Matthew Kelleher's Blog

“We are not ambulance chasers, people leave our stores empty handed every day and we don’t feel the need to beg them to come back so why should online be any different?”

If anyone takes the time to read these words, I would love your feedback. RedEye has a series of clients that make a hell of a lot of money and ROI from behaviourally targeted and automated emails.

But we were blown away recently when a prospect said that they would never do trigger emails or basket abandonment work because they perceived it as the e-marketing equivalent of ‘ambulance chasing’!? Ouch!!

More and more the concept of basket abandonment is mentioned as a method for increasing conversion - be it baskets in retail, quotes in insurance, bookings in travel or registrations in gambling.

Indeed, I am beginning to feel like it has been around forever. The real question for me is how to go from talking about it to actually producing the goods and enjoying the results.

We’ve all spent the last five years being told that banners influence search campaigns or that product terms influence brand term conversion.

Do the tools and data exist to properly back up the statements we can see if we were right to believe them?

It occurred to me recently that we do not give spammers (and in their turn ISPs) enough credit for helping to make email a long-term, credible media.

How so?

To keep emailing those individuals now being labelled 'emotionally unsubscribed' may be enticing on the basis that one day they may be in the buying window... but it may also be very dangerous.