Emails. We all have inboxes full of them, which means our customers do, too. That’s why it’s exceptionally important to make sure the emails you’re sending are worthwhile. The days of the basic email newsletter or generic ‘thank you’ email, are long gone.
As an eCommerce business, it’s important to know that emails can actually generate real revenue. Once a customer registers their email with your site, an email welcoming them to the family typically has an 11.72% conversion rate, generating roughly $.97 per email.
The post-purchase email can generate roughly $.48 in revenue, with an open rate of 30.8%.
An abandoned cart email has the power to generate up to $6.50 per email. The statistics simply don’t lie. Email is important and can mean real money for your business.
Below are our 7 practical ways how to increase revenue from every email you sent.
1. Automation of emails workflows.
The automation of email workflows has made marketer’s lives significantly easier. Instead of manually monitoring and tracking every single email, marketers are able to set triggers, and track consumer’s behaviors to launch targeted emails and generate real revenue.
Email automation saves significant time and also creates more timely emails. With properly set triggers, post purchase, welcome, browse and cart abandonment campaigns, and automated campaigns, can be sent automatically, creating higher conversation rates and a better customer experience.
Generic emails are no longer acceptable. Customizing email is now the way of the future. Personalizing emails with name, product purchased, browsing history etc., leads to significantly more clicks and conversions.
More personalized emails lead to greater customer loyalty and higher revenue.
In fact, “addressing your subscribers by name in subject lines boosted open rates by 29.3% on average”. With the right tool, personalizations are easy to insert and can make a world of difference.
However, be careful with your personalizations. Make sure your email list is accurate with proper information, otherwise, you may risk appearing like Spam. Nothing is worse than an email with a blank first name or fake name.
3. Usage of Triggered Emails.
When users receive an email based on a triggered event, it is timely and relevant, rather than a newsletter which is generic and scheduled. Triggered emails are often times more consistent. Since triggered emails do not rely on human intervention, they can be launched when an event occurs, making them consistent and timely.
Triggered emails can range from life events (birthdays, anniversaries) to feedback requests and purchase reviews.
For more triggered email ideas, check out our tips here.
4. Optimization for mobile.
Let’s face it, everyone is always on their phones. In fact, 55% of email opens occur on mobile devices. The percentage of email opened on mobile phones significantly outweighs all other methods.
If your emails aren’t being optimized for mobile, they could be opened, but immediately forgotten.
No one is going to take the time and effort to read your email, if it requires extra zooming in and zooming out.
Don’t forget: shorter subject lines are typically better for mobile phones, given the smaller screen space. Neglecting to optimize for mobile cuts out a significant piece of your market, leading to missed revenue and money left on the table.
Along the same lines of personalization, when we receive emails that are clearly made just for us, we are much more likely to open them.
Now, real-time email workflows allow you to send personalized offers to your customers based on their browsed and purchased products, purchase history, demographics, age, etc.
As consumers, we want things to be custom made for us, and segmentation helps brands do just that. With customers, when brands put in additional effort and pay a bit more attention, it goes a long way.
You can gather proper customer information like: subscribers’ needs, and interests by collecting data through segmentation, surveys, etc., leading to more effective campaigns.
6. Design Importance.
Even if you properly segment your lists, use personalization, and optimize for mobile, if your design is sloppy or careless, you may lose customers.
Why? Your email design represents your brand, something that is hastily thrown together says only negative things about your quality assurance in all other aspects of your business.
Design should be representative of your brand image, colors, and fonts, and should be thoughtful and consistent with other brand emails.
7. No More Lists.
R.I.P purchased lists. In order to run a successful e-commerce email campaign, purchased lists need to remain far away.
“Purchasing a list may seem like an easy option, however, this will start you on a dangerous path into the SPAM folder.”
Allow your customers to opt in using their real-time data, and auto-segmentation via your website. Once a potential customer opts in, they received a triggered welcome email with a discount and boom! New customer. If you are using purchased lists, your Spam rating will rise and you will tarnish your brand to many prospective customers.
Allowing for opt-ins only will not only improve all your email stats, it will create higher conversions and higher revenue opportunities.
Email marketing is vital to any growing business in e-commerce, however, it can’t be taken lightly. Through proper email marketing, you can gain customers, conversions, and loyalty.
However, on the other hand, hastily put together campaigns with inconsistent messaging, and design can have the adverse effect.
Choosing the right tool to provide your automation, event triggers, personalization, segmentation, and analytics is essential for your brand’s success.
Kristina is an Evangelist at TriggMine, email marketing automation service. She is great when it comes to email marketing tips & increasing conversions.
During pasted 2 years she successfully launched more than 100 email campaigns for e-commerce websites.
She’s also the voice of TriggMine. Kristina performed as a speaker at 100+ events in USA, Europe & Asia. Among them are 4 Meet Magento events, Global Predictive Conference Santa Clara CA, PAW in London and San Francisco, eComExpo (Spain), Webit Summit (Bulgaria, Turkey), Wolves Summit (Poland).
She believes that email marketing rules and data is the king.