We are well into the holiday shopping season, and in this month’s Good Reads, we have the skinny on some relevant topics. Read on to see how you can improve your cart abandonment program, learn how to avoid being labeled a spammer, and review some of the best Black Friday and Cyber Monday campaigns.
- “Lost and Found: Digging into the Abandoned Cart Email,” by Guion Pratt, Really Good Emails. Shopping cart abandonment emails, triggered emails sent when a consumer leaves an item in his/her cart without purchasing it, are definite revenue drivers. But what makes a really good shopping cart abandonment email? This “punny” author dissects cart abandonment emails from four brands to determine the good and the “un-good.” (Just getting started with triggered email? Check out this resource.)
- “The Best Black Friday and Cyber Monday Email Campaigns,” Mallory Mongeon, Email on Acid. Black Friday and Cyber Monday are behind us, but it’s never too early to start brainstorming for your 2017 campaigns. This blog post contains examples of some unique holiday email campaigns. File these in your good ideas folder.
- “Consumers More Likely to Open Marketing Emails During Holidays,” Jess Nelson, MediaPost. Speaking of the holidays, new research suggests consumers are more likely to open retailer email during this most wonderful time of the year. Perhaps that’s why email volume increased on Cyber Monday, driving a fifth of Cyber Monday sales in 2016.
- “Q&A With Wishpond: How to Use Automated Emails to Reduce Product Churn,” Kayla Lewkowicz, Litmus. What do you do with subscribers who try your product for a brief amount of time and then disengage? (Hint: It begins with an e and ends with a mail.) In this Q&A the chief product officer at Wishpond lays out his strategies for reducing product churn through behavior-triggered onboarding emails.
- “Adapting to Consumers’ New Spam Definitions,” Webinar, Litmus. It used to be that spam was simply email a subscriber had not requested. That’s no longer the case. Today, consumers have a much broader definition of spam. This Litmus-hosted webinar explores consumers’ perceptions of spam so marketers can avoid sending it.
- “2016 Consumer Views of Email Marketing,” Mapp. Learn how consumers feel about the marketing email they receive. Are they getting too much? Do the emails they receive really influence their purchase decisions? How often are they checking email and on what devices?
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