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Interesting Tidbits from eTail East

Chad White shares some takeaways from a conference he recently attended. These are my favorites:

>> has improved email capture over the phone by moving email collection up in the script, changing the wording of the request, and changing the response if customers ask why they want their email address, saying it’s to send them order and shipping confirmation emails and to send them free shipping and other offers.

>>BabyAge built an abandoned cart triggered email in two hours. To avoid seeming like Big Brother, the email doesn’t say what was in your cart. It uses the subject line “Did You Forget Something?” This email offers the shopper a free shipping deal that’s not tied to what was in the cart, so shoppers often use it to buy something else. Space said that this triggered email outperforms their regular promotional emails by 10-to-1.

>>Redcats USA, which operates Chadwick’s and other apparel retailers, has found that triggered emails work better than regular promotional emails, citing abandoned cart emails among those. They implemented abandoned cart emails a year ago and they don’t include an offer in those emails to incent shoppers; they just remind the shopper about the item in their cart to avoid training shoppers to abandon carts in order to receive a discount. Their shopping carts are persistent for 30 days.

>>Circuit City uses the most popular search terms from their website to determine the content of their emails.

>>When asked how retailers should process and react to negative feedback on blogs and social networks, Jack Jia, the CEO of Baynote, replied: How do you know that what people say on blogs and social networks is statistically relevant?

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