Introduction
By Karen Nuss, Email Strategist
November 8, 2011
We recently released the results of our third longitudinal study of the shopping cart abandonment practices of the Internet Retailer 1000, which may be found here. As a companion to that guide, Karen Nuss, Email Marketing Strategist, Travis Buck, Creative Director, and Megan Ouellet, Director of Marketing for Listrak, critiqued 20 remarketing campaigns.
The email campaigns differ greatly in scope, strategy, and design. We included a variety of the messages received in our study,including campaigns consisting of a single message, a single
message with a follow up phone call from a customer service representative, two message campaigns, three message campaigns, and even a five message campaign.
Each email was rated on a scale of five stars, with five being the highest rating possible. We considered the timing of the campaigns, calls-to-action, personalization, dynamic merchandising, branding, messaging, and other best practices.
As you implement your shopping cart abandonment campaigns or tweak your strategies, this guide will help you identify trends and best practices. However, it is important to test these campaigns to find what works best for your customers.
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