As an agency or service provider, you’ve likely been faced with the challenge of dealing with a client who wants it done their way — no matter what. When you’re sending thousands or millions of emails, this type of stubbornness can have an impact well beyond one campaign. Sometimes agreeing to disagree can be detrimental to not just their business, but also yours.
After speaking at the WooCommerce Conference on the topic of email automation for your online store, I was approached by more than a dozen people with the same question: if someone abandons their cart, how can the store stay in touch with the shopper?
If you’re sending your marketing campaigns without benefit of A/B or multi-variant testing — most companies admit to fewer than five tests per month — you are effectively acting as a focus group of one. You are assuming all of your constituents feel the same way about your campaign as you do. Big mistake.