Email marketing best practices for online stores. Intelligent email marketing driven by cohort analysis, customer behavior and marketing automation.
Personalization is now everywhere and people are used to seeing ads about what they just browsed for.
But the rise of ad blockers and after the Cambridge Analytica scandal, they are less likely to overshare personal information such as locations, work place, education, etc. on social media. We collectively as marketers have overused the tools at our hands and now the public is sick of it, driving costs of acquisition up with their inactivity.
In one recent survey, only 17% of internet users say it is ethical to collect data for personalizing experience and offers. In another, 51% of people said they didn’t want to trade privacy for personalized ads.
Emails that drive repeat sales are the best emails. Forget about basic email marketing that teaches you to send promotions every week or touch base with customers more often, e.g. every day.
To see a real return on marketing, you need to use email to its full potential – it’s a (nearly) free marketing channel that you own and have complete control over. No pay to play like ads. Emails for customer retention are the best way to drive revenue without extra spending.
Customer lifetime value is the best indicator for a healthy business.
Customer loyalty is usually based on a strong connection with the brand and a positive experience. Emails that drive customer loyalty keep this relationship going through useful, timely and relevant content and offers.
We doubt that there’s an ecommerce marketer who’d deny the importance of customer segmentation for email campaigns. When we have so much first-party data on user behavior, of course we’ll use it to give them a better experience and more relevant products!
However, there’s one additional layer of data that most ecommerce brands overlook and it leaves their email marketing somewhat personalized but not enough. A customer gets a message like this one:
Need sparkly heels for that dress you got? We got you covered!”
And wonders: “I got this dress 3 years ago for a wedding and it’s definitely out of style by now…It doesn’t even fit me anymore, why would I need the heels?”
A sale lost right there.
Because the brand didn’t pay attention when the action was taken.
Four months until Christmas and a lot of ecommerce stores have already started planning their holiday marketing strategy.
And rightly so, the holiday retail sales crossed the $1 Tn mark for the first time in 2018 so holiday season 2019 should be taken seriously. Last year, the average American shopper spent close to $846 on gifts.
This is why it is important for your brand to stand out.
Email marketing is still one of the most effective ways to engage and retain your customers. However, many brands underuse email marketing during the holiday season, copying cliche tactics too much to make a difference. In most cases, brands use the same email year after year, hoping for just average open rates.
Customer feedback is exciting and scary at the same time.
Exciting because it’s a thrill to learn what people think about your store and products. Scary because negative feedback is hard to swallow sometimes.
This shouldn’t stop you from gathering it! On the contrary – there are so many ways to use it. Customer feedback is a goldmine of info directly from the people who matter the most, you customers.
In this article, we show different uses of customer feedback and how it can help you make optimizations and get more sales.
What emails are the big brands sending?
We put together a collection of holiday season email templates to inspire you to create your online store’s best holiday email marketing campaign so far.
Awesome, well-designed emails are the way to stand out in this busy time of the year. They impact your sales in more than one way:
So what caught our eye?