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Email remarketing – an example of how to test

Author's avatar By Dave Chaffey 18 May, 2011
Essential Essential topic
Email targeting
Case study

A case study showing the power of Email remarketing and testing

In part 1, Email Remarketing – why aren’t more people using it? we showed how Email Remarketing is surprisingly rare and discussed why this might be. Thanks for the in-depth comments by the way! I hope they help someone make the business case!

In this follow-up, we have a great case study example from VE Interactive, because it not only shows the uplift from email remarketing, but also what types of offer and messaging can be tested.

3 testing options for Remarketing

The remarketing here was a classic abandoned shopping cart follow-up email, but with 3 alternative follow-ups which were tested with these results:

1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code  for a 5% discount time limited to 48 hours: +200% conversion rate.
These are the results:
VE Interactive also conducted a survey of those customers who we identified had clicked through from the remarketing emails and had made a purchase, but who hadn’t actually used the promotional codes! Interestingly, they found:
  • These customers had still reacted to the remarketing email as a prompt to return to the WHSmith website
  • It was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.
  • These customers had still reacted to the remarketing email as a prompt to return to the WHSmith website
  • It was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.

I hope you found this an inspiring example of contextual email marketing. Do you have others?

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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