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 @chiefmartec "out of 12,000 experiments that Google ran in 2009, only about 10% of them resulted in adopted changes." You are not Google. But you must realize that in every industry, an online leader is going to emerge, and it will be the company that adopts a testing culture.

Intuition is no longer your friend. Your intuition cannot comprehend the variety of ways our visitors are coming at us. Data and testing are your friends, or your online audience will continue to abandon you.

Get excited about testing and taking that leadership role in your marketplace.

Retargeting Emails - Do E-commerce customers like or loathe them? March 10th, 2011Leave a commentGo to comments By Charles Nicolls, SeeWhy At SeeWhy, when we first launched our remarketing service in 2009, Randy Stross wrote a piece about email remarketing in The New York Times suggesting that while remarketing might be a great idea for ecommerce websites, it's not a great idea for consumers. He likened emails following up on abandoned shopping carts to a salesman chasing you down the street if you didn't buy from his store. There are major differences, of course. We've long argued that remarketing emails, when done well, not only drive conversions but also build brand trust. They can deliver great service and provide customers with the confidence to return to buy-either online, by phone or in store. If Randy was right and customers universally resented the intrusion, then these emails wouldn't work. In aiming to answer the question more substantively, I turned to data, and specifically email marketing benchmarks. The key metrics to look at to determine whether customers like or loathe remarketing emails are: the recovery rate the open rate the clickthrough rate the unsubscribe rate Frankly, the evidence is overwhelming: Remarketing, when done well, is appreciated by customers. Here's the evidence: (1) The recovery rate The recovery rate is the percentage of visitors that abandon shopping carts, and remarketed visitors thatthen return and purchase following remarketing. At SeeWhy, we measure recovery rates across all our customers, and currently the average is 20 percent. So, one in five shopping cart abandoners come back and buy, having being remarketed. In some cases, the recovery rate is as high as 50 percent. Moreover, when remarketed customers buy, they spend on average 55 percent more than customers who didn't abandon their shopping carts. (2) The open rate The average email open rate for remarketing emails is currently 46 percent, m

"One of the chief advantages that e-commerce companies currently wield over their real-world counterparts are vast troves of detailed data on purchases and shopping habits. " How are you applying behavioral data to your online store? Will you be the next dinosaur?

There is more and more a tension between IT and Marketing. New tools put IT prowess in marketers' hands. The quotes from the CIO-CMO Forum show us an emerging strength in marketing. But IT is our friend in the process. They just need to realize that they can materially impact revenue in the enterprise. Marketing is a way IT can assert itself as a profit center, not just a utility. Great quotes.