For brands and marketers, email is still king. As Rosen pointed out, one of the major findings from L2’s digital benchmark study was that email still drives three times the traffic as social media to brand e-commerce sites. In the beauty and skin-care category, for instance, email drove 14% of traffic versus the 2% stemming from social media.
So, “even though frequency and relevance are the top reasons why users unsubscribe (from) retailers’ emails, less than 27% of brands offer reduced frequency or content modification to users who have clicked ‘unsubscribed,’” she said. “Furthermore, just 15% collect data on why the user chose to unsubscribe.” The fix? Deploy tactics like triggering emails when a Web user abandons a shopping cart in addition to driving more demographic segmentation and “opt-down” offerings.
At American Eagle, mobile-optimized emails are vital for click-throughs and the ultimate path to purchase. Customers who made purchases were sent email requesting a product review. The problem was, despite 70% of emails being received and read via mobile devices, the reviews page wasn’t mobile-optimized. Once they were mobile-compatible, the company saw a 20% uptick in product reviews “virtually overnight.” For American Eagle, mastering omnichannel strategy is not an overnight process; the company is using IBM Tealeaf to unify many of its digital marketing facets.
“We started saying, 'There’s a lot we can do with CRM, customer segmentation, targeting, and we can start looking at our marketing effectiveness and our attribution, because for every dollar we spend online, we’re getting somewhere around four to five more return in stores,'” Megibow said. "The question is, 'How do you start to connect the dots on that?' and we can start looking at demand data and how our online activity produces demand signals so we can better understand our inventory position and our buys, as well as this site and store performance so we can see how people are behaving.”