I sent this, but they bought that. What’s up with that?

By Marc Hummel

May 14, 2015

When premium footwear and apparel company Johnston & Murphy decided to add more robust tracking to their email campaigns, they turned to Customer Profiles & Monetate.

In a recent blog post, Customer Portfolios used the example of Mark, a Johnston & Murphy customer and subscriber to their email list. Each time he receives an email, there are three possible outcomes:

  • Mark performs the desired action (reads email about shoes and then purchases shoes)
  • Does nothing (no email open/click)
  • Performs a different action (reads email about shoes, then purchases a shirt or a tie)

Transactional, email open, and email click-through data can help to determine if the first or second action occur and, pending the outcome, the impact the email had with its target audience. What’s much harder to determine is the impact the email communication had on Mark if he clicks through but performs a different action.

To find out how Johnston & Murphy used Customer Profiles & Monetate to learn more about all the possible outcomes when you send a promotional email, read the blog post now.

Marc Hummel is a former Content Marketing Associate for Monetate. He's also a part-time grad student at the University of Pennsylvania. He enjoys biking to work, reading, listening to podcasts/music, and eating ice cream. Usually not all at once. For more about Marc, go here.

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