A well curated eCommerce email list can provide your online store with recurring revenue and provide you with a strong competitive advantage. Realizing that value, however, is highly dependent on how you use it, and a variety of factors that can make or break your bottom line. In 2016, the average open rate across industries was 25% of recipients. If you can reach that number or improve upon it, you’ll see incredible benefits. But how can you get there?
Email marketers employ many useful strategies, such as email verifier tools, list segmentation, performance tracking, and critical CX details Redstage covered in last week’s webinar with dotmailer (video). However, there are four specific types of eCommerce emails that can lead to high conversion rates and drive repeat customers. Implementing each of these is a low-cost investment that, when done correctly, can lead to an extremely high return.
1. Ecommerce Email Up-Selling & Cross-Selling
These types of emails are among the most lucrative in the world of eCommerce email marketing. This becomes clear when you compare the average 25% open rate to the 61.7% seen in post-purchase emails. These can be sent out in a variety of ways, but the following are two of the most common:
- Follow-up with receipt: include a discount or exclusive offer with post-order receipt or other custom transactional emails, incentivizing repeat purchases and customer referrals.
- Follow-up with similar items: when a customer purchases an item in a given category or collection, you can send a follow-up email promoting related items (think of Amazon’s “frequently bought together” up-sell strategy).
2. Loyalty Programming
Building a relationship with your customer is extremely important to the long-term value of that customer, and email marketing is a great way to overcome this issue. Here are a few ideas to get you started:
- “We’ve Missed You”: If a customer hasn’t returned to your store in a while, send them an email that includes a promo code and an easy way to opt out of future communications.
- Personalized Life Events: Many businesses collect information about customers in order to provide them with personalized service. Consider sending a birthday email, along with a discount eligible for that week or month.
- Restocking: If your business sells replenishables (like air filters, motor oil, and engine belts), launching automated emails at certain intervals can help keep your brand top of mind when supplies need to be replenished. How long does it take your average customer to go through a gallon of cleaning liquid?
3. Incentives and Promotions
Letting your customers know about a sale or limited-time offer is a tried and true method for driving traffic. Whether you’re offering holiday deals, announcing a new product line, or sharing an exclusive offer, customers are much more likely to be interested if they’re getting a unique product or price. These kinds of emails become critical for B2B buyers, who are always looking for easier ways to find the best product and price. Promotional campaigns like these are often extremely successful. In fact, according to Coteries Lab, “44% of people who received targeted emails acknowledged buying at least one item because of promotional message.” Emails advertising a discounted price have a conversion rate of over 1%, and a 9.68% click-to-conversion rate.
4. Win-Back Campaigns for Abandoned Carts
Customers will often be interested in an item, add it to their cart, and then fail to complete the purchase. This lost revenue can be reclaimed simply by reaching out through abandoned cart emails. Something as simple as “Hey, you forgot!” or “Check out now for 5% off your entire order!” can help turn abandoned carts into solid sales. As you might expect, these are among the most efficient emails in terms of conversion, especially when combined with discounts.
While email marketing platforms can help you target any segment of your customer base, these are some of the most common ways marketers use email to reach out. Each option offers a great starting point for strong B2B eCommerce email marketing campaigns. These four methods can have a quick, significant effect on your overall sales. Having trouble with your email marketing? Need a recommendation on what platform is best for you? Ask the experts at Redstage!
About Our Guest Author:
Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.
As marketers, constantly sending emails is critical to mission success. However… There’s a big difference between simply “sending an email” and delivering targeted reminders at critical touch-points along the customer journey. Reminders, offers and insights, mind you, that influence higher conversions, win-back customers, and maximize your customer lifetime value. Here’s a quick breakdown from Rejoiner’s massive report on the subject: “Email Marketing for eCommerce: The 8 Campaigns That Have Generated over $140M”. So again, here’s 3 major issues with your email campaigns. If you’re not doing these things right, why bother?
1. You’re Doing Newsletters Wrong. Stop That.
Blanket email marketing works less and less each year, AKA: It doesn’t work anymore. According to Rejoiner and the DMA’s 2015 national client email report, “86% of email revenue is coming from email campaigns that use advanced tactics.” So it’s time to switch it up. Rather than sending a promotional email to your entire subscriber list, get targeted. Segment your lists by shopping category and morph one 10% off coupon into 10 different coupons like the hydra from Homer’s Odyssey. Your dress crowd should get a deal on dresses with a distinct description. It’s simple divide and conquer. Your tie-guys should get a deal on ties. Swimwear, slacks, unmentionables… Segment them all and surround the enemy. Er, your customers.
2. You’re Using “Triggers” Right? …Riiiiight???
Rejoiner outlines the following critical touch-points as send-signals for what we in the industry call “targeted emails.” Set up an automation that sends emails when your customers fit any of these criteria:
1. Browser Abandoner (they looked at that hat 3 times… make it 4)
2. New Subscriber (hasn’t made a purchase)
3. New Customer (after first purchase)
4. Cart Abandoner (you know this one)
5. Primed for Cross Sell (compliment their recent purchase)
6. VIP (The ones who spend the most are worth the most)
7. Replenisher (are they really going to keep that lipstick forever?)
8. Defector (re-engage before you lose them to the dark side)
Learn them. Live them. Love them. Tell your friends.
3. Your Win-Back Emails Are WEAK
Your cart abandonment emails are lame and uninspired. You also don’t use enough of them. Here’s Rejoiner’s short list of pro-tips that can be used for lonely carts and customers who’ve disappeared into the abyss elsewhere:
- Plan your cart abandonment emails under the pretense of customer service.
- Know and accept that customers will open win-back emails from their mobile. Anticipate this.
- Remember segmenting? Remember categories? Have you remembered anything I’ve said? Your abandoned carts are potential customers. Treat them like the real thing and remember: filter, divide, target, attack.
- You should know who’s on your site. Guest, registered, subscriber, Bill from accounting. Be the all-knowing Yoda of site traffic.
- Oh a cart was abandoned. Better do nothing about it. Just kidding, send them an email within 30 minutes to ask why. Let them know you mean business, and you’re here to help.
- While your win-back email should have a customer service focus, you’d do well to include a visual reminder of the last thing they looked at before they dropped-off.
- It’s now or never. Don’t lose them forever. Send a follow-up or two to make sure they come back.
- When it comes to discounts, use your brain. It’s 2017 and customers have gotten wise. Many know you’ll send a discount if they leave, so make sure you’re not throwing away money. You can achieve this through what Rejoiner calls “frequency capping.” Don’t be the parent who gives their kid candy every time they scream for it. It won’t do either of you any favors.
Sorry for the tough love, but you’ll thank me one day.
You can read and download the full report here at Rejoiner.com.
Find more email marketing best practices for retailers here.
Keep an eye out for our Emergency Ecommerce Checklist: A Tactical Guide to Surviving The Holiday Rush (Bookmark this page, link coming soon!).
Email Is King.
When it comes to ecommerce, email is the most vital and potentially profitable channel in your marketing arsenal. According to the Direct Marketing Association, “Segmented and targeted emails generate 58% of all revenue”. That number alone should get your blood pumping, but if your email campaign ROI is lacking, it’s time for some big changes.
1. Use Clear CTAs.
The subject line and opening text are the first part of the email anyone interacts with. The shorter the subject line, the more space the first bit of text in your email will occupy in their inbox (So make sure your opening line isn’t the default “Can’t Read This? View in browser” text… Use this real estate for something more valuable). This is your elevator pitch in ~72 characters. MAKE. IT. COUNT. Be sure to use a subject line that is catchy and engaging. Most customers won’t bother to open an email if the subject fails to pique their interest or at least stand out from the multitude of other marketing emails they receive.
Intend to resonate with the specific demographic you’re targeting, and avoid generic sales words. If it sounds too sales-y, you’re damned to the spam box. Too specific, i.e. “Hi John I saw you looked at our page…” and you’re creepy. Seek balance, and don’t be afraid to A/B test. Your subject line should always inspire someone to click, so aim for powerful call-to-action words like “Jumpstart,” “Command,” and “Unleash” (if applicable).
2. Segment Your Customers.
As I mentioned above, subject lines should be specific to the intended target. This could be 1 person or several thousand, as long as you can get a little specific and make your target feel like the email was tailor-made for them. No customer is created equal, but if your customer analytics are up-to-snuff, you should be using that data to segment your audience by demographic location, gender, age, product category, or at least their general interest area. Amazon isn’t sending emails to middle-aged men about hair dryers. Neither should you.
3. Make Yourself Known.
Your email sender ID can make or break your response rate. Use a welcoming, approachable email ID to send out emails to customers. If there’s a photo section, choose a happy-faced employee’s headshot rather than a cold-faced logo. It’s simply more personal. Lastly, and this should go without saying, you’ll get more feedback from customers if you use and email they can reply to… Instead of using an email such as [email protected] or from [email protected], use a person’s name. Humans enjoy talking to humans. Be human.
4. Personalize the email.
Personalize the email by using the customer’s name. This makes the customer feel valued and inherently makes the connection more personal. You can use *first_name* tags in the body of the email, as well as the subject line (with some email clients).
5. Content Is Everything!
Don’t underscore the importance of style when writing your customers or clients. All images and written content should be of the highest quality (especially because misspellings are usually seen as spam indicators). Less is more: To grab the attention of recipients, keep your copy simple and to-the-point.
Avoid ALL CAPS at ALL COSTS. Refrain from overuse of exclamation marks, images and gifs. Many studies have shown that more images lead to lower response rates. Not only are multiple images too heavy on the eyes of your customers, but your email could fall victim to loading time or formatting issues. These are common on certain devices, which can severely distort your message. If you’re showing off a product or something else that’s photo-heavy, put a “learn more” button that links to a page on your website for external content. It’s easier on them, prevents distortion of message, and if you’re tracking clicks, this can help qualify interested leads. It’s a win-win. Most importantly, the content of your email should be something your customers look forward to, so offer something valuable instead of asking them for something (if you can avoid it).
“Of the 100+ e-commerce companies that I’ve worked with over the past few years, the most successful are those that take the extra time to formulate and execute well-thought out e-mail marketing campaigns. Your e-mails are being seen by all of your clients and prospective clients; optimizing these touchpoints will help you increase sales while strengthening your brand.”
-Dave Gardner, Senior Account Executive & Team Lead at Redstage
One Final Note
According to the Direct Marketing Association, only a mere 7% of SMBs use emails as a branding tool. In fact, most Magento users aren’t customizing their transactional emails at all. Luckily, Redstage is launching a new product, offering unlimited customization of Magento Transactional Emails. Our team will work with you to create stunning email templates tailored for your specific needs. You’re already sending at least 4 emails to every new customer – let’s optimize every one of them to enhance your customer experience. Learn More >