What has email got to do with website conversion?
“WTF?” – That’s most people’s first reaction when I try and explain how important email can be for site conversion. But if you think about it logically; email is a great touchpoint for communicating with your existing customers and registrants (those that traditionally have higher conversion rates), so it makes sense that if you can maximise the impact of these visitors you can positively influence online conversion.
Ultimately, deployed at the right touchpoints, email enables you to continue user journeys even when the user is not on your site. Below is a simple flow chart showing how email can aid specific user journeys to increase conversion.
Whenever people talk about the elements of conversion rate optimisation (CRO) they mention MVT (or testing in general), analytics, usability, user experience (UX), databases, recommendation engines, personalisation etc…
What these…
Buyometrics’ success formula for 7% click rates on daily emails
Email campaigns with unique open rates of 30% and unique click rates of 7% beat email marketing benchmarks and represent great performance that any campaign manager would be happy with. Now try doing that for a daily email across your entire customer database...
That’s harder, but it’s a reality for the Buyometric Daily Deal campaigns. Buyometric are letting me lift the lid on their success formula.
The corner-stone is using highly dynamic and automated deal content targeting driven from a predictive algorithm which factors in several signals about what will most likely appeal to subscribers.
It starts with collecting user preference information after signup. Providing preference information is optional after the signup, yet Buyometric get a massive 78% of new signups to complete this optional step. Its all down to the incredibly smooth user experience, I’ve previously posted about how this works…
Techniques for retailers reviewing their email marketing communications
Whether it's online sales for mulitchannel retailers, etailers, big chains or independent stores, everyone knows the power of using email marketing to prospects and customers to boost profits. Used in conjunction with a sophisticated automated email marketing strategy, and email marketing can work even better for you. In this post I hope to give you some ideas to take your email marketing to the next level through email automation, particularly if you just have a basic enewsletter programme in place.
How to boost your e-commerce through email automation
Email automation tools gives many options to create more targeted, relevant messages as customers interact with a retailer.
Split the difference - testing
Do you prefer to read your emails over your cornflakes or just before you go home? Do clever subject lines draw you in or do you prefer something a bit simpler? Not everyone has the same…
An introduction to good practices for Welcome mails
To make your welcome emails work well, start by thinking through the range of motives that lie behind someone visiting your website and signing up for email? Let’s look at one example: A prospective customer has searched online, Facebooked friends for recommendations and ended up visiting your site, they haven’t purchased but have signed up for email.
Putting this into a real life context; a customer walks into your store, browses through several different items but doesn’t buy anything. In their way out they ask if you can send them further information about the products they were looking at.
Would a salesperson watch them walk away or would they take some time to tell them why they should buy from you, the great range that you have, present a few customer favourites or highlight your no quibble returns policy and help them make their mind…
Find out how a recovery email campaign can boost your sales by up to 8%
SaleCycle have produced an Infographic to summarise the findings about shopping abandonment, from their September 2012 survey. 200 well-known brands were surveyed in the US and UK, including Retailers and Fashion brands such as Sony, Ralph Lauren, the Body Shop and The Office.
The aim of the survey was to discover how to send out an engaging, optimized email to shoppers abandoning the on-line sites at the point of purchase or engagement (ie. shopping cart, booking or application form). It centered around the following three questions:
Timing: How long to wait to email your warm customers?
Tone: Should we be direct or use a customer service tone?
Content/Message: What should we say in our email to convert our customers to buy?
Over 74% of shoppers abandon their shopping cart, booking or application form, so how do we get them…
Trigger emails are great, but they have their issues
My sister calls me Eeyore, as I'm ever-ready to puncture her bubbly balloon of optimism with a pithy "I lost my tail".
One of email marketing's brightest balloons is the trigger email.
We can describe trigger emails as the emails you send out in response to a customer action (e.g. an order confirmation mail) or a specific piece of event-related customer data (e.g. a birthday email with a coupon inside).
They've lovely beasts.
Because they're customised to a tightly-defined action or piece of data, trigger emails tend to be more timely, relevant and valuable than your traditional promotional email.
The results speak for themselves.
For example, for every £1 VIE at home spends on refill reminder emails, it gets £190 back in sales (£243 for cart abandonment emails).
So trigger emails, which vary from the lowly welcome series to emails activated by very specific website browsing behaviours, are a…
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May 9, 2012
What is the key to relevance in email marketing?
The answer to this question is simple… relevance is driven by knowledge of what each customer is interested in.
While this may seem a prosaic statement, it is true that email marketing is all about the pursuit of relevance.
Relevant emails are read and make money. Irrelevant emails end up in ‘junk’ or, worse still, lead to unsubscribes and loss of lifetime value.
The art of good email is knowing what someone is interested in and then applying this knowledge to all future email communications.
The search for relevance is as old as marketing itself
Back the late 1930s, radio programmes called ‘dramatic serials’ were soon renamed ‘soap operas’ because their main sponsors were washing powder advertisers. The soap advertisers, including such illustrious brands as P&G and Unilever, realised the ‘dramatic serials’ provided them with the…
