Email is a critical part of the ecommerce anatomy. Email marketing, with 7% of ecommerce user acquisitions, lies second only to search, which enjoys 15.8%.
So, what email marketing factors dominate the most in ecommerce sector?
To STAND OUT, your ecommerce emails need absolute priming to look inch-perfect. Uplers will drive you to a successful ecommerce email marketing session.So gear up and enjoy the ride!
Today, smartphones represent a mammoth part of ecommerce email opens.
An average total of 56% emails are opened on mobile devices.
This surely accounts for a crucial chunk.
Without mobile responsiveness your email campaign will have a missing puzzle piece.
It is the soul of your email. The more unique, the more opens.
This is because human psychology partially judges ‘uniqueness’ as creativity, thus creating curiosity.
So, the email open and click rates are directly proportional to the type of subject line and elements used in it.
Though many marketers refrain from using certain keywords like 'Free', 'Sale' etc. in their subject lines with the apprehension that their email will land in the spam folder. However, SPAM filters can be triggered for a variety of reasons, the most important being your domain reputation.
Keywords within the subject line plays a role in email deliverability; however, its negligible compared to other factors. To get more information on what factors affects email delivery rate – do check out our infographic on Email Deliverability.
Symbols are extremely impactful in ecommerce email subject lines.
Though rare to come by as not many marketers use it extensively,
symbols add an extra zing to the email.
|Best Symbols||Open Rate||Worst Symbols||Open Rate|
Subject lines that are directly telling what the email is all about have a better chance at being opened, read and clicked.
|Subject Line||Website||Category||Open Rate|
|Latest Deals||http://www.noblevaping.com/||Electronic cigarettes||51%|
|NEW ARRIVALS for the long weekend!||http://tulio.com.au/||Clothing||52.34%|
|Until tomorrow get your GIFT COUPON of $15||http://meemoza.ca/||Clothing||66.42%|
A whopping 75% of consumers like it when brands personalize emails with customized messages &
offers – including email subject lines as well. Ecommerce emails with personalized subject lines have
comparatively 29% higher unique open rates than non-personalized emails.
Unfortunately, 70% of brands are still not personalizing emails sent to subscribers.
Only, 39% of retailers send personalized product recommendations via email.
Lifestyle brand and ecommerce store Dormify saw 92% increase in email revenue by personalizing their 3 automated email series: a welcome series, cart abandonment and a post-purchase.
Helzberg Diamonds uplifted their online sales by 288% with the help of personalized email marketing.
Incentives like coupons, product recommendations or free shipping enhances click-through-rates and
ecommerce conversions. Here’s how incentives in email marketing impact ecommerce.
|Ecommerce Emails with Coupons||Ecommerce Emails without Coupons|
|Open Rate: 38%||Open Rate: 21%|
|Purchase Rate: 10%||Purchase Rate: 3%|
|Click Rate: 7%||Click Rate: 4%|
Personalized call-to-actions (CTAs) have 42% higher view-to-submission rate than CTAs that are same for all subscribers. Focus on offering incentives and don’t forget to place the right number of CTAs at the right place.
Personalized CTAs have 42% higher view-to-submission rate than
CTAs that are same for all subscribers.
Brafton’s revenue increased by 83% in one month by strategic placement of CTAs in Emails. While ecommerce conversion rate increased by 22% every quarter along with 49% increase in average order value for the blog readers.
Whirlpool achieved a 42% increase in clicks by just reducing the number of CTAs in its email from four to one.
Most recipients engage with promotional emails in the later part of the day (afternoons and evenings). In fact, most of the commercial emails (17.93%) are sent out on Tuesdays & Wednesdays.
Note: After 24 hours, an ecommerce email’s chance of being opened drops below 1%.
While late morning times were most popular to send emails, here are the
top 4 best email send time for optimum results:
|Frequency||Open Rate||Conversion Rate|
|4-5 Times/ month||18.19%||0.22%|
|6-7 Times/ month||15.46%||0.18%|
|9+ times/ month||11.96%||0.12%|
This research can certainly help you in triggering emails at the best optimal time. However, there is no magic formula, you will have to test and find out what works best for your industry & brand.
49% marketers are actively testing email send time and day. It’s time to kickstart your ecommerce email campaigns if you haven’t begun yet. Some elements in your email require proper testing before sending it out to the masses.
Email automation is trending. Most marketers rely on automation to send out emails. Automation allows the marketer to
personalize the email along with keeping in touch with the customer.
|Types of Ecommerce Email||When to send||Why||Benefits||Tips|
|Abandonment Email||Shortly after they leave your site||To bring your prospects back||Clearly convey your point along with some more suggestions||Quite engaging as it gives you a reason to nudge them|
|Sale on Wishlist
|As soon as the subscribers wishlist item goes on sale||Enhances your customer engagement and boosts revenue||Allows you to use the customer data much effectively and target the audience on the basis of their product choices||Highlight reduced price of the product and keep it to the point|
|Reorder Email||Few days before the product is expected to run out||To encourage customers for
|Converts one time customers into repeated buyers||Make it time-centric and repeatedly remind them about the benefits|
|Review Email||Shortly after the customer has made the purchase||Builds brand loyalty and trust||Keeps you connected and drives more referrals||For more connection, include social network buttons and keep it simple|
Sustainable Software (SustWorks) raised their sales by 25% with email follow-up campaign.
HouseValues designed an automated email system that could follow up leads on timely basis. Company earned 10% of leads from the automatically generated email system for follow ups.
Uplers have some divine bonus tips to fuel your holiday ecommerce email conversions this season. To STAND OUT and deliver an engaging email campaign can be a difficult maneuver. But, we are here at your rescue. Adding interactive elements like countdown in ecommerce emails is crucial especially during the holiday season.