Archive for Ross Kramer

Leveraging Email Acquisition Techniques to Grow Your Email List

Posted by Ross Kramer on February 16th, 2015 at 8:40 am

Personalization is no longer a luxury; it’s an expectation. Marketers need to reach subscribers on their terms in order to engage and, more importantly, convert them. The effects of the shift towards personal marketing messages reach every aspect of your email campaigns, including your acquisition tactics.
It's no longer enough to think of list building as just email capture. Instead, email acquisition is actually a customer acquisition strategy. Old tactics, like purchasing an email address list, simply won't work. What will work is modal lightbox pop-up combined with a series of triggered, personalized welcome messages.
Modal Lightbox Acquisition

Regardless of how you feel about pop-up lightboxes, the simple fact is they work. We've seen retailers grow their email list by 30% or more in a matter of weeks using this tactic. And these aren't random email addresses – they're subscribers with the highest likelihood of becoming loyal customers.
If you're considering implementing this strategy, here are some tips to keep in mind:
• Test the timing and location of the overlay. Try triggering it three seconds after a shopper visits your site's homepage, 20-30 seconds on specific product pages, and even test an exit modal, which detects when the visitor is about to close the site... Read more

Six Tips to Update Your Cart Recovery Campaigns in 2015

Posted by Ross Kramer on January 16th, 2015 at 10:18 am

Now that the busy holiday season has passed and the new year has arrived, it’s a great time to consider refreshing triggered campaigns you may have put into “set and forget” mode in 2014. A great place to start is one of your highest-performing triggered campaigns - shopping cart recovery. We recently compiled some tips on how to make it work even harder:

1. Send Earlier
While you may never know why a particular cart is abandoned, it’s important to not to wait too long to reach back. Send the first message within three hours while the shopper is still contemplating the sale. Sometimes a gentle nudge is all that is needed. In 2014, 66.7% of Internet Retailer's Top 500 and 85.1% of Second 500 companies were sending the first message within 24 hours of the abandoned cart, with 24% of the Top 500 and 30.4% of the second 500 sending within one hour.
2. Send More Often
Shopping cart abandonment messages have some of the highest campaign conversion rates, with the average hovering between 20 and 25% for the first message. Adding more messages will simply bring in more sales while using very few resources. In 2014, of the Internet Retailer Top... Read more

Customer acquisition and retention strategies in fashion

Posted by Ross Kramer on October 30th, 2014 at 9:10 am

I recently had the opportunity to moderate a panel of leading fashion retailers at Fashion Digital New York that focused on the ever-challenging topic of customer acquisition and retention. Prior to our discussion, the morning’s keynote speaker had left attendees with the edict that it’s their collective job to create fantastic experiences online to increase purchase intent in retail. It was a perfect lead-in to our session, because it’s those experiences that set the table for customer acquisition and that position retailers’ brands for better retention over time.
But while that may sound simple, it’s easier said than done. At Listrak, we’ve compiled data from nearly a thousand retailers over several years that shows that a mere 15-20% of customers buy from a retailer’s website more than once. The vast amount of choices online has resulted in reduced customer retention and loyalty, making it a larger hurdle than ever for retailers to turn first-time buyers into two-time buyers, the crucial step that doubles the likelihood that they will purchase again.
In our discussion, our panelists shared the latest acquisition and retention strategies they’re implementing:

Retailers need to amplify the experiences of Brand Influencers to tell their stories online. For example, one retailer has... Read more

In Defense of Popups

Posted by Ross Kramer on April 16th, 2014 at 8:02 am

It is no secret that we tout the modal popup as the ultimate tool for building your email subscriber base, and we have the research to prove why. There are still those, however, who avoid using this time-tested tactic for fear that they will annoy – and potentially lose – prospective customers.
Recently, while discussing the effectiveness of exit popups, Listrak Senior Solution Consultant Joe Devine met with the popular popup objection. I thought his response was worth sharing:
The best strategies surrounding pop-ups, side bars, footer overlays, or any other sort of whirligigs are often hotly contested by marketers. Some folks see them as the utter dissolution of all brand integrity, while some of us see them as a necessary engagement tool when trying to achieve revenue goals.
The truth is engagement KPIs are lifted when you strategically increase acquisition. However, with such a broad spectrum of sentiments, one thing is clear: One size will not fit all and testing is key to driving adoption. After years of deploying and testing these technologies, it may seem brash, but the simple fact is, these tools work and work well. For every naysayer, I would challenge you to prove that the... Read more

Keeping it personal with product recommendations in post-holiday campaigns

Posted by Ross Kramer on December 23rd, 2013 at 6:41 am

Hopefully the holiday season’s been good to you and you’ll be starting off 2014 with many new customers and happy return customers. So how do you plan to make sure they stay engaged and purchasing once the spirit of the season has passed?
Don’t underestimate the power of personalized products recommendations. They can be incorporated into many of your post-holiday campaigns to enhance engagement and bump up revenue.
Shopping Cart Recovery – In addition to encouraging a cart abandoner to complete the sale, a shopping cart recovery email is the perfect place to suggest additional items based on the abandoned item and any other past shopping behavior you’ve gathered. Perhaps the shopper who abandoned a cart during the holidays was really looking for a little something for herself and may now be in the mood to complete the purchase and maybe even treat herself to something else, too.
Shipping Confirmation – There’s excitement when a shopper finds out a purchase is on its way, so why not suggest, based on what was purchased previously, what she would likely be interested in next? You’re not only delivering good news, but also continuing to engage her on a personal level after the sale.
Review Request –... Read more