Email marketing is an established method of growing the revenue and presence of your eCommerce brand. But, it might seem daunting at first as there are so many complex processes involved in it. Therefore, here is a detailed breakdown of some of the complex processes and tips to improve your next email marketing campaign.
Tips To Improve Your Email Marketing Campaigns
Segmentation is why email marketing has grown to become one of the most effective marketing channels. The segmentation tactics allow you to split your subscribers into different segments based on behavior, different demographics, and other similar traits. It helps you create highly targeted campaigns for your subscribers.
Segmentation is crucial as all your customers have different preferences and are in different stages of the marketing funnel. At first, it might look like a complex process, but once you set your workflows, it becomes easier. Additionally, you do not have to start your segmentation journey with the more complicated parameters. You can start with simple ones like age, gender, and locations. Then slowly make your way to layered parameters like average cart size, past purchases, and interaction with your products on other platforms.
Houzz uses segmentation tactics to divide their email list based on their location. It then sends its subscribers emails that are relevant to their location.
Once you have created different segments and sub-segments for your subscribers, it is time to employ personalization strategies. Personalization in email marketing strategies allows you to send emails that the customers find relevant. A market study shows that email marketers who used personalization strategies saw a 139% increase in click-through rates.
One easy way to incorporate personalization in your emails is to insert dynamic elements in your templates. These dynamic elements will change from subscriber to subscriber based on their position in different segments. With the power of personalization, you can create very compelling cart-abandonment emails to recover lost sales. You can even create tailored coupon codes to reward your customers for loyalty. Personalization will also increase the credibility of your product recommendation emails.
Based on the interaction history of the subscribers, Epic For Kids sends book recommendation emails to them.
● A/B testing
A/B testing runs different variations of the same email to note how small changes impact the overall results. Broadly, you can divide the email into four variable parts; subject line, email content, sender’s name, and send time. Using each part, different variations of single emails are created. Following this, a period is fixed to test the different variations and combinations. During the test period, these emails are sent to a small group of people; all data is collected and compiled to determine the winning combination. The winning combination is determined by the parameters you set, such as open rate, click rate, or chosen based on the overall results.
A/B testing can be used to find what day of the week offers higher open rates for you. You can also experiment with GIFs and still imagery to find the best-performing one. To increase your chance of getting a better result, you should have a working hypothesis ready, upon which you base these experiments. If you go in blind, without any expectations and goals, you will find it difficult to select the best winning campaign.
● Email automation
As the name suggests, email automation involves automating different aspects of your email workflow. The automation process includes creating different parameters for your email system. Once the predefined criteria are met, it triggers an automated email. In addition, emails can also be automatically prompted depending on specific user actions (or inactions). Email automation can also be coupled with personalization and segmentation to increase their effectiveness.
You can drastically enhance the user experience of your eCommerce brand by using email automation. You can automate your transactional emails to be sent the moment a user makes a purchase. You can send the billing details as well as the shipment details. This keeps the customers up to date and increases their trust in the brand. Similarly, you can automate your welcome emails to be sent to all the new subscribers in your email list. Automation frees the email marketers to work on other important campaigns. Klaviyo email marketing agency is a well-known automation agency for eCommerce brands.
Honey uses automation in its transactional email workflow. Once a user makes a purchase using the Honey extension, it automatically triggers an email that contains all the essential details of the transaction and the number of “Honey gold” they have earned. The email template also contains a dynamic element in the form of a fill-up bar; it shows how close you are to your goal. This bar adds that extra touch of personalization.
● Connect with your customer
As an eCommerce brand, your main goals should be to connect with your customers and grow your business. Hence, all your email marketing campaigns need not be promotional campaigns. You can always use email marketing to establish personal relationships with the customers and nurture that relationship. It will ensure more repeat purchases and can guarantee you a fixed flow of income.
There are several ways via which you can connect with your customer. You can send them insightful emails that add to their knowledge. Another way is to send them appreciation emails to acknowledge their contribution to the growth of your brand.
In this brilliant customer appreciation email, Google appreciates the continued support of YouTube premium members by giving 3 months of free Google One usage.
Email marketing is not about sending a one-size-fits-all email to the entire subscriber list. When you are making the effort to grow your eCommerce brand, you need to set up structures and different workflows in various places that guarantee success.
Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.