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THE BLOG
EMAIL STRATEGIES FOR ECOMMERCE |
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Email marketing is a powerful tool that can help ecommerce businesses increase sales, build relationships with customers, and promote new products. However, in order to be effective, your emails need to be persuasive and engaging. This means writing clear and concise language, writing compelling subject lines, and including relevant calls to action.
What makes an email persuasive? There are a few key factors that make an email persuasive. First, the language should be clear and concise. This means using simple words and sentences that are easy to understand. Second, the tone should be conversational and engaging. This means writing in a way that feels like you're talking to the reader directly. Third, the calls to action should be strong and clear. This means telling the reader exactly what you want them to do, such as "Click here to learn more" or "Shop now." How to write a compelling subject line: The subject line is the first thing that people will see when they receive your email, so it's important to make it count. A good subject line will be short and to the point, and it will accurately reflect the content of the email. It should also use keywords that are relevant to your target audience. For example, if you're selling shoes, you might use a subject line like "New Arrivals: Summer Shoes on Sale." How to include relevant calls to action: Calls to action are essential for any email marketing campaign. They tell the reader what you want them to do, and they can help you increase your open rates, click-through rates, and conversion rates. There are a few different ways to include calls to action in your emails. You can include them in the subject line, in the body of the email, or in the footer of the email. Here are some examples you can customize for your own store: "Shop now and save 20% on your first order." "Click here to learn more about our new summer collection." "Sign up for our email list and be the first to know about our latest sales and promotions." "Follow us on social media for exclusive content and discounts." "Leave a review and let us know what you think of our products." These are just a few examples, and the best calls to action will vary depending on the specific content of the email and the target audience. However, these examples should give you a good starting point for creating effective calls to action in your own emails. Here are some additional tips for writing effective calls to action:
Writing persuasive emails takes time and effort, but it's worth it in the end. Follow the tips in this blog post to write emails that will engage your readers and encourage them to purchase, subscribe, leave a review or follow you online. Email marketing remains a cornerstone for ecommerce businesses, and mastering it can be a ticket to increased sales. This blog post highlights the 10 ecommerce email marketing tips to boost your sales and refresh your email strategy.
Here's what you can do to leverage email marketing for your ecommerce business:
Each of these steps is a component of a robust email marketing strategy. When used appropriately and refreshed regularly using data, they can drive engagement, foster customer loyalty, and boost sales in your ecommerce business. It's important to keep in mind that the subject line is the first thing that the recipient will see, so it should be attention-grabbing and relevant to the content of the email. You may want to test out different subject lines to see which ones perform the best. Here are 24 subject lines for New Year's emails for an ecommerce business:
I hope you take these examples and modify them to suit your A/B testing in emails during the festive season. A/B testing is the best way to learn how to optimize your email campaigns over time. If you would like to work with me on your email campaigns, get in touch! Here are 5 tips on creating effective subject lines that will avoid the spam folder:
Keep it short and to the point: A subject line that is too long or unclear can easily get lost in the clutter of a crowded inbox. Keep your subject line concise and focused on the key message you want to convey to your audience. Avoid using spammy words or phrases: Spammers often use certain words and phrases in their subject lines to trick recipients into opening their emails. Avoid using words like "free," "earn money," or "click here" in your subject line to avoid being flagged as spam. Personalize your subject line: Adding the recipient's name or referencing their specific interests or needs can increase the chances of them opening your email. This personalization shows that you have taken the time to tailor your message to their specific needs and makes your email more relevant to them. Use numbers and symbols wisely: Including numbers or symbols in your subject line can help it stand out in a crowded inbox. However, be careful not to overdo it, as this can make your email look spammy and decrease the chances of it being opened. Test and optimize: Testing different subject lines on a small sample of your audience can help you determine which ones are most effective in getting more clicks to your site. Use the results of these tests to optimize your subject lines and improve your overall email marketing strategy. Here are examples of subject lines that could be considered spam - avoid these formats: "Earn $500 a day with this secret method" "Click here to claim your free gift" "Get rich quick with this amazing opportunity" "Special offer: 50% off all products" "This is not spam: Important information inside" "You're a winner! Claim your prize now" "Your account will be closed unless you respond" "Amazing breakthrough in weight loss" "Join our exclusive members-only club" "Miracle cure for [disease] discovered" Here are examples of subject lines that would not be considered spam - use these formats to improve your results: "Join our webinar on [topic] this Wednesday" "Limited time offer: 20% off your first purchase" "New blog post: [title]" "Invitation to our [event] this weekend" "Check out our latest [product/service] review" "Get the latest industry insights with our newsletter" "Thanks for subscribing to our [blog/newsletter/etc.]" "Join our community and receive exclusive offers" "Don't miss out on our [event/promotion] this month" "Customer service update: [important information]" "Limited time offer: 20% off your first purchase" "New blog post: [title]" "Invitation to our [event] this weekend" "Check out our latest [product/service] review" "Get the latest industry insights with our newsletter" "Thanks for subscribing to our [blog/newsletter/etc.]" "Join our community and receive exclusive offers" "Don't miss out on our [event/promotion] this month" "Customer service update: [important information]" "Get a sneak peek at our new product line" "Join us for a free webinar on [topic]" "Limited time offer: 15% off your first order" "Don't miss out on [event] - register now" "Your feedback is important to us" "Thank you for being a valued customer" "Introducing our new [product/service]" "Limited seats available for [event]" "Exclusive discount for [company] employees" "Join us for a special [event/sale] this weekend" I hope these tips are helpful and provide useful examples for your own email marketing. Get in touch if you would like to work with me on improving your overall email marketing strategy and results. Today's digital landscape puts a world of potential customers in our pockets. Businesses must now take the initiative to reach out to customers wherever they may be - usually, on their smartphones. How does one grab the attention of a busy, tech-savvy audience amid the constant flurry of emails? The answer is right in front of you - the subject line of your emails. The perfect subject line is your golden ticket to customer engagement, but how do you find it? The best solution lies in A/B testing each subject line for almost every email you send.
This guide provides the building blocks for an effective subject line A/B testing strategy, a powerful tool for any email marketing strategy. Understanding A/B Testing in Email Marketing A/B testing in email marketing involves experimenting with different brand messages to determine which ones yield the best results. Here, 'best results' typically mean some form of conversion: click-throughs to a website for purchases, sign-ups for a webinar, or newsletter subscriptions. There are numerous types of A/B tests, each with varying complexity. You could test whether one subject line performs better than another or if sending emails on specific weekdays yield better results. This article focuses on subject line A/B testing, arguably the most vital aspect of your email marketing strategy since it's the first interaction a customer has with your business messaging. The Impact of Subject Lines A compelling subject line can be the difference between a successful campaign and a missed opportunity. Every email campaign should have at least two subject lines delivered as an A/B test. This approach not only optimizes your campaigns by diversifying your subject lines but also allows you to evaluate the performance of previous subject lines. Remember, the effectiveness of a subject line varies from one industry to another and one campaign to another. It's always beneficial to experiment with different subject lines to find a style that best suits your campaigns. The Benefits of Subject Line A/B Testing The primary aim of subject line A/B testing is to improve conversion rates, but there's a deeper, often overlooked benefit. This technique challenges the internal assumptions businesses make about their brand, audience, and market. It breaks the bubble and avoids groupthink, allowing you to test multiple ideas through your regularly sent emails. Structuring Effective Subject Lines Creating effective subject lines isn't random—it requires a systematic approach. Keeping your subject lines short and honest is crucial to avoid being marked as spam. The subject line should ideally be a conversation starter, offering a promise, a joke, an invitation, or a declaration. Emojis, numbers, and title case can also improve the chances of getting past the spam folder. The structure should be concise, sharp, and to the point. However, whether a shorter or longer message is more effective would be subject to—yes, you've guessed it—subject line testing. Creating Effective Subject Lines Effective subject lines center around your audience's interests, not your business. A/B testing provides an excellent avenue to probe, test, and confirm your assumptions about your audience and your business's perception. It's an effective method of improving not only your email marketing but your overall marketing content as well. The ultimate aim is to understand what your audience values about your product or service and communicate that effectively. The Content of Effective Subject Lines Once you've got the structure down, you need to focus on the content to test. This usually involves determining what's important to your audience. One way of achieving this is simply by asking them via surveys or site pop-ups. Alternatively, you can also test your own assumptions about your audience. But remember, while discounts may seem like an easy way out, they're not always the best solution. Constant discounts could lead to a culture of expectation among your audience. Subject line testing can help you emphasize the value of your products to your audience and learn what your audience values most. Don't Forget the Preview Line The preview line—appearing directly under the subject line in most inboxes—plays a crucial role in email marketing. It can act as a continuation of the subject line or offer an explanatory invitation to act on the email. Pairing an effective subject line with a good preview line can dramatically improve the effectiveness of your emails. Aligning the Content of the Email The content of your email should continue the message in the subject and preview line pairing. There should be a strong and clear connection between the two. The Power of Continuous Testing Subject line A/B testing should be an ongoing part of your email marketing strategy. As your audience and your business evolve, your subject and preview lines—being the first point of contact for your brand in a customer's inbox—must stay attuned to what your audience values about your product or service. Constant testing keeps your messages fresh and your audience engaged, the hallmarks of a successful subject line A/B testing strategy. Leveraging subject line A/B testing can significantly improve your marketing messaging strategy. By keeping the content of your emails closely related to your subject/preview lines pairing, you'll avoid creating a monotonous stream of messages that your customers will eventually learn to ignore. Keep things fresh, stay engaged Email marketing serves as a powerful tool for businesses, providing a direct line of communication to potential and existing customers. When utilized effectively, it can significantly contribute to business growth. In this guide, we highlight five crucial points for leveraging data (using Klaviyo as an example. Klaviyo is a robust email marketing platform) to enhance your campaigns. We discuss defining clear business objectives for your email program, designing a tailored dashboard to track performance, committing to ongoing improvement, addressing potential infrastructural issues, and finally, employing tools like Google Data Studio for comprehensive data analysis.
Mastering email marketing requires more than just drafting and sending emails. It calls for a systematic approach that encompasses understanding business objectives, setting up effective tracking mechanisms, and being receptive to continuous improvement. Using a robust email marketing platform, businesses can conquer potential infrastructural challenges and leverage comprehensive data analysis tools. Ultimately, these five key strategies aim to guide businesses towards an efficient, data-driven email marketing strategy that contributes significantly to their growth and success. The road to optimal email marketing may be multifaceted, but with a well-thought-out plan, it is undoubtedly rewarding. One of the great promises of email marketing is to ‘get the right message, to the right people, at the right time,’ with the expectation that you will get the ‘right result.’ The fulfillment of this promise involves audience segmentation.
You could say that a successful, sustainable audience segmentation will provide value in the mind of a customer beyond the message of constant discounting. There are 5 elements that can make up successful, sustainable audience segmentation.
A thoughtful approach to segmentation that builds upon a customer-centric strategy is very likely to help you succeed in your email-driven efforts. Good segmentation gives meaning to to ‘get the right message, to the right people, at the right time,’ in the context of whatever you are trying to get across, in circumstances dealing from Business to Business or Business to Consumer. We've discussed the automations that form the main support of an email-based customer acquisition and conversion system. Automations depend on the constant, consistent, and pre-qualified acquisition of new names for the main list of the online business.
If everything goes OK with your acquisition program outside of email (your print, social, search engine, and digital campaigns), and you get a lot of names going through your automations, you may be satisfied with your results and that would be the end of your work with your email setup. However, if you find yourself wishing that you could do more with email, then you open the door to email campaigns. Automations are designed to be 'fire, optimize, and forget' types of things. There is no rule that states you cannot constantly tinker with your email automations. However, the main idea behind email automations is to generate 'free revenue' that comes into the store without you having to worry about it. Of course, reviewing the performance of automations every quarter (or every month) makes sense. You can catch problems as you find them and fix them. But overall, automations are meant to run year-long in the same state so you worry about other things. Campaigns, on the other hand, are your 'email act of will.' You send them when you want to, to as many or as few profiles in your list as you wish, and with whatever message you decide. When you have an email automation properly setup, there are several cases where campaigns make sense:
These are very specific areas where campaigns can complement email automations and provide real value to an email marketing strategy. This approach also provides a structure for email cadence, which depends, in great part, on the number of SKUs and on the ability of the brand to have a story to tell about its products. A store with a large number and variety of SKUs can maintain a cadence of weekly emails by highlighting individual areas of the catalog that are either in need of a boost or which have received new additions. If you are constantly adding new products to your catalog, then your weekly email is your communication to your customers of those additions. Depending on what you sell, your chances of getting sales from those communications is high. If you have a small number of SKUs (less than 20 products) and your catalog does not increase on a regular basis, then a weekly newsletter would not make sense if it is focused only on the specifics of the product: if you highlight how your main product solves problem Y to the profile list that is already convinced, then you are wasting your effort. If a segment of your list is simply not engaged with that problem or the solution you provide, then you need to be very creative about how to present the problem and its solution so the emails have value in their ingenuity and presentation as much as for the actual value of the product. In other words, if the only message your brand can generate is related to the actual qualities of the product and nothing more, then weekly campaigns will be repetitive and will likely lead to unsubscribes. Unless you can come up with a story-based approach that builds on the product to be more than the product alone, then you are better off relying on automations than weekly newsletters and can use campaigns for the purposes outlined above when they suit your email calendar. What's a story-based weekly campaign like? Ask yourself: is your product like a screwdriver, or a swiss army knife? If it is a Swiss army knife, you would have little difficulty showing all the situations where your product would come in handy. Each one of those situations would be the subject of an email, for example. You could even ask your customers to show you how they are using the product, and put their contributions in your weekly newsletter. But what if the product is more like a screwdriver? Then the number of situations where a screwdriver could be used (these may be humorous or just plain silly) may allow you to tell more stories about the product and highlight its features. They may not be real situations, but the idea is to engage people in the act of purchasing your screwdriver (which has only one function). It's easy to abuse email campaigns. The need to enhance revenue every quarter is a huge driver for sending repeated, unwanted emails. If you have a small number of SKUs, you may be tempted to hammer the same point over and over every week or every month and hope that customers will finally 'see the light' about your product. Maintaining the email campaign stream within the guardrails outlined above provides a useful story to tell about each email you send, and depending on what you sell, they should carry value for your customers. And they will complement your email automation setup. However, not everyone in your entire list will respond to these emails in the same way. This is where segmentation plays a part. Campaign strategy should involve incorporating purchasing behavior and email response behavior into your segmentation. This will improve your deliverability numbers (your open and click rate) and if your message resonates, it will also deliver more sales. And of course, the emails should be sent with an awareness of each other, so they do not pile up in the customer's inbox. Smart Sending your campaigns helps keep the customer's inbox uncluttered and your messages top of mind when they arrive. What is the role of automation in email marketing, and how (or if) should you use campaigns to reach out to our email audience? On this article, we discuss the uses of email marketing automation for an e-commerce business and how it can be complemented by weekly or monthly campaigns.
What is email automation and why should you use it? The promise of automation in email marketing is 'free money.' By setting up a series of automations that catch your influx of customers as they come into your online store, you can, in theory, provide enough points of contact via email automation to manage the customer journey from 0 purchases to 2 or more purchases. Automations, as the name implies, are triggered when a subscriber meets a specific condition and is added to a pre-designed series of emails. Pre-Purchase Automated Flows The automations you can use to manage the customer journey usually are described below. These flows work together to turn customer interest into customer purchases. These are Pre-Purchase flows.
The flows described below tend to the relationship with the customer after a purchase. They are Post-Purchase flows.
The 7 flows outlined above would, in theory, take care of customers who are brought into the store via external advertising, SEO, word of mouth, social media, etc. To make the automation successful, the brand has to constantly provide a flow of new names into the system. Since the automations only work when someone becomes a subscriber, either via a purchase or via newsletter, the more emails are added to the system, consistently, the better chance of getting regular conversions from the collection of flows. Naturally, there are standard automations like shipping and order confirmation emails, but those are assumed to exist separate from these 7. Adding Campaigns To The Mix (for the win) Once you have setup, and tested, your automations for an online store, you should be good to go. The next question is: what do you do with all the names that are accumulating in your database once they have gone through your automations? The automated flows can only activate if the customer does a specific action. Once they are used up, you will end up with profiles in your database that could be doing nothing if left on their own. Targeted email campaigns are designed to solve this problem. They bring individuals from your database into action so they can be managed by the flows again, in the case of a purchase, or the Winback, in case they have fallen out with the brand. What are good ideas for targeted campaigns? That depends on the number of SKUs in your store. If you sell 4 items, then constantly reminding your list to buy one or all of the four could be annoying. If you can realistically expect them to purchase more than once, then a monthly newsletter with anything new about the items, or selected social media driven stories about the use of the items, might make people purchase again. If you have a large store with hundreds of SKUs, the newsletter's task is to offer a selection of SKUs to the people who are most likely to purchase them. Segmentation is the tools for selecting who is likely to purchase the items again. The success of these campaigns is heavily dependent on the correct assessment of how your customer views the product. If you sell items that are really meant to be purchased only once, then constantly asking people to buy them again will not work. Repeat purchases are the result of need or desire on the part of customers, and using email campaigns to generate them and bring people back to the flows is one of the best uses of email campaigns that complements the 'free money' generated by the automated flows. Establishing effective communication and nurturing a relationship with customers requires tact, respect, and a deep understanding of the value of the recipient's digital real estate. Here are 7 key things to keep in mind:
Email marketing should be seen as an opportunity to create and nurture relationships with recipients. Consent is merely the starting point, not an excuse to flood inboxes. By respecting the recipient's space, and approaching them with the intent to understand and value them, businesses can make their emails stand out. |
AuthorDaniel Loebl is a Digital Marketer with over 10 years of experience. He is ready to tell your story via email. Request an appointment. Archives
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