Imagine 2016 Session Recap: A Multichannel Merchant Finds Its Email Groove

It’s the last day at Magento Imagine 2016, and the springbots are busy in booth 412 and around the Wynn Hotel attending breakout sessions. This afternoon, Jarrett sat in on a session centered around one of our favorite topics: email marketing. In case you missed it, Mike Girardin, Director of eCommerce at Silver Jeans, presented on breathing life into an old email marketing strategy and keeping it fresh for a greater return.

Jarrett’s highlights from this session:

With its high ROI and conversion rate, email is still the most effective channel in marketing. Having a variety of automated emails, everything from abandoned cart to welcome emails, is key in implementing a robust email strategy. Email is also one of the simplest channels to manage, especially when you have a tool that gives you tight control and deep analytics.

Silver Jeans attributes maintaining a strong email list to their success, and they’ve determined that every name on their email list is worth around $3-5. To optimize their email list and increase engagement, they removed everyone who hadn’t opened an email from them in 6 months.

They’ve also found that customers are more tolerant of emails from brands than most people think. Customers signed up for your list because they want to hear from you and keep a pulse on your new offerings. Keep the content fresh to keep them coming back for more!

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