1 session inside Boa
Kelly Slessor
Founder and CEO, Ecommerce Tribe
Kelly Slessor has worked in e-commerce for over 20 years and has been using AI in retail for around eight years. Originally from the UK, she started at British Telecom on the Sainsbury's store of the future project, later ran one of Australia's first mobile agencies working with Coca-Cola and David Jones, and consulted to Westfield retailers on their digital channels. She is founder and CEO of the Ecommerce Tribe and is writing a book.
The session
What Kelly teaches
Rescue a dying email list by mailing only your engaged segment
One brand Kelly works with slid from a 30% open rate to 15-16% over six months and assumed email was dead. It was not, the platforms had started flagging them and their quality score was degrading. She cut the send list back to engaged subscribers only, sent about three campaigns to that segment, hit a 40% open rate, then slowly reintroduced the unengaged. They are back at 32%.
From Kelly Slessor: the ecommerce fixes that actually move revenue →Aim for a 40% open rate, treat 60% as the stretch
Kelly's benchmark is simple. Thirty per cent is what most brands sit at, 40% is a good, healthy place to be, and she has one brand running at 50 to 60%. If you can get to 40%, your list health and content alignment are working.
From Kelly Slessor: the ecommerce fixes that actually move revenue →Kill the double opt-in on your welcome flow
Double opt-in is the default setting in a lot of email platforms and Kelly says it is awful. Someone has just given you their email, which is the digital equivalent of agreeing to a first date, and you reply by asking them to confirm they really meant it. Turn it off and make the welcome frictionless.
From Kelly Slessor: the ecommerce fixes that actually move revenue →Build the welcome series as your biggest money moment
The welcome email is sent when the customer is warmest and closest to buying, so it has to do three jobs: tell them a bit about you and your why, introduce the brand, then connect them to product. Kelly points to Culture Kings and to HER, a women's health brand whose welcome series introduces the founder, as examples worth studying.
From Kelly Slessor: the ecommerce fixes that actually move revenue →
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Session notes are free. The recordings, the live advisories and the founders in the room are for members.