‘Do You Remember Me?’ is not just a forgotten song by Jermaine Jackson, it is a real question most companies that use email marketing should ask themselves. After all, you’ve done the hard work of building up a solid list of email subscribers and built content that garners impressive open and click through rates. But after your email is opened and the content consumed, how long before your reader thinks of your organisation again?
In just a mere five years e-commerce has realized staggering growth with global B2C e-commerce sales set to increase by 20.1% in this year alone, to reach a staggering $1.5tn. This is all thanks to the speedy development of online and mobile user bases in emerging markets, increases in m-commerce sales, better shipping and even payment options. Even more interestingly, reports from Deloitte suggest that an enormous 50% of all in-store sales will be influenced by digital services by the end of 2014. When customers first research a product online, this can uplift actual in-store conversion rates by 13%, which shows just how important it is for retailers to have a solid online strategy in place.
I’m not sure how many articles I’ve read that begin with the sentence, “Internet marketers and small business owners have billions of consumers at their fingertips.” The truth is, there may be an innumerable audience at the other end of your computer screen, but every savvy business owner and marketer is as aware of that fact as you. Once you get your products and services in front of this large audience, you’re golden. It’s cutting through the noise of the competition to get there that’s tough. Read on to find out why you should be focusing on creating killer email marketing campaigns.
They’re the first email you open or flag for future reference after you’ve purchased tickets, clothes or your weekly shopping. They’re short and sweet but can be very powerful. So why are they so underused?
Transactional emails, which are triggered by customers and include order summaries, thank you emails and other quickies are often forgotten by marketers.
I have worked in advertising for nearly 20 years and I’ve been lucky enough to have worked through the most interesting time in the history of advertising.
Why is it so interesting?
When I started out customers had no voice. They were passive, silent, just a number. Companies built brands not because they were the best at what they did but because they shouted the loudest and people had no choice but to hear.
Every e-commerce business sends promotional emails nowadays. Yup, you’re not alone out there anymore. Back in the days, sending an email newsletter was perceived as a cool novelty. Those days are long gone: consumers are now used to them the same way they are used to traditional direct mail.
We all like it when our local store owner greets us by our name. And we love it when she recommends us the things we love. Because she knows us; we’ve been at her place so many times before that she remembers our name, our preferences, who we hang out with and so on. Thus, she makes it extremely easy for us to keep coming back.
As we’ve clearly seen in our previous post on the best email sending times, there are no silver bullets on this topic. Yes, we can accomplish a few quick wins by looking at the stats and trends alone. But in order to get to the ultimate truth of when to send emails, you’ll need to do some basic A/B testing yourself. Hope this post can make this process as easy as possible.
I have to disappoint you. There is no silver bullet answer to this problem: perfect time and day for sending promotional emails vary drastically depending on your demographics, geography, email list sources etc.
That said, not all is lost – there are ways and stats available to help us get closer to the perfect sending time. Let’s dig into them.
Why is email still one of the top e-commerce marketing channels?
Get a good overview of the most important general stats in the current e-commerce email marketing environment. How many people are reachable through email? Are people reacting through offers via email and what kind of investments other marketers are doing in this space? Learn also about the best times to send out emails, what are the most effective email acquisition tactics and what is the current email client environment like.