Retailers: this case study is a must read

If you sell online and have an email list, try this new MarketingSherpa case study for size.

Retailer Karmaloop let customers segment themselves by self-selecting email content preferences. Then they added in a few behavioral triggers (abandoned shopping carts etc.).

Then they imposed an overall frequency cap to avoid potential email overload through the multiple-segment problem.

Then they defined what to send non-responders.

Then they let the system work out what to send each subscriber.

The results are very cool. Sherpa has the details.

Of course, the most impressive thing about it is that their teenage customers use email. I thought teenagers were supposed to be surgically attached to instant messaging, MySpace and cell phones only.

More case studies | Tags: email marketing case studies, segmentation, trigger emails, behavioral targeting

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