Dear Catalog CEOs:
Have your data expert run a query. Aggregate the first order, second order, third order etc. across the customer life-cycle. Then, within each row of your query, measure the percentage of orders that are attributed to email marketing.
You're likely to observe that as the customer climbs the order ladder, the customer orders more and more often from email marketing.
When we look at campaigns, we don't see the world this way. We see that best customers love catalogs, so we send more catalogs.
But as the customer becomes more loyal, we frequently see that email marketing and direct load in the online channel take over.
This is a good thing. The more we see email take over, the more the customer is looking for discounts/promotions, or is just a fan of email marketing. The more we see direct load via the online channel take over, the more the customer loves our brand.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Kevin, You Don't Get It
We'll see the body of an email that looks like this ... ... and I get grumpy. Fed up. Tired of the non-stop discounting. That's when...

-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
As is my tradition, I'm going to take a long weekend. No posts until early next week. I've been doing this for almost twenty years, ...
-
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.