know already what’s working really well for you – direct mail might be working or various other methods – I’d say approach email with caution because it is a great tool but may not be the thing that works best for your brand and your customers.
NJ: How did you get those who registered on the website, and then went away, to come back and buy? CN: We had literally thousands and thousands of registrants on the Photobox database, who had registered their details so the client was absolutely delighted that they were gathering all these names on a monthly basis. But when we dug deeper and looked at the data, we realised that a huge percentage of those – up to 75% - actually were not converting on the same day. So they were going onto the site, registering their details and then they weren’t buying.
So what we did was test. We took a segment of the prospect file and we entered them into the 28-day trigger email program and the rest of the registrants were treated just as they had been before, where they were getting the monthly newsletters and nothing else. And it actually proved so successful over a three month period – so we didn’t just do it once and say ‘Oh look we’re delighted this is what’s happened’ – over a three month period we tested and consistently, we proved that people that were entered into the trigger email program converted at over double the response rate over people that just received the monthly newsletter.
NJ: Can you tell me more about the promotions that you were sending out? CN: What we used to do was send out a traditional promotion and then measure the results and say ‘Well that was a good promotion’ or ‘That was a bad promotion’ and then what we decided to do was send reminder emails to people who hadn’t responded to the offer,
it was about to expire. So again, it’s about taking that data that you’ve HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE 37
to remind them that
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