An ecommerce company wanted to integrate email marketing as an integral part of their overall revenue driven marketing strategy. Email has consistently been one of the best mediums to drive traffic and sales and has an outstanding ROI. According to recent research, 70% of people reportedly make use of coupons or discounts they learn from email and 60% claim special offers is the top reason they subscribe to an email list. When it comes to ecommerce, not having an optimized email marketing campaign just leaves money on the table.


Go Local Interactive reviewed their current efforts and found several key opportunities to optimize the company’s email marketing strategy. They implemented a variety of tactics in order to increase list size and overall revenue. Tactics included: Conducted a variety of tests in order to find the most popular subject lines as well as optimal dates and times in order to increase open and click rates. Implemented custom tracking URLs and reconfigured ecommerce analytics to provide additional data on product and sales performance and ensure accurate attribution. Email frequency increased 200% in 2014 compared to the previous year. List segments were created (by geographical region, product preferences, etc) in order to ensure only the most relevant emails were delivered to subscribers. Email signup was promoted across all social channels and the website, offering incentives for joining the mailing list.


After a full year of the newly integrated email strategy, there was a During the 4 days of Black Friday/Cyber Monday weekend the company’s email campaign brought in more revenue than the entire previous year did combined.


Revenue from Email Marketing



2013 2014


Increase in the number of email subscribers


Increase in email revenue over the previous year

Under the new strategy, email campaigns brought in more revenue in the four-days spanning Black Friday to Cyber Monday alone than was generated from email during the entire previous year combined.

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