There is no doubt email sells. Here are some UNBREAKABLE ecommerce email marketing resolutions for 2014. We’ve related in a previous post what you should do with your email marketing to convert better. This time YOU set your resolutions: [view infographic]
1. Making emails responsive
You were already been told, 50% opens now come from a mobile device. There’s no question IF you should do this, it’s a matter of start as soon as possible. What you need here:
- Mobile friendly ecommerce website, including checkout process;
- Responsive email templates (you can easily contact us for some);
2. Test email campaigns more with A/B testing
Nobody knows everything perfectly. Even if you would, your subscribers are changing and you need to always apply the best strategies to increase conversions. This is what I recommend you to test:
- Email subjects
- From name and email address
- Email content (personalizaton, dynamic content)
- List segmentation (see below)
- Time and day of sending
For a full list of possible optimizations, please subscribe to our newsletter.
3. Dynamic content into emails
Hello [First Name] sounds familiar to you? This is cool but it’s too old for your great ecommerce business. It started 20 years ago, so you should get to the next level. By dynamic content I mean dynamic content blocks. For example you have to wake-up your dormant subscribers and you send them content based on last purchase. Something like:
- How is your washing machine after 2 years? Get 5% off to renew it;
- How is your television set? Don’t you want a SmartTV?
You got the idea. Instead of making N campaigns, you only have one with dynamic content inside. (that changes programatically for every segment)
4. Behaviour triggered emails
This is the must do. I should have started with it. Follow Amazon in it’s email marketing strategy. Zero newsletters, only smart emails when they feel you are almost to buy:
- Visited a special category? “We saw you are interested in our home appliances: here are our recommendations”
- Focused a lot on digital cameras product pages? “What do you think about Nikon [whatever]” here is our special price along other recommended products
- Searched a specific keyword? “Are you looking for money making machine”. Our experts recommend this one
This is usual purchase behaviour (yes, you have it as well) when looking to buy something. So instead of mass-emailing to all your customers, target the ones who are in the buying process. Two advantages: lower costs on emailing and happy customers.
5. Post purchase and loyalty programme
Not doing it already? According to Paretto principle, 20% of your customers will generate 80% revenue. On short time definitely this is not true. But depending on your industry, shoppers will buy again same things over a certain period (product life-cycle). Why spending dollars acquiring new customers, when you have your gold-mine inside? Create loyalty programs and turn your customers into brand-advocates.
6. Preference centre for your customers
You only have the unsubscribe buttons at the bottom, right? You’re like 99% others. Will never stand out that way. Because you don’t ask your customers what they really want. When. How. Why they want. So go ahead and create a preference centre. Ask how often they want to receive newsletters, what products are they interested in, what’s their mother name. Everything that really cares for your business.
7. Email personalization (product recommendations)
This is closely related to emailing dynamic content. But much more directed to each individual. What email personalization is: “adding relevant products for each of your subscribers in order to increase chances of click and buy”. There are a few good tools on the market providing email personalization a.k.a product recommendations in emails.
8. Email marketing automation
Automation. In the US marketing automation is a huge trend with billion dollars spent to acquire companies. Email marketing automation takes the pain from the ecommerce marketer to constantly produce content and to create campaigns. It simply allows setting rules and campaigns at the beginning (including design, what content and when should fit it) and starting the engine that will continuously run and bring revenue. See how Amazon is doing it.
9. Social sharing and follows
If your email reader is not interested in your newsletter you still have a chance for a secondary call-to-action: social media links. So go now and add buttons to your Facebook, Twitter, Pinterest or whatever social media profile you’re using inside your email template. Get a follower at least, and you still get a chance of converting her later.
10. Emailing list segmentation
Definitely not the last on this list. Emailing list segmentation helps you understand better your customers and to get a better ROI for your campaigns. Some basic examples of segmentation can be based on demographic criteria (gender, revenue), interests (categories, brands). Do you think I missed anything? Please leave a comment below with your suggestions: [contentblock id=1 img=html.png]