Email marketing strategy

6 Holiday Promotional Email Tips to Boost Your Sales

UPDATED, 25 NOV 2021—There’s a reason why business owners look forward to the holidays—it’s the season of shopping! That means more sales and more revenue. So it’s only normal to go all out on your holiday promotional emails. Plus, you can seize this opportunity to connect with your customers on a deeper level and level up your brand’s presence.

While it’s important to make sure your emails are optimized to make the most sales, don’t forget to add in a healthy level of creativity to really make them stand out from the rest.  So, here are a couple of tips to level up your holiday promotional emails to get your customers excited and in the buying mood for the holiday sales.

 

1. Weigh in on Holiday-themed Emails

If you want to strike a chord with your customers as human beings, stick to the themes of the holiday season.

For Halloween, humorously playing with darker concepts is the way to go. For Christmas, generosity, humanity, family, and giving back are some overlying themes that come to mind.

Basically, each holiday has its own themes and connotations. So think of emails not just as ads for selling products, but as your gateway to showing who you are as a company. When done right, these are great tools to build brand loyalty.

Here’s a great example from the brand ForChics. They put just enough holiday spirit into their email while still remaining on-brand. The confetti in the background along with a reference to a classic jolly saying to their headline makes this a fun and engaging email that’s sure to catch your subscribers’ attention.

Sample Holiday-themed email from Forchics

2. Use Humor and Wit to Win

The holidays are a time to be playful! Sneak some pop culture references and clever wordplay into your emails to engage with your customers and get them hyped for the holiday sales.

Here’s a fun example from Wyvern’s Hoard, a fantasy-themed jewelry brand. Can you guess what they’re referencing in their email header?

The best part about this email is they’re not really selling anything here. This is a good example of a content email that’s meant to engage with your customer at a deeper level—growing your relationship with them as a result.

After all, the holiday celebrations call for mugs of some fine alcohol, don’t you think?

 

3. Show How You Are Giving Back to the Community this Thanksgiving

It can be a really great move to show give your emails a much-needed human touch, albeit virtually. Show your customers that you and your staff care about your community. Demonstrate what you’re doing to give back, just like Whistlefish.

whistlefish gives back
Source: Jeff Bullas

In addition to highlighting their charity efforts, they also preview their upcoming Christmas products. Marketing campaigns can be multi-dimensional, and both sell and deepen the customer relationship at the same time.

Giving Tuesday, the Tuesday after Cyber Monday, is also a great time to showcase efforts like this. You can even run a special charity-focused promotion. Again, Peet’s Coffee nailed it.

peets coffee email example

They collaborated with No Kid Hungry and donated a dollar for each pound of coffee beans sold. What a way to touch your customers emotionally!

 

4. Share a Gift Guide That Looks Great and Makes Sense

If you are releasing a gift guide, pick your products with care. You can even refer to Google Trends, or look at Amazon bestseller lists to get trendy gift ideas. Then, make sure to design it in a way that’s organized. If it’s hard to navigate, that defeats the purpose.

Finally, shell out for a professional design. A great gift guide helps you build brand awareness and engagement. People will share it by email or in person with their close circle of friends.

Gift Catalog Email

 

Pro tip: With email segmentation, you can create and deliver personalized gift guides that are relevant to each reader.

 

5. Incentivize giving in your holiday promotional emails

‘Tis the season to be jolly, good, and generous, so make sure your marketing efforts reflect that. It’s a great idea to help people choose your product as their gift option, by giving the shopper a little gift of their own.

If the gift itself is excellent, the email doesn’t have to be fancy or over the top. Choose a gift that aligns with your brand personality, and let your customers know by email.

Here’s an example of a gift email from Dog’s Landing where they gave a mystery gift to their customers for Easter.

 

6. Go big on holiday email subject lines

If you’re wondering what subject lines you can use around the holidays to boost open rates, we’ve got you covered. 

Black Friday / Cyber Monday

  • Leapfrog: Black Friday Savings without the Big Crowds! 
  • MadeWell: Your Boss Is Shopping Today Too
  • Dell: It’s Cyber Monday All Week! 
  • Herschel: Don’t miss out, it’s almost over

Christmas

  • Peet’s Coffee: Last-minute gifting? We’ve got you covered.
  • JC Penney: Ho, ho, HURRY! Final hours for EXTRA 25% OFF
  • Target: Still need the kids’ holiday looks? We’ve got you.
  • Postmates: The Only Gift That Delivers!
  • Pottery Barn Kids: The BEST gift: 20% OFF anything (TODAY ONLY!)
  • UberEATS: Brr — warm up with some free hot chocolate.

If you want to win the holiday season, it’s not enough to spam promotional emails over and over. You’ll end up doing more harm to your business instead of leveraging on the holidays. Don’t forget to apply the best practices for your newsletters!

Add a personal touch, get the theme right, and blast off a social media campaign, and your holiday seasons will be very jolly indeed. Engaging with your customers at a deeper level requires an in-depth look into their preferences, needs, and pain points.

For that, you’ll need a dedicated team that can effectively and efficiently analyze your customer data and come up with data-driven strategies. With the end of the year sales just around the corner, we understand that you’ll be focusing your manpower making more sales to get that Christmas revenue.

So, why not hire an email marketing agency? Better yet, Chronos Agency is a customer lifecycle marketing agency that specializes in using email, SMS, and mobile push notifications to amplify your digital marketing efforts.

Get a boost in your holiday revenue and customer base growth by implementing our proven lifecycle strategies. Schedule a free strategy call with us and let’s see what marketing tactics will best fit your brand!

 

References:

Campaign Monitor
Jeff Bullas

Everything You Need to Know About 8-Figure Email Marketing Systems

Have you ever wondered what 8-9 figure eCommerce stores do differently? Or how come there are stores that have generated 8 figures in email revenue consistently? Over the last two to three years, of working with hundreds of eCommerce stores, the formula for 8-figure email systems is finally here.

With Q1 almost coming to an end, it’s time to take a step back and look at your eCommerce revenue progress. Are you close to meeting your target revenue for Q1? The truth is, 2021 could be a record-breaking year for your store. It is predicted that eCommerce sales will continue increasing—surpassing $740 billion by 2023! 

Ecommerce email marketing plays a huge role in this, so don’t let this opportunity pass you by. Start moving closer to your revenue goals with these field-tested and proven 8-figure email marketing strategies.

 

The Outlook for eCommerce in 2021

Despite the COVID-19 pandemic that shook the whole world in 2020, eCommerce as an industry was able to bounce back with more than just flying colors. Just take a look at some of the noteworthy numbers that the industry generated last year:

When the pandemic started, the eCommerce industry seemed to slow down due to logistical concerns. However, resilience prevailed. While it cannot be denied that the shift towards eCommerce has long been happening, the pandemic has caused an even more radical shift. 

 

Important Email Trends for 2021

Today, eCommerce shows no sign of slowing down—the industry is expected to keep growing this 2021. With competition rising, business owners are doubling down to make sure they remain on top. However, eCommerce remains to be dynamic, and there will surely be new strategies that will pop up later in the year. However, these three trends will continue to power through, so make sure you don’t miss out:

 

Your 2021 Checklist to Achieving 8-Figure Email Systems

Ever wondered what an 8-figure eCommerce store looks like? Check these out and see for yourself the results that an effective email marketing strategy can bring.

Your aim is to get to that sweet spot of 20-30% of revenue attributed to email. How? Here’s a breakdown of the success formula of 8-9 figure eCommerce stores that are maximizing their email marketing channel.


Leverage Email in Omnichannel Strategies

Omnichannel marketing will allow you to create tailored experiences for your customers regardless of which channels they are in. A report by Braze showed that customers who interacted with two or more channels had a 166% higher engagement rate than single-channel customers. 

What makes email marketing really versatile is its ability to be present at all touchpoints from acquisition, conversion, and retention. Use your email marketing channel as your marketing backbone and supplement the customer journey with your other channels. You’ll be looking at 8-figure email systems soon.

Prioritize Email Marketing Basics: Deliverability is Your Foundation

When it comes to email marketing, deliverability can be your best friend or your worst enemy. If your emails land in the spam folder, all your effort will be for nothing. You won’t get to 8-figure email systems with bad deliverability. Most eCommerce business owners get so excited about formulating email marketing strategies to maximize conversions but forget to focus on deliverability.

It’s important to take a step back and prime your deliverability metrics before going all out on your strategies. How? This can be summed up in two big steps: please your customers and please the email service providers.

 

Implement the Three Heavy-Lifting Email Flows

While there are different types of email flows you can set up for your store, you have to know the ones you need to prioritize. These three flows are called heavy-lifting flows because their revenue-generating power is unparalleled. Make sure you have these three flows set up and ready to go so you can reach your 8-figure email system goals.

  • New Customer Acquisition Flow
  • Cart Recovery Flow
  • New Customer Nurture

 

Use the Anatomy of a Winning Email Campaign as a Guide

While you can get creative and create attractive emails, keep in mind that they must also be effective. Remember that you want your emails to sell, and that means placing certain elements where they will most likely work. Here’s a rough anatomical analysis of an automated email that you can use as a skeleton. Don’t let this hinder your creativity. Instead, use it as a guide. 

 

Use More User-Generated Content (UGC) 

Did you know that 63% of customers are more likely to buy from a store if it has reviews and ratings? Squeeze in UGC in your flows even if they’re not sales emails. These types of emails actually help in communicating your brand story and products’ benefits. When this information comes from other people, it helps add to your credibility.

So leverage the UGC you already have, and why not ask for more in exchange for discount coupons or freebies? 

 

Dive into Next-Level Personalization with Segmentation and Dynamic Content

Advanced segmentation practices will always yield results (as much as a 760% increase in revenue) because they allow for targeted messaging. The basic segments include demographics, location, gender, and lifestyle. Advanced segments, on the other hand, can target according to price sensitivity, historical or predicted customer lifetime value, and even preferences.

You can even go to a higher level by leveraging dynamic content so you can be sure that your customers see something tailored to them. Learn more about dynamic content here

 

Do More AB Testing

And finally, the only way for your email marketing game to always improve is by doing AB testing consistently. Email marketing is not a “set it and forget it” channel. Basically, AB testing brings the science in email marketing. It’s a data-driven strategy that will allow you to continuously optimize your strategy based on what works best for your customers. 

For example, for a DTC beauty brand, we found out that text-based emails raked in more conversions than HTML-based emails in the cart recovery flow. For another brand, we discovered through AB testing that the email send time had an impact.

Of course, the thing with AB testing is that the findings will differ from store to store because you have different customers with different preferences. So don’t be afraid to go all out when it comes to testing. The closer you zero in on what works for your customers, the faster you’ll get to 8-figure email systems.

 

The Tools You Need to Have in Your 2021 Digital Marketing Backpack

These are the overarching strategies behind a successful email marketing strategy. These are all included in The Online Retailer’s Blueprint to Succeed With eCommerce Email Marketing. Check out this whitepaper to see actual case studies that fall under the framework outlined here.

If you want to dive deeper into the exact implementation steps, the Introduction to Advanced 8-figure Email Systems Masterclass is still up and running. Inside, you’ll be able to see the exact strategies we launched plus actual demonstrations that are easy to follow.

Alternatively, you can apply for a free strategy session with an email marketing expert where you can discuss more on how email marketing can transform your eCommerce business.

4 Strategies That Generated an Additional 7 Figures in Email Marketing for a Beauty Brand

Having worked together since 2018, we’ve hit a successful breakthrough with one of our longstanding clients by generating as much as 14% in additional email revenue for them. That’s 7 figures in email marketing revenue for this eCommerce beauty brand. ForChics is an eCommerce beauty brand committed to offering sustainable and cruelty-free products for women everywhere. They focus primarily on eyebrow and eyelash growth serums and they wanted to scale their business. 

Their email marketing game currently stands at 7-figures, and it shows no signs of slowing down. 

eCommerce Brands as Advocates for Sustainable Lifestyles

A lot of up and coming eCommerce brands are taking the sustainable route as they tie in their advocacies with their products or services. And it’s timely too! If you have a largely Millennial audience, there’s plenty of untapped opportunities when it comes to drawing their attention and business. 

As they’re poised on the brink of their prime earning and spending years, Millennials are dominating the global eCommerce conversations from product research and strategy to marketing. 

Luckily, catching the attention of the largest generation in the history of the United States’ according to Forbes, isn’t rocket science. Turns out, social responsibility and environmental friendliness are some of the key drivers behind their purchasing decisions. They’re more likely to shop based on social instinct, affinity to a brand’s promise and influence of their personal connections. This is why user-generated content was such a powerful tool in 2020 to leverage word-of-mouth user benefit and building loyalty. 

So back to our success story, ForChics knew they had to build a healthy brand image and strengthen their customer relationships so their mission and advocacy could reach more people. With a large millennial-centric following, they knew that a strong email marketing strategy could be the next instrumental step to meet their revenue goal.  

True enough we were able to help them generate an additional 7-figures in email revenue alone.

Ideally, email marketing should be the source of around 20-30% of an eCommerce store’s total revenue. But before we partnered with ForChics, their email revenue was only at 5%. However, this number eventually moved up to 20%.

We implemented four main strategies, which were all pulled from our years of experience working with over 200 eCommerce stores. The good thing about these strategies is that the overarching theories behind them can also apply to your very own eCommerce store. 

Strategy #1: Diverse and advanced segmentation practices to target the customers’ pulses

Segmentation allows for more relevant messages that are more in tune with what your customers want. In fact, segmented campaigns can drive up to a 760% revenue increase. Prior to working with us, ForChics was only sending to two segments—buyers and non-buyers, resulting in 1% of email revenue. This was definitely a far cry from maximizing the true revenue potential of their email lists.

Here’s what we did to attain the 7 figures in email marketing revenue. We created new and more advanced segments based on a combination of website and email engagement metrics. We weren’t just looking into who was interested in the emails alone because our goal was to nurture and help the brand build a strong tribe of loyal and returning customers.

Here are some examples of the segments we created

We created a segment of people who opened emails in the past 30 days and another segment of people who were already interested in certain products.

Then we added exclusion segments. That way, emails were no longer sent to those who were unengaged and hurting deliverability. Again, email marketing is about targeting the right audience with the right messaging, at the right time. Excluding people who are no longer interested in your products, or hearing from you will, in turn, save you more money in the long-term.

Applying these changes resulted in an improvement in open rates and overall deliverability. In fact, open rates doubled! 

The reason why segmentation is so effective is that it allows eCommerce stores to create tailored and more targeted messages for different groups of people depending on their preferences and their behavior. 

The more advanced and targeted your segments and content are, the higher your conversions and revenue will be.

Strategy #2: Optimization of flows and campaigns for reliable automation and valuable content

Flows generated 4% of the 5% email revenue that ForChics was pulling in. They already had the basic flows in place such as the Welcome Flow, Browse Recovery Flow, and Cart Recovery Flow so we focused on optimizing these first. 

When your flows are optimized, your email marketing automation strategy will be like a well-oiled machine working on its own. That’s why it’s essential to set up your flows in such a way that they can coax your subscribers towards the actions you want them to take. That’s why we also created additional flows for ForChics. We wanted to make sure that they could reach their customers regardless of where they were in their journey. 

Here’s how we went about optimizing:

We conducted a series of AB tests that helped us get clarity on the preferences and behaviors of their customers. We also added more emails to the pre-purchase flows and post-purchase flows to include cross-selling opportunities for the best sellers. 

By doing this, ForChics gained additional revenue drivers. In other words, setting up relevant email flows for various customer actions establishes a seamless customer journey. This provides more reliable back-end revenue channels for repeated sales and returning customers leaving you with more bandwidth to maximize sales with your email campaigns.  

Applying these best practices and adjusting them according to the data allowed ForChics’ flow revenue to jump from 4% to 12%. With the flows optimized and generating stable revenue, we started conducting AB tests on their campaigns to maximize the newly created advanced segments.

For campaigns, we added social content, targeted upsells, and user-generated content. Social content, especially the blog posts on skincare tips, were very engaging. After 5 months, campaign revenue increased from 1% to 3%, pulling in six figures. 

Strategy #3: Flexibility in approaching the email design and copywriting in the midst of rebranding 

While we were working on their email marketing strategy, ForChics was also focusing on building their brand identity. This meant that their branding across all channels should be consistent, and this included email marketing.

 

In pursuit of creating a strong brand identity and messaging, ForChics rebranded twice. This required flexibility and agility when it came to adjusting the design and copywriting style for the emails themselves. 

Why was this important? Email marketing is part of a bigger marketing strategy that involves other channels like social media or paid ads. If the email strategy, look, and messaging deviate from the other channels, it’s going to cause confusion for existing and potential customers. Email marketing, though it has the highest conversion rate compared to social media and direct mail, should complement your brand identity, not pull away from it.

Strategy #4: List utilization to maximize the value from subscribers

ForChics’ email revenue was increasing month on month. This surpassed their initial 10% target so they decided to aim for at least 15%. Here’s where we implemented the List Utilization strategy which involved increasing the sending segments for campaigns. 

We did this by sending to more people who had recent activity or engagement:

  • those who placed orders twice
  • subscribed to their newsletter in the past 30 days;
  • and those who placed an order in the last 45 days.

These were recently active and relevant segments. So deliverability didn’t go down while the chances for more conversions increased,

As a result, ForChics was able to get more value out of their subscribers. In just a month of implementing this homegrown Chronos strategy, email revenue jumped from 12% to 22%. This was way above their target.

ForChics now consistently generates 7 figures in email revenue. The brand continues to scale and make their mark in the beauty industry. By implementing data-driven strategies, their email marketing channel now provides a steady stream of recurring revenue from flows and campaigns.

Check out our case study for the specific steps. You’re free to access that and use it as a guide. Transform your email marketing strategy and reach 7 figures in email marketing revenue just like ForChics. And if you’re at a loss with your email revenue, you might be our next success story. Apply for a strategy session today, and let’s get started!

Don’t forget to get your FREE copy of our latest 7-figure case study today! 

5 Profitable Email Newsletters to Send out this BFCM 2020

UPDATED,  08 OCT. 2020 — The major holiday sale season is upon us. Some retailers think it’s enough to run a few limited time offers with a coupon code. But will that help you win against Amazon or a much bigger and more established brand? No, you have to get a bit more creative than that. But you don’t have to start from scratch. There’s no better way to learn than looking at live examples of great email marketing campaigns for Black Friday and Cyber Monday.

Take heed! For Business Insider predicts that this year’s BFCM will be the biggest one yet! Due to the ongoing COVID-19 threat, the shift in customer buying behavior has forced consumers to take their shopping online. So you can only imagine the tsunami of online traffic once BFCM 2020 begins!

So to help gear you up for the coming storm, we’ve curated 5 of the best email marketing campaigns to run during the Black Friday Cyber Monday weekend. (You can also use what you learn to do promotions for the rest of the year.)

 

1. The Spotlight Email: Recommend Relevant Products to Expand Product Interest

80% of consumers are more likely to purchase when the offers are personalized.

Along with the highlighted product, include recommendations that may either complement the primary product or just catch your customer’s attention based on their purchase behavior so far.

Offer sales on relevant product categories, based on past purchases, carts, and more. All you have to do is create a new segment based on product categories or brands.

Here’s an example. If you have a lot of customers that buy beauty products in your store, you can create a specific audience. After that, you can target this audience with new makeup or makeup-related promos.

From here, you can send an email promoting your Black Friday sale on makeup. Take a look at this example from beauty brand Forchics.

Product Spotlight email with user-generated content (video)

You don’t have to worry about spending thousands of dollars on animations or designed emails.

When you promote relevant products, keep it simple. Showcase product pictures, highlight the sale, and let the products sell themselves. For best design practices, you can check out this article.

Pro tip: Use a live countdown timer to demonstrate that it is a limited-time offer. Just the presence of a countdown clock can increase conversion rate by up to 400%. Sendtric is a service that lets you do this if your auto-responder doesn’t offer the functionality.

 

2. The Discount Billboard: Spotlight on Discounted Products or High-value bundles

Much like the recommendations section above, this time you send follow-up emails highlighting the related products to your customer’s initial one that is discounted. This is where you can slightly diverge from the type of product that your customer first bought, provided you have the incentive to entice them.

This is also how you stand apart from the rest, by the value you can offer your customers. They’ll love you for it!

For example, Sommer Ray sent this email to customers who just bought a stylish set of pants. Under the context of “shopping for new styles,” customers were enticed to buy something slightly different from what they initially bought due to the big slash in prices.

Sommer Ray example email

Savvy email marketers make sure customers don’t stop at a one-time-purchase.

 

3. You left something!— Emails:  Follow Up on Abandoned Cart Emails with Your Black Friday Cyber Monday Sale

Sometimes, the primary reason a prospective customer doesn’t buy is they find the price too high. It’s that simple. With eCommerce, it might be that they didn’t expect the total price, including shipping, taxes, fees, etc.

According to a study by Baymard Institute, the top reasons for cart abandonment during checkout are the high extra costs, being asked to create an account, and a long, arduous checkout process. If you really want to encourage your customers to purchase, make it easier for them!

The point of Black Friday and Cyber Monday is to overcome this objection. You lower the price, and your potential customers no longer tell themselves, “It’s too expensive.”

So you can win-back a lot of new potential business by contacting customers who abandoned their cart. If you have a site-wide sale, it probably negates the additional costs and makes it a viable option.

Cart recovery email sample from Forchics

As you can see in this example from Forchics, cart abandonment emails don’t have to be complicated. But you should customize the copy for Black Friday or Cyber Monday sales. A simple text-based reminder email is usually enough to get your customers back and finish their purchase—more so if you include an incentive like a discount on their unfinished order.

If you use words like “Limited time only!” or “For the next 24 hours,” you can drive home a sense of urgency.

If the subscriber doesn’t buy now, they will regret it later. That’s the message an abandoned cart email should send. By combining it with a limited-time site-wide sale, you can get even better results.

If you don’t use marketing automation tools, you might not have access to this data. But don’t despair, in the next campaign, you won’t need data on website usage or online shopping carts.

 

4. Emails that keep on giving: Increase AOV With Cart Threshold Gift Campaigns

After seeing the first three options, you might think that Black Friday Cyber Monday email marketing is complicated. But this campaign doesn’t require audience segmentation like the first options. It is a straightforward tactic to increase the AOV (Average Order Value) of every customer.

This email we made for a client is a great example:

Cart Threshold Gift sample email

If your customers made a huge purchase in one go, why not reward them? This email can be triggered when your customers’ total cart value has reached a specified threshold. In this example, customers who reached the threshold received this exclusive invitation to shop for 50% off their next purchase.

If you don’t want to go quite as hard in the paint, you can offer a gift that makes sense with the items that are on sale. Are you selling fall/winter clothes, offer gloves, a beanie, or a winter-appropriate accessory. If you’re selling gym gear, throw in a gym bag on large orders.

The possibilities are endless, and there are no highly technical requirements to get a promotion like this up and running.

Take your time and produce creative email marketing campaigns that matter to your target audience.

Pro Tips:

  • Try to assemble together a discounted gift set catered to the preferences of your customers.
  • Include an exclusive discount code your customers can use for their next purchase.
  • Create urgency by emphasizing the time-limited nature of your gifts.

 

5. Last Chance Emails: Remind Your Customer That the Black Friday Cyber Monday Sale is Almost Over

Once your Black Friday and Cyber Monday sales are nearing their end, you should give your subscribers one last chance to shop ‘til they drop. Consider it your gift to them—they will thank you for it. Marketers typically call this a reminder email. It is the last email you should send, and an integral part of a promotional email campaign.

Last Chance Holiday Email sample from Sommer Ray

Sommer Ray used email to remind its customers of the discount and generate last-minute sales. Remember the KISS rule when designing these types of emails.

If it’s a site-wide sale, the reminder doesn’t have to be a long product catalog or sales email. It is a quick reminder for people who are already interested in your products.

 

Here are our 4 Profitable Best Practices to Maximize Conversions and reap Holiday Profits in Q4!

 

1. Balance Your Use of Sales and Content Emails

Which email types should be focusing on this BFCM—sales or content? The answer is both! It is by knowing how to use them in a way that complements and supports each other can you fully utilize your email lists.

The benchmark for a well-balanced sales-to-content ratio in your eCommerce store’s email marketing strategy would be 70% sales and 30% content.

Why both and not just focus on one type of email? Sure, sales emails do all the selling, but it’s your content emails that present the value of what you’re selling to your customers. By value, we mean it does the heavy lifting to build that relationship with your tribe.

While your sales emails highlight your products and special offers, your content emails answer the “Why should I buy from this store and not others?” question of your customers.

To really maximize your conversion rates in the long term, you need to center around what value your brand and its products can offer to your customers. And we have a few awesome ideas below.

2. Leverage the Different Content Emails to Maximize customer Engagement

There are many ways to convince your customers to buy your products and let them know they made the right choice. Here are a couple of ideas you can use:

  • Trust Builders – These are great for adding more value to the products you’re trying to sell. Trust Builder content emails usually contain blog articles that talk about your products or more backstories on your brand and product manufacturing for building rapport with your customers. These are best used to engage with your customers before asking for a sale.
  • Social Proof – Highlight User-Generated Content (UGC) such as customer reviews on your products, testimonials, feedback, and even demo videos. This helps convince your customers that what they’re about to buy or have bought is proven to satisfy their needs and helps removes buyer’s remorse. You’re telling them, “hey, you made a great choice with us!”.
  • Educational Content – This is where you can share a more in-depth look into your products such as their usage and benefits. These are best for highlighting your bestselling products.
  • Offer-based Emails – These are where you give your direct discount sales, introduce new products through cross-selling, and starting your discount ladder.

 

3. Know the Anatomy of a Winning Email

A highly converting email is one that’s dressed to kill. Make sure your emails have all the right elements to perform their best during BFCM. Here’s a great guide to get you started:

The most important parts to take note of in this example is the Headline and Discount Offer. On the get-go, your customers will immediately know what value they’re getting when they click on your CTA.

 

4. Always AB Test to Know and Address Your Pain Points

You’ve heard this a thousand times before, but AB testing really is crucial if you want to generate better conversions, higher revenue, and encourage happier customers. It is from AB testing can you zone in on what’s causing you costly traffic acquisition and high site and cart abandonment—all of which are ways that leave money on the table.

After all, it is only through AB testing that can you optimize your emails right. By breaking down emails into these two major components, you’ll be able to make more data-driven decisions when optimizing your emails—especially for BFCM.

Open Rate – To improve your email open rates, test your subject lines, and preview texts. You can start with their lengths, how much they incite curiosity, and the use of emojis.

Click Rate – As for click rate, you’ll need to test your email content. This is where you can go back to the anatomy of a winning email. test your headline, hero images. Your Call-to-Actions (CTAs), featured products, colors, and more.

However, we understand if you’re a little tight on time, what with Q4 right at our doorstep. So to help you get a solid footing by the time Q4 and BFCM roll in, we want you to get your hands on our Ultimate Guide to Crush Record-Breaking Sales this BFCM 2020!

From in-depth case studies to tested and proven plug-and-play strategies—all of which you can integrate into your BFCM email game plan without a hitch.

It’s Not Too Late to Optimize Your Black Friday Cyber Monday Emails

Most eCommerce brands spend at least 5 months preparing for the holiday season—as a rule of thumb. Here are some incredibly strategic eCommerce email marketing campaigns to stand out on Black Friday and Cyber Monday for more reinforcements to your BFCM email framework. As they say, the best time to start is now.

[Press Release] Making Money from Your eCommerce Email List with Oliver Kenyon and Josh Chin

November 17, 2019—Landing Page Guys Co-Founder Oliver Kenyon held a Facebook live session featuring Chronos Agency Co-Founder and CEO Josh Chin. In their session Josh answered questions on how you can maximize your profits when making money from your email lists. They also dove into how Chronos Agency works their email marketing magic. Oliver also touched on a bit of their background as a company.

50% interview, 50% Q&A—100% insightful. Oliver and Josh kicked off the stream with a brief background on Josh of how he started out as an aspiring entrepreneur all the way to building his own company (now with more than 50 diligent employees!).

 

Chronos Works Behind the Scenes

Most businesses focus their sights on the front-end conversions, and that’s understandable. However, Chronos Agency handles the back-end operations of a business. There, the Chronos team finds areas where their client can make more money and generate more conversions from their email lists using email marketing. A backroad for sustainable revenue, if you will.

As much as possible, the Chronos team focuses on email marketing as a solution that “plays nice” with other marketing strategies their clients would already have in place. 

Email marketing has always been and always will be a conversion optimization solution as opposed to the lead generation power of paid strategies. But there are instances where, as the team focuses their efforts on optimizing a client’s email funnel, the positive side effects of a well-oiled email marketing machine would be increased traffic flow to the client’s website. 

So with the right tweaks here and there, the effects of well-optimized email marketing ripple into the client’s other strategies. This comes to show how email marketing, even as more of a back-end marketing operation, can still affect and support the front-end side of your business’ conversion efforts.

 

Josh Recommends Klaviyo as Your Email Service Provider (ESP)

While Chronos Agency is a Platinum Partner with Klaviyo, the loyalty and hype for Klaviyo is a genuine one.

Klaviyo gives you full control of your customer data and with what you can do to manipulate that data with maximum results.

 

—Josh Chin

Josh explained how you can split customer bases into preferences based on what they have seen in your store. including what they have bought previously, what they’ve added to cart previously, and what the predicted value of that customer is like in a certain period of time.

You can compile and easily analyze all this information, helping you make data-driven decisions and strategies—giving you an advantage over your competitors.

To back the hype more, Klaviyo has machine-learning capabilities. Meaning, as it gathers data on your target audience it can learn to pick up on patterns that it can highlight in reports for more in-depth data analysis. You can read more about how Klaviyo uses AI to predict crucial data such as customer lifetime value for eCommerce businesses. 

 

Catch Josh’s Tips on Making Money from Your Email List and More Out of Your Email Marketing

What are some ways you can raise your Average Order Value (AOV)? If you’re looking for an Email Service Provider (ESP), which should you go for and why? What strategies did Josh use for managing his mostly remote teams? There is more to email marketing than just literally making money from your email lists. Hear the answers to these questions and more from Josh himself by following the link to the full video here. Go catch some valuable knowledge bombs!

But one tip that always surfaces whenever we talk about getting the most out of your email marketing is automation. Email marketing automation is one of our top recommendations for efficient email marketing operations.

And if you’re already well into email automation, unlock its full potential by learning about the seven automation flows. Get to know the different tools you can use. You can also study some best practices you can integrate into your automated campaigns.

 

What’s Next for Chronos Agency?

Just fresh off the press on May 19, Josh had a collaboration session with Conversion Fanatics CEO Justin Christianson where they held a live Conversion Masterclass online. So in case you missed it, we’ll be covering that online session on our next press release. We’ll also provide you guys the link to the full recorded video in that same press release for your convenience..

But if you really can’t find the time to focus on your email marketing, we can cover that for you! Just fill out our form (it’ll only take 5 minutes) and schedule a free strategy call with us. Don’t forget to check out the Landing Page Guys. If you need high converting landing pages and websites, they’re your guys!

The 6 Telltale Email Marketing Benchmarks for eCommerce Businesses in 2020

With so many competitors in the eCommerce industry all investing in email marketing, how can you measure your success? It’s normal to look into what other brands are doing and how their strategies are measuring up. And it’s already the second quarter of 2020.

It would be helpful for eCommerce brands to see where they stand. So we did our research to help you know your market position! We compiled your much-needed email marketing benchmarks for 2020. Let’s get right to it then!

 

Why is it Important to know the Email Marketing Benchmarks?

When it comes to eCommerce email marketing, it’s all about the numbers and the insights you glean from them.

Yes, you squeeze out your creative juices when planning your campaigns. You rack your brains thinking about which segments to send specific campaigns to. And you spend a lot of time crafting your email subject lines and promo emails.

But when it comes down to measuring your success, the numbers will tell you what you need to know. When you look at your results alone, you’ll know how high your open rates, click-throughs, and revenue are. But how high is high? What are the percentages you were aiming for? This is why you have to compare your numbers with your competitors’ numbers. 

Of course, it would be pretty difficult to get access to your competitors’ analytics—and highly unethical. The next best thing is to take a look at the email marketing benchmarks for 2020. With these benchmarks on hand, you’ll be able to get an idea of how effective your current strategies are. You’ll get to see your position in the market relative to your competitors and other businesses in other industries. 

                                                                                                                                                                                                                                                                                                                                                                                                           

What are the Email Marketing Benchmarks for 2020?

Okay, so here’s the truth. Measuring the success of your email marketing strategies can vary depending on your objectives. Why? Because different metrics are related to different business goals. For example, you can have different campaigns with different objectives. 

One goal can be to increase revenue using that particular promotional campaign. Another goal is to rake up engagement levels using a campaign that asks for reviews. And while there are a number of metrics to take into consideration when you look at email marketing strategies as a whole, these are the most important benchmarks to track. 

Check out the data below from Campaign Monitor:

 

 

It’s important to note that these benchmarks from Campaign Monitor include all industries outside eCommerce, like advertising, media, entertainment, and education among others. 

For eCommerce email marketing benchmarks, Klaviyo provides these averages:

 

 

In relation to revenue performance, Klaviyo has a comprehensive table depending on your annual revenue from email marketing. You can view it here. 

 

Of course, benchmarks also vary depending on industry. Here’s a quick overview of email marketing benchmarks by Klaviyo for specific industries. This was last updated late 2019, and we just handpicked a few that are relevant for our clients. The full table can be found here

 

Source: Klaviyo

 

Interestingly, Beauty & Cosmetics, Fashion & Apparel, and Jewelry & Cosmetics have lower open rates compared to Health & Fitness. However, they have higher AOVs. Aside from these benchmarks, the following patterns were also observed:

 

  1. The industry with the highest open rates and click through rates is the government.
  2. The government also has the highest click-through rates followed by real estate, design, and construction.
  3. Tuesday is the best day for email marketing when it comes to highest open rates. However, it also has the highest number of unsubscribes.
  4. Wednesday has the lowest bounce rates, while Friday has the highest.
  5. Compared to the US and the UK, Australia has higher open rates, but also bounce rates.

 

How can you go beyond the benchmarks?

Now that you know the averages across industries, here’s what you can do to make sure that you reel in above average results.

 

Use Killer Subject Lines

Email marketing is more than just the core content. Subject lines are usually the gateway to an email. It depends on how attractive it is or eye-catching. But if you really want to surpass the benchmarks, forget the overused tried-and-true subject lines of the last decade—be original and creative!. Finding it difficult to come up with a subject line that works? We have a comprehensive list of do’s and don’ts for creating subject lines.

Segment, Don’t Spray

You should know by now that ‘one size fits all’ marketing doesn’t work! Your customers have different needs and wants. You have to invest in personalization so you can play according to your customers’ interests. When you segment, you’re providing them with relevant content which is more likely to convert them. 

With segmentation, you can also automate the kind of emails that each segment will receive. For example, if customers viewed a certain product, this can be a trigger for them to receive a Browse Recovery email for this specific product.

Want to learn more on email marketing automation? Check out our free ebook below!

 

Know When to Say Goodbye

You don’t need to keep every single person on your list. Keeping inactive recipients will only further damage your performance. Remember, choose a quality list over a list with hundreds or thousands of inactive customers. Put this on your to-do list this quarter: prune your email list.

Send at the Right Time

As with other things, timing plays a really big role when it comes to reaching your audience. Send your emails too early or too late, and they’ll be buried under other emails craving for their attention. So how do you determine the right time? Test, test, and test. Check out a sample of what we did for a client here.

Klaviyo has a pretty epic feature called Smart Send Time to help you out.  While it may be difficult to coordinate the difference in time zones of a large mailing list, this feature automatically adjusts it for you! This is just one of the many valuable resources from Klaviyo, making email marketing more accessible and easy to use. 

So you can expect that by simply ticking this option before you launch your campaign, you’d get a lift in open rates and compare your conversion rates before your send-time optimization efforts. Ultimately, you’ll see how your email marketing revenue grows as your open rates soar!

Want to try it out for yourself? We’re a Klaviyo partner ourselves. To see how Klaviyo can help advance your email marketing, you can explore this feature further by using our affiliate link here to get you started

Optimize the Emails Themselves 

Let’s say your subject line is a sure winner. Congratulations! You got them in! Now, the journey doesn’t end. The next in line to face your customers is the email itself. Just because they open the email, it doesn’t mean that they’re sure buyers. You have to optimize the design and the copy accordingly. Know your audience, and create content that targets their needs and preferences.

Keep on AB Testing

Email marketing is not a “set it and forget it” type of channel. Remember, customers’ preferences change over time. What worked well today may not work next year. Likewise, what worked for a specific brand may not do so much for another brand. Dive into AB testing and test everything—subject lines, layout, copywriting, and even sending time. This will allow you to know your customers better so you can provide more relevant content.

Using benchmarks as reference is a useful way to evaluate your email marketing performance and strategies. Do keep in mind that these metrics vary based on your industry and your audience. However, you can use these benchmarks as your initial goals and targets for the year ahead. 

Are you excited to gear up for the remaining three quarters of the year and hit numbers way past these benchmarks? Hit us up and we’ll guide you through!

 

References:

Campaign Monitor

Klaviyo