Sur La Table 163,680 56,295 191 $85 cookware Mokrynskidirect 12/06 9/05 Dog.com 139,829 51,031 174 $115 pet supplies List Locators 9/06 5/05 & Managers Knit Picks 73,502 27,347 169 $60 crafts Walter Karl 6/06 6/05 Cutter & Buck 70,938 30,555 132 $147 men’s apparel Mokrynskidirect 1/07 1/06 Kinsman Co. 27,090 12,695 113 $83 gardening supplies D-J Associates 12/06 9/05 Fannie May Confections 72,173 34,794 107 $36 candy, chocolates Millard Group 11/06 10/05 Leichtung Workshops 20,312 9,958 104 $52 woodworking tools Names & 9/06 7/05 Addresses Orion Telescopes 33,445 16,849 99 $175 telescopes Millard Group and Binoculars 7/06 7/05 Time for Me 141,411 71,958 97 $95 women’s apparel Mokrynskidirect 1/07 10/05 Siegel Display Products 33,569 17,474 92 $300 promotional display products Direct Media 10/06 10/05 Smith & Hawken 140,722 74,971 88 $125 gardening supplies Belardi/Ostroy ALC 11/06 10/05 Redding Medical 13,689 7,642 79 $95 nursing supplies Fasano and 12/06 8/05 Associates Penn Herb Co. Ltd. 26,459 14,837 78 $54 natural remedies Walter Karl 4/06 5/05 MidWest Edwin Watts Golf 328,416 185,448 77 $250 golf equipment Venture Direct 8/06 5/05 Worldwide Staples 3,843,101 2,183,681 76 $250 office products Direct Media 12/06 11/05 Sporty’s Men’s Collection 12,926 7,368 75.4 N/A men’s recreational products Millard Group 1/07 5/05 New England Business 1,114,626 636,766 75 $120 office products MeritDirect Service (NEBS) 12/06 9/05
Sierra Trading Post
What better way for a tips-oriented business magazine to wind down 2006 than with the top 50 tips of the year? My staff and I spent the past several weeks going through every article that’s run so far in Catalog Success and the Catalog Success Idea Factory e-newsletter this year to bring you the ultimate how-to “cheat sheet.” Throughout these pages, we’ve synthesized the year’s best tips, summarizing, and in some cases quoting directly, from stories and/or the sources themselves, where noted. Below each, you’ll see the industry expert who offered the tip. We reference the issue from which the tips originate so
Whether it's an e-mail to a customer that abandoned her shopping cart or a followup offer to a recent purchase, test e-mails that automatically are triggered in response to specific customer behaviors. E-mails triggered by abandoned shopping carts have the best response of any e-mails we send. —Doug Williams, director of marketing, Sierra Trading Post
Customers that previously have bought via the e-mail channel are four times more likely to buy from e-mail again than buyers who've never purchased via e-mail. With that data in mind, it doesn't make sense to use the same e-mail offer for every customer. Since customers that have bought via e-mail previously are more likely to do so again, e-mail them with conditional offers, such as a 10 percent discount or free shipping only on purchases greater than $100. For customers who haven't yet purchased via e-mail, remove the condition. —Doug Williams, director of marketing, Sierra Trading Post
In setting the stage for the session “Testing Tells the Story: Using Analytics to Improve ROI” at ACCM held earlier this month in Chicago, moderator Patti Freeman Evans, a retail analyst with Jupiter Research, pointed out that there’s a direct correlation between e-mail marketing performance and e-mail testing. She then turned the podium over to Doug Williams, director of marketing for outdoor products catalog Sierra Trading Post, who detailed some specific tests he’s run and lessons learned from each. * Wait for results. While e-mail marketing often can allow you to make quick decisions about a program’s fate, Williams cautioned not to act too quickly. To
