How to Design a High-Converting Ecommerce Landing Page

The goal of every ecommerce page is to sell. Nevertheless, sometimes you need a page that fits a particular stage of your sales funnel. That’s why landing pages are essential for every ecommerce marketing strategy.

Landing pages seem to be very easy to design, and the market has plenty of intuitive tools that can help you prepare them. On the other hand, it takes some time and knowledge to create a high-converting ecommerce landing page. Read on to find out how to do that.

Let’s define a landing page

A landing page is the first touchpoint for new visitors. It’s a place where marketers direct recipients in their social media, email marketing, Google Ads, and many other types of campaigns. Its goal differs depending on the campaign’s purpose. Also, it’s designed to achieve a certain action from the visitors.

Although some other types of pages can also become a landing page due to their use in a campaign, there are a few specific characteristics of a high-converting ecommerce landing page.

Simply put, landing page traffic is targeted, so it comes from a buyer’s history or other sources of data about customers. Moreover, a landing page needs to have one objective and a clear design. It doesn’t have to be meticulously optimized for search engines because its traffic is generated via different channels. A product page can be entered via search engine page results, third-parties or directly from a browser, it can also be more complex.

It encourages shoppers to buy a product and gives more information about it in a description. A product page can have a section with opinions and recommendations. So, it can educate about the product and the brand, while being designed for visitors interested in shopping.

A landing page has to be dedicated to a certain campaign. The point of creating a landing page specifically for the purpose of a given campaign is that most first time visitors are not ready for purchasing. Therefore it can increase the return on investment when it comes to ad campaigns.

Want to practice while you learn? Take GetResponse Autofunnel for a spin and start selling products through your sales pages in minutes.

The advantages of ecommerce landing pages:

  • personalization: you can adjust your copy, visuals, and call-to-actions for the chosen audience. This way your ads can be more effective and you can increase your page click-through rate.
  • opportunity for testing: running A/B tests makes sense when you change one element, so that you can easily compare the performance of two (or more) versions of a page. Thanks to controlled traffic generated via paid campaigns, you can analyse which version is more profitable for your company.
  • wide range of possibilities: you should also use landing pages when creating campaigns directed to existing customers. By using segmentation you can prepare many customised landing pages with special offers for returning shoppers.
  • ease of developing: the process of creating a landing page is much simpler and faster than for “full” websites. It’s also relatively cheap. You can also prepare one template and edit it depending on the details of a given campaign.
  • higher conversion: because of a clear objective tailored towards a given segment of customers or characteristics of potential shoppers, it can be more engaging and successful.

8 tips for creating a high-converting ecommerce landing page

Unfortunately, there is no single guide that would fit all online stores. But there are a few tips that every marketer should take into consideration when designing a strategy including the usage of a landing page.

Tip #1: Define your target group

By knowing who are you going to direct your campaign to, you will be able to design a personalised landing page suitable for segments of customers. You can not only personalize special offers and recommendations, but also text and visuals. Depending on demographics and interests you can adjust the communication.

The more you know about your recipients, the better. Use all available sources of knowledge (for example, Google Analytics, Customer Relationship Management systems, social media reports) to get more data and find out more about people you want to get into the next stage of your sales funnel.

For example, ETQ store prepared a specific landing page dedicated to the latest men’s collection.

ETQ landing page

Tip #2: Choose one objective

Depending on the purpose of a given campaign, an ecommerce landing page should have one goal and a form adjusted to it. There are several types of landing pages, so when focusing on the one you should keep it in mind while designing. You can use several elements that can help you achieve your goal.

For example, if you build a subscribers base for your newsletter, you can use a simple sign-up form on your squeeze page. Customize the call-to-action and labels to make it the most efficient for your audience.

signup form landing page for ecommerce

Another idea is to create an ecommerce landing page dedicated to each segment of your existing customers. You can personalize discounts, for example, depending on how many transactions a given shopper has already made.

Tip #3: Get straight to the point

Focus on the goal of a given landing page. Use only one call-to-action so that visitors can be sure what action you expect them to take.

CPJ uses minimalistic design and shows CTA button with simple encouragement “Order Now”.

cpj landing page design

Minimise distractions, like sliders, pop-ups, chatboxes, too many social media icons, and other links, to draw attention to the main point of the page. These additional elements can be helpful on the home page, but they are not supposed to appear on a landing page. Customers should be able to get all the essential information and perform the action effortlessly.

Tip #4: Use high-quality visuals

It’s an absolute must-have. To attract customers you need to show beautiful images or videos to make your landing page uncluttered and aesthetic. High-quality visuals are extremely important, especially when you present your products because they create the first impression of your website. They represent professionalism and engage potential shoppers. In the end, a picture is worth a thousand words. Let it speak to your advantage.

Abbott combined beautiful nature pictures with products’ packshots and suitable colors.

abbott landing page.

Tip #5: Build trust

As this might be the first touchpoint for potential customers with your brand, you should first and foremost build up trust. Add a logo of a well known and trusted company that supports your online payments. Consider implementing chosen testimonials and reviews on a product page to add some credibility to your online store.

On Beats headphones’ landing page you can not notice information about their award.

beats landing page.

Tip #6: Highlight benefits

If you offer any extras, you should inform people about them. To get more shoppers you can offer discounts for returning customers, free shipping or any other benefit. You have the opportunity to attract customers in a few seconds. This is the place to highlight all the advantages of your online store.

Amazon presented all the significant pros of its wedding registry service.

amazon wedding registry landing page example.

Tip #7: Pay attention to the user experience

A landing page, like every other website, has to be optimized for the best possible user experience. Besides intuitiveness mentioned before (clear CTA) and beautiful visuals, you should check the page’s loading time and make sure it’s created with responsive web design.

responsive web design.

Tip #8: Trigger shopping impulses

Create urgency to give visitors no time for hesitation. If you offer a special deal for returning customers or any other promotion, you should make it temporary and inform them about it on your landing page. A great way to do so is to place a countdown timer on it. Make your offer irresistible! No worries – online landing page editors (like GetResponse) provide such elements.

Tesco used a countdown which creates excitement. It was followed by two clear CTA buttons.

tesco countdown timer on landing page.

Think twice

Last but not least. Make sure your landing page links directly to a campaign. If there is no connection between an ad and the link shared with it, you might cause frustration for your customers. Do not deceive and manipulate your recipients with inadequate ad creations to get traffic on your landing page. Remember that your real goal is conversion.

Even if you have an excellent home page and detailed product pages, you still need an ecommerce landing page for your campaigns. To convert more efficiently and increase sales, you should remember about the sales funnel and build a relationship with your potential customers.

By reaching the right target group with accurate content you can increase ROI, CTR and in the end get more customers. Make the buyer’s journey as intuitive and personalised as possible.

Creating a landing page according to the aforementioned tips is not enough to fully succeed. You need to constantly test and optimize landing pages in order to improve the results of your campaigns. The more you find out about your target groups and their preferences, the better landing pages you can provide. Don’t wait any longer – start designing your ecommerce landing page today!

Sell your products with ecommerce landing pages

Paweł Ogonowski

Author: Paweł Ogonowski

Pawel is the co-founder of Growcode, the first conversion rate optimization System as a Service that guarantees revenue growth for B2C online stores. With 10+ years of ecommerce experience, Pawel has been helping companies (e.g., Limango, Virgin Mobile, Eniro, 4F, Showroom, Budapester) leverage data from their online channels to improve user experience that results in higher conversion rates, average order value and customer lifetime value.

How to Design a High-Converting Ecommerce Landing Page.

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The post How to Design a High-Converting Ecommerce Landing Page appeared first on GetResponse Blog – Online Marketing Tips.

Original Article

What Makes A Good Holiday Email Campaign ( 8 Examples)

Good Holiday Email Campaigns

Ah, holidays – the time of year everyone who sells online has been impatiently waiting for.

If there’s time to dazzle your audience, it’s definitely now.

While there are many ways you can impress your customers, nothing beats a stunning holiday newsletter.

To help your holiday emails stand out in the crowd (and the inbox!) better, we’ve gathered eight inspiring holiday email campaign ideas, along with examples and explanations on what makes them so good.

Let’s get you all prepped up for the holiday campaigns now, shall we?

Table of contents:

  1. Order before [DATE] and have it shipped on time for [holiday name]
  2. Here’s your [holiday name] to-do list
  3. We do Holidays our way
  4. You snooze, you lose! The [holiday name] sale will end soon
  5. It’s not all about Christmas, Cyber Monday, or Black Friday
  6. Year in review
  7. Only for you
  8. Didn’t get the gift you wanted?

Bonus: We’ve prepared a free holiday marketing checklist to help you plan, manage, and optimize your holiday campaigns before the hottest sales season.

Get the checklist

Bonus no.2: Also, be sure to sign up for our upcoming free webinar that will prep you up for the holiday sales fever even more!

Reserve a seat

But the businesses who are going to be the biggest winners of the holiday season race aren’t just the ones who can simply manage the increase in customer enquiries and product orders. They are the ones who successfully capture the attention of their target audience and convince them to do the holiday gift shopping at their store.

One of the most effective ways of doing this is through email marketing campaigns. Not just any campaigns, though, they have to be creative, eye-catching, designed with the audience in mind, and sent at the right time. And that’s just the beginning.

Below I’ve gathered six holiday email marketing campaign ideas along with examples from brands who’ve managed to stand out in my inbox. Although this is an entirely subjective opinion, read on to find out the reasons why I think these campaigns are worth remembering.

Also, if you’re unsure about how you can make your emails feel and look special this holiday season, check out our latest holiday marketing campaigns guide. There, we’ve gathered some of the most creative ways you can build your list, craft your subject lines, and design your messages. No matter if it is for Black Friday, Cyber Monday, or Christmas – your campaigns will look great!

Whether you agree with them or not, just let me know by posting a comment below this post. Perhaps you have your own favorite example you want to share with the rest of us? I’d love to see them!

Holiday Email Marketing Ideas

1. Order before [DATE] and have it shipped on time for [holiday name]

Ideally, your promotional campaign should have been running for at least a week before the holiday festivity begins. Naturally, the closer to the big day, the more intensive your marketing efforts should be.

With the holiday just round the corner, some of your prospects might worry whether they’ll have their order shipped on time. That’s why you could make one last attempt to convert them. How? By offering free overnight shipping or running an “order before [DATE] and have it shipped on time” type of campaign.

Example
From: PUMA
Subject line: ⌚ Order before 2pm EST for FREE overnight shipping.

Here’s an email I received from Puma, morning before Christmas Day.

It’s a simple message that includes all the usual elements – a couple of banners, a few links to different secondary offers, a navigational bar, and social media icons.

Puma free overnight shipping email offer for Christmas.

Puma free overnight shipping email offer for Christmas

So why is it so good?

If you’re anything like me, you’re usually running a little behind the Christmas schedule and doing the gift shopping at the very last minute.

And it’s not because you’re hunting for special deals, but because you either haven’t found the perfect gift yet or you haven’t realized that December’s passed right in front of your eyes.

This email was designed with this kind of audience in mind. The late shoppers.

It’s not overly complicated and it doesn’t have to be. It quickly communicates the offer that’s going to get you saved if you still haven’t purchased Christmas presents for your loved ones – Free overnight shipping.

The offer’s first mentioned in the subject line, then again in the preheader, and finally in the banner that’s centrally placed in the above-the-fold part of the email.

Besides the main offer, there are four other elements (secondary offers) that have been purposely emphasized. The sale event, gift cards, gift guide, and Holiday FAQ. All of these are crucial for anyone who’s running late with their holiday shopping, and needs to act quickly.

Although this isn’t the only email that I found in my inbox that revolves around the last-minute shipping theme, in my opinion it was the most effective one for the following three reasons:

  • It was quick to communicate the main offer, which is the free overnight shipping that’ll get you your order in time for Christmas.
  • All elements of the email were used in an effective way – subject line, preheader, and the above-the-fold section all reemphasized the offer.
  • It delivered value by pointing the recipient to the offers they’re most likely interested in, e.g. gift cards, gift guide, or the sale event.

To top it off, the use of the watch emoji in the subject line was a nice addition that made the email stand out even more in my inbox.

Another one that did catch my attention was this email from ASOS. However, their animated GIF and the *terrible* dad joke only managed to get them second place in this category.

Christmas holiday email campaign from Asos.

Christmas holiday email campaign from Asos

Lesson for other ecommerce businesses: Remember when and how your audience is going to read your email. Do they have much time to read through it? Or maybe they’re tight on their schedule and need to act fast? Use this information when designing your message and when it’s needed, go straight to the point with your offer.

2. Here’s your [holiday name] to do list

Holidays are a busy period, both for marketers and consumers alike. Most of us are turn back to the good ol’ pen and paper to put together all kinds of to-do lists.

But what can you do with this information as a marketer? For one, you can create a to-do list your audience will actually enjoy checking and going through.

Example
From: Bonobos
Subject line: Welcome to the Holidays, People.

For this year’s Thanksgiving, I received a neat email from an online retail brand named Bonobos.

Unlike other messages I found in my inbox around this time, this one used hardly any visuals. All it contained was a white to-do list on a dark-gray background.

Bonobos Thanksgiving email to-do list

Bonobos Thanksgiving email to-do list

So why is it so good?

First of all, this email clearly stands out. When scanning my inbox, I actually closed the message first and then had to re-open it, just to take a second look at what I just saw.

Upon a closer look, I’ve noticed that this isn’t just a simple to-do list. At least not one that I’d expect to receive from a brand. It’s more of a list I’d create for myself, with added humor – for example, Memorize cousins’ kids’ names – and hyperlinks that’ll help me complete some of the errands, like Get something nice to wear for dinner.

The humor’s spot on. The copy looks like it was written by someone who understands the target audience very well. The email itself is really easy to scan and fun to engage with. Rather unusual, but I actually enjoyed going through all the points up to the very end of the message.

Lesson for other ecommerce businesses: Stand out, be creative, engage your audience, and show them that you understand them well. Consider using phrases, abbreviations, or hashtags they use in their communication to make your marketing messages more authentic.

3. We do holidays our own way

When you hear the name Black Friday, what’s the first thing that comes to your mind? It’s probably one of the following: discounts, sales, or free shipping.

Most brands hop on the Black Friday bandwagon with the same approach. To sell more, by offering a better deal than what their competitors offer.

But what you don’t expect is that a brand you like will remind you about the mission that drives them. The mission that, most likely, made you choose them in the first place.

Example
From: United By Blue
Subject line: Why We Picked Up Trash Today

Below is the email I got for Black Friday from a brand that I follow – United By Blue. As you’ll find on their website, they sell responsible durable goods. What does that mean? In a nutshell, they sell products for people who care for the outdoors. And for every product they sell, they pledge to remove 1 pound of trash from the Earth’s oceans and waterways.

United By Blue Black Friday Campaign.

United By Blue Black Friday Campaign

Now that you know their story, you’ll also understand where their email’s coming from.

So what’s the email about? It’s a message that explains why for this year’s Black Friday, they decided to do a proper cleanup. Oh, and they called it Blue Friday.

Unlike what you’d expect from a retailer during this time of year, the email doesn’t talk much about their products. Instead, it invites you to learn more about Blue Friday and how to host your own cleanup, and shows you the people who joined them for this wonderful project.

Not so surprisingly, they do also offer a special deal for their customers. But the information about their special sale is only available once you scroll down to the very bottom of the email.

United By Blue Black Friday Sale.

United By Blue Black Friday Sale

So why is it so good?
This one, again, comes down to understanding your audience and answering the question – why did they choose your brand in the first place?

With United By Blue, the answer is pretty simple. It’s because they make products for people who, like them, care about nature. How can they prove that their mission statement isn’t just marketing fluff? With their actions.

Having organized the cleanup and shown pictures of those who participated in it – which include their CEO and Director of Operations – they said more than any regular marketing newsletter ever could.

What’s more, their message is mostly about getting people to participate or even host a cleanup in their own neighborhood. The information about the sale they’re holding for Black Friday comes much, much later.

To sum up, even though this email arrived quite late, i.e. on Black Friday afternoon, it’s very effective. It managed to capture my attention and got me to read it all to the very bottom, where the information about the sale was placed.

Even though it arrived later than any other message I expected to receive that day, it sure made an impact and made me reconsider what I wanted to order for Black Friday.

Lesson for other ecommerce businesses: This may not work for everyone. But if you know your audience well, then you don’t need to use your main CTA button to lead to the sales page. You can focus on content and carry on with your mission, and your audience will follow you.

Are there any other brands that caught my eye because they were doing holiday marketing slightly different? Not many, but the one that has is certainly worth mentioning here.

The team behind Cards Against Humanity once again proved that they know their audience pretty well. Take a look at the following two emails and see for yourself.

Do you think any other brand would get away with closing down their store or simply collecting money to dig a hole nobody could ever find? I don’t.

Cards Against Humanity Black Friday Special.

Cards Against Humanity Black Friday Special

Cards Against Humanity Hole Email

Img. 7 – Cards Against Humanity “We’re Digging a Hole” Email

As you can see, sometimes you don’t need to follow best practices to stand out. Quite the contrary, sometimes it pays off to be different, especially during the holiday season when the competition levels are at their all-time high.

If you want to read the whole story behind their Black Friday campaign, read on what the Cards Against Humanity team have to say about their crazy sale.

4. You snooze, you lose! The [holiday name] sale will end soon

Even though holiday sales last for quite long, some of us still have trouble finding something special for themselves or their loved ones. That’s why marketers keep sending them multiple reminders and last-minute emails, hoping to convert them before everyone goes offline to spend some quality time at the dinner table.

What if there was a way to make your email stand out from all the other reminders out there? Apparently, there is.

Example
From: Casper
Source: Reallygoodemails.com

Like the email from Bonobos, this message doesn’t look much like anything else you’re used to in your inbox. It’s what you usually see when you’re lying in bed, either going to sleep or just waking up. It’s an image that resembles your clock app.

Casper Black Friday Sale Newsletter.

Casper Black Friday Sale Newsletter

When you look closer at the image, you see that each alarm has a special name. Along with witty names, you also find information about the super sale and early bird discount the brand’s currently offering.

Just as you’re starting to get slightly nervous that you might miss out on yet another deadline, you find a comforting message, just below the clock app. It says that you can rest comfortably and even sleep through Black Friday, as you can shop with Casper without even leaving your bed. All you have to do is go to the brand’s website and type in the code: SLEEPIN.

Why is it so good?
Casper is a brand that sells mattresses for your bed. Although to some this may not sound very exciting, they’ve managed to make an impact with their marketing communication more than once.

This is one of those examples. What I like about this email is that it fits in so well with what they actually sell. Bed mattresses, clock app, multiple alarms set not to miss an important date, and finally a discount code with the phrase – sleepin.

The email’s relatively short and manages to quickly communicate that you can shop online, without ever leaving your bed. And of course, you wouldn’t want to leave your bed, even if it was for a great sales event like the ones you expect to see on Black Friday now, would you?

One more thing that makes this email campaign even greater is the second newsletter that comes after it. Even shorter, following the same principle, but this time aimed at people who – despite the reminders – managed to sleep through Black Friday.

Casper Last Black Friday Followup Email.

Casper Last Black Friday Followup Email

What’s most interesting about this email isn’t the humor or its length. It’s the fact that they decided to extend the Black Friday sale beyond the one day.

This is something we’ve been seeing more and more often over the last few years. Brands seem to be wanting the Black Friday craze to go up until Cyber Monday or even later in the week.

Personally, I’d watch out not to discourage customers from shopping when prices are at their standard level, but this is something each ecommerce business has to decide on their own.

Lesson for other ecommerce businesses: Make sure each element of your email reemphasizes what you’re actually trying to say. A good design can often help and deliver the message much quicker than words ever could. But that doesn’t mean you should forget about good copy.

5. It’s not all about Christmas, Cyber Monday, or Black Friday

When referring to the holidays, you might be thinking about Thanksgiving, Christmas, or maybe Hanukkah.

But, there are so many other holidays along the way. They may not be as popular as Christmas, but does that mean you can’t tie them nicely with your brand?

Marketers behind the email marketing campaigns for Casper would disagree.

Let’s take a look at some of their more creative newsletters.

Example

From: Casper

Subject line: That extra hour, though.

This campaign is about celebrating the brand’s most favorite day of the year.

Curious what day it is?

It’s the Daylight Saving Time. Because you can sleep in, one hour longer.

And they’re selling mattresses, pillows, and everything else you need to sleep well.

Now isn’t that brilliant?

Besides the idea for the campaign, what stands out about this email is its design. As it’s always the case with this brand, their message looks beautiful.

Casper Day Time Savings Emails..

It’s simple, contains a clear heading – in fact, the whole typography’s really good – and a single call to action button that says “Party on”.

The descriptive, humoristic CTA button is placed next to a discount code and an animated GIF alarm clock that makes the information about the 10% OFF discount impossible to miss.

Then finally, below the main part of the email body, there’s an additional link that lets you “Find a sleep shop near you”. Yup, not a store, a sleep shop.

One more thing worth mentioning about this email is the top bar, located just below the navigational bar.

It’s very subtle. It contrasts nicely with the email body and since it’s in the above the fold section, it’s quick to inform the email recipients about the latest offer.

If anyone’s just skimming through their inbox, there’s a chance they won’t read the whole email but they’ll see that top bar. And if it captures their attention and generates interest, they’ll definitely scroll down to learn more about the offer.

Example

From: Casper

Subject line: New season? New bed.

Now I don’t want to sound like a big fanboy, which I may have just become, but here’s another great email from Casper that follows a similar line of thought.

It’s using yet another special time of the year, although not really a holiday, to promote their products.

In this email, Casper’s using the end of the summer and the beginning of “slumber” as the key idea behind their campaign.

Casper end of summer campaign email.

Casper’s end of summer campaign email

Similarly to the previous message, we’ve got the top bar summing up the main offer (located above the fold), one single CTA button that says “Start hibernating”, and a nice image with flip flops and warm slippers that accompanies the whole offer.

The copy? We’ve learned to expect this kind of copy from them.

A slightly awkward rhyme (Summer, Slumber), “Sleepin’ season”, “Start hibernating” – all of these tie in with what their business is selling.

There’s no “buy now” or “start shopping”.

It’s more creative than this.

Everything is put together nicely. The email’s short and sweet.

Although the offer itself isn’t new or creative – just another 10% OFF discount – the email campaign just looks good and is a joy to observe in the email inbox.

6. Year in review

When preparing their marketing campaigns, most marketers focus on what they’ve got prepared for their customers. Their blow out sale, free delivery, contest, or new line of products.

Less often, they focus on their customers – what they’ve done and what they’ve contributed to.

“Year in review” is one of the less seen campaigns. Perhaps because it doesn’t scream “buy now” and maybe it doesn’t provide a big return on investment.

At the same time, from my experience at least, it’s one of the most engaging types of campaigns.

Is it going to work for everyone? Probably not.

It should work for brands, services, or SaaS platforms that customers really care about.

It’s not just about summarizing the products someone bought over the year – that wouldn’t work unless these products meant a lot for the customers.

It’s about…

Well, let’s see what it’s all about :).

Example

From: Sevenly

Subject line: Thanks! Because of you…

Sevenly is an online retailer, that runs charity-themed campaigns and gives back part of their profits to those in need.

As you can read on their website, they pledge to donate $7 per purchase in their 7-Day Campaigns and 7% from their cause-themed collections.

So, every time you buy from them, you get that instant positive feeling that you’re doing something good.

The challenging part is that, over time, you may feel less motivated to help out in this way. Especially if you’re not seeing the direct outcomes, like what the money’s been invested in.

To counter this, Sevenly came up with this idea to send out a “thank you” campaign that summarizes just how much the brand and all of those who’ve participated in their campaigns, have contributed over the year.

As you’ll read in this email, in 2017 they’ve raised $4.9 million in donations, 1.7 million people helped them out, 2.4 billion free impressions were made for their selected causes.

Sevenly thank you email.

Sevenly’s thank you email

Why is this email so good?

There are several things that make this email special.

It’s the idea behind the campaign. Summing up all the milestones can definitely help the customers feel that they’ve made a difference in someone’s life.

The sender’s name, aka “from” name, also stands out. In your inbox, it says the email came from “Your Friends at Sevenly”.

If you’re trying to build a community, that’s definitely one way to do it.

As for the design, the email looks nice. It’s not overcomplicated, but the point of this campaign was to provide information to the recipients and thank them for their contribution. It’s not meant to sell.

So, although I can’t say much about the design, it seems to fit with the goal of this campaign.

Example

From: Spotify

Subject line: Everything you need to know about your year in music

Now, there are two emails I really want to show you.

Both of them were sent by Spotify, in different years – 2016 and 2017.

The idea behind them was to summarize everything the Spotify users have listened to over the year. The number of minutes, most popular songs, favorite genres, and so on.

By doing so, they wanted to engage the users, make them reminisce on the things they’ve listened to in the past and have fun analyzing it.

Email Spotify Year in Review

Spotify yearly summary email 2016

And I think they succeeded in this.

In fact, I remember that we’ve had lots of fun sharing the results with our colleagues over the last two years.

I bet it was similar in your office or among your friends, too.

Why are these emails so good?

First of all, I want to emphasize the differences between them.

Except for the most obvious – one’s in English (sent to my colleague), the other one is in Polish (that one’s mine).

The idea behind them was slightly different.

The 2016 one summarized and placed everything in the email. The 2017 one directed you to a landing page where you could have generated the results once you’ve logged in to your account.

I guess the newer one is better for Spotify in terms of activating their users and getting them back to their site.

The other one, however, is more complex and I appreciate it more, mainly because it used dynamic content to personalize the experience for their users.

Other than that, both of them are very nicely designed.

The more complicated one especially, given how different the results could have been for each individual of their customers.

I have to say, aggregating this amount of data and using it to personalize the content for their user – great. Making it pretty at the same time – awesome.

I’m sure this idea could work just as well for other brands. In fact I’ve seen Grammarly, Google Local Guides (example below), and Tripadvisor send out similar “summary” emails.

Unfortunately, they still have a lot to improve, if they want to be as engaging as this inspiring email from Spotify.

Google 2017 highlights email.

Google 2017 highlights email

 

7. Only for you

Exclusivity is a powerful thing, and marketers have known this for a long time.

The holiday sales season is a perfect moment to remind your contacts that being on your list has its perks.

Example:

From: Williams Sonoma

Subject line: 20% Off Fall Decor – Wreaths, Plants & More

williams sonoma holiday campaign email for halloween.

Williams Sonoma holiday campaign email for Halloween

This is a holiday newsletter I’ve received from Williams Sonoma shortly before Halloween.

Design-wise, there’s not much to say about this message. It’s very similar to all the other email campaigns sent out by this brand. Well, consistency in design is a good thing.

Perhaps the only thing that stands out about this email’s design is the uncommon use of the preheader section. You don’t usually see links like “Shop now” or “Find a store” before the “View email with images” URL.

I assume this was done for the mobile audience, but I’m not sure whether this tactic is very practical. As always, it’s one of the things you just have to test on your own.

While there isn’t anything particularly remarkable about this email’s design, the idea behind the campaign is very interesting.

So, if it’s not the design, what makes it great?

Let’s see.

Why is this email so good?

What I like about this holiday newsletter is that it makes the recipients feel special. Maybe not all of them, but the cardholders for sure.

This approach has three clear benefits. It makes their cardholders feel appreciated, and it motivates them to buy more frequently. Plus, WS presented the offer to their entire newsletter audience, so other recipients may feel inspired to join the WS cardholders club.

What’s surprising is that I don’t often see campaigns like this one, although developing one shouldn’t be particularly difficult.

That said, let’s look at one more holiday newsletter template which uses a similar approach.

Mark and Graham holiday fall email campaign.

Mark and Graham holiday email campaign

As you can see in this message from Mark and Graham, right below the navigational bar and above the main headline in the header, there’s a message that says, “Email Exclusive Offer”.

What this tells the subscriber is that this offer is nowhere else to be found. It’s exclusive, unique, and available only to the chosen ones.

If you’re a marketer, you know that offering something like this isn’t difficult, nor expensive.

All you need is to offer early access to your new product lines, exclusive products, additional bonus points, free shipping and returns, or additional content that’s available only through email.

Lesson for other ecommerce business: What’s the benefit of being your subscriber or a loyalty club member? If you figure this out, make sure to communicate it to your audience. Make them feel special, and they’ll pay you back.

 

8. Didn’t get the gift you wanted?

Is it possible to sell Christmas gifts after Christmas has ended?

As it turns out, it is.

You just need to focus on a different audience.

Example

From: Mahabis
Subject line: no mahabis under the tree? treat yourself instead…

mahabis inspiring holiday email campaign.

Mahabis unboxing day email

For most people, holidays are about spending time with family and friends, eating dinner together, and exchanging gifts.

Because of that, marketers spend most of their time coming up with new ways of convincing their audience to spend their holiday budget on gifts for others.

In this holiday newsletter below, Mahabis took a slightly different approach.

They focused on the fact that you too might have wanted to receive a special gift.

Perhaps nobody knew that all you dreamt about was a pair of Mahabis slippers. Does that mean you shouldn’t get them? Definitely not.

What you see in this message is a clever discount offer that lets you extend the holiday feeling by treating yourself with one of their products.

They also playfully called their campaign “unboxing day”, referring to the boxing day that takes place on the day this message was sent.

Why is it so good?

I really like the idea behind this campaign. You don’t often receive a holiday newsletter that focuses on the recipient. Instead, most of them help you buy gifts for others.

If you’re a fan of this brand and have long been waiting to buy a pair of their slippers, this message would’ve definitely caught your attention.

After Christmas is over, the odds are that 1) you’re short on money and could use a discount code, and 2) you’ve not received the gift you truly hoped for.

In this holiday newsletter, Mahabis is betting that this is the case for you.

And I think this is a solid strategy.

Lesson for other ecommerce businesses: When preparing your holiday campaigns, consider changing the focus to your recipients (instead of their family and friends!) Think about what they need or want this holiday season.

Maybe they want to look good at the Christmas dinner party? Perhaps they’re hosting the party and want to make sure it’s going to be a blast? Or maybe they just want to treat themselves with something nice?

Go ahead, be creative, and try something new!

What else should you try for your holiday marketing campaigns?

Marketers try different approaches to deliver value to their audience. Depending on who they’re communicating with, the tactics they pursue will vary.

Here are a few more examples of email marketing campaigns that, in my opinion, worked pretty well. Without going into much detail, take a look at how effectively they’re using animated GIFs and product recommendations based on the price range.

Special Father's Day Message

Special Father’s Day Message

American Eagle Outfitters Sales From The Crypt Newsletter

American Eagle Outfitters Sales From The Crypt Newsletter

Mark And Graham Something Special For Her Under 100.

Mark And Graham Something Special For Her Under 100

How GetResponse can help with your holiday campaigns

Now that you’re inspired and ready to take action, it’s time to craft your stunning holiday newsletters.

And that’s what GetResponse can help you with.

Inside GetResponse you’ll find an intuitive email creator that’ll help you quickly build and send holiday newsletters to your audience.

And if you’re not sure about your design skills, don’t worry – you can just use one of the ready-made templates that are available for you to use.

If you’d like to create stunning Christmas email templates – and other holiday emails, too – all you have to do is sign up for a free trial and give it a go.

In addition to the free newsletter templates and the email creator, you’ll also find that GetResponse offers a great number of tools that’ll help you run your holiday campaigns better.

With tools like Facebook ads, social ads creator, landing page creator, or webinar software – you’ll be fully equipped to run holiday campaigns like a pro!

Inspiring-Holiday-Marketing

Related posts

The post 8 Inspiring Holiday Email Campaigns and What Makes Them So Good appeared first on GetResponse Blog – Online Marketing Tips.

Original Article

How to Use Email Marketing for Ecommerce

Setting up an ecommerce business is easy.

You can build an online store in a couple of days and start shipping products you haven’t even seen with your own eyes.

But what’s hard is setting up an ecommerce business that:

  • is different than other online stores in the same category
  • continues selling its products throughout the year – not only during the big holidays like Black Friday or Cyber Monday.

So, when I say that setting up an ecommerce business is easy, I don’t actually mean that starting and growing a successful online store is simple.

I’m only referring to the first stage, i.e., setting up an online store.

As for the second stage – growing and promoting your ecommerce business – that’s often a completely different story.

But with this article I want to show you that it doesn’t have to be this hard.

There are many proven ecommerce marketing strategies you can test and apply to your own business.

With the following ecommerce marketing ideas, you’ll soon see that selling online isn’t so complex after all, especially if you’ve done your reading ;).

Ecommerce marketing strategies

If you’ve already decided that you want to join the ecommerce revolution and sell your products online, I’m sure you’ve considered approaching your customers one of the following ways:

  • social media (organic and paid)
  • display advertising
  • content marketing
  • search engine optimization
  • search engine marketing
  • affiliate marketing

They’re all very effective ways of reaching your customers online, so definitely read up on them, if you aren’t familiar with some of the items listed above.

You can, for example, start with this article by Barry Feldman – the CHEAPSKATE Approach to Ecommerce Marketing.

But if you had to choose a single online marketing channel, based on its return on investment only, then we’re missing an important element on this list.

Know what that is?

Yep, it’s the good ol’ email marketing.

According to the DMA, email generates an average of $38 in return for every $1 invested. Similarly, in our report email ranked as the top digital marketing channel in terms of effectiveness.

It’s not hard to believe either, taking into account Facebook’s constant updates to the News Feed algorithm update, Google’s changes in their ad layout, or their Zero-Results SERPs experiment.

The trend seems to be clear – you have to pay to play. And if you want to acquire more customers for your ecommerce business, you have to keep increasing your advertising budget.

Luckily, this isn’t the case with emails.

Once you’ve got your contacts’ permission, you can run email marketing campaigns without worrying about your organic reach and external algorithms.

Provided that you pay attention to your email marketing metrics, like open rates and deliverability, of course.

In this article, I’d like to show you why using email marketing is a must if you’re running an ecommerce business.

You’ll also:

  • read about successful ecommerce email marketing campaigns
  • see examples of inspiring ecommerce newsletters
  • get ecommerce email design tips and ideas

On top of that, with the help of ecommerce experts from The Baby Sleep Site, Only in Your State, and Happy Bunch, I’ll also show you how to use email in your marketing communication strategy.

Let’s get started, shall we?

Why use email marketing in your ecommerce strategy?

I’ve already mentioned the 3,800% ROI. But that’s sometimes hard to relate to if you don’t know exactly how much you’re paying to acquire new customers.

Other metrics such as the average email open and click-through rates may be more meaningful. Especially if you’ve been running online marketing campaigns using social media or display advertising.

email marketing benchmarks average open rate

Excerpt from our Email Marketing Benchmarks report

In our Email Marketing Benchmarks report, every quarter we analyze the average performance results of businesses across industries. As I’m writing this, the global average open and click-through rates are 23.67% and 3.83%, respectively.

In other words, every fourth person you send your email to, give or take, is going to open it.

Compare that to your organic reach on Facebook and you’ll know that this is a solid figure.

And that’s an average result, taking into account all the different types of emails, industries, and businesses that sent them.

If you look only at triggered emails, the results are even higher – they score an average open rate of 45.88% and a click-through rate of 10.38%. More than double the clicks you get with simple newsletters.

What’s not included in the report are conversion rates and sales revenue.

And that’s because they happen past the email – in your store or on your website.

Since we don’t have this data and every business has their definition of a conversion, what I can suggest is that you start measuring these yourself.

How to track revenue from your ecommerce email marketing campaigns

The easiest way to measure the revenue you’re making from email marketing is by adding UTM parameters to your email campaigns, setting up goals in your analytics tool (e.g. Google Analytics), and looking at the conversion rates and generated revenue over there.

Although it’s the simplest way to measure your email marketing ROI, it’s not the most accurate one.

That’s because when setting up goals you have to assign the value of the goal conversion yourself.

If you only sell several products and they have different URLs, then it’s not a big problem. You can set up several goals and assign them a specific value.

The problem appears only if someone decides to buy several items of the same product within one session. That’s because Google Analytics would count that as a single goal conversion.

This way your email marketing campaigns might not be getting enough credit.

Your sales revenue from this channel would only be an approximate one.

At the same time, measuring this way is better than not measuring your sales revenue at all.

The second slightly more advanced way to track revenue from your email campaigns in Google Analytics is to use the Enhanced Ecommerce Analytics plugin.

This plugin lets you track user interactions with products on your ecommerce website.

If they view a product, click on it, check product details, add it to cart, start the checkout process, complete the transaction, or abandon it – you’ll have all that information in your Google Analytics dashboard.

More importantly, you’ll get accurate information on how much your customers spend with their transactions, because the value of each individual transaction will get automatically sent to GA.

And if you connect your ecommerce store to GetResponse, you’ll be able to use that information to create customer segments and send targeted email marketing campaigns.

Be it cart abandonment emails, product upselling campaigns, or product recommendations.

But more on that later :).

How to use email marketing for ecommerce?

One of the main advantages of email is that it works perfectly across the entire customer lifecycle.

No matter if you’re looking to:

  • acquire new leads,
  • convert your leads into paying customers,
  • or retain your existing customers,

…email’s going to help you grow your ecommerce business.

Let’s take a look at exactly how email works for each of these funnel stages.

Acquiring new customers with email marketing

No business can exist without an effective customer acquisition strategy.

This is especially the case with ecommerce businesses. You’re not normally looking to serve only a handful of customers – even if they’re very profitable – but instead, you’re doing everything you can to get as many people into your online store as possible.

So how does email fit into the equation?

First of all, thanks to email signup forms and landing pages you can ask your store visitors to stay in touch.

If they provide you with an email address, you can send them newsletters and keep sending them updates about your offers or special promotions like flash sales.

This is especially important if your prospects aren’t ready to make a purchase when they first come in contact with your brand.

Here’s what Nicole Johnson, the owner of The Baby Sleep Site, says about this:

Email marketing is very important to our customer acquisition strategy. Our clients need time to get to know our philosophy and what our company is about, so email marketing allows us to build relationships.

Also, email can supplement your other customer acquisition campaigns, using different digital marketing channels.

Maura Hughes, Head of Ecommerce for Only in Your State, further explains this concept:

Email marketing is a core part of our customer acquisition. It’s the part of the consideration and awareness stage of our customer journey. We drive traffic to our pages through social media marketing and search and then from there, we implement webforms and welcome series to help convert prospects into buyers.

There are several reasons for which prospects would be interested in joining your email list. For example:

  • To get a discount code (e.g. 10% off the first purchase)
  • To get a free delivery
  • To be among the first ones to get the latest offers
  • To get exclusive offers
  • To get updates when a specific product is on sale or back in stock

free guide email signup form baby sleep site

A signup form offering a free download from The Baby Sleep Site

And another example, this time from Applecrumby and Fish.

applecrumby and fish signup form

Notice how their offer is first about providing safer products for your baby. The information about savings on your first order comes only second.

When you’re coming up with ideas for what you could offer your customers in exchange, be sure to match the incentive with your customers’ buyer persona.

Your freebie or lead magnet should reflect who you’re trying to win over.

For example, it’s probably not the best idea to suggest joining a loyalty program to prospects who are only going to make a one-off purchase.

At the same time, if you’re selling something exclusive, offering a 10% off discount may make your brand look a bit cheaper.

If you’re interested in learning more about using email for customer acquisition, here’s an article that shows you how to build an ecommerce email list, focusing on SEO, PPC, and effective landing page design.

Conversion

With the first stage out of the way, let’s look at how email marketing can help improve your ecommerce conversions.

At the very least, you can run promotional campaigns or blowout sales on retail holidays like Black Friday or Cyber Monday.

But that’s only going to work for people who are ready to buy.

black friday newsletter email sevenly

A Black Friday Sale newsletter from Sevenly

As Nicole Johnson from The Baby Sleep Site already mentioned, not all prospects are ready to buy from you right away. That’s when you might want to run what marketers call lead nurturing campaigns.

In short, lead nurturing or email drip campaigns are used to turn prospects into buyers by sending a series of messages in specific time intervals.

One email at a time, their purpose is to strengthen the relationship between the prospect and the brand by offering additional value.

Nicole goes on to explain their approach in more detail:

We use email marketing to convert contacts to buyers by sending them a series of free content emails as well as emails describing how we can help and what is involved in our process.

Similarly, Only in Your State uses welcome email series to convert prospects into customers. And email automation is just one of the tactics they use to get on average 50.55% unique open rates. You can read more about this in our case study.

Note that you can start your lead nurturing process at any chosen moment, not just after signup.

That’s why companies like Happy Bunch use email to increase their conversion rates:

Joanne Ho, CEO & Founder of Happy Bunch Malaysia & Singapore:

Email marketing plays a pivotal role in our customer experience and acquisition strategy. We use it help build relationships with our users and convert prospects into buyers. We also have an automated cart abandonment campaign to supplement our remarketing efforts across our social media channels.

Below you can see an example of a cart abandonment email that has a similar objective as your typical lead nurturing campaign.

cart abandonment email american giant

Example of a cart abandonment email from American Giant

This is a single message from a four-email series sent by American Giant, a US-based online retailer – all focusing on a different aspect that makes their offer special.

If you don’t complete the purchase and buy this particular hoodie, you’ll likely receive:

  • one email saying that “your new favorite” hoodie is still available
  • one email letting you know about their “lifetime warranty”, which lets return the product anytime, free of charge, as they’re “built to last a lifetime”
  • one message explaining the story behind their “Classic Full Zip” and how it has been named the “Greatest Hoodie Ever” by Slate magazine
  • one final email repeating the fact that you can still complete the purchase and return the product for free, anytime.

Most often, lead nurturing is used for:

  1. customer onboarding campaigns – to turn newly acquired prospects into paying customers
  2. top of mind campaigns – to become the first choice for those who aren’t ready to buy but are interested in the offer
  3. re-engagement or win-back campaigns – to win-back those leads who either showed intent or have previously bought something from you

In one of our recent webinars Getting started with ecommerce communication, we looked at how a company called Casper used lead nurturing (example below) for their onboarding program. You can check out the recap and the recording if you want to learn more about what they do to convince their prospects to buy mattresses online.

casper email onboarding images

Example of using lead nurturing for an onboarding program by Casper

If you’re interested in running lead nurturing campaigns – or any other campaigns aimed at converting your leads – it’s worth considering using marketing automation for this process.

Here’s why.

Marketing automation makes it easy to send the right content, to the right people, and at the right time.

Why does this matter? Because your audience is more likely to act upon your offer when they get relevant content.

You can read more about this and see how easy it is to run lead nurturing campaigns using automation templates in our recent article – 5 Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions.

Retention

Holly Sutton recently wrote a great article on why retention emails are as important as sales emails. And I couldn’t agree more.

To acquire a new customer, you often have to settle down for a minimal profit margin. By offering a free delivery or 10% discount, you’re often barely covering all the costs you had to incur up to that point.

You do that through repeat sales that lead to high customer-lifetime value (CLV) – and hope to get that money back in the long run.

Email campaigns are great for this. That’s because there are many ways you can use them to drive customer engagement and build brand loyalty.

Even in your list opt-out, welcome, and re-engagement emails you can convince your contacts to take action.

For The Baby Sleep Site, Nicole Johnson uses yet another tactic:

We use cart abandonment emails to learn more about how our readers are thinking at the time of purchase. We send an email automatically to ask them for feedback on the website and the reason they abandoned their cart.

Unquestionably, survey emails can work wonders.

survey email marketing ecommerce timberland

Example of a survey email from Timberland

Maura Hughes of Only In Your State says this about how they use emails for customer retention:

We use win-back campaigns to attract customers who have not purchased or are not engaging with the brand anymore, we have an automated cart abandonment campaign, and we offer loyalty campaigns offering discounts for new products to existing customers.

We also use a post-purchase follow-up campaign to strengthen customer loyalty, increase product reviews, and offer best-selling products.

As you can see, there are multiple ways to use emails to retain your ecommerce customers.

A thing to keep in mind: start thinking about customer retention as soon as possible. How you communicate at the beginning of your customer journey is just as important as how you do it at later stages, when they become inactive.

Win-back campaigns are a great way to drive retention. At the same time, a well-designed message containing shipping information could be the one that strikes the right chord with your audience.

Must-have ecommerce email campaigns

We’ve just discussed how email marketing can be used by ecommerce brands to facilitate their customers’ journey.

Now let’s take a look at the best ecommerce email campaigns – those that can help you build stronger relationships as well as those that are aimed to sell more products.

5 ecommerce newsletter ideas:

  • Welcome email

Someone visited your store, became interested in your offer, and signed up for the newsletter – now’s the time to delight them with your welcome message.

The welcome email might be the most important email you’ll ever send. Not so surprisingly, the average open rates for welcome emails are often above 80%.

But what goal does a welcome email serve?

There are many, but the most important one is to reinforce your brand and get people to click-through to your website.

Whether it is to learn more about the offer, redeem the discount code, or see the latest trends – your welcome message should delight your new leads and convert them into paying customers as quickly as possible.

Below’s an example of a welcome email from Adidas. Notice how it successfully makes you feel like you’re part of a community and gets you back on the site, to shop for your new favorite clothes.

Welcome mail from Adidas

  • Onboarding campaign

Soon after the welcome email comes the time for your onboarding emails.

The goal of an onboarding email series is to familiarize your new recipients with the brand and the full-range of products and services you’re offering.

It doesn’t have to be long. It could be a short, two to three email series. Just make sure that in your email communication you discuss the most important elements of your offer.

These could be the types of categories you’re selling, your best-rated products, or the terms of free returns and delivery.

For your inspiration, here’s a newsletter from Huckberry, an ecommerce brand that backs up its products with inspirational content.

huckberry newsletter campaign onboarding

  • Flash sale campaign

At the end of the day, your ecommerce email campaigns should be designed to generate sales revenue, both long-term and short-term.

While the previously mentioned types of campaigns are focusing on the long-term results, you shouldn’t forget about the quick, time-bound campaigns.

Flash sale campaigns are designed to do just that. Create a sense of urgency, get your customers to act quickly, and generate revenue fast.

How can you achieve this? Do a blow-out sale flash campaign that lasts for 24 hours or throughout the weekend.

Send a couple of reminders to a selected customer segment – those who engaged with the email, click through to the site, but haven’t placed the order. Or those who haven’t even opened the first email.

Just make sure that the offer is worth it. You don’t want to create a fake sense of urgency when there’s no actual value for the recipients.

Cheap tricks will end up costing you money in the long run. So when focusing on short-term results, make sure your brand image stays intact.

  • Cart abandonment email

I’ve already mentioned the cart abandonment emails, but it’s such an important message you cannot ignore it.

Why?

Because cart abandonment emails can have a high impact on your sales results.

They’re sent less frequently, but they’re aimed at people who are *this close* to buying from you.

All they need is to get a reminder, perhaps an additional incentive, or be reassured that they can trust your website and they’ll get value out of this deal.

And since many customers expect to receive cart abandonment campaigns, they often get average open rates of 40-50% and CTRs above 15%.

Here’s one more example of what your win back campaign could look like:

cart abandonment email from timberland

  • Product recommendation emails

There are only two options: your email recipients either have or haven’t already bought from you.

In either of those scenarios, you can send product recommendation emails and try to convince them to take action.

If they haven’t bought anything from you yet, go with the best-rated products.

Got the information about the source of the lead or what they’re interested in?

Yes – Good, then use it to send personalized emails.

No – That’s fine, just go with the best-rated products, but make sure to test that in the future.

If they’ve already bought from you before, the situation’s easier. Just recommend them the best products, based on their behavior. Use an automated algorithm or your own knowledge to offer them whatever fits their situation best.

Product recommendation emails are relevant and that’s what makes them successful, too.

Here’s an example of a product recommendation email that was sent to me at the right moment. When was that? In this case, shortly after I made the first commitment and bought my first product from that brand.

recommendation email amazon books

Want to see more ecommerce newsletter examples? Here’s a list of over 30 automated emails you could be using for your business.

Best practices in ecommerce email campaigns

So what can you do to make sure your campaigns move the needle? Here’s a list of 10 best practices for effective ecommerce email campaigns.

  • Send your emails at the right moment.

Marketing automation workflows will help you send triggered emails when your leads are most likely to convert.

  • Personalize your email campaigns.

Don’t just rely on generic email campaigns that aren’t aimed at anyone specific. Make sure the content and arguments you use in the communication are relevant to the target audience you’re trying to convert.

  • Make your content engaging.

Know what type of content’s most engaging for your customers. Do these emails contain videos? Or maybe it’s user-generated content? Analyze your results and use the data in your favor.

  • Always be optimizing.

Your gut feeling’s important, but we’re often biased and choose things we’re more familiar with rather than what’s best for us. The same goes for your email campaigns – use data to formulate A/B tests and optimize your campaigns and win in the long game.

  • Ask customers for their help.

When optimizing your email communication don’t forget the key element behind all of what you’re doing – your customers.

Ask your customers for their feedback to learn more about what it is they’re looking for.

Use survey emails to get to know them better, to overcome their doubts, and improve your email campaigns.

And don’t put roadblocks preventing your customers from sharing their voice. Change that no-reply email address to something more human.

Don’t make it a marketing stunt.

Start caring more about your customers’ opinions and whenever possible, fix things where others have found problems.

  • Use social proof for more effective marketing campaigns.

Once you’ve gone with the previous best practice, don’t stop – turn your customers into brand advocates. Customer reviews and opinions are the best piece of marketing you’ll ever have. And when it finally happens, make sure the customer’s appreciated and that others know about it.

  • Segment your audience

Not all customers are the same, we all know that. But only few marketers change how they communicate in their email campaigns based on who they’re targeting.

So be different and figure out whether your best customers, high spenders, those with the high average order value, or trendsetters, should all be treated the same way.

Do they all need a discount code to be convinced to buy your new line of products? Or maybe it’s enough that they’ll be the first ones to get it? These are the types of questions you’ll want to answer before your next email campaign.

  • Use power words to make your copy even more effective

Ecommerce email campaigns often focus on beautiful images and flashy design. But that’s not all there is to successful email campaigns.

Email copy is just as important. So pay attention to it.

First, start with your subject line. Over half of all email recipients base their decision whether to open the email on that one single factor.

Then go with the preheader, header, and your call to action buttons.

They all should reinforce your message and help you convert your recipients into buyers.

  • Aim for all devices

It’s been said too many times already, but I’ll say it one more time.

When designing your email campaigns, landing pages, and ad campaigns – focus on all the devices your customers might be using to access them.

If a single element in this equation’s not working, you might be wasting your marketing budget and your customers’ interest.

Pay attention to the images, size, and placement of your call to action buttons, the product page, check out process, and everything else your customers might encounter on the way.

You’ll want the experience to be as smooth and friction-less as possible.

  • Pay attention to your mailing frequency

Every once in a while, we all get tempted to send an additional email campaign. We do it thinking that there’s little harm in it and the outcome can only be good for the business.

While in many cases that might be true, the data from our study seems to be telling a different story.

Before you decide to increase your mailing frequency make sure to analyze the data carefully and take note of when you’re making the changes.

The number one reason why subscribers opt out of email campaigns is because they receive too many emails in general.

At the same time, the total revenue you’ll make from the campaign may outweigh the costs of attracting new customers to replace the ones who unsubscribe.

Whatever you decide, make sure your long-term goals aren’t sacrificed by your short-term plans.

How will you grow your ecommerce business?

Now that you’ve seen how email can help your ecommerce business, it’s time you answer this one simple question:

What’s the first step you’re going to take?

If I had to choose a campaign I’d launch for my online store first, it’d definitely be one of the following – welcome email, post-purchase follow-up, or cart abandonment email.

But even if you don’t have a product to sell just yet, you can use email to introduce a new one.

So go on, connect your online store with GetResponse and launch your first email marketing campaign today.

How to Use Email Marketing for Ecommerce

Related posts

The post How to Use Email Marketing for Ecommerce appeared first on GetResponse Blog – Online Marketing Tips.

Original Article

The CHEAPSKATE Approach to Ecommerce Marketing

C-H-E-A-P-S-K-A-T-E: 10 Ways to Boost Your Ecommerce Business with Low-Cost Marketing Tactics

Who are you calling CHEAPSKATE?

No one likes to be called a “cheapskate.” However, today cheapskate is a good thing.

Wear the badge with honor. You see, CHEAPSKATE is an acronym I created to unravel a series of ways you can boost your ecommerce business with some highly economical sales and marketing methods.

I’m going to riff a bit on each letter and offer tips for various ways you can execute each tactic.

Here’s a preview of what we’ll cover:

  • Competition
  • Help
  • Email
  • Automation
  • Proof
  • Social media
  • Keywords
  • Advice
  • Tools
  • Ease

I hope the passages and examples presented in this guide inspire ideas to help you become a more successful and cost-effective ecommerce marketer.

C is for Competitions

One of your marketing objectives must be to continuously grow your email list. Another, I hope, is to learn more about the preferences of your prospects and customers.

Conducting competitions has proven an effective and inexpensive way to accomplish both objectives. Try the following:

Contests

Contests promoted on social networks, your website or any channel will generate awareness, drive traffic and increase conversion. A post on ShortStack details 11 ecommerce promotion ideas as well as the many benefits of conducting contests.

Contests may have interactive elements – such as pick your prize or cast a vote. Consequently, the data you collect will reveal useful insights into customer preferences.

Giveaways

Who doesn’t love free stuff? A giveaway is simply a form of a contest where winners are chosen at random. Contests, on the other hand, are judged.

Coupons

While your contests and giveaways may offer a limited number of prize winners, you can make every contestant a winner by rewarding them with coupons and special offers.

photo contest

video contest

Giveaway

The first two contests above engage prospects and enable your brand to collect user-generated content. Competitions such as these often feature photo and video contests.

The third example is a simple giveaway – contestants enter for a chance to win a relevant prize.

Images courtesy of ShortStack (from the article mentioned above)

H is for Help

As you probably know, in the world of content marketing you focus on delivering free resources to prospects designed to educate, entertain and inspire. We’ll focus on the education element with the following smart plays for ecommerce brands:

Blog

Your blog should be a consistent source of education about topics relevant to the challenges your customers face.

Guides

Develop “how to” guides in the form of ebooks, buying guides, checklists, cheat sheets, infographics, and even short courses. Gate the content with forms and landing pages to grow your email list.

Videos

While some prefer to read, many others rather watch. Make helpful videos that fulfill the same role as documented guides. They need not be elaborate or expensive. Here’s a robust list of ideas for creating videos on a tight budget.

Chat and chatbots

Some call it “conversational commerce,” that is, connecting through messaging apps. You can offer live chat or employ chatbots to provide assistance to customers to answer questions, deliver advice and help resolve issues. Chatbots use AI to infer customers’ preferences and create a better shopping experience.

Zenni resource page

Zenni video

Zenni infographic

Zenni Optical commits to creating resources to help customers throughout the selection, fitting and buying process.

The images here show a page where a variety of “how to” content is offered. Shown are one of the many videos and an infographic, which is accessed from within their “Quick Start” guide (neatly displayed as pull-down atop the “how to” page).

Images from the Zenni Optical website

E is for Email

Email is digital marketing’s most effective channel. We’re happy to deliver heaps of evidence. Email delivers a triple threat in that it’s an economical way to acquire leads, convert leads to customers via lead nurturing programs, and retain existing customers.

EM&MA excellence


Download the exclusive report on the effectiveness of email marketing and marketing automation from GetResponse.

The different types of emails you might send prospects and customers are potentially enormous. Here’s a shortlist of proven winners:

Welcome
The welcome email is an all-important tactic used to offer thanks, set expectations, deliver any type of offer, and help win over a newbie.

Discounts
Discounts inspire purchases. ‘Nuff said.

Cart abandonment
Those slippery shoppers come and go. Unfortunately, the majority goes – even after beginning the purchase process. Abandonment emails often contain a sense of humor and attempt to gently nudge the prospect back into the buying process.

Order confirmation
Smart confirmation emails do more than act as a receipt. They make additional recommendations, deliver offers, and instill in the customer the idea he or she just made a good decision.

Upsell and cross-sell
Follow-up emails might suggest upselling ideas where you invite the buyer to make a grander selection (bonus size, kit, subscription). They might also feature cross-selling suggestions in which a complementary product is offered.

Reengagement
Buyers opt-in and buyers tune out. The re-engagement email is used to win them back. For obvious reasons, special offers tend to be featured.

Surveys
Send your subscribers occasional surveys to build goodwill, deliver purchase incentives, learn more about their preferences and help improve your subsequent email campaigns.

Customer appreciation

Say thanks. Share some love. It helps.

lead nuture email

This email from Casper provides a strong example of a lead nurturing email to support their customer onboarding program.

email templates

Pictured are a few email templates amongst a robust portfolio offered within GetResponse, designed to fulfill the wide variety of email marketing needs of ecommerce brands.

A is for Automation

Email may be the heart of the marketing automation platform. However, there is indeed a body of parts that work together all around it. And the parts are tied together with data.

Your marketing automation software enables you to collect and use data to target, personalize, measure, and optimize online marketing campaigns for:

  • Onboarding
  • Lead qualification (tagging and scoring)
  • Post-sale communication
  • Managing relationships
  • Conversion optimization

Marketing automation platforms come in different shapes and sizes, and naturally, price ranges. Also, technology can be acquired in parts and pieced together to meet different needs.

The economic approach, however, is to select a provider based on:

  • Feature sets and plans that meet your needs
  • Integration capabilities with popular platforms
  • Ease of use

As a customer of – and writer for – GetResponse, I’m partial to their elegant “all in one” approach, which includes robust tools for:

  • Email marketing
  • Landing pages
  • Forms
  • Surveys
  • Webinars
  • List management
  • CRM

Workflow example showing how you can nurture new leads using marketing automation Read more on https://blog.getresponse.com/20-automated-emails

GetResponse lead nurturing automated workflow example

P is for Proof

Social proof is…

  • The idea that we look at what others say and do to help guide our decisions,
  • One of the most powerful tactics for swaying purchases,
  • Absolutely everywhere on the web,
  • A necessary component for ecommerce, and
  • A ridiculously economical tactic to induce sales.

Social proof can take so many forms…

  • Reviews and star ratings
  • Bestseller lists
  • Endorsements/testimonials
  • User-generated content (photos and videos)
  • Trust badges such as seals and certifications
  • Media logos (“as seen in”)
  • Client logos
  • Subscriber counts, purchase counts, customer counts
  • Social media numbers (followers, shares)
  • Test results

Amazon ratings and reviews

Amazon has perfected the art of delivering social proof by enabling customers to post product ratings and reviews.

Honest Tea certifications

Honest Tea provides a form of social proof with trust badges that highlight their service is Fair Trade Certified and the products are USDA Organic.

Social proof examples shown here were sourced on “An E-Commerce Marketer’s Guide to Social Proof” from the Sleeknote blog.

We’ve spelled CHEAP.

Want 5 more ideas?

It’s time to spell-out
SKATE…

S is for Social Media

The best way to use social media for ecommerce is to buy ads on the channels your customers use. When you open your wallet to do so, the media’s ad servers will programmatically respond with targeted ads to expand your brand’s visibility deliver the clicks you bargained for. (Social media ads generally are based on the pay-per-click model.)

We’re not going there today. Remember, we’re focused on cheap strategies.

The second best way to use social media for ecommerce – and the only way to justify doing so – is to achieve greater reach and build a fan base by committing to forging connections, engaging them, and building relationships.

Some essential tips:

  • Don’t aim to be everywhere instantly. Instead, focus on the channels with the highest chance of success.
  • Create, curate and post content your target audience finds relevant.
  • Monitor conversations about your industry and mentions of your brand.
  • Engage consistently, but resist the temptation to sell constantly.
  • Feature your customers as often as possible.
  • Evaluate the metrics provided by the media sources and use Google Analytics to track traffic and conversions.

Above all, think visual.
Research from Shopify indicates the average order value on Instagram is $65.00 in the U.S.

Instagram is the fastest growing social media channel and a favorite choice for ecommerce brands. Following are tips for engaging followers on Instagram.

  • Feature user-generated content.
  • Have a sense of humor.
  • Showcase authentic lifestyle shots.
  • Go behind the scenes of your company to capture photos and videos.
  • Create visually interesting quotes.
  • Conduct promotions including contests and giveaways.

American Apparel 1 - Instagram collection

American Apparel 2 - individual post with hashages

Clothing brand American Apparel encourages its customers to tag their Instagram posts with #americanapparel. When I captured this image, the photo and video count was approaching 1.1 million posts.

As you see in the example, customers often create quality ad-like content, which generates engagement in the form of comments and likes.

K is for Keywords

Your long-term results depend on achieving success in search. And your success with search depends largely on the effective use of keywords.

Consider the four-step approach to selecting and using keywords outlined by SEO expert Chris Yee of Square:

  1. Gather – Create a significant list of relevant keywords that pertain to your business. Use Google Search Console and scour your own web analytics data and onsite search.
  2. Categorize – Stratify your keywords by topical themes. For example, color themes, discount themes, etc.
  3. Insights – Quantify the relative importance of your themes. The data will provide insights you’ll use to prioritize your website and search marketing plans.
  4. Action – Act on your insights. If you grouped keywords by brand, you may need a page to target those terms along with the appropriate subcategories.

Understand the power of long tail keyword phrases.
Long-tail keywords contain three or more words.

  • “Acoustic guitar” – This is not a long-tail keyword. It’s a seed keyword with extremely high volume search, but low buyer intent.
  • “Used 12-string acoustic guitar” – I believe it’s simple to grasp how the specificity of this long-tail keyword phrase suggests increased buyer intent. Related phrases could include brands, colors, materials, styles, etc.

Long-tail keywords make up over 70 percent of online searches and convert better because they catch people further along in the buying cycle.

Here’s a tasty little cheat sheet with tips to improve product page rankings from a post on the BigCommerce blog about building perfect product pages.

ecommerce seo

Learn more about increasing traffic and conversion with long tail keywords on the Shopify blog.

long tail search example - Cabernet

“Best Cabernet Sauvignon under 20” is a great example of a long-tail keyword phrase that (1) has high buyer intent and (2) is searched at a significant volume.

The top half of the search engine results page for the phrase served me a carousel of Google Ads featuring images, special offers, and reviews – followed by ecommerce product pages and highly specific blog posts.

A is for Advice

What shopper doesn’t want advice? In the brick-and-mortar store, all day every day, shoppers ask for product recommendations and help making purchase decisions. Your challenge is to fulfill this need on your website with “guided selling” and you can do so in many ways:

Buying guides
Create product advisor content in the form of blog posts and downloadable assets such as buying guides, cheat sheets and checklists. (Yes, I touched on these above under “Help.”)

Popular choices
Display popular choices for specific categories and product lines. Buyers tend to favor the top sellers.

Suggestions
Showcase relevant products and/or competitive products. Make cross-sell and upsell recommendations to increase order value.

Reviews
Collect and display product reviews.

Providing advice that helps shoppers make informed decisions positions you as an expert. It can improve traffic from search and give shoppers more confidence to part with their money.

ProFlowers best sellers

ProFlowers upsell and cross-sell

Images source: ProFlowers.com

I selected a relatively inexpensive flower bouquet on the ProFlowers website from a selection of “Best Sellers.”

The subsequent product page offered a suggestion to “upgrade to the deluxe version” (an upsell), followed by a short list of well-matched vases (a cross-sell). A couple of bouquets in a separate “You may also like” section match my original price point.

T is for Tools

Effective tools for ecommerce sites are continuously introduced. Keep tabs on new and innovative tools and experiment often with those you believe might improve the customer experience and boost sales.

Some proven winners employed by ecommerce champions include:

Onsite search

Consumers prefer onsite search to navigating by category and spend more when they use it. Note that few ecommerce brands have mastered mobile onsite search, so doing so presents a competitive advantage and clear conversion opportunity.

Interactive tools

Shoppers glean great value from digital tools such as digital assessments and quizzes. Interactive product advisors or quizzes spare shoppers from extensive research and deliver fun and informative shortcuts for discovering the right products. Bonus: they also provide you with valuable insights about your customers.

Loyalty programs
A customer loyalty program drives customer loyalty by providing incentives and rewards for patronizing your store more often. Loyalty programs might offer discounts, coupons, rebates, free merchandise, priority access to products and helpful content.

Mizuno glove selector

Image source: MizunoUSA

MizunoUSA.com offers a smart interactive tool to help buyers select the perfect baseball glove to match their needs.

Elf Cosmetics Beauty Squad loyalty program

Image source: elfcosmentics.com

E.L.F. Cosmetics encourages shoppers to join its free “Beauty Squad” loyalty program and elegantly presents four compelling reasons for doing so.

E is for Ease

And F is for Friction, a factor an ecommerce brand must eradicate.

I found a useful foursome of tips from Curalate for explaining how to help guide buyers down the easy, frictionless path they seek.

  1. Shorten the path to purchase
    Put yourself in your customers’ shoes. Is there information missing when they discover your product? Can you eliminate any steps to purchase?
  2. Improve the mobile experience
    The relationship between time and money spent on mobile is alarmingly dire for online sellers. Focus on making your mobile store more user-friendly with uncluttered design, fast load times, and a streamlined checkout process.

Comscore mobile conversion

Mobile’s Hierarchy of Needs, a report from ComScore, reveals a 49% gap exists between the share of minutes on mobile versus share of ecommerce spend. It cites the top five factors that minimize conversion:

  • Security concerns
  • Cannot see product detail
  • Navigating is difficult
  • Can’t browse multiple screens/compare
  • Too difficult to input details
  1. Show the products nicely
    Help your shoppers overcome what’s missing from the in-store experience however possible. Feature high-quality images, a magnifying glass feature, lifestyle images, 3D images, video, FAQs, and detailed product descriptions.
  2. Optimize the checkout process
    The ultimate friction eradicator is a fast and friendly checkout process.
  • Ask only for the information you need. If it’s not imperative the buyer creates an account, don’t force it. Allow “guest checkout.”
  • Offer guarantees, free shipping, shipping details, security assurance, and whatever you can to increase the buyer’s comfort level.
  • Handle the phones and chat. Don’t make customers wait for the answers they want at that critical moment.
  • Offer simplified payment methods such as digital wallets, PayPal, etc.

Threadless checkout

Image source: Threadless.com

Threadless provides a smooth checkout process to reduce friction. Buyers are sent straight to the shopping cart page without the need to register first. All purchase details are reviewed on a single screen.

H&M- Chatbot

Clothing brand H&M offers shoppers an interactive chatbot that acts as a fashion advisor using photo options and asking questions to deliver product recommendations.

Conclusion?

Invest in the growth of your ecommerce brand.

Of course, I realize you’re going to invest in online advertising and other paid techniques in your quest to identify high ROI marketing tactics for your online store. I also realize that many of the tactics this guide presents may require investments in development or specialized platforms designed to add selling power to your store.

Nonetheless, some – or many – of the ten ideas that comprise my CHEAPSKATE list may be tactics you haven’t yet considered or tried.

Try a few on for size. Your register’s likely to ring more often and quickly justify the resources you invest in improving your ecommerce business.

The CHEAPSKATE Approach to Ecommerce Marketing

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5 Little-Known Tweaks Guaranteed to Boost Your Ecommerce ROI

As an ecommerce business, it’s important to be able to maximize the ROI from your marketing efforts. And the best way to maximize this ROI isn’t necessarily by getting more traffic but by working on ensuring that your existing traffic converts better.

99 percent of customers, as data from Seewhy shows, won’t buy on the first visit to your website. Research from Eisenberg Holdings reveals that the average business spends just $1 on conversions and user experience for every $92 spent on generating traffic. This explains why many ecommerce businesses struggle with profitability.

Sometimes, all it takes to double or triple your ecommerce ROI and conversions is to make simple tweaks. Here are five little-known tweaks that will give your ecommerce business a massive ROI boost.

Use trust seals/trust marks on your website

According to a study by McCann, almost half of people don’t trust brands today. In other words, as an ecommerce business, you can assume that about half of the people interacting with your brand don’t trust it. Unfortunately, this can have a major impact on your business.

An Econsultancy study shows that a whopping 58.4 percent of people decide against buying from a website due to having concerns about payment security – so, due to a lack of trust in the website.

why people dont buy from/trust ecommerce

Naturally, they’re justified: the web is rife with hacks and security breaches. Yahoo was hacked, and data belonging to 3 billion people was compromised. eBay was hacked, and data of 145 million people was compromised. Target also was the victim of a major hack. If these high profile organizations with entire security teams can be hacked, people are expected to maintain a level of skepticism when dealing with smaller businesses.

So how do you get people to trust your brand more and transact with your ecommerce business, especially when they are on the checkout page?

By using trust seals on your website.

48 percent of people will not make a purchase from a website that doesn’t display a security trust seal.

trust seals can boost ecommerce sales

So, not having a trust seal can cut your sales in half, and having a trust seal can very well double your sales.

If you don’t use a trust seal on your website, it might be a good idea to start now. Not only will it make you appear more credible and trustworthy, but it will allay the fears of your users and get them to transact with you with fewer concerns.

Create a cart abandonment recovery strategy

The average online cart abandonment rate is 69.23 percent, according to a study by Baymard. For most ecommerce businesses, this means more than half of potential sales is going down the drain, and nothing is being done about it. By being proactive about how you deal with cart abandonment, and having a recovery strategy, you can recover potentially lost sales and boost your ecommerce ROI.

Reasons for abandoning cart range from hidden costs to usability issues:

why people abandon carts

Here are some areas to focus on to reduce cart abandonment:

  • Be upfront about all costs: The single major reason, by far, why people abandon carts is due to high extra costs. When people are suddenly hit with unexpected costs, they’re certain to balk. Try to be upfront about costs involved and completely eliminate or reduce extra costs.
  • Simplify the checkout process: Avoid forcing people to create an account before they order. Also, eliminate all unnecessary checkout steps and fields.
  • Develop an email follow-up sequence for cart abandoners: The first step is to automate emailing people who abandon your cart. GetResponse makes automating the perfect cart abandonment campaign easy :). Try to email them within 24 hours of abandoning the cart to encourage them to complete their order. You can also ask what prevents them from going ahead with their order.
  • Incentivize people to complete their orders: You can also encourage more cart abandoners to complete their orders by giving a discount, a bonus, or adding some other special touch.

Optimize your domain name

Another little-known way to boost your ecommerce ROI is by optimizing your domain name. When you have a clear, descriptive domain name, the benefits are great:

  • It makes it easy to remember and tell others about your website. This is so important because word of mouth drives $6 trillion of annual consumer spending and generates 5 times more sales than a paid brand impression. People are more likely to tell others about your website if your domain name is memorable and clear.
  • Your domain name can impact your search rankings. When you consider the fact that 93 percent of all online experiences begin with a search engine, this is a big deal.

Here are some suggestions for optimizing your domain name:

  • Keep it short and memorable.
  • Ensure that your domain name is consistent with your brand name – any inconsistency and people might think they’re on a different site, potentially costing you sales and reputation.
  • Avoid hyphens, numbers, and special characters.
  • Try to incorporate your keyword(s) into your domain name – it doesn’t have to be an exact match domain, but including a keyword will make a lot of difference.
  • Try to pick a .com extension if possible.

Use the rule of 7

As humans, our attention span today is shorter than at any point in history. In fact, according to a Microsoft report, our attention span has reduced from about 12 seconds in the year 2000 to about eight seconds now. Apparently, we have a shorter attention span than a goldfish with an attention span of nine seconds. A Jampp study also found that our attention span keeps declining on an annual basis.

It gets more interesting: some sources estimate that we are exposed to as many as 5,000 advertisements a day.

So when you consider the fact that we have a very short attention span, and that we are exposed to as many as 5,000 ads a day, the question is how do you get people to notice what you have to offer?

By employing the rule of 7.

In marketing, the rule of 7 states that people need to be exposed to your offer at least seven times before they can take note of it. In other words, simply announcing your offer once and forgetting it isn’t going to cut it. Instead, you need to talk about it repeatedly to further intensify your message.

Some ideas:

  • Use regular follow-ups across mediums to create more awareness about your offer.
  • Use different content formats to promote your offer.
  • Repurpose your content and distribute across channels.
  • Use retargeting to repeatedly get your message across to the same leads.

Design your CTAs with an understanding of neural adaptation

Neural adaptation, or sensory adaptation, is a psychology principle that states that we tend to tune out stimulus after constant exposure to it. So, after being exposed to something for a very long time, it doesn’t stand out as much as something we are yet to be exposed to.

The neural adaptation principle explains why we feel our clothes or shoes immediately after putting them on and then they start to feel like a part of us after a while. It also explains why we might initially be very bothered when in a noisy environment but after staying in that environment for a while it doesn’t bother us as much as it did.

In more conversion-related terms: we tend to notice what stands out and ignore what blends in.

How does this affect your commerce ROI?

While some experts will argue that red, or orange are more effective colors for CTAs, the reality is that it isn’t that simple: a green CTA button on a green background will most likely perform worse than a red CTA button on the same background. This is because in this case red stands out while green blends in.

red beats green in ecommerce ctas

In the same way, review your CTAs to see if they stand out – both in terms of color used and other properties – compared to other elements on your page and tweak them accordingly.

Tweak and test 🙂

Sometimes, ensuring more people click your CTAs isn’t just about “green vs. red” CTA color – instead, it might be a good idea to consider the role of sensory adaptation. At other times a simple trust seal can go a long way to give you a conversion boost. Implement the above five tweaks and watch your ecommerce ROI explode.

Small Business marketing for Less (2)

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