Learn the best tips for email marketing to maximize your email list and boost email performance, and discover what strategically designed email campaigns can do for your business.
The Big Picture: Understand the User Journey
To increase open rates and click rates, you have to think of your email marketing from the recipient’s point of view. The average internet user gets a ton of emails every day. Here are key points you should consider when designing your email campaign:
Nail Your Subject Lines and Preview Text
Most people are persuaded to open an email by what appears in the email subject line. Some ideas on these particular email best practices are debatable, like whether urgency-based or how-to text works better to increase open rates. However, email analytics reveal a few tried-and-true methods that keep your emails out of spam folders while boosting click-through rates:
Use Images that Boost Email Campaigns Across Platforms
Images are attractive email components. But keep in mind that email marketing best practices apply to all platforms, as many users on your email list access their messages on smart phones instead of laptops. To make sure the images you include won’t get lost or interfere with email marketing campaign’s success, stick to these key email best practices tips:
Focus on Responsive Design to Boost Click-Through Rates
User experience is pivotal for successful email marketing campaigns. The design you choose must be responsive, meaning individual images will reflow on mobile and tablet devices. Items that would be next to each other in columns on a desktop device will become stacked on top of each other on smaller screens. That’s why you should keep images and backgrounds simple and padding consistent while also implementing these best practices:
Maximize Your Call to Action
To get recipients to subscribe to your newsletter, buy your product or otherwise respond to your email marketing, they must be able to find and use your call-to-action (CTA) link. Make it easy for them with these best practices:
The Exclusive Concepts team is ready to discuss your goals, analyze your data and create a custom road map to success for your email marketing campaigns. Get started growing your business with a free e-commerce analysis today!
Faith is a Senior Email Marketing Specialist at EXCLUSIVE. Her work focuses on using data to develop strategies that help her clients best meet their goals. Faith is a hardcore gamer with an appreciation of art and design. She spends as much time as possible at the beach sporting big floppy hats with her feet buried under the hot sand.
There are plenty of tips for preventing cart abandonment, from offering deals to having a secure, easy-to-use website. But even with a perfect purchasing experience, a cart can still be abandoned. Maybe your potential customer is waiting until payday or when the special occasion they were shopping for is a little closer. And hey, we’re all human — maybe they just got distracted and forgot. If a reminder email is all that stands between cart abandonment and a closed sale, the only task left is to make your cart reminder email the best it can be.
The first thing you need for this is to connect customers’ email addresses with their respective incomplete orders. This step helps you build your email list for abandoned cart reminders, which is the foundation of this email marketing strategy.
Cart Abandonment Email Schedule
The key here is to find the right frequency of emails to act as friendly reminders. We always suggest testing your campaigns to find a rhythm that works best for your customers, but there are general best email practices you can start with. The magic number for emails to send is usually three at most. Send the first one day after the cart was abandoned, another two days later and one last email a week later.
Keep in mind that you may need to tweak this a little for carts abandoned during time-sensitive events like a sale, since customers will need time to act before the sale ends. In cases like this, sending an email on the same day that the cart is abandoned is a smart decision.
Email Conversion Tips for Abandoned Carts
One reliable method to closing a sale with follow-up marketing emails is to include a deal. Whether your would-be buyer was debating the price or waiting for a special event, this strategy is effective for convincing them to buy now and save some money. Even 10% off can be enough, so start small and work your way up for the best results for your specific profit margins and conversion rates.
If discounts aren’t in the cards, you can also use a cart rebuilder to give your customer a visual for what they almost bought. For the browser who just forgot, this is perfect! Another option is to emphasize the reasons why getting your product is a sound decision. After all, just putting the items in their cart shows that this customer has purchase intent — reiterating what they were thinking in the first place can be all they need. In this case, you might mention existing free shipping order minimums, warranties or guarantees and customer service or FAQ pages that might clear up some of their uncertainty.
General Email Marketing Tips to Follow
Keep each email brief! It’s a quick reminder, not a novel. The best way to go about this is to pick one core message to relay in each of your three emails. For example, if you sell advanced equipment, the first email could be a link to customer service or an FAQ to answer any questions. If your company sells clothes or decorations, your first email might be a discount code or a cart rebuilder to display the items they had in their cart.
Of course, robust email marketing involves more than anyone can cover in one article. Cart abandonment reminder emails are just one way to boost sales with your email list, and you can see how to grow your traffic and your business with a free e-commerce analysis from the team at EXCLUSIVE.