-5. To optimize their email list and increase engagement, they removed everyone who hadn’t opened an email from them in 6 months.
They’ve also found that customers are more tolerant of emails from brands than most people think. Customers signed up for your list because they want to hear from you and keep a pulse on your new offerings. Keep the content fresh to keep them coming back for more!