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So here are some ways you can stand out from the crowd and crush your email marketing!
Our first tip is making sure you have a healthy mix of promotional as well as transactional emails.
For promotional emails, you’ll want to ensure your messaging is clear, timely and elicits a sense of urgency. For any promotional emails about discounts, you’ll want to walk a fine line here and avoid a very common mistake, which is customers assuming that you are “always on sale.” Doing so devalues your products and makes customers less likely to pay full price for them.
Consider creating a promotional calendar with a variety of different types of emails like messages about new product releases, holiday themed releases or exclusive products. Sending targeted email blast to your top tier of loyal customers rewarding them with a limited time promotional discount is also a great way to build brand affinity.
Transactional emails on the other hand are incredibly important. Your active customers want notifications along the way after they complete a purchase.
So be honest about shipping timelines, shipping information (tracking) and send out on-going feedback loops related to a customer’s purchase (surveys, rewards for reviews, etc)
For both of these types of emails personalization is key. Think about what have your customers purchased in the past? Are there specific flavors, colors, types of products that they tend to buy? Are there complimentary or supplemental products that tie into past purchases? Any way you can curate the customer experience and send these types of personalized offers or emails to your customers will ultimately drive more interest and LTV for your brand.
Lastly, leverage your own data with A/B testing. Since the release of iOS 15, open rate data is no longer considered reliable since users using Apple devices with this update can opt out of tracking. However, you can still rely on CTR and Conversion Rate with your own data.
This means testing things in your email marketing like images, copy, CTA placements and colors.Just ensure you are ONLY testing one idea at a time so that your data is clean and trustworthy. Over time if a test proves successful, you can implement it more widely and continue testing other ideas after the fact.
Ok here’s the recap!
– Have a healthy mix of promotional as well as transactional emails
– Leverage personalization for increased chance of conversion
– Do your own research with A/B Testing
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