ecommerce email marketing 101
TRANSCRIPT
eCommerce Email Marketing 101
June 24, 2015
Who We Are
• Max Katsarelas, Marketing Director• Adi Ezer, Customer Success Manager
What We’re Talking About
• Best Practices for eCommerce Emails• Types of Behavioral Emails • How to Email Track Success & ROI
Let’s Be Real
Let’s Be Real
Emails Make Money
One Thing in Common
Emails Make Money
Beyond Newsletters…
• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs
Start with the Basics
• Subject Line• Send Time• Design + Personalization• Incentives + Call to Action• Follow up• Testing Emails
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
Preview Text
Subject Lines
When to Send
Source: Remarkety.com
When to Send
Source: Remarkety.com
Email Design – 4 Parts
• Headline• Personalized Description• CTA• Extras
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
Source: Kiss Metrics
Incentives in Emails
• Coupons• Free Shipping• Free Returns• Product Recommendations• Reward Programs
Coupons Work Really Well
Source: Remarkety.com
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
‘From’ Email Address
Testing Emails
Source: Litmus
Personal + Relevant + Timely
Types of Email Campaigns
• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs
Welcome Email
Welcome Email
Abandoned Carts
Inactive Customer Follow Ups
Order Follow Ups
Product Review Requests
Rewards Programs
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
Personal + Relevant + Timely
Email Works
