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Show me the Money!Ok,
but first show Me the Data!Richard CoheneVP Marketing
@RichardCohene
It’s All About The Underlying EquationBuild The Business Model One Assumption at a Time
(understand all the variables)
Beyond the Rack Generates 66% of its Revenues through
Email!
63% of Beyond The Rack Emails
are Opened on a Mobile Device!
Onboard New Members
Explains how Limited Time Sales Events are run
Encourages members to invite their friends to become members
Drives new member to shop
Beyond The Rack Uses Email
to Onboard New Members
Mobile everything!Increased Clicks 21%
In 2013, Beyond The Rack Implemented Responsive Design to Optimize Email for Mobile
Before After
Responsive Design
Increased Clicks by
18%!
JUST DO IT!
I say
“Do it again!”
Increased Clicks by
44%!
Sends more than 2.5 million unique versions of its daily email!
Personalization attributes include:
• Individual shopping behaviour• What brands the shopper prefers• What products the shopper likes• What offers they don’t respond to
Personalization of email content delivers a 12-18% revenue lift!
Member Data to Personalize Email Content
Triggered Email Examples:• Cart Abandonment• Category Browse• Member Reactivation• Order Status Updates
Triggered Emails for Timely and Relevant Communication
* Triggered emails produce 3-5x higher response vs non-triggered emails
Automated Abandoned Cart Emails Capture Sales that Would Otherwise be Lost
67.45% of online shoppers DO NOT complete purchase after placing item(s) in their shopping cartSource: SeeWhy, 2014
50% of all abandoned cart emails are opened and 33% of clicks lead to purchases back on site!Source: SaleCycle, 2014
MobilePush
60% of members have opted-in to receive push notifications.
Show Me the Data!
Richard CoheneVP Marketing
@RichardCohene
