… 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

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

book

Amazon book

[email_address]

seminars

email list info @ystore.com

click

about Ron and Top Right

Topright

thinking about emails

relevant customers (buckets)

pic

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

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

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

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

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: