eCommerce Email Marketing 101
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Transcript of eCommerce Email Marketing 101
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eCommerce Email Marketing 101
June 24, 2015
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Who We Are
• Max Katsarelas, Marketing Director• Adi Ezer, Customer Success Manager
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What We’re Talking About
• Best Practices for eCommerce Emails• Types of Behavioral Emails • How to Email Track Success & ROI
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Let’s Be Real
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Let’s Be Real
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Emails Make Money
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One Thing in Common
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Emails Make Money
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Beyond Newsletters…
• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs
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Start with the Basics
• Subject Line• Send Time• Design + Personalization• Incentives + Call to Action• Follow up• Testing Emails
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Subject Lines
• Simple and straight forward is better• Add value prop (Free returns, 20%
off)• “Steal” favorites from other
companies• Leverage pre-header/preview text
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Preview Text
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Subject Lines
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When to Send
Source: Remarkety.com
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When to Send
Source: Remarkety.com
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Email Design – 4 Parts
• Headline• Personalized Description• CTA• Extras
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Dear Janice,
You haven’t shopped with us in a while! Get 15% off your next purchase. Visit our website to see handpicked
selections we know you will love. xoxo
Handpicked preview just for you:
Pleated Dress$89.00
Cap Sleeve Dress$59.00
Panel Dress$74.00
HEADLINE
DESCRIPTION
CTA
EXTRAS
Use the coupon code: 15OffJanice
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Source: Kiss Metrics
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Incentives in Emails
• Coupons• Free Shipping• Free Returns• Product Recommendations• Reward Programs
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Coupons Work Really Well
Source: Remarkety.com
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Keep Following Up
• 80% of sales made on 5th to 12th contact
• An additional 40% of carts recovered• Change Subject Lines on Follow Ups• Change up ‘From’ email address
Source: Union Square Ventures, Remarkety
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‘From’ Email Address
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Testing Emails
Source: Litmus
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Personal + Relevant + Timely
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Types of Email Campaigns
• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs
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Welcome Email
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Welcome Email
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Abandoned Carts
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Inactive Customer Follow Ups
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Order Follow Ups
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Product Review Requests
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Rewards Programs
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Tracking Email Success & ROI
• eCommerce Newsletters/Blasts– Open Rate: 17%– Click Rate: 3%– Purchase Rate: ?%
• Behavioral eCommerce Emails – Open Rate: 60%– Click Rate: 18%– Purchase Rate: 3.7%
Source: MailChimp.com, Remarkety.com
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Personal + Relevant + Timely
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Email Works