Email marketing is one of the fastest ways to drive sales of any online channel. Think about it… What other channel lets you launch something and drive sales immediately?
But the biggest challenge most businesses face is they don’t have an email database (which I’ll interchangeably refer to as a ‘list’) big enough to see the benefits of email.
As an ecommerce site, you likely send emails regularly. Black Friday emails, Valentine’s Day emails, BOGO emails, confirmation emails, thank you emails, reminder emails…the list is endless.
Are you getting real results or simply opens and clicks? Are you promoting the right products to the right people at the right time?
An email drip campaign is a series of messages that are sent, or “dripped,” in a predefined order at a predefined interval.
A confirmation email is an email sent to a customer after an online purchase or signup.
These standard, expected emails are often as delightful as your typical in-store receipt (read: not at all delightful).
Because confirmation emails are triggered by the user’s actions, your customers are expecting something—which means they open, notice, and engage with confirmation emails more than they might with other email types.
“Email marketing is dead.” That’s what a digital marketer told me while trying to sell me his messenger bot software.
But email isn’t going anywhere. Customers who buy through email spend 138% more than those who don’t sign up for email offers. And email marketing has an ROI of 28.5% compared to 7% for direct mail.
You already know by now that high email open rates are useless if click-through rates (CTRs) are low. You need people to click the links in your email to end up on your website. Click-through rates are a much better indicator of email engagement and success than only open rates for that reason.
But the average email CTR is 4.19% — across all industries.
Which means around 4 recipients click your links for every 100 opened emails.
There’s no such thing as a perfect email subject line. No one can give you a formula that will work every time.
However, you can follow these principles, which will guide you closer to writing email subject lines that are perfect for your audience.
A common mistake ecommerce store owners make is accepting the sale as the end-goal. It is easy for brands to think in such a transactional way; looking beyond each purchase can prove challenging.
A 2014 survey by Econsultancy revealed, “Just 42% of companies are able to measure customer lifetime value.” Though the remaining 58% understand the importance of customer loyalty and retention, they may find it difficult to execute and analyze customer happiness and conversion campaigns.
For a business to thrive, it must provide customers with long-term value that translates into repeat purchases and, thus, increases the customer’s lifetime value to the company.
A Rejoiner study found that over 50% of the cart abandonment emails they send are opened on a device that is different than the one the customer originally abandoned on.
A typical situation is a person browsing your site on mobile, perhaps adding items to their cart as a “wishlist”, then never completing their purchase.
Wouldn’t it be great if you could email them with the exact items they’d left in their cart, and restore their cart with those items, no matter what device they use when they click through your email reminder?
That’s the beauty of cart regeneration, a feature that online retailers often overlook in their cart abandonment email strategy. It’s key to boosting online sales.
If you are an email marketer, chances are that the majority of the articles you read are about growing your list, getting more opens, clicks, etc.
But what if your list is growing thanks to all those tips for improvement, but the open and click rates actually deteriorate? Are you doing something wrong? Not necessarily.
The thing is that leads age – they become uninterested in what you have to offer for a variety of reasons (job changes, bankruptcy, already found a better product/service, etc.) Or they just don’t bother to open your emails.