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Joe Keenan
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Chiasso’s efforts have paid off. The remail tactics have resulted in 443 additional sales, for a total of $36,016 from six remail campaigns, with a 55.7 percent conversion rate over a recent three-month period.
“We realize that sometimes people are busy and may skip over an e-mail, or a subject line isn’t attractive enough to them, or they just plain missed it,” Mehler says. “So we take the chance to remail, and we’re specific about it. I go through the list and I don’t just remail the entire file, I have selects and segments — people who’ve purchased in the past or who consistently open e-mails. I try not to mail the people who never open or have never purchased.”
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- Companies:
- Bronto Software
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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