Header point: 66% of online consumers1 made a purchase as a result of email marketing messages
1st main point: Acquire
• Use opt-in forms on different pages and do segmentation.
o Make it easy for users to receive relevant information
o Relevant information = less likely to opt-out
2nd main point: Convert
• Trigger email to customer after specific interaction:
o Cart abandonment, leaving site after specific category/product page, etc.
o Follow up emails to a visitor over a period of days
o Test sending promotion inside targeted email
3rd main point: Nurture
• Communicate with consumers while they’re highly engaged
o Set email program expectations & frequency
o Require confirmed opt-in email
o Trigger immediately after sign-up
o Send compelling follow up email series over period of first couple weeks
4th main point: Grow
• Post-purchase engagement
o Send timely product review survey emails to get customer feedback
o Ask for customers to review the products they purchased
o Incentivize old customers to take new actions
o If they were unsatisfied, what can you do to save the relationship?
o Send helpful product related content
5th main point: Retain
• Customer appreciation is less-expensive than new customer acquisition
o Send customers an email on their birthday and/or anniversary
o Create a customer loyalty program
o Send random customer appreciation emails with promotion
6th main point: Reactivate
• Win-back your old customer’s attention
o Prompt inactive customers to update their preferences
o Offer an incentive to make a time-sensitive purchase
o Send interesting company values related email
Did you know?
- 63% of subscribers on email lists are inactive.2
- 75% of first-time visitors plan on returning
- Companies that prioritize the customer experience generate 60% higher profits than their competitors
- 50 – 60% of customers will open your welcome email.
- Only about 20% will open promotional emails.
- 52% of consumers say online reviews played the most influential factor in their purchasing decision.
If you’re not segmenting and customizing your emails, you’re missing key opportunities.
7 Ways to Improve Your Email Design
1) Create brand synergy.
a. Be sure your customers instantly recognize that every communication they receive from you is, indeed, from you.
2) Keep it easy on the eyes
a. Research proves that the human eye scans email in an "F" pattern. Use this knowledge to your advantage by positioning your logo, headline, and key call-to-action at the top of your email.
3) Give some, get some.
a. Boost subscriber interest by offering something of value in your email marketing. Feature a promotion, a high-interest piece of information, or something they're not likely to find anywhere else.
4) Maximize your response.
a. Add a call-to-action in the upper left quadrant, attention-grabbing (but not overdone) colors and graphics, enticing clicks, and relevant copy. You want your email marketing subscribers to take action, so don't be afraid to ask.
5) Render right.
a. Because 60% of email clients block images by default, it's vital to also design with no images in mind. Use HTML text and web-safe fonts when possible. Include 'alt' tags with your images, and always create a text version of your email.
6) Test. Test. And then test again.
a. The best way to determine whether or not your email design is effective is to test across multiple email clients. Statistically, 69% of B2B and 27% of B2C subscribers view their email in an email client that uses a preview pane, so look for proper rendering and preview pane views.
7) Take pride in your appearance.
a. Your emails are better-received by your subscribers when they're attractively designed, effectively written, packed with relevant and useful information, and tested for prime design performance.