Over 25% of all e-commerce revenue comes from email marketing; the power of email on your bottom line is undeniable. A lesser-known but equally important statistic is that 31% of subscribers who open your emails (but don’t click through from the email) are likely to visit your site within five days.
It’s time to get down to brass tacks. You may know why you should be focusing on email as a marketing channel, and even a bit about how re-engage various members of your digital audience through email, but if you aren’t writing emails that get opened and drive traffic to your website, you’re losing the war even if you’re winning the subscriber lists battle.
This week we mark the start of a new series of articles, scratching below the surface and poking about in the gray matter a bit. Read on to discover why behavioral sciences are important for email marketers and what really drives us and our actions.
As an email marketer, you are probably concerned about such things as; impressions, open rates, click-through rates and conversions – and rightly so. They all convey important information about your email campaign and are the primary source of insight into the performance. However, where do all these numbers come from and how can you use them to help understand how your customers interact with your emails?
Continuing our series on retail and how retailers use email, we selected three popular retailers in the UK, DIY giant B&Q, retail store Next and home goods shop Argos, to include three large retail sectors in our investigation as to what email efforts retailers with storefronts are using. Of most interest to us: Was email used to promote offers and discounts, or simply as a front-of-mind awareness technique? Did the retailers send recipients to their website as part of the email campaigns and were they targeting consumers with relevant, personalised emails?
To start the experience from scratch, we set up new accounts for all three retailers to see exactly how they engaged online from step zero.
Up to 80 percent of internet consumers will come to your website, browse and bounce.
If you’re getting even as few as 1,000 unique monthly visitors, that’s 800 possible consumers who leave your site without doing anything. That’s a whole lot of possible consumers you could be converting, either with a sale or at least contact information to keep in touch. Yet most companies cannot seem to capture the lost 80 percent – and what’s worse, don’t realise that there are ways to get that 80 percent back into the business.
There’s such a thing as being fashionably late, but fashion companies who aren’t prioritising their email marketing efforts are going to miss out completely. ASOS and Net-A-Porter are two online fashion powerhouses using email marketing exceptionally well to re-engage their customers to stay front of mind and top of inbox. So what can we learn from them and what are they missing?
In the past few weeks, I’ve kept my eyes peeled for what makes these two retailers particularly successful at the email marketing game. I’m a long-time subscriber to both companies’ mailing lists. I buy from ASOS quite frequently; my last purchase was in April 2014. My last purchase from Net-A-Porter was early in the year, and I’ve bought from them perhaps a handful of other times in the past. Since I have a fair share of backlog emails from both, I spent a few weeks collecting and comparing their emails and have come away with a few top tips you can use to improve your email marketing efforts.
E-commerce sites are the new sales catalogue. Just like the pages of your favourite glossy catalogue popped freshly through the mail slot, it is easy to get carried away looking at webpage after shiny webpage of great products. But how to package the delivery of your products like those exciting, robust catalogues of yore? Done right, your email subscribers will have as many reasons as the products you sell to get lost on your site for a while, and earn you the big bucks when they buy your products.
Would you like to be approached by a salesperson who has no information about you other than what they can see – age, gender, ethnicity? Nowadays that is unimaginable in the online sphere however in the past marketers and salespeople had very little information about the individuals in their customer base. (We won’t tell anyone that we can remember those days if you won’t!) Instead, these pre-Internet pioneers relied heavily on appealing to large target markets based on demographic or psychographic truisms. Remember Razzle Dazzle Daz ads?
‘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.