What You Need to Perform with Email Marketing in eCommerce

Database Segmentation

Everybody don’t expect the same content. Depending on your products and promotions, women won’t be interested by the same things as men do, adults won’t have the needs as teenagers, and a same product can promoted in different ways according to the target…

All these criteria will define your target lists and segment your database to distribute the most relevant content accordingly. MailChimp also dedicated an entire section on the efficient results in terms of clicks and open rates after segmenting, that is to say +14.22% for open rates, +55.38% for clicks.

Automatized Personalized Emails

If you are not always inspired to communicate with your users, here is a list of the most commun automatic emails and campaigns in eCommerce with their conversion rate (provided by Listrak during the last MTL Ecommerce) :

  • Broadcast campaign (3,69%):
    You send a general email of info with some of your products, a quick access to your website, etc.
  • Welcome email (11,72%):
    You thank and welcome your user for his/her first registration.
  • Browse and abandon email (4,11%):
    You remind your user that he/she abandoned the website and display the products he/she was looking for.
  • Remarketing campaign (21,73%):
    You report your user who has abandoned the purchasing process that you still possess the product he/she is interested in. Be careful with remarketing campaigns with promotions: they slightly work the 1st time but hardly afterwards.
  • Post-purchase email (7,52%):
    You thank your customer for buying on your platform, then you suggest him/her other products of a similar interest or the most popular products in your audience.
  • Replenish campaign (28,59%):
    You suggest your user to reorder the product he/she already bought some weeks or months ago.
  • Back in store email (4,53%):
    You inform your customer that the product he/she bought is back in store.
  • Automatic recurring campaign (3,32%):
    You automatize the email sending regarding your latest products entered in your eCommerce platform.

Catchy Subject Lines and Clear Call-to-Actions

If your subject line is too vague or too long, chances are that the open rate will fall of -80%. To catch your receipt’s attention, you can ideally write a subject line:

  • in 10 words max
  • in a full sentence (suject + verb + complement)
  • with a key figure

Then, you must place a simple and very call-to-action (CTA):

  1. Insert few CTA not to deter your reader
  2. Don’t use a “button” image but only text to ensure its display
  3. Use 5-6 words max with verbs of action to encourage clicks
  4. Separate the CTA from the rest of the text to make it obvious
  5. Test different CTA for each target!

The Best Sending Times

Timing influences the reading rate of an email. Sending your campaign to an entire database during the exact email « EdgeRank » is not always facile because your email marketing platform might impose a minimum time laps between each email. The best sending times would be:

  • on Tuesday, Wednesday and during weekends
  • at 11am or by night before sleeping

The Email Opening via Mobile

Several stats diverge to define the latest opening rate via mobile (read the very exhaustive post « The Ultimate Mobile Email Statistics Overview“). But around 50% of email opens occurred on mobile.
Even if a purchase is still mainly made on a desktop for practical reasons, yet the transfer from a mobile to a desktop will be a decisive step for your potential buyer.

Therefore, your emails must be designed in responsive design so that they can be appreciated from any device your user will be using when opening the email. So will be your website, instantly adapting to the different devices not to slow down the visit.

Campaigns and Website Stats Follow-Up

Stats of clicks and traffic from emails will be the only indicator of your campaign performance and their real impact on final sales.

By setting up Google Analytics and Google Tag Manager properly, you will be able to retrace your reader’s path until the purchase or the last page left and define your conversion funnels. It will also be possible to compare your campaigns of similar content and/or similar periods to define your own best practices!

Our other posts:

  1. Retailers in Montreal: How Can You Start Simply on the Internet?
  2. Investing in an Online Shop… For Which ROI?
  3. Responsive Design: The User Reality