If your looking to optimise your eCommerce email marketing than great news - this article & video is full of tips and tricks that I personally use to optimise my client's eCommerce email marketing.
TIP #1. IMPROVE YOUR SUBJECT LINES
Subject lines are so incredibly important. They will determine if your campaign is successful or not by how many people are enticed to open your emails.
Work on better subject lines with the following tips:
- Avoid subject lines of more than 70 characters.
- Split test adding emoji's to your subject lines and see if these will help your emails stand out in a crowded inbox.
- AVOID CAPITAL LETTER BASED SUBJECT LINES, this can trigger spam.
- Ensure you have a compelling preview text that is more than 140 characters long. There are some email service providers that show up to 140 characters whilst some do not show any at all. I personally use Polymail (it’s seriously good!) and when I’m testing campaigns with minimal preview text all I can see are links on my mobile email notification!
- Start testing variations of subject lines with a minimum 50% variation across A & B variants. Remember not to change the content of these emails as we are just trying to A/B test subject lines first. To test variations in Klaviyo here’s a doc to explain how here: https://help.klaviyo.com/hc/en-us/articles/115005228148-A-B-Testing-a-Campaign
TIP #2. TEST VARIATIONS OF YOUR CAMPAIGN AND FLOW EMAIL CONTENT
Testing variations of content is crucial to understanding what drives more of your audience to click through to your website. Ensure you’re testing your campaigns regularly to see what yields better results. A/B testing of your campaigns and flows should be a constant standard operating procedure in your email marketing strategy.
You’ll see the below image is a series of open and click data from 2 lots of campaigns I sent out over BFCM 2019 and Boxing Day 2019 for the same brand.
On the left, you’ll see some stats from 4 x BFCM campaign emails and on the right, you’ll see some stats from 4 x Boxing Day campaign emails.
If you have a look at the clicks rates (starting at the bottom up) on the Boxing Day Sales campaigns you’ll see they are substantially higher, in fact, 1,502 more recipients clicked the highest clicked Boxing Day sale compared to the highest clicked BFCM one.
Interestingly enough in the Boxing Day sales emails, I never disclosed any information in the email about what the sale was (the offer was almost identical to the BFCM sale too.) The button was simply below a GIF stating “CLICK TO REVEAL THE SALE”. That’s it… The knock-on effect of more email clicks as we know is huge so don’t be afraid to test curiosity style emails!
Klaviyo allows you to split test content and incentives within your emails. You can refer to this help doc here for more information: https://help.klaviyo.com/hc/en-us/articles/115005228148-A-B-Testing-a-Campaign
Don’t be afraid to test campaigns that are text-based.
A great example of eCommerce brands that do this well are Brooklinen, Everlane & Go-To. *As a consumer these emails personally make the message from the brand feel so much more personal. [I LOVE THEM!]
TIP #3. FOCUS ON EMAIL DELIVERABILITY
So what’s email deliverability and why is it so important?
Klaviyo's help centre provides a great definition on how to ensure your emails arrive safely in your recipient's inbox:
“The difficulty with deliverability is that you don’t always know when your emails have been successfully delivered. Inbox providers use a combination of different metrics to evaluate your emails and, to protect against spammers, these metrics and methods are purposely kept hidden from senders. Because of this, it's important to adhere to sending best practices to ensure that you have great deliverability.”
How many emails have you sent over the duration of your eCommerce business operating and what knowledge do you have of eCommerce email marketing best practices and deliverability? *Scary thought!*
The best thing you could do for your eCommerce business in 2020 is gather your team together (include anyone that has a hand in your eCommerce email marketing execution such as designers, copywriters, marketers etc) and spend a few hours reading through information on eCommerce email marketing best practices and email deliverability.
[THIS IS CRUCIAL TO THE HEALTH AND GROWTH OF YOUR ECOMMERCE EMAIL MARKETING STRATEGY & WITH OWNED MARKETING MORE IMPORTANT THAN EVER, IT'S VITAL THAT YOU AND YOUR TEAM ARE INFORMED ON THE SUBJECT!]
You should also not have anyone on your team or any agency sending emails on your behalf from your Email Service Provider (ESP) that does not have a sound understanding of email deliverability and best practices!
THE BEST ARTICLES TO START WITH ARE:
I'd love to hear how these tips have helped you! Leave a comment below or email me at firstname.lastname@example.org (I personally respond to all emails!)
*Shameless plug* If you like my eCommerce tips and advice and want to learn more from me you can sign up below to my course waitlist. You’ll receive tips and advice via email while you wait for the official launch date!