Reach the top of email marketing with these 10 tips
Posted: Tue Dec 03, 2024 8:24 am
The retail and e-commerce industry is the one that can benefit the most from email marketing. It is therefore undeniable that email marketing must adapt to two of the major challenges of the sector, which according to the II Study of “Technological Trends in the Retail Sector” are digital transformation and improved interaction with customers.
The study, prepared by more than 700 experts who attended the Retail Forum 2016, highlights that the present and future must be aimed at “achieving a personalized, efficient and experiential purchasing process”, in order not only to achieve a greater return on investment (ROI), but also to create a brand image and thus “lovers” who in turn increase potential consumers through recommendations.
To achieve an efficient purchasing process, based on immediacy, usability, personalization and good experiences, email marketing is the leading means of communication for digital retailers, thanks mainly to the greater segmentation of audiences and the adaptation to new consumer habits and needs.
As a novelty, it is now possible to include video in emails thanks to the online platform Viwom , the king of Internet content, enabling the creation of video email marketing campaigns . Until now it was only possible to introduce text and images, but now it is possible to implement audiovisual pieces that are automatically played when the recipient opens the email. This has allowed the most desired communication format by users, such as video, to be combined with the most consulted channel throughout the day, email.
Are you looking for the perfect combination of email marketing + digital retail + sales + engagement ? Here are some useful tips.
1. First: segmentation
Making a product known with its characteristics, benefits, details, etc., is very good, but it is even better to analyze the profile of our consumers or buyers. Receiving an email with a sample of an infinite variety of products from a brand, without prior screening, is confusing and a waste of time for the user, who is increasingly looking for products tailored to their needs based on the type of product, age, sex, size or location. It's about putting yourself in the recipient's shoes. If they live in a warm city, why would they want to receive an email with an offer for warm clothing? Retailers must adopt the 'Customer Centricity' strategy in their business model.
, investing time in segmenting their databases based on useful parameters to deliver the right content to the user. In this way, we will avoid the user losing interest in the site, not registering, or unsubscribing.
2. Always bet on 'responsive design'
If there is a device that is growing by leaps and bounds as a support for online shopping, it is the mobile phone. Everywhere you look, there is constant typing and thousands of daily transactions that remind us of the tremendous boom in electronic commerce. According to the Blue Hornet study "Consumer of Email Marketing 2016" , 72% of consumers use their mobile phone to check their email . Retailers assume that business strategies related to the mobility provided by smartphones or tablets are their main priorities, and therefore the importance of adapting to these new supports with ' Responsive Design ' or adaptive design. It is very important to think about the user being able to see the emails from any mobile device, in a clear way, to facilitate their reading, the viewing of promotional images and videos, the registration form or the purchase button. With these actions, priority is given to the user experience by betting on omnichannel and we will increase visits to our store, blog, social networks and their conversion into sales. It is not a passing fad, it has become an essential basic for any self-respecting 'marketer', there are no excuses for not adapting emails. For this reason, contacting professionals specialized in email marketing such as Digital Response, can be a reliable solution, as well as looking for the templates and support necessary to create responsive video email campaigns in a simple and effective way. Of course, we recommend carrying out a 'Responsive Design Testing' afterwards to test the results. Carry out a preview before launching, in order to detect defects and correct them with the most appropriate solutions. 3. Draw attention to your product A CTA ('Call to action', button or link to attract potential customers and convert them into sales opportunities) can take various forms and play various roles within an email. There are those that offer a free download, that lead to a web link, a document or a registration form. Until now, there were generally three types of 'Call to Action': images, buttons and text links , to which we must add the possibility of using video as a call to attention to a product... it sounds very interesting, but how do you do it?
First, you should plan what product you want to communicate, the message and the content and form that the email will adopt. Secondly, we would opt for the choice, design and placement thailand business email list of one or several CTAs , always in line with the general objective. If this is to build loyalty, you can opt for a free ebook , although it is better if it is accompanied by another guide that talks about the benefits of your product. If what you want is to attract buyers or convert sales, it is better to opt for a CTA that leads directly to the product of interest. A good idea is to implement a video in the email that links directly not to your online store site but to the specific product in the ad, thus avoiding the buyer's attention and interest being lost. Third and last, we will follow the instructions of the content editor of the email that we use to insert the CTAs in the template.
In summary, key steps to take into account to not only attract attention but also impress your audience: Product, Objective, CTAs, and... Action!
4. Cross-selling via email
Although you can never predict the behaviour of the digital buyer in the face of the ever-increasing range of products on the Internet, what is clear is that when a sale is made, another more related one can always be made. We like to search and search as if it were a flea market, but if this search is done for us and is offered to us in a personalised way, all the better.
When a sale is made via the Internet, a good way to inform and encourage buyers to continue buying items from the rest of the stock is what is called “cross-selling” in relational marketing .
For example, we go online to look for a dress (Yes, I'm only going to look at dresses and buy one! Or so we thought...) on our favourite fashion website. We find one that suits our taste and price, when right next to the shopping cart button we see the possibility of clicking on other garments and/or accessories that complete a magnificent look. Almost without realizing it, the shopping cart is overflowing with clothes and the card is smoking…
That is the “subliminal goal” of cross-selling pursued by many retailers or e-commerce companies, who not only apply it on their websites, but the tactic has also jumped to the emails of their brands.
A formula that is frequently used is that after a purchase on the website – for example, of that favorite dress – we immediately receive an email with possible matching clothes or accessories.
5. Create Buzz…zzzzzz by making your emails go viral
What does “buzz” mean?? Its literal translation is “buzz” and it is a viral marketing technique that aims to turn your product or brand into a specific point of contact, into a positive and unique experience.
Let them talk about it! Who doesn’t remember the “I love Laura” video with which MTV announced its arrival in our country? It was a total success and this idea can be perfectly applied to an email marketing campaign, taking advantage of the impact that video pieces have on video channels and social networks. It provides added brand value and adds buttons to the main social networks in which you have a presence and you want the content of the email to be shared and… your lovers will take care of the rest.
6. Choose a good headline for the subject
Good news hooks with a successful headline that draws attention to the information. This same formula is transferred to emails, in which the subject line should not be wasted to provoke the action of opening it. A good subject line should be treated as a good headline, simple and concise, avoiding toxic words for retail mailing such as “Free” or “Buy Now” - identified by many ESPs as spam - but instead including “magic” words such as “Video”. This word will surely arouse the curiosity of recipients and they will not overlook the email when checking their inbox. And just by adding “video”, the opening rate can increase by up to 10%. 7. The power of video According to the “Cisco Visual Networking Index report” , 80% of Internet traffic will be video by 2019 , an impressive figure, right? Video email is a powerful medium, which fills emails with its mere presence or complements the text very well. It allows you to show products with a 360-degree view and persuade customers with real product test samples, testimonials, etc. If you choose to make the video the main character of the email, it has been proven that its placement and length are vital to ensure that the buyer does not skip it or simply not watch it, without scrolling down, thereby losing the objectives of the email marketing campaign. For this reason, it is recommended that the audiovisual piece appears first upon opening the email and, importantly, its length, so that it does not become a “short film”, but is something brief, concise and that appeals to the viewer’s emotions . According to a study carried out by Animoto , viewers react better to videos of about 60 seconds or less. In addition, this video model has advantages on smaller screens such as smartphones, where the video takes up 100%.
The study, prepared by more than 700 experts who attended the Retail Forum 2016, highlights that the present and future must be aimed at “achieving a personalized, efficient and experiential purchasing process”, in order not only to achieve a greater return on investment (ROI), but also to create a brand image and thus “lovers” who in turn increase potential consumers through recommendations.
To achieve an efficient purchasing process, based on immediacy, usability, personalization and good experiences, email marketing is the leading means of communication for digital retailers, thanks mainly to the greater segmentation of audiences and the adaptation to new consumer habits and needs.
As a novelty, it is now possible to include video in emails thanks to the online platform Viwom , the king of Internet content, enabling the creation of video email marketing campaigns . Until now it was only possible to introduce text and images, but now it is possible to implement audiovisual pieces that are automatically played when the recipient opens the email. This has allowed the most desired communication format by users, such as video, to be combined with the most consulted channel throughout the day, email.
Are you looking for the perfect combination of email marketing + digital retail + sales + engagement ? Here are some useful tips.
1. First: segmentation
Making a product known with its characteristics, benefits, details, etc., is very good, but it is even better to analyze the profile of our consumers or buyers. Receiving an email with a sample of an infinite variety of products from a brand, without prior screening, is confusing and a waste of time for the user, who is increasingly looking for products tailored to their needs based on the type of product, age, sex, size or location. It's about putting yourself in the recipient's shoes. If they live in a warm city, why would they want to receive an email with an offer for warm clothing? Retailers must adopt the 'Customer Centricity' strategy in their business model.
, investing time in segmenting their databases based on useful parameters to deliver the right content to the user. In this way, we will avoid the user losing interest in the site, not registering, or unsubscribing.
2. Always bet on 'responsive design'
If there is a device that is growing by leaps and bounds as a support for online shopping, it is the mobile phone. Everywhere you look, there is constant typing and thousands of daily transactions that remind us of the tremendous boom in electronic commerce. According to the Blue Hornet study "Consumer of Email Marketing 2016" , 72% of consumers use their mobile phone to check their email . Retailers assume that business strategies related to the mobility provided by smartphones or tablets are their main priorities, and therefore the importance of adapting to these new supports with ' Responsive Design ' or adaptive design. It is very important to think about the user being able to see the emails from any mobile device, in a clear way, to facilitate their reading, the viewing of promotional images and videos, the registration form or the purchase button. With these actions, priority is given to the user experience by betting on omnichannel and we will increase visits to our store, blog, social networks and their conversion into sales. It is not a passing fad, it has become an essential basic for any self-respecting 'marketer', there are no excuses for not adapting emails. For this reason, contacting professionals specialized in email marketing such as Digital Response, can be a reliable solution, as well as looking for the templates and support necessary to create responsive video email campaigns in a simple and effective way. Of course, we recommend carrying out a 'Responsive Design Testing' afterwards to test the results. Carry out a preview before launching, in order to detect defects and correct them with the most appropriate solutions. 3. Draw attention to your product A CTA ('Call to action', button or link to attract potential customers and convert them into sales opportunities) can take various forms and play various roles within an email. There are those that offer a free download, that lead to a web link, a document or a registration form. Until now, there were generally three types of 'Call to Action': images, buttons and text links , to which we must add the possibility of using video as a call to attention to a product... it sounds very interesting, but how do you do it?
First, you should plan what product you want to communicate, the message and the content and form that the email will adopt. Secondly, we would opt for the choice, design and placement thailand business email list of one or several CTAs , always in line with the general objective. If this is to build loyalty, you can opt for a free ebook , although it is better if it is accompanied by another guide that talks about the benefits of your product. If what you want is to attract buyers or convert sales, it is better to opt for a CTA that leads directly to the product of interest. A good idea is to implement a video in the email that links directly not to your online store site but to the specific product in the ad, thus avoiding the buyer's attention and interest being lost. Third and last, we will follow the instructions of the content editor of the email that we use to insert the CTAs in the template.
In summary, key steps to take into account to not only attract attention but also impress your audience: Product, Objective, CTAs, and... Action!
4. Cross-selling via email
Although you can never predict the behaviour of the digital buyer in the face of the ever-increasing range of products on the Internet, what is clear is that when a sale is made, another more related one can always be made. We like to search and search as if it were a flea market, but if this search is done for us and is offered to us in a personalised way, all the better.
When a sale is made via the Internet, a good way to inform and encourage buyers to continue buying items from the rest of the stock is what is called “cross-selling” in relational marketing .
For example, we go online to look for a dress (Yes, I'm only going to look at dresses and buy one! Or so we thought...) on our favourite fashion website. We find one that suits our taste and price, when right next to the shopping cart button we see the possibility of clicking on other garments and/or accessories that complete a magnificent look. Almost without realizing it, the shopping cart is overflowing with clothes and the card is smoking…
That is the “subliminal goal” of cross-selling pursued by many retailers or e-commerce companies, who not only apply it on their websites, but the tactic has also jumped to the emails of their brands.
A formula that is frequently used is that after a purchase on the website – for example, of that favorite dress – we immediately receive an email with possible matching clothes or accessories.
5. Create Buzz…zzzzzz by making your emails go viral
What does “buzz” mean?? Its literal translation is “buzz” and it is a viral marketing technique that aims to turn your product or brand into a specific point of contact, into a positive and unique experience.
Let them talk about it! Who doesn’t remember the “I love Laura” video with which MTV announced its arrival in our country? It was a total success and this idea can be perfectly applied to an email marketing campaign, taking advantage of the impact that video pieces have on video channels and social networks. It provides added brand value and adds buttons to the main social networks in which you have a presence and you want the content of the email to be shared and… your lovers will take care of the rest.
6. Choose a good headline for the subject
Good news hooks with a successful headline that draws attention to the information. This same formula is transferred to emails, in which the subject line should not be wasted to provoke the action of opening it. A good subject line should be treated as a good headline, simple and concise, avoiding toxic words for retail mailing such as “Free” or “Buy Now” - identified by many ESPs as spam - but instead including “magic” words such as “Video”. This word will surely arouse the curiosity of recipients and they will not overlook the email when checking their inbox. And just by adding “video”, the opening rate can increase by up to 10%. 7. The power of video According to the “Cisco Visual Networking Index report” , 80% of Internet traffic will be video by 2019 , an impressive figure, right? Video email is a powerful medium, which fills emails with its mere presence or complements the text very well. It allows you to show products with a 360-degree view and persuade customers with real product test samples, testimonials, etc. If you choose to make the video the main character of the email, it has been proven that its placement and length are vital to ensure that the buyer does not skip it or simply not watch it, without scrolling down, thereby losing the objectives of the email marketing campaign. For this reason, it is recommended that the audiovisual piece appears first upon opening the email and, importantly, its length, so that it does not become a “short film”, but is something brief, concise and that appeals to the viewer’s emotions . According to a study carried out by Animoto , viewers react better to videos of about 60 seconds or less. In addition, this video model has advantages on smaller screens such as smartphones, where the video takes up 100%.