email marketing tips

8 Best Practices for Killer Email Newsletters in 2021

UPDATED, 11 NOV 2020—With COVID-19 still a threat and consumer behavior still on the social distancing shift, the eCommerce space managed to adapt to the current situation and prepared itself accordingly to make sure this year ends with a bang! So why not follow through with this momentum by optimizing your email newsletters in preparation for 2021? Amidst the clamor of aesthetic graphics, viral memes, 2-minute videos, and witty quips—email is still the one marketing tool that remains effective regardless of seasonal trends.

It isn’t just about any old generic email newsletter, email marketing has evolved into an elegant solution for eCommerce businesses to have these days. 

The role of email marketing to eCommerce brands can’t be denied, it has the potential to sustainably generate 30-40% of your eCommerce store’s overall revenue, when done right. With the email automation life cycle and customer segmentation thrown into the mix, you as a brand can now optimize your customers’ preferences to build long-lasting relationships with their brand with ease.  

If you want to rehash your current newsletter strategy, these tips will surely get you to where you want to be. 

The question is, how do you stand out from a crowded inbox? The competition for attention these days is greater than ever. Better yet, how do you create a newsletter that people would actually want to open?

Without further delay, here are 8 tips for shaping up your email newsletters in time for 2021:

 

1. Keep it Short and Simple

The Miniskirt Rule applies to email newsletters too! They should be ‘long enough to cover what’s necessary, but short enough to keep things interesting.’ Remember, your content should be able to convey enough details and information but short enough to avoid being boring. Here’s an example from one of our clients—ForChics:

About this design:

  • A brief copy that hooks readers and hints at the value of the content the follows
  • Easy-to-see CTA button whose color stands out from the email’s overall color scheme

 

2. Don’t Overload it With Graphics or Images! 

Sure, graphic elements make your email newsletters attractive and fun to read, but keep everything in moderation! Remember—the main goal of a newsletter is to inform your customers. From another one of our clients, Sommer Ray’s year-end sale email is a great example:

About this design:

  • Simple and straight to the point
  • Less is more—rather than filling up the whole email with graphics or product images, the big discount headline is already enough to catch your subscribers’ attention and tell them what they need to know

 

3. Stay Consistent with Your Brand

Your customers should be able to recognize your brand at a glance regardless of the seasonal theme. 

Don’t stray away from your colors, your design elements, and your visual guidelines. Always align your email newsletters to your brand—this will help in making your business more recognizable and build your brand presence with your customer base and tell your brand’s story.

About this design:

  • Incorporates a Christmas-themed design without it drowning out the brand’s email design standards
  • Stands out from the usual off-season emails, reminding subscribers it’s indeed a special sal

 

4. Don’t Forget the Preview Pane

Only the top 200-300 pixels of your message are shown first, so you have to make those count big time. Make sure you have the important parts of your email newsletter fall into this preview range.

About this design:

  • Important details such as the code expiration and discount offer are at the top major portion of the email
  • Simple yet still effective design that’s easy on the eye

 

5. Make it Easy to Read and Scan

Not everyone has the time to sit down and read through everything in your newsletter. Often, emails are opened via mobile phones, and online users just browse through their emails. Why not make their newsletter experience more convenient?

About this design:

  • Simple, but with relevant and engaging visual content like images and videos
  • Smart use of white space and image so there’s more to see and less to read
  • Nicely contained copy that’s straight to the point and hooks readers

 

6. Include a Table of Contents

Even if your newsletter can be read quickly, there are still some people who just don’t have the time to even scan through your newsletter for that piece of information they’re looking for. So including a table of contents and using anchors to link each item to their corresponding sections would be super convenient for your customers. Here’s a great example from Cook Smarts

Source: Lyfe Marketing

 

About this design:

  • Simple and well-organized sections of content
  • Images are simple and attractive, showing what each of the menu items looks like to readers
  • Forward to a friend CTA at the bottom opens more opportunities to expand the brand’s email list

 

7. Optimize for Mobile Commerce (mCommerce)

Yes, it’s here and it’s not a myth. The growth in purchases made from a mobile device rose from 3.4% to 36.7% in just the past four years alone. Just looking at the peak shopping holiday season of Black Friday and Cyber Monday (BFCM) in 2018, mobile shoppers have grown a whopping 48.1% from 2017, contributing to about $2.1 billion in revenue. 

The future of mCommerce remains one of the brightest channels for eCommerce brands to tap into, so it is imperative that brands should scramble to capture this opportunity. If these numbers aren’t the tipping point yet, mCommerce is predicted to dominate 54% of sales by 2021

So, if you’re not optimizing your email newsletters for mCommerce this holiday roll-out, be prepared to risk missing out on a huge chunk of the revenue your brand could enjoy come 2021. Here’s a mobile-friendly email design from Litmus:

Source: Lyfe Marketing

 

About this design:

  • Single-pane design allows it to retain it’s design integrity when viewed on a smaller screen.
  • Each of the sections is clearly defined
  • Smart use of different background colors to break up the newsletter into easier-to-read portions

The graphics are simple but they deliver each article’s essence

 

8. A/B Testing is Life! 

Whether you’ve read this time and time again in our articles or if this is your first time, we cannot stress enough how important it is for you to test your emails. Which design choices worked better? GIFs or static images? Which is a better way to arrange the content in your newsletters?

Your first or second or even your third newsletter design might not get you the metrics you want on the get-go, which is why testing different email newsletter designs for your 2021 email game plan can help you find and create the design that performs the best and is well-received by your customers.

About this design:

  • Clear layout with great use of the zigzag presentation of multiple items
  • Attractive copy that emphasizes the value of the content and products
  • Catchy and attention-grabbing CTA

 

Create Action by using words alone 

Lastly, an extra tip from us is how you optimize your CTAs. Merely putting links is not enough. How do you get your customers to click on your links? Rather than going for the generic click here links, go for actionable language like read more, donate, or unsubscribe

If you’re having a problem with getting your creative juices flowing, here are 3 eCommerce newsletter ideas that really stood out in 2019 to inspire you and get your marketing team started on your email newsletters for 2021.

 

One of Many Steps Towards Fully Engaging Your Customers 

Email newsletters work so well in establishing a direct line of communication with your customers.

Your newsletters act as the gateway for your customers to convert into buyers and maybe even loyal customers by helping them get to know more about your brand, products, and services regularly.

As you continue sending newsletters with relevant and quality content to your customers, you are sure to build a solid following, which in turn solidifies your foothold as an eCommerce business on the internet.

Do you want to maximize the effectiveness of all the other steps of your email marketing strategy? 

Please don’t hesitate to schedule a free 30-minute strategy meeting with us! We would be happy to do your email marketing for you.

 

References:

Big Commerce

Parse.ly

Fulcrum Tech

Tough Nickel

Groundwire

Lyfe Marketing

Contentious

 

6 Holiday Promotional Email Tips to Boost Your Sales

UPDATED, 29 OCT 2020—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 this BFCM.

 

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.

 

2. Use Humor and Wit to Win at Halloween

Halloween is a playful holiday that uses humor, costumes, and play to deal with it’s darker origins. If you can tackle some hallow themes with a bit of pizazz and fun, you will undoubtedly win points with your audience.

Take a look at this example from Peet’s Coffee.

peets coffee halloween email example

They creatively play on the concept of being “afraid of the dark” by tying it with their dark roast coffees. It’s great branding because it’s memorable and relevant.

 

3. Show how you are giving back to the community this Thanksgiving

It can be a really great move to show some 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 it’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 to their close circle of friends.

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.

incentive-example

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.

If you want customers to tweet, share, and give you increased awareness, it needs to be something that interests them. 

 

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. 

Halloween

  • Chronicle Books: Put Some Boo in Your Next Book Order
  • Petsmart: Fang-tastic Halloween savings – 4 days only
  • Etsy: Wonderfully Wicked
  • DAVIDsTEA: We’re soo pump(kin)ed about this free gift

If you want more, check out Campaign Monitor’s list of 100 Halloween subject lines.

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.

Keep in mind that these are only examples. You don’t want to leave your brand identity in the dirt just for a holiday subject line.

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. You have to create campaigns that help potential customers relate to your business. 

Add a personal touch, get the theme right, and blast off a social media campaign, and your holiday seasons will be very jolly indeed. And if you’re still not sure how email fits into your holiday campaigns, schedule a free 30-minute call with us!

Once you’ve nailed your themes, it’s time to put them to good use! To fully optimize and streamline your BFCM email gameplan for 3-10x more sales, you’ll need our Ultimate Guide to Crush Record-Breaking Sales this BFCM!

What’s in the secret recipe that keeps the gravy flowing for 8-9 figure stores? Read through our guide as we break down their formula so you too can enjoy record-breaking numbers by the end of 2020.

 

References:

Campaign Monitor
Jeff Bullas

Crush BFCM 2020 with These 7 Holiday Marketing Campaign Ideas

Q4 is finally here! BFCM is knocking on our doors, and online consumers will be flooding in at biblical proportions! With this year’s BFCM projected to be the biggest one yet, you can’t afford to lag behind the competition. To help you get your bearings straight and take the lead, here are some holiday marketing ideas for effective campaigns to guide your marketing efforts this Q4.

 

1. Create Your Theme and Messaging Style

Holiday eCommerce marketing is more than just an email with a “Happy Holidays!” sticker slapped on. It’s important to incorporate your target holiday’s theme into your email design while still sticking to your branding guidelines. Here’s an email example from Sommer Ray.

Red is a prominent color for Christmas-themed marketing. Additionally, red is as eye-catching as it is effective at a psychological level. This color also encourages feelings of excitement and encourages your subscribers to complete their purchase.

Check out the adorable little Santa hat on Sommer Ray’s company logo. It’s a nice touch, driving home the point that they’re still the same familiar brand just celebrating the holiday season with their customers. 

 

2. Stay in Sync with What’s Trending

What’s hot on the internet right now? We’re all aware of the still at-large COVID-19 pandemic, so what does this mean for online consumer behavior?

COVID-19 is largely responsible for the shift in consumer buying behavior due to the pandemic. Consumers aren’t going out for any big purchases and travel vacations this coming holiday season.

Here’s how you can use this to your advantage. Promote products and services that help enhance the stay-at-home lifestyle. One idea (especially for beauty brands) is promoting DIY content for your customers who can’t go downtown to have their nails done, hair styled, or makeup done. You can also re-angle this as you encourage your subscribers to do their holiday shopping in your store.

So in tandem with your sales emails, you can include User-Generated Content (UGC) like tutorials on how your customers can use your products.

 

3. Maximize the Use of Landing Pages

Here’s a simple hack—make sure your holiday marketing campaigns lead your customers to your eCommerce store’s website. This way, people who show interest in your brand will be nudged to sign up for your email list.

You can also explore linking your sales emails to landing pages made for a specific holiday. If your customers want to apply for a discount, premium membership, newsletters, and the like, landing pages are great funnels.

Takeaway tip: For this BFCM, design your landing pages and write their copies to match the event. Remind your customers they landed on your landing page because it’s BFCM, not because you asked them to. In other words, sell yourself without selling yourself for higher-order values.

 

4. Drive Traffic with Social Media Ads

Maximize your market reach by going beyond just your email marketing. Social Media ads are especially useful now since most people are doing their socializing online. So don’t underestimate the power of combing social media and email marketing.

Your emails can only reach as far as the end of your email list. So, expand your list by also attracting people who just so happen to be scrolling down their Facebook newsfeeds. You’ll never know, a potential loyal customer might just be waiting for the right engagement.

This practice is actually part of multichannel marketing, an advanced marketing strategy 8-9 figure stores use that plays a role in their ongoing success during big sales events like these. One major thing to keep in mind: tweak your New Customer Acquisition or Welcome flow to be coherent with BFCM. When you capture new leads, the first email sequence they will receive should remind them of this.

 

5. Craft Your Holiday Email Sequences

Catching your customers’ attention is one thing, but getting them through your marketing funnel is a whole different story. Since there is more potential for higher revenue during the BFCM and holiday season, your holiday marketing email sequences should also level up to ensure that you don’t leave money on the table. It’s important to make the most of this season by crafting a tried and tested email sequence guaranteed to bring in sales.

But if you’re looking for a streamlined and ready-to-use sequence for last-minute preparations, feel free to use our proven 6-Step Holiday Email Sequence! This sequence helped us hit a whopping $831 total email revenue for our clients during BFCM 2019.

So combine these six steps with proper segmentation and sending practices, and you’ll be one step closer to making those record-breaking numbers this BFCM 2020!

 

6. Optimize Your Email Send Times

Your emails only work when your subscribers actually see them. Timing your send times can mean the difference between a sale or a buried and forgotten email.

Especially for this BFCM season, you can only imagine the sheer bulk of holiday marketing emails your target customers might be receiving from other eCommerce stores. You’re going to need to step up your email sending game so you can break through the noise!

How we found the best send time for one of our clients involved a series of AB tests. In these tests, everything about the emails was the same except for their send times. In those three tests, the variations of send times were 10 AM and 4:15 PM.

Results were unanimous, with all three showing the highest open rates and revenue happening during the 4 PM mark.

Again, all it takes is a well-timed email. Do keep in mind that customer behavior is different during the holidays. Why not check the times that your customers opened their emails last year? 

 

7. Streamline Your Email Automation Framework

Saying BFCM 2020 will be hectic is an understatement. For most (if not all) of your email marketing efforts to really generate maximum conversions, you’ll need a proper automation setup.

Email automation is the perfect tool for tracking, responding, and nurturing your many customers, especially during big sales events. Set up the right trigger points, create an extensive email calendar, and set up the right email sequences for the right actions your customers will take.

Automating your holiday marketing campaigns right will help drive more conversions and properly nurture your customers into becoming repeat customers—or even loyal customers.

So you’ve got all these ideas now, how should you put them into practice? If you want to take the lead this BFCM 2020 and beyond with 3-10x more sales by the end of Q4, you’ll need our Ultimate Guide to Crush Record-Breaking Sales This Q4!

The secret sauce of 8-9 figure eCommerce stores decoded for you to get maximum sales and tribe growth by the end of this year. It’s never too late to prepare for success, learn how big brands generate big numbers now!

But if your hands are already tied up with all the Q4 madness already, then why not get someone else to do your holiday email marketing campaigns for you? We at Chronos Agency strive for our clients’ success by bringing out the best of their email marketing.

You won’t believe how much money you might already be leaving on the table. But with the right email practices, your emails can finally generate 30-40% of your store’s overall revenue!

All it takes is a quick call with us and our email teams will handle your store’s back-end issues.

Take Control of the Holidays with this Proven 6-Step Email Marketing Sequence

UPDATED, 03 SEPT 2020 — As the third quarter of 2020 draws to a close, it’s time to evaluate how your email marketing strategies have fared so far. Did they exceed your expectations? Or do you think you could have done something more? With the 4th quarter of the year coming up, you have one last chance to boost your revenue for this year. It goes without saying that the coronavirus pandemic affected businesses all over the world, and having a successful Q4 can turn it all around. Thankfully, the tail-end of each year is laden with eCommerce holidays, so you can make the most of your email marketing for the holidays.

 

Top eCommerce dates of Q4: December has 5 Major Dates!

Here’s why Q4 (October to December) is such a big deal for eCommerce stores: there are ten days to take advantage of—eleven if you count January 1 because it’s still very much part of the holiday season.

As Q4 comes closer, here’s a quick rundown of the important eCommerce dates. These are all opportunities for maximizing your sales that you shouldn’t ignore.

  • October 31: Halloween gives you so many angles and ideas to spice up your usual campaigns. 
  • November 11: Veterans Day is a great day to announce and start attracting attention for your other upcoming sales.
  • November 26: Thanksgiving is an opportunity to send out last Black Friday reminders. Recently, Grey Thursday has also been a thing, so this is something you may want to look into.
  • November 27: Black Friday is one of the largest eCommerce sales days and you won’t want to miss it! People are actually gearing up to shop—take advantage of this! With COVID-19 still being a huge factor in physical stores’ revenue decline, this just means that more people will be turning to eCommerce stores for their holiday shopping sprees.
  • November 30: Cyber Monday is the biggest eCommerce shopping day, generating $9.4 billion in sales last year. 
  • December 15: Free shipping day means ten days before Christmas, so treat your customers well as they wrap up their Christmas shopping. 
  • December 24: Christmas Eve is for last-minute shoppers, especially since a lot of physical stores are closed on this day.
  • December 26: Boxing Day is when customers usually use their gift cards so there’s another gateway of opportunity!
  • January 1: New Year! No better time for clearance sales!

The 6 Steps that will Maximize Your Email Marketing for the Holidays

In 2019, total online spending reached a record-breaking $ 142.5 billion, which was up 13.1% year on year. Additionally, Black Friday raked in $7.4 billion while Cyber Monday pulled in $9.4 billion in sales.

So why don’t you cut yourself a generous piece of that pie? Start integrating this proven 6-step email marketing sequence into your holiday marketing plans. Those results could be yours. 

Couple these six steps with proper segmentation and best sending practices, and you’ve got yourself some newsworthy numbers. By implementing this six-step strategy, we hit $831K total email revenue for our clients during the BFCM week of 2019.

 

This email sequence is composed of 6 steps of 6 emails that will help you secure your spot in your customers’ inboxes, minds, and hearts during the holiday season.

 

Step 1: Hype it up!

Build your momentum by using hype-builders. These are emails that act like teasers so you are able to build up the anticipation of your customers. Make them know you’re up to something huge! You can do this by creating opt-ins like holiday-themed pop-ups for example. This is for those who want to receive updates on upcoming BFCM discounts, Christmas sales, and other events. Why is this effective? It will help with customer segmentation and it will also increase your open rates since these are your customers who voluntarily signed up to receive updates. 

email marketing holiday example

Create flows specifically for them and set these up way before the holidays. Continue hyping, so when the events happen, you’ve got them hooked already.

 

Step 2: Know Your VIPs!

Who’s in and who’s out? It’s up to you to set the standards of what you would classify as a VIP.  Usually, some stores would base this on those who recently purchased, or those who have high overall spending.

Use the days leading up to the holidays to build your VIP List too. A VIP list is essentially a self opt-in list of very excited subscribers who will most likely purchase from you. So here’s what you can do. Create incentives when your subscribers “opt-in” to a special segment for early access and exclusive offers. 

 

Step 3: Do a priority launch

Give your VIPs the treat they deserve! There are two things to remember here. First, roll out your invitations to your VIP list even before you send out announcements to the rest of your list. Next, set up an early launch exclusive for VIPs. You can angle it like ‘Finish Your Christmas Shopping Before Everybody Else!”

What’s the advantage of holding a priority list launch? You get a headstart on BFCM, and they also get a headstart in their shopping. It’s a win-win!

 

Step 4: All hands on deck for your main launch!

This is what you’ve been gearing up for all along! If you’ve been focusing on email marketing this year and implemented best practices such as segmentation and AB Testing, you should already know by now what works best for your audience. This is the time to apply everything you’ve learned about what works best for your customers.

 

Consolidate the best of the best results of your AB Campaigns the past year and start doing more of them. You can also set up separate promos for your best sellers or for each category. Be creative while taking into account the results of your AB tests. One thing you have to remember—do NOT do any more AB Tests during this season. Reap the benefits of your past AB tests!

 

Step 5: Send social reminders

Did you know that 63% of customers are more likely to buy from a site if it has a lot of reviews and product ratings? Plus, customers tend to read an average of ten online reviews first before feeling secure enough to trust the store.

Sending social proof is a step you should never skip. Your email marketing for the holidays should include those reviews, stories, or even a refresher of your brand story. Use these to remind your customers that the sales period is ending. Basically, entice them, even more, to buy NOW.

social reminder example for email marketing for the holidays

Other social reminders you can send are customer testimonials, customer or usage numbers, awards, recognitions, product reviews, and press mentions if any. 

 

Step 6: Close your sales with a bang

Go out with virtual fireworks. On the last day of your sale, emphasize that it’s ending in a few hours. Play on urgency and timing, and how your customers should not wait any longer. Use your graphics and your content to make this message come across.

Here’s a bonus tip: hold a bounce-back sale! Why? People love second chances. Get more sales by giving your customers one last chance to buy from you? You can do this a day after your closing campaigns. Customers will love it, so it’s a win-win situation.

It’s how a beauty brand hit their BFCM 2019 record in 7 days using this 6-Step Holiday Sales strategy!

There you have it—six steps and six emails to maximize your holiday sales! Plan it out and implement with the best email marketing practices to get a holiday revenue you’ll never forget. 

Use this proven email sequence and watch the numbers go up on your open rates, click-throughs, and revenue. If you need help wrapping your brain around this strategy, let us know by booking a strategy call with us.

How to Convert Window Shoppers into Actual Customers with Product Retargeting Emails

Did you know that 97% of customers who visit your site end up leaving without adding anything into their carts (let alone actually buying anything). So while you could be seeing high traffic flow to your eCommerce store’s website, only a small fraction of that would actually buy something. Here’s where product retargeting emails come in.

Retargeting emails are great for reminding your window shoppers that the products they were eyeing are still waiting for them back at your online store. Like a cross between reminder emails and cross-sell or up-sell emails, this type of email acts as that gentle nudge to get your customers back and finally make a purchase.

With Q4 coming up in a few short weeks, you’re sure to experience a flood of online shoppers this Q4. Here are the best practices when it comes to using product retargeting emails that will help turn your window shoppers into product shoppers.

 

Focus on the Goal of Your Product Retargeting Email

Product retargeting emails boil down to one goal—to remind your customers that they are interested in a product that you are offering.Using this as your framework, This should narrow down on what you’ll put into the retargeting email content. 

Get straight to the point. Keep your content focused on the product of interest, and gently encourage your customers to return to your website. Don’t add in any other distractions.

Quick Tip—add a sense of urgency, especially if the product of interest is limited in stock.

 

Recommend Relevant Products

Try to get into the mind of the customer. The truth is, not everyone knows what they really want until it’s presented to them. That’s what makes good marketers stand out. They are able to convey to a customer that they need or want a certain product.

When you include product recommendations, you’re doing more than just giving your customers options. You are helping them find a better-fitting product. In the end, it’s a win for both you and your customers.

So not only are you highlighting more of your products in your emails, but you can also take the opportunity to cross-sell and up-sell other products. Just remember that they should still be relevant to the initial product in question.

Here’s a great example of a product retargeting email from ForChics, for your reference.

Along with the main product of interest, this beauty brand included a section for product recommendations in their email. 

 

Optimize Your Email Send Times

This goes beyond just finding the best email send times (which you can do via AB testing). As much as possible, your retargeting emails should be sent shortly after your customers view a product from your online store. Remember, timing is of the essence!

Here’s why this level of timing is important:

  1. It’s always best to strike while the iron is hot. What does this mean? It would be best to remind your customers of their products of interest while it’s still fresh in their minds.
  2. Your email will sit on top of the email pile. Inboxes tend to fill up with emails from other sources—fast. When you send your emails too early, they may end up buried under those other emails. If you send them too late, your customers might have lost interest completely by the time they get to your email.

 

Use Your Other Marketing Channels

There’s always more than one way to reach your goal and the same can be said for product retargeting. Expand your retargeting efforts to your other marketing channels to maximize your results. You can explore social media, Google Ads, and even cart abandonment emails.

Multichannel marketing is a must-have skill for eCommerce businesses that are looking to scale—especially now that Q4 is coming closer. So make sure you expand to other channels and use them for your marketing efforts outside of email targeting.

 

The Best Part—Product Retargeting Emails are Meant to Be Automated

If you’re worried about all the timings and action-based considerations, email marketing automation is here to save you the trouble!

Setting up email send schedules and action-based triggers don’t have to be complicated. Learn about all the tools you need to get the most out of your product retargeting emails.

Product retargeting emails are just one of many email marketing strategies available to your eCommerce brand. Do you want to learn more about other email strategies, the thought processes behind them, and the extensive A/B testing they go through?

Check out our Facebook community page—eCommerce Email Lab here we believe that great strategies aren’t found, but are made through high-voltage ideas and brutal A/B testing.

References

Mail Chimp — Turn Window Shoppers into Customers with Product Retargeting Emails 

Mail Chimp — What is Retargeting

The eCommerce Success Formula of 8-9 Figure Online Stores That Use Email Marketing

“What on earth are they doing with their eCommerce email marketing that I’m not? What’s their formula for success?” These are questions that would plague your mind when thinking of how to reach, or even surpass, the level of success that 8-9 figure eCommerce stores have achieved.

When it boils down to hitting that 8-9 figure benchmark most stores are vying for, we’ve seen a pattern on how they do things differently and we’ve summarized this in THREE major points:

  • 8-9 figure eCommerce stores trained their minds to adopt a different mindset
  • They have optimized and fine-tuned content.
  • And finally, they think on a wider perspective

So let’s crack open these 3 major points and see what makes these 8-9 figure stores tick.

 

8-9 Figure Store Owners Adopt a Different Mindset

The first major component of the 8-9 figure eCommerce success formula—breaking the mold of conventional mindsets. They understand the distinction between email marketing to their eCommerce brand as a “nice to have” and a “must-have” for their business. 

In fact, for the 8-9 figure stores we’ve worked with, email marketing was one of their main strategies for hitting those figures.

Here are 3 things they’re doing differently when setting their mindset to email marketing:

  • 8-9 figure eCommerce stores jumped onto supercharged advanced strategies while still not foregoing the basics. 
  • They lay down a solid foundation, and they are way past the“set-it-and-forget-it” mindset of yesteryear.
  • Last, but not the least, they make use of intuitive email providers and look into the right data to seek out the “gaps” in their email marketing strategy. 

Email marketing platforms, like Klaviyo, allow eCommerce businesses and dropshippers to take a deep dive into the lifetime value data of your customers or CLTV.

 

8-9 Figure Store Owners Optimize and Fine-Tune Their Content

As for the second major component of the eCommerce success formula—continuous optimization of content. Here are 3 rapid-fire techniques 8-9 figure eCommerce stores are implementing in their success formulas that you can and should too:

 

1. Listen to Data—be fearless when A/B testing

Accurate strategizing means data-driven decision making. Numbers don’t lie, so pay close attention to the results of your marketing efforts.

A great example of this was during last year’s BFCM. We listened to the numbers which helped us narrow down on the best strategies to use during the 7-day sale. 

Based on a year of A/B Testing, we poured everything we got into those 7 days and earned $831,000 for our clients in 424 campaigns. 

Overall, we contributed an average of 23% across all clients during the sales craze.

Using the 6-Step Email Marketing Sequence, we incorporated our data-driven decisions into the holiday flows we set up for our clients for those 7 days. 

THE RESULTS—our flow revenue attributed to 56% ($469.7k) of total email revenue. And again, that was generated in 7 days!

Here are the specifics of what we test when A/B testing emails:

  • CTA
  • Sending Time
  • Product Blocks
  • Email Layout
  • Subject Lines

 

So how do you run a solid A/B test?

As long as you have a clear test framework and you have time, you can run as many A/B tests concurrently as you’d like to answer your hypotheses.

The key here is manipulating only a single element at a time to draw a firm conclusion in your final results. 

Plus, it’s important to always look at the correct metrics for each AB Test. For example, if you plan to test open rates, you would test elements like send time or subject line, and not the CTA button. 

You’ll be surprised that A/B testing and conversion optimization are not one in the same. What’s the difference? Read on about it here

Remember— how 8-9 figure eCommerce stores are able to unlock the full potency of their success formulas is through brutal A/B testing.

 

2. Segment and Personalize

Engaging with your customers should go beyond just including their first name in your emails. It’s way more than that. Dive deeper into your customers’ demographics. Analyze their buying behavior, and preferences then incorporate those into your emails. This is one of the most important spices in the eCommerce success formula, as it helps with your content relevance and accuracy.

Based on that data, organize them into the appropriate lists. This makes your email marketing more accurate and relevant to your target customers. Give your customers a more personalized experience for higher engagement with your brand.

Segmented campaigns, when done right, can boost your email revenue by up to 760%, fetch you an up to 14.06% increase in open rates, and 54.79% higher click rates.

Try these 4 Advanced Segmentation practices 8-9 figure businesses are currently using: 

 

A. Product Interest

What products are your customers interested in? Study and group together customers with similar interests.

 

B. Frequency of Purchase and Last Purchase

Base your emails on what your customers bought last or frequently. Doing so helps you come up with product highlights relevant to those particular products.

This is a great way for up-selling and cross-selling your other products. Especially products that don’t receive as much attention but might be something your customers would consider buying.

 

C. Price Sensitivity

Create a segment for your customers who are sensitive to prices. These customers are most likely waiting for a special discount or sale. They would be the best targets for emails notifying them of upcoming sales.

This way, you can get customers who are both okay with making full-price purchases AND discounted purchases to buy from you.

 

D. Exclusion Segments

You can’t have them all, and that’s okay. Learning which customers are simply not interested in your store can help you avoid sending emails that can potentially damage your brand’s reputation.

And like in the point above, this can help you allocate your resources to the right customers.

 

3. Optimize Flows and Deliverability

What’s the common email marketing mistake the most eCommerce businesses do?

They set it—then forget it!

Treating your email marketing like it’s a turkey dinner in an oven will only backfire. And much like ending up with a burnt turkey and an empty stomach, your business will be left burnt out from inefficient email strategies and deprived of proper ROI.

Setting up a series of emails aimed to nurture your customers towards a specific action can go a long way. For example, according to the Baymard Institute, 69.23% of shopping carts are abandoned.

Not optimizing your cart recovery flows would have you literally leaving money on the table.

But there’s hope! 54% of shoppers would return to their carts and complete their purchases, especially if those products were offered at a lower price. All they need is a gentle push.

 

Email Marketing Automation for Efficient Optimization

Automated emails are the best for giving that small push. Having 70.5% higher open rates and 152% higher click-through rates than other marketing messages, these emails are designed to remind your customers about their abandoned carts.

In most cases, that’s more than enough to get your customers to finally get their carts all the way through checkout. So it’s no surprise that 8-9 figure eCommerce stores would have automation mixed in their success formula.

Optimizing the deliverability of your emails means you’re pumping out great content which usually gets you better quality conversions. And better quality conversions play a big role in helping you reach those 8-9 figures.

Yes, great content and impressive, eye-catching email design is important. However, it’ll be all for naught if your emails don’t get delivered in the first place.

So aside from creating precise segments, 8-9 figure stores also invest in a lot of AB Testing to further fine-tune and optimize the already personal approach. 

How are you faring against the competition? We detail the 6 tell-tale email marketing benchmarks of 2020 here based on industry. You’ll be able to pinpoint which areas you’ll need to focus on whether it’s landing in the right inboxes or enticing them to buy more after their last purchase. 

 

Exercise: How to Segment Based on Interest and A/B Test 

Product — Ladies’ corporate handbags

Segment — Customers who have viewed a certain product category at least once or twice over the last month

Email — Remind the customer that there’s something in this category that they LIKE. You can also throw in a few product recommendations of similar products that are lower in price. 

A/B Testing idea — Since you already know that they are interested, you can tweak other elements in the email that will help guide the customers to the end goal you want: PURCHASE. 

 

A/B testing never ends, guys. Here’s a quick actionable you can try: Try comparing animated CTA buttons and plain ones. 

Most of the time, the smallest tweaks can surprise even the most veteran of marketers. 

 

8-9 Figure Store Owners Think on a Wider Perspective

Finally, the third major component of the eCommerce success formula is a broader perspective. 8-9 figure store owners track unconventional data that not all stores have even begun to look at! 

They go beyond tracking monthly revenue and the percentage that comes from email marketing and other channels. Again, while these are important, the data is not very farsighted.

Looking at the revenue you reap per month is important, but it can be limiting.

 

Customer Lifetime Value (CLTV) 

Knowing your CLTV means you can focus on the active customers and study which customers have the highest growth potential.

This way, you can confidently allocate your resources towards genuine and organic customers in your lists. Avoiding inactive contacts makes your efforts more efficient and sustainable.

8-9 figure store owners KNOW that the higher your CLTV is, the more you can put into advertising/paid strategies to scale up faster using your cold traffic. 

This means that the faster you can increase your CLTV, the faster you can scale. And when you use email marketing to increase your LTV, the profit margins are extremely high. 

Because if you’re not focusing on your LTV yet, you are definitely leaving money on the table. And that’s the reason why most stores are not yet at the 8-9 figure mark.

The bottom line is, if you’re not yet tracking your CLTV, you’ve been missing out on some huge potential income. 

It’s about doing everything in parallel to ensure that you meet your goals: higher conversion rates, higher CLTV—until you scale to 8-9 figures!

Remember, growing your business into one of those 8-9 figure juggernauts means focusing more on data-driven decision making and strategizing. To do so, pay closer attention to your customers, their behaviors, and preferences.

And finally, optimize your flows and deliverability based on customer data. This then ties all the way back to making data-driven actions.

Email marketing can play a crucial role in making this formula for eCommerce success work. Kick up your email game by filling out our form (it’ll only take 5 minutes) and scheduling a strategy call with our LTV and email experts!

 

Resources:

Campaign Monitor – Guide to Segmentation in Email Marketing for the Evolving Marketer

Campaign Monitor – 4 Advanced Tools to Track and Improve the ROI of Email Marketing

Mail Chimp

Transaction Agency