eBags Uses Agile, Multi-channel Marketing to Boost Sales
Posted: April 29, 2010 | Amanda Fildes
The thing that makes online marketing such a powerful force is its ability to be agile. eBags used an agile approach to take what could have been a challenging holiday season into “Cyber Monday” sales that were up by 32%.
So what worked?
The marketing team kicked off their paid search campaign with the words they thought would generate the most sales, but they didn’t stop there. They defined a firm target on how a word should be generating sales and reduced spending on those words that didn’t make the mark. It has been my experience that people treat paid search as a “set it and forget it” marketing technique so I am always glad to hear about companies that follow my preferred “deploy, analyze and adjust” model for paid search.
I should also mention they deployed a targeted email campaign that was based on users’ previous purchase that led to a 25% in their email marketing. This is a one-quarter increase in opportunities to sell to a current customer based on the understanding of what they like. This is a great combination of the analytics gathered at purchase with a straightforward execution method.
With a nimble marketing strategy in place at one of the peak times of the buying season you can understand how eBags earned its spot as 93 in the Internet Retailer Top 500 Guide.
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