Email marketing is one of the most effective ways to increase your online sales, but there’s a lot more to it than just batch-and-blasting your whole list.
A little bit of segmentation can go a long way to improving the impact (and revenue) of your campaigns, so here are five easy wins for ecommerce email marketers that are made easy with the new Audience tools in Sign-Up.to.
Target free delivery offers by location
Free delivery offers can be a powerful incentive for customers. In fact, Pole Motion has found that running a free delivery promotion can increase sales by over 300%, and increase average order size by nearly 50%!
However, if you sell globally this can pose a problem – often it’s only viable to offer free delivery in your home country or shipping costs will eliminate your profits. While Amazon might be able to lose $3 billion a year on shipping, you probably can’t.
You don’t want to alienate customers by sending them an offer they don’t qualify for, so geo-targeting can really help here.
For example, if you’re offering free UK delivery this weekend, then send that offer to just your UK customers. You could run a different, more cost-effective promotion targeting your international buyers if you don’t want to leave them out.
Whether you have address data or not, geo-targeting is a snap using Sign-Up.to’s Audience tool – simply create a dimension for the location subscribers should be in to receive your message.
Bring back those lapsed customers with win-back emails
Repeat customers are the most profitable kind, so use email to tempt back those who’ve gone a while since their last purchase.
Average time between purchases varies depending on what you sell and who to, so take a look at your sales data to get an understanding of what the average looks like. Then see if you can reduce it!
Use last purchase date to segment customers that haven’t bought from you within your expected window, and send them an offer to get their attention. Tell them you want them back!
Reward your biggest spenders
The more customers have spent with you, the more they are likely to spend in the future. Reward your customers with the highest lifetime value and make them feel extra special.
Simply segment your lists by lifetime value and send them special offers, early access to sales or special product bundles.
Understand what really works
A key benefit of email marketing is the detailed analytics you can get. Add goal-tracking to your checkout pages for an even more detailed picture, and see the exact revenue produced by each email campaign.
Over time, you can build up a detailed of picture of which offers and calls to action work best – not just for your whole customer base but for specific groups of customers.
Changes don’t need to be big to have big impact. For example, one of our customers found that simply adding “Shop now” to the start of their subject line didn’t affect open rate, or even clicks, but did result in hundreds of pounds of additional sales being generated. All by adding two words. Without goal tracking that insight wouldn’t be possible.
Get to know people before they become customers
Most people won’t make a purchase the first time they visit your site, so give them a compelling reason to let you stay in touch. Then you can make sure you’re top-of-mind when they’re ready to buy.
A prominent form – or even a pop-over dialogue – and a strong benefit can be really successful.
Here’s another example from Pole Motion. Their pop-over has a strong benefit – free videos – and as a result they get a conversion rate from view to sign up of 3.45%. By comparison the purchase conversion rate of the site is around 2%, so there’s a significant increase in people they get to talk to.
In addition, the welcome email sent after someone subscribes contains an offer which generates £1.08 in additional sales for every message sent!
I hope you found these simple examples for powering up your e-commerce marketing useful. Stay tuned for more examples and case studies!