When you get ready to build your email marketing campaign strategy or plan out your email marketing tactics, there is a question you should ask yourself:
“What’s my endgame?”
Point being: You need to know what you are hoping to accomplish with each of your email campaigns.
There are three main types of email campaigns:
1. Direct Revenue Drivers
These are your obvious email campaigns. Your sales emails, special offers, and discounts. These are emails from which you expect to make money. For such emails, you track the obvious metrics:
Using those metrics, you can decide how you will determine campaign success. Is it total revenue? Total number of conversions? New customers vs. Repeat purchases? Average order value? Your KPIs are up to you (and your CMO).
2. Action Drivers
These are emails that aren’t necessarily revenue drivers but are rather purposed to drive action to the website—your bill payment reminders, account updates, and other non-revenue-based campaigns.
For these campaigns, your traditional email engagement metrics may not matter much. Ultimately, the desired action is what drives success.
For example, if you’re sending a payment reminder email with “Your bill is due now” as a subject line, it’s reasonable to assume that your customers don’t need to open the email to pay the bill. So, are low opens and clicks bad for your conversion metrics? Not necessarily.
You need to look at your anecdotal data as well—your website traffic and conversion rates within a certain timeframe post send. Actions mean success, not opens and clicks.
3. Informational Brand Drivers
Some campaigns you send may have no direct effect to your bottom line (at least in and of itself). These could be your general informational emails, your press releases, heck, even your monthly newsletters. These emails would be considered part of your overall branding effort, though each campaign may not be designed to drive revenue or specific actions.
I would consider order confirmations and the like a part of this type of email campaigns. The campaigns themselves may not drive revenue or action, but they are critical touchpoints in your customer lifecycle.
With each type of campaign you send, keep in mind the individual success metrics as well as the impact on your overall customer experience.
Building a successful email marketing program can be a challenge. Let InboxArmy put together a service package that makes sense for your email marketing needs!
You’ve designed the perfect email. The code is pristine. The calls-to-action are easy to find. The subject line is compelling. You press SEND.
The opens start rolling in. The clicks start going through.
Your Revenue? A pittance.
Was there a problem with the email? No. The problem lays with your website—more specifically the page where you’re landing those folks who clicked on your easy-to-find call to action.
The email landing page on your website may be the most important part of your email campaign. Why? Because the conversion doesn’t take place inside the email; it actually takes place on your website.
The Role of a Landing Page
In spite of being one of the most effective ways of lead generation, landing pages are underutilized. The MarketingSherpa Landing Page Handbook (2nd edition) claims that 44% of clicks for B2B company emails are directed to the website homepage, not a dedicated landing page. Moreover, of the B2B companies using landing pages, 62% have a total of just six or fewer landing pages!
Here’s how landing pages can play an effective role in your email marketing campaigns:
Landing pages allow you to keep your email copy clean and concise.
Landing pages enable you to provide detailed information about a product; something that you can’t/shouldn’t do in an email
Landing pages are the perfect place to bring recipients to your website and showcase your products/services
Landing pages allow you to propose supplementary products
Landing pages better enable you to help analyze the traffic and effectiveness of email campaigns
Your landing page should match the concept, design, and offer of your email. Any disconnect between the promises of your email campaign and the delivery on your website or landing page can be the difference between success and failure.
(For instance, if you’re promoting a specific product and you land your clickers on a landing page for different products; that point of friction could kill your conversion rate.)
So, when constructing your email campaigns, do not forget to design a corresponding landing page on your website. And most importantly, make sure you do it right.
Building a successful email marketing program can be a challenge. InboxArmy can put together a service package that makes sense for your email marketing needs!
The shopping cart. The place where upwards of 80% of purchases go to die. A distressing reminder of a conversion that could have been.
An item in the shopping cart doesn’t mean that the purchase is complete—nor does it mean the prospect is no longer interested in buying your product. If you don’t have a shopping cart abandonment email program in place to spur those customers forward, you’re simply losing customers.
Why do prospects abandon their cart? There are lots of factors that prevent your customers from finishing that purchase:
They leave to compare prices
Shipping costs are too high
They use the cart to save items for later
They get distracted
Your checkout process is too complicated
They use the cart to see the sale price
What should you do to complete the sale?
A cart abandonment email program is a must and a successful cart abandonment email strategy depends on the right mix of content—across one or more emails—sent at the right time.
For a shopping cart abandonment email campaign to be successful, we typically recommend a 3-email series:
Triggering the first campaign within 1-2 hours of abandonment
Sending the second email within a day or two,
Then the third between 3-5 days of the abandonment.
What content works best?
Research states that 54% of shoppers are likely to purchase the products left in their cart if offered again at a discounted price. However, you don’t have to limit yourself to just providing incentives. Potential content or content that can act as a carrot to lure prospects back can be classified into five categories:
1. Financial Incentives – The obvious option, minimizing the cost barrier to stimulate purchase. 2. Shopping Guidance – “Can we help?” messaging to provide access and support 3. Missing Information – Fill in the knowledge gap with detailed product description, shipping times and costs, return policies, warranty information, etc. 4. Emotional Stimulus – Use persuasion techniques like price reductions, offer expirations, product reviews and ratings, etc. 5. Reminder – The simplest and least costly option, sending prospects a gentle reminder about what they left in their cart.
This may seem like a lot, but you can always start small. If you don’t have a program in place, start with a single email. See how that performs.
As you get the hang of it, start tweaking the content accordingly. Plan a full-fledged email series to win back your lost prospects. You will have to learn what works for your customers that generates the most sales for you at the least amount of cost.
Need help building your cart abandonment program? Deploy InboxArmy to construct a cart abandonment program for you! Also get a full Email Marketing Audit to enhance your program.