9561759x

… How I got an $826,221.62 Sales Increase Rob Snell SNELL BROS. [email_address] Yahoo! Store Case Study:

Yahoo! Store Case Study: How I got an $826,221.62 Sales Increase Part 1

store 9 revenue-share project (I get paid by the click)

DISCLAIMER The STATS you are about to see are true . Personally identifiable information about the STORES used has been removed…

Store9, Year 0

design GOOG-friendly RTML, pimped the cart

Store9, Year 1

seo + ppc converting keywords, built some links

Store9, Year 2

conversion free shipping model, free gift with purchase, & converting keywords

Store9, Year 3

boosting low or no growth

Store9, Year 4

Shaking the tree
Hit your email list regularly
Track how emails perform
Learn from your mistakes
Segment your customers
Keep what sticks

background on me…

Snell Bros

retailer dog supplies, comics, baseball cards pokemon, copyshop

Comics

web marketer Yahoo! Store dev, RTML, SEO, PPC, Conversion, Analytics

Gds 1997

… steve & click We got a spokesmodel…

writer/speaker blog, Y! columns, book, newsletters, webinars, search speaker, seminars

My own blog

Ystoreblog

Amazon book

[email_address]

seminars

email list info @ystore.com

about Ron and Top Right

Topright

thinking about emails

relevant customers (buckets)

relevant products

Store SERPS

View source

relevant offer

Make me an offer…
New 2009 releases
Liquidations
Free shipping offers
Free gift with purchase
Tie into seasonal, timely

relevant writing

Writing good emails
Be personal
Be real
Share good content
Tie into seasonal, timely

tell stories

building emails

Content comes from product

custom RTML

Custom RTML

easy peasy mail

Get IDs from store URLs

Go to the CONTENTS page

Create a NEW ID

Edit & Update: Custom Type/Template

easy peasy mail

How I doubled $$$

segmented 90% of customers into 3-5 buckets

What segments?
What products customers bought
What activity customers do
What level of expertise
How much $$$ spend
Where they live
How often they order
How long since ordered

How Top Right segmenting works…

How Top Right email tool works

How I track $$$

My favorite email stats
Number of emails sent
Unique emails opened
Unique clicks
Conversion Rate of campaign
Number of orders
Total Revenue

Real numbers on real emails

Old School…

indextools

Indextools: sales by entry page

Indextools 90 day graph

Y! last 120 days

topright

TopRight monthly revenue

TopRight (RPE) revenue per email

… How I got an $826,221.62 Sales Increase Rob Snell SNELL BROS. [email_address] Yahoo! Store Case Study:

9561759x

by Rob Snell on Jan 29, 2009

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9561759x — Presentation Transcript