5 Email Marketing Tips

Did you know that 66% of online consumers have made a purchase as a result of a marketing email?

As a store owner, email marketing will be one of your biggest sources of ROI, but with 247 billion emails sent every single day, it's also highly competitive. So how do you stand apart from the crowd?

Check out our 5 top email marketing tips to find out...

#1. Segment every campaign

When it comes to email marketing, not everyone will be at the same stage of the sales funnel, so you need to make sure that you are hitting the right people, with the right message, at the right time.

You'll either be targeting prospects who have signed up from your other marketing efforts, or customers who have already bought from you.

Targeting prospects:

Your prospects are interested in what you are selling, otherwise they wouldn’t have signed up to hear more from you, so you gotta make sure you don't waste this golden opportunity to impress them.

At this point, the perfect type of emails to send to them will be heavily promotional, with offers that will entice them to click through and purchase your products.

If you check out this email below from Boohoo, you can see that they've used an enticing offer and created a sense of urgency by putting a limited time on the offer. This will further help push people to go ahead and buy as people don't like to miss out on a great sale.

Targeting customers:

When attracting customers, you need to keep in mind that these people have already bought from you. You'll have a bit more freedom to be creative and send useful content that the customer can takeaway and learn something from.

This email below from Topshop offers the perfect example. Rather than focusing around an offer, it features style advice – and a video – to give the customer plenty of Summer inspiration.

We'd also recommend sending your customers exclusive offers and loyalty promotions to make it clear that you value them as a lifelong customer.

#2. Make it responsive across every device

Let's be honest, you probably only have to look to your side to see your trusty mobile phone. Heck, you might even be reading this blog post using your mobile.

We're in a multi-device world and if you aren’t prepared to be responsive, then you need to prepare yourself to lose out on a bunch of sales!

In fact, a recent IBM study found that 9.1 percent of all online sales during the holidays were made using a smartphone. If you want to make more sales then you need to adapt to our multi-device world, as you'll only put people off if your email doesn’t format correctly on their mobile devices.

How can I make my emails responsive?

Any great email platform will offer responsive templates for you to ensure you're sending out the right kind of message. And within our Ecommerce solution you'll find pro-grade tools for you to send out emails that are responsive too – sweet!

#3. Create winning subject lines

We all know that first impressions count for a lot right? Well, your subject line is your first impression. It can be the difference between a high open rate, and a really low one. Plus, it can impact on whether you end up in the trash, so you gotta really consider what message you want to put on there.

How can I create an awesome subject line?

First we'd suggest to keep it short. In the marketing world, things move pretty quickly and people don't have the time to spend trying to decipher whether they should open your message or not. They want to understand what you're offering right away. A shorter subject line is also crucial when viewing on a smartphone, as many devices will cut off the message due to size limitations.

Next, try and stand out. If you go and check out your inbox you'll probably find a ton of promotional emails that you haven’t bothered to open because the subject line was the same as the next one. Grab the person’s attention, be clear on what you're offering and show off your brand personality!

Our final piece of advice is to implement a/b testing. This will really help your open rates as you can test two different options for a subject line on half of your database. The one that gets the higher open rate wins, and will then get sent to the rest of your database. Smart and simple!

#4. Keep it personal

You want more sales? Well you gotta blow their socks off with awesome customer service. And nothing impresses a customer more than knowing exactly who they are, and sending them exactly what they want to buy.

Personalization isn’t just about including a name at the top of the email. No, an effective personalized email campaign is all about Customer Relationship Management (CRM). A great CRM system can help you stay on top of who your customers are, in order to help run effective marketing campaigns.

If you want to look at awesome personalized marketing techniques then go and sign up for Amazon emails. They follow the customer around their site, take notes on what they have been looking at - and if the person doesn’t buy - they'll hit them with an email for similar recommendations. As you can see below, it's a great technique that can really improve your bottom line.

#5. Tackle cart abandonment

With an estimated $4 trillion worth of merchandise abandoned in online shopping carts this year, you'll probably agree that cart abandonment is somewhat frustrating. The great thing about email marketing is that when a person leaves something in their cart, you can lure them back in with an enticing message and offer.

Check out this example below from a company that sells eyewear. After leaving glasses in a cart, they sent out an email reminding the customer that they forgot to pay, and enticed them with money off to help push the customer to make the sale.

By creating trigger campaigns such as the one above, you'll be able to entice your prospects to come back, buy your stuff, and improve your bottom line.

Closing thoughts

So there you have it, our top 5 email marketing tips to help Ecommerce merchants like you run effective campaigns! Start implementing these awesome tips today and let us know how you get on!

Don't forget, if you want to enjoy pro-grade tools such as email templates, drip series campaigns, behaviour triggers and email automation then give us a call today!