Last updated on June 14th, 2016
Email marketing is still the number one revenue driver for online retailers. In fact a recent report by Forrester found that US adults were twice as likely to sign up for emails to stay in touch with a brand than to interact with that brand through social.
Despite this, email marketing alone is not effective when used in a silo. You need tools that go beyond traditional email strategies to enhance the shopping experience. This is why email marketing deserves some benefits to be truly successful. Lets take a look at what these benefits are and how you can employ them in your store.
Segmentation is important, but who honestly has time to scrub lists and segment contacts when you already have so many other tasks on your plate? Automatic segmentation is the future of email marketing. It gives you the ability to set criteria for your list once, then your list populates automatically with contacts as they meet your requirements. This allows you to focus more time on creating the right message because you know that whatever you send will be going to the right group of people.
In using automatic segmentation (also known as dynamic lists) you will see far better results. The Lyris Annual Email Optimizer Report found that 39% of marketers who segmented their email lists saw higher open rates, 21% experienced greater customer loyalty, and 24% experienced greater revenue.
What are some ways you can start segmenting now? We took a look at our customers and how they segment. Here are the top segments we found:
- VIP – customers that have spent more than a certain dollar amount in a given time range
- Location – using geo-targeting to build lists of customers near brick-and-mortar stores
- Post-purchase follow up – build lists of contacts that have ordered in the past: 30 days, 60 days, 90 days, 120 days
- Brand and Product – a list of all customer that have purchased a particular brand or product
Email is far more effective when it is relevant, timely and warranted; and automated segmentation helps make this possible without the additional work.
Behavioral Triggered Emails
This is a form of email marketing, but extremely personalized. Triggers are one-to-one messaging and typically show open rates far higher than traditional mass sends.
Every eCommerce marketer knows that transactional emails have the highest open rates of all email sends. Well, trigger emails come close. This is because triggers are timely, relevant and sometimes expected.
For instance, say you sell outdoor gear. You have a customer that keeps returning to your site to look at a particular fishing pole. They clearly want it, but for some reason are not adding it to their shopping cart. They may be waiting for a sale or discount to complete the purchase. So rather than discounting the product to everyone (even those that may be willing to pay full-price), you can simply create a trigger that sends an email to that customer directly giving them an offer based on the exact item they were browsing.
It is impossible to monitor the behavior of every one of your webstore visitors. But triggers help you send the right message at the right time to the customer that wants (and needs) it most. Use this secret weapon and your sales will increase dramatically.
Dynamic Popup Messages
Email marketing is powerful, but not if you don’t have a list to send to. This is often the number one focus for email marketers: how can you grow your list to engage more shoppers? Dynamic popup offers can help you grow your contact lists as well as increase sales.
But we are not talking about the old-school, one-size-fits-all pop-ups. Most webstores use the same strategy for pop-ups. As soon as someone lands on the homepage, they give them a message to request their email. You’ve seen it before: “Signup now for offers, trends and discounts!”.
You may be capturing a few emails, but you are annoying everyone else. Every visitor that lands on your site is different, so why are you treating them all the same?
The next generation of pop-ups are dynamic. These offers allow you to show a unique message to each audience that lands on your site. Now you can treat your customers like the individuals they are. Try providing discounts for first time visitors, or simply say thank you to previous buyers.
The best part about dynamic pop-ups is that we have seen them increase subscription rates as high as 400%. This is because they contribute to a more memorable, personalized shopping experience.
Email marketing is quickly transitioning to marketing automation for the world of eCommerce. This kind of ’email marketing with benefits’ helps you increase conversions, transactions and loyalty through building an experience that is personalized for your unique buyers. And the best part – it requires less work than what you are probably already doing.
If you want to chat with someone about bringing more automation into your marketing – let us know, we would love to talk!