Today, email marketing is one of the most effective tools for increasing sales in the e-commerce sector. Every retailer realizes that well-chosen content in email newsletters can not only encourage users to make new or repeat purchases, email marketing best but also increase customer loyalty to the online store.
Of all advertising channels, email campaigns have the highest ROI – according to the Direct Marketing Association and Demand Metric, marketing best practices the return on investment in this channel is about 122% (for comparison, SMM has only 28%, and paid search has about 18%). Moreover, the return on investment percentage in email is growing every year. This means that developing an optimal strategy marketing best practices for working in this channel is becoming a priority and the most promising task for an online store.
We’ve compiled 10 best practices that are important to adopt to increase sales and revenue from email. And if all the tips seem familiar, marketing best practices you can use them as a checklist to check the effectiveness of your email .
1. Optimize your emails for mobile devices
According to statistics , about half of all viewed messages are opened from mobile devices, not personal computers. At the same time, more than 70% of users anguilla email list 7582 contact leads emails if they are not displayed correctly on the smartphone screen.
Carefully check the display of emails on all devices. If the blocks are moving apart, the font is too small, and the images take a long time to load, then your email newsletters are unlikely to get the user’s attention. Your content should be extremely valuable so that the subscriber does not delete the email immediately, but saves it for viewing on the desktop.
Communication with an online retailer should be as comfortable as possible for the buyer, otherwise he will start looking for alternatives from competitors. Remember the standards of adaptive web design: try to create letters with one column of text, email marketing best a fairly large font and a noticeable CTA element.
2. Create an attractive subject line
For most buyers, the subject of the email is the deciding factor when deciding whether to view it. About half of users will simply not open the email they receive if they find the subject uninteresting or useless. That’s why it’s so important to interest subscribers at first glance with the business card of the email – its subject.
Use different psychological triggers like intrigue or urgency, try using emojis and questions, and constantly test different approaches to find what works best for your followers.
For example, by using a question subject line, the online store mrdom.ru managed to increase the conversion of letters under the “Abandoned Cart” scenario by 40.5%, the online store kupibonus.ru in the “Abandoned Browsing” scenario received a 46.4% increase in conversion, and the online store detmir.ru increased the conversion of the “Post-Transaction” trigger scenario by 56.3%.
3. Don’t neglect the preheader
Continuing the conversation about the subject of the letter, we must not forget about the preheader – the text that is displayed after the subject of the letter. Subscribers see it together with the subject even before opening the letter, that is, this is an excellent opportunity to clarify the subject of the letter and convince the reader to open the email.
Mail programs do not always correctly pull up the phrase for the preheader, for example, instead of the first sentence of the letter, email marketing best the subscriber sees links to social networks or even a link to unsubscribe. That is why it is so important to use a special field for the preheader, which is available in almost all mail services, to bring the subscriber up to date and briefly inform him of what the letter will be about.
Users are more likely to open emails when they have a general idea of the information in them, and an email without a preheader can simply get lost in the inbox.
4. Optimize your email sending frequency
There is a high probability that the user will unsubscribe from the email newsletter or start sending emails to spam if they are received too frequently.
According to research data , more than 40% of subscribers want to see letters from a brand once a week, almost 20% prefer to receive them no more than once a month, 14.5% agree to receive email newsletters several times a week, and 7.8% of users do not mind daily newsletters.
It is very important to choose a ratio of the number of emails generated by the online store and the time between sending them that is comfortable for users. This indicator will be different for each retailer and each product category, so test different options for the frequency of email newsletters and evaluate their effectiveness in order to achieve maximum conversion with minimal inconvenience to subscribers.
5. Send welcome emails
Welcome chains are a great way to introduce your subscriber to your values. Tell them about your loyalty program and the features of your store.
Research shows that welcome emails generate 320% more revenue. And have a 196% higher CTR than other promotional offers, so don’t neglect this type of email.
A welcome letter can be either a single letter or a chain of several letters. The main task is to tell about the advantages and features of the store.
6. Personalize your email newsletters
Despite the fact that personalization was named one of the main trends last year and its importance is talked about a lot and often. Otherwise advantages and disadvantages of anchor some online stores still do not pay enough attention to this issue.
Personalizing email marketing isn’t just about addressing subscribers by name. It’s about taking into account their interests and preferences. Analyzing their purchase and browsing history, and paying attention to how those interests change over time.
All elements, from the text of the message to the product selections in the letters. Must be relevant to each specific subscriber so that he feels that attention is paid to him.
7. Segment your subscribers
Segmenting your subscriber base by various parameters allows you to make your mailings relevant. And achieve much higher results than using the batch-and-blast method. When letters with the same content are sent to the entire subscriber base.
According to statistics, this allows you to increase the number of read. Emails by 14% and double the number of clicks. As a result of which the total level of income from the company’s email can increase by 760%.
The base can be segmented by various parameters: gender, age, geographic location, interests, etc. Automatic saudi data of the MirKorma online store by interests based on the Retail Rocket personalization platform. Led to an increase in the key revenue indicator per sent letter from 173.17% to 179.94%.
8. Motivate users to subscribe to your email newsletter
According to statistics, the number of users subscribed to email newsletters decreases by 25% annually. There are two important components of a retailer’s work: increasing the size of the subscriber base. Motivating visitors to leave their addresses, and effectively interacting. With the existing base so that the unsubscribe rate is as low as possible.
There are a number of ways to collect users’ email addresses. The most common is a subscription form on the site, which should be made visible to the user. The next most popular option is pop-up windows – they collect 5-6 times more addresses, but can irritate the user.
Conclusion
Even though many of these tips have been repeated for years. They are still the most important for forming an email marketing strategy. Today, email marketing is considered one of the most powerful channels for attracting and retaining customers. So it is so important to take into account the interests of buyers. Expand the subscriber base and create content that is interesting to them. The more points from this list you take into service. The more effectively you will use the resources of the online. Store and the better results you will get from email marketing.