How to do Email Marketing, in 240 Words

  1. Get more data, especially about engagement (sessions) and money (purchases), and get it in real-time. Marketers can get 10x more data from their eCommerce system (e.g. via Fresh Relevance) than from their ESP and getting it in real-time means you can react while shoppers are still engaged. This translates to the ability to make better decisions and send the right message to the right person at the right time.
     
  2. Don't over-market or under-market, and get the timing right. Vary your contact rate for each individual, in line with their engagement level. The simplest way to do this is by adding cart abandon/browse abandon/purchase complete emails, but you can also very the rate by e.g. adding extra traditional campaigns. People who are regularly visiting your site should be receiving very much more marketing than those who have not visited for a long time.
     
  3. Send relevant content. Again, one simple way to do this is by cart abandon/browse abandon/purchase complete emails. But you should also be sending welcome emails to new visitors, recovery emails to lapsed visitors, specific offers to nudge first-time buyers on the path to becoming regular buyers, etc.

As an example, it's not that cart abandonment emails give better results, it's that timely and relevant emails sent to people who are highly engaged give better results, and cart abandonment emails are all those things.

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11/19/2013 How-tos