You could spend weeks developing the most elegant, creative content strategy for your customers, but if you’re having deliverability problems you’re flushing all that hard work down the toilet.
This guide will help you understand the underworld of email deliverability and also learn how to fix it.
Which one do you think makes more sense: spending resources on getting new customers or investing more into keeping your existing ones while warming up your leads with smart re-engagement email campaigns?
Hint: customer retention is cheaper than acquiring new customers, and existing customers are more likely to convert than new ones.
Anyone with an email inbox knows that, when it comes to sales, cold outreach is one of the most popular techniques today.
Your potential clients are being constantly bombarded by cold emails, many of them are from your direct competitors. If you want to stand out in their inbox and get that reply, you’re going to need to put some real effort in and dig below the surface.
Dollar for dollar, email marketing is one of the most effective channels at your disposal for making sales and generating repeat customers. Email is the backbone of customer retention, and a highly effective channel for connecting with your customers even after they’ve left your website.
A welcome email is one of the more important types of emails you’ll send to subscribers.
Bad news…Your email marketing database degrades by about 22.5% every year.
Your contacts’ email addresses change as they move from one company to another, opt-out of your email communication, or abandon that old AOL address they only use to fill out forms on websites.
You need to make sure you’re constantly adding fresh contacts to your email marketing campaigns so you can keep your numbers moving up and to the right.
When a potential customer abandons their cart your main focus is going to be on getting them back on track toward making a purchase.
The most common tool in your reach is the Abandon Cart Email.
The most important thing to keep in mind is that all cart abandoners abandon their cart for a reason. If you can figure out what that reason is (and make the appropriate improvements) you may just gain a loyal customer for life.
Do you ever feel like the marketers in charge of sending out emails are not talking to the folks designing the website? Me too.
When it comes to creating a successful email marketing campaign, many marketers often overlook the post-click experience. Neglecting this element can lead to horrific bounce rates and lost sales.
Week after week we continue to highlight articles on improving your email channel. Email has been experiencing quite the renaissance over the past few years. Email continues to be the one of the best channels for communicating directly to your customers in a medium that you can fully control.
The Sumo team is excellent at surfacing real-world examples in all of their articles. This is no exception.
One of the best articles we’ve encountered on abandon cart emails. It is straight-to-the-point and backed by data.
The Demac guys summarize the optimal number of emails for your abandon flow (it’s 3), exactly when to send them, what they should say (or not say). Of coure theres a sprinkling of well-done examples to round things out.
Purchasing decisions are driven by many factors beyond just price. If you’ve ever found yourself looking for a gift for your spouse 2 days before Christmas then you know what I’m talking about.
Impulse shoppers are driven by urgency, FOMO, and often times the desire to fit in with their peers. It is important to take a look at your site through the eyes of these customers.
Dear diary, I love competitor teardowns. I just can’t get enough.
You can learn so much by looking at how a competitor interacts with their customers. Here is a quick breakdown on two sneaker heavyweights, and their email opt-in approach.
It’s all about the customer journey. The key is to first understand where your customer’s are in that lifecycle. Then message them with relevant information to keep them engaged and ultimately moving further down the path.
Seems simple enough right?
Disclaimer, despite sounding like a listicle this is a REALLY long article clocking in north of 5,000 words. It goes deep into the value of retention and how it should be used in your overall marketing plans.
If you want to get the 9 practices, you’ll need to hop down halfway. The good news is that most of them are automated campaigns so once you get them setup, the robots can do the work.
One day you’re hot, the next day you’re not. It’s a sad fact that our customers will stray from our brands at some point.
However, that doesn’t mean you can’t put up a good fight! Hupspot has a roundup of great re-engagement emails to keep your customers from churning.
Ps, I loved the Urban Outfitters example. While it won’t work for everyone, it’s perfectly on brand for them.
Spoiler alert, they didn’t come up with the “perfect template”. However, they found some common themes that we can all live by.
1. Simple templates work best. Single column layout with images,text, and CTA buttons.
2. Brevity is key. Shoot for less than 500 words per image.
3. Test everything.
To beat Amazon, your brand must be memorable.
You need to stand out amidst the digital clutter by building unique experiences and giving your customers a personal connection.
Quicksprout offers a few areas where you can share a bit of your brand culture and personality through interactive emails, video (facebook live/periscope), and social stories (instagram/snapchat).
Slowly typing this email by hand reminds me how much I love automated emails. Setup the template, triggers, and data connections once and viola! A steady stream of traffic and revenue.
However, when most people think about trigger emails they often think about behavioral triggers: abandon cart, new subscriber welcome series, transactional messages, etc. This article covers some merchandise-driven triggers to add to the mix. New arrivals, back-in-stock, price drop notification, and low inventory messaging.
Thank you email robots. Thank you.
Your abandon cart email is likely touching hundreds, if not thousands of customers each day. These customers are already deep in the conversion funnel. Optimizing the subject line is a small effort that can have a serious windfall.
This article covers best practices with some great examples of subject lines that are simple, creative, and personalized.
Many retailers fall short connecting with customers post-purchase. Often a robotic order confirmation email and a followup shipping notice is the end of the line.
There are endless opportunities to re-engage and build loyalty with your customers who will in turn…buy more stuff from you 🙂 Even better, many of these touches can be automated for a hands-off (yet personalized) connection.
Dear diary: “I love surveys.”
You can spend hours digging through exit rates and page flows in Google Analytics trying to figure out why someone abandoned…or you can spend 5 minutes creating a survey and just ask them.
Want to know why customers didn’t buy? Send a survey. Planning to launch a new product and curious if it will have market fit? Send a survey. Are customer’s happy after they purchased? Send a survey.
This article covers the importance of surveys in your analytics toolkit, best practices for survey design (hint, keep it simple), and how to funnel the results back into your marketing plan.