Optimize your email marketing campaigns to increase the value of each of your subscribers
Let’s go back to Jim’s florist example. If he can increase the value of each of his email subscribers from $1.50 to $2.00, it could be a game-changer for his business. That could be the difference between losing money and making money as a business. It could allow him to invest in paid acquisition channels. And it could help him hire a full-time person to manage his ecommerce email marketing. So, how does Jim do it? Well, here are a few tips:
One thing we found with CellarThief was that sending emails more frequently actually increased open rates and engagement. This was counterintuitive to us.
We thought that the more we sent out e-commerce emails, the more people would ignore them. But the opposite was true. We wouldn't have learned that if our e-commerce email marketing didn't include testing the regularity of sending emails.
Test the day and time of sending
There are a lot of best practices in email marketing for ecommerce. But these are best practices, and sometimes doing the opposite will work better for your business. For example, it is commonly recommended to send emails on Tuesdays and Thursdays and not send emails on weekends. Why? Because people usually check their emails at work.
However, as more people learn that weekdays are the best days to send, your subscribers are receiving more and more emails. So the opposite can be true for your business. The same goes for the time of day you send emails.
Customize and segment
Most people just send the same email to everyone. However, you should target different messages to different people. For example, the message you send to someone who last made a purchase last week may be different than the message you send to someone who made a purchase 6 months ago.
Tools like Hello Bar let you set up targeting to easily organize your list into different groups. And tools like overseas chinese in australia data Klaviyo let you tailor emails to different segments based on behavior or demographics or whatever.
Pop-up targeting with Hello Bar
Added value
Just like growing your list, increasing engagement and effectiveness with ecommerce email marketing depends on you consistently adding value. Educate yourself and then upsell rather than just upsell.
Use email to resell recent purchases
Don’t forget to use your email marketing to drive sales of recent orders. For example, if someone just ordered flowers from Jim’s florist, Jim could immediately send a coupon and send another order to someone else. When someone buys flowers for their mom and gets an email to buy flowers for another loved one with a 30% off coupon that expires in 30 minutes, this can increase the average order value.
Example of Harry's upsell email
Email Marketing Automation for Your Online Store to Build Loyalty
I know that sounds like a lot of work. And it is. The good news is that there are plenty of tools you can use to automate your email marketing for ecommerce. It’s all about choosing the right tools and using them to automate the process of personalization and targeting based on user behavior and context.