Vonnie Williams

2 weeks ago | practicalecommerce.com | Vonnie Williams

The era of “40% off everything, today only” as a revenue driver is mostly gone. Nowadays, sophistication is key since repeat customers expect more than discounts. For experienced marketers, the challenge isn’t just timing or promotion. It’s building urgency in a way that aligns with long-term goals, brand positioning, and channel constraints. Discounts alone no longer create urgency. Merchants need a mix of temporal, social, and product-based cues that build momentum throughout a campaign.

1 month ago | practicalecommerce.com | Vonnie Williams

Loyalty programs are more than the usual rewards of 10% off, free shipping, and birthday emails. Done well, loyalty incentives focus on psychological impact and behavioral science to deepen retention. Seasoned marketers segment for campaigns, but what about loyalty impact? Try building segments based on motivational context, not just purchase history. Redemption behavior. Who hoards rewards, and who redeems quickly? Target accordingly. Dormancy within loyalty tiers.

1 month ago | practicalecommerce.com | Vonnie Williams

Experienced marketers know an unengaged email list tanks deliverability and clouds campaign data. But what’s often missing is nuance: how to design a sunset policy that works with the brand’s funnel. This post isn’t a reminder to clean your list with abandon. It’s a framework for doing it smarter, especially when attribution is messy, inbox competition is fierce, and engagement signals are fuzzier than ever.

Feb 3, 2025 | practicalecommerce.com | Vonnie Williams

Merchants know the value of re-engaging dormant email subscribers. I did that several years ago while working for a leading U.S.-based email service provider. A client, a prominent direct-to-consumer personal-care brand, had roughly 30,000 subscribers who had not opened an email in 2 to 7 years. My team developed and implemented a targeted three-month re-engagement strategy that maintained email deliverability and brand reputation. Over 50% of the dormant subscribers ultimately re-engaged.

Jun 7, 2023 | sistersletter.com | Vonnie Williams