Never underestimate the power of small, strategic changes.
At MarketingSherpa Email Summit 2014, Jessica Andreasen, Director of Digital Marketing, ZAGG, a mobile accessories company, revealed how small changes increased revenue per email by 152%.
It began when she witnessed a very sharp, steady decline in email revenue. Andreasen knew she needed to find out why her customers were losing interest. She began by asking her Web developers for any data they could give her — relevant or not — about her email list. In the process, she was impressed with the amount of customers who have purchased from ZAGG since its inception.
She created an email thanking these customers for their patronage and used the opportunity to change the email template to focus on sharing a message as opposed to blasting promotions:
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- She removed all but one call-to-action to reduce distraction
- She added copy that read like a letter to the customer as opposed to an advertisement
- She used design to focus on the core message
Related ResourcesMarketingSherpa Email Summit 2015
— Want to see more presentations like this one? Attend #SherpaEmail, Feb. 23-26, Las VegasB2C Email Marketing: Mobile accessories company boosts revenue-per-email 152% via customer appreciation promotionEmail Marketing: First-time cart abandonment campaign drives a conversion rate 1,858% higher than weekly sendEmail Marketing: A canvas for visual storytelling