Generally all of us want some new e mail advertising and marketing concepts to gas our digital advertising and marketing inspiration.
E mail has cemented its place as one of many worthwhile advertising and marketing channels, boasting 3x larger conversion charges than social media advertising and marketing. Tactful, customized emails assist eCommerce manufacturers cut back deserted carts, enhance buyer retention, drive repeat purchases, and discover new alternatives for model development.
However consistently producing high-value emails can exhaust your creativity. All of us undergo dry spells the place it looks as if we’ve had our final nice e mail thought (till the following one pops up on the most surprising time).
Generally, you simply want some inventive inspiration to get your mind gears turning once more. This roundup of 10 e mail advertising and marketing concepts seems at a couple of new and established favorites that will get you began. Bear in mind, inspiration is the leaping off level and there are many alternatives to mix or construct on what you see.
“Prospects don’t learn” is one thing of an exaggerated inside joke in retail. And whereas it might be removed from the reality, leveraging visuals and media is a good way to seize your audiences’ consideration and brighten up creatives.
Understanding your viewers helps you incorporate extra related, partaking media codecs. For instance, in case your clients reply nicely to entertaining media, humorous gifs may give them fun. Should you’re operating a marketing campaign, resembling for a brand new product launch, you may need to think about media for presenting very important data. Movies and infographics make it simpler to digest key data. For instance, you would embrace a graphic illustrating your product’s key options, or a brief video that showcases it in motion.
Now, whenever you’re going the visible route, bear in mind so as to add within the alt-text for all the things. You need individuals to see your message whether or not or not they’ve received photos blocked of their e mail view by default. One thing so simple as “the best-looking advertising and marketing crew you’ve ever seen says ‘hello’” can get individuals to click on and see the picture.
Be playful when your model permits and take into consideration what may make somebody click on. The one component to keep away from is making a promise. By no means make a promise you may’t preserve and don’t create false hope. Preserve issues uplifting and lightweight to keep away from that lure.
2. Ship solutions
Answering your clients’ questions improves their experiences and strengthens their relationship along with your model. It’s your approach of showcasing that you just’re conscious of their questions and issues, and are proactive about answering them.
One of the best FAQ campaigns are knowledge pushed, which implies don’t depend on what you suppose clients need to know. As a substitute, examine and discover out what they’re already asking or hoping to study extra about. Should you obtain a help request or a query from one buyer, there’s probability that many different clients have the same question. Many shoppers draw back from opening help tickets or asking for assist, so those who attain out to you mirror a bigger pool of inquiry.
Past help requests, it’s also possible to leverage zero-party knowledge (like polls or surveys) and scour social media for questions your viewers is asking. Incorporating your findings into an efficient FAQ e mail marketing campaign can assist your marketing campaign succeed. Many FAQ gadgets will be repurposed into social and different content material, too. This implies your e mail marketing campaign will be became visuals and a social marketing campaign that reinforces your model.
Persist with solutions which are related to your viewers and their wants. Should you’ve received established clients, then a fundamental FAQ will not be useful as an e mail marketing campaign. As a substitute, dive deep and supply superior help. Should you’ve cut up your e mail record to section out new subscribers, they are often began at an earlier degree or extra fundamental component.
3. The retargeting ‘You left one thing in your cart’ e mail
Deserted carts are the bane of eCommerce conversions, and present-day abandonment charges are unnervingly excessive. The basic “You left one thing in your cart” emails stay probably the most efficient technique of combating deserted carts—they can assist you recuperate greater than 10% of these gross sales on common.
You will get inventive along with your abandonment emails and even embrace incentives to extend click-throughs. For instance, right here’s an attention-grabbing cart restoration e mail by ThinkGeek:
This e mail is fine-tuned to the model’s voice and purchaser’s persona, catering to its “geek” viewers. It’s inventive and succinct with out compromising on conciseness, and evokes the reader to take motion. Almost each eCommerce retailer has this e mail now. Don’t fear about setting your self other than the competitors with it; as a substitute you need to use this to strengthen your model and get clients to recollect why they visited you within the first place.
4. Ship customized invitations
You’ll be able to’t go unsuitable with e mail advertising and marketing concepts that allow you to construct a deeper relationship along with your subscriber, and that’s the energy of customized e mail advertising and marketing.
Are you launching a brand new product quickly, or possibly internet hosting an informative webinar? In that case, you’re doubtless trying to maximize attendance, and e mail advertising and marketing is nice for driving up the headcount.
When designing an invite e mail, personalization is essential to get the most effective response. And whereas graphics and visuals can assist you catch clients’ consideration, you’ll want stellar copy to entice them to attend.
In your e mail copy, some vital factors to cowl are:
- Why your clients ought to attend (particularly if it is a Zoom occasion)
- What do they get out of it
- What to anticipate from the occasion
- The webinar’s breakdown and which codecs are going for use (e.g. reside video or recordings, too)
- Who the audio system are
- The necessities, together with the time, matter, date, and a hyperlink to hitch
Right here’s an instance of an informative webinar invitation e mail by Litmus:
The e-mail has concise, compelling copy that clearly communicates the worth clients will get from the webinar, and the decision to motion is distinguished and actionable. Moreover, the footnote encourages readers to enroll even when they will’t attend, as a result of they will nonetheless obtain worth. This additional contact is a good way of displaying your viewers that you just’ll go to nice lengths so as to add worth to their lives.
5. Educate one thing
Bear in mind when a McDonald’s fries hack went viral? A Twitter person identified that the fries field’s flap might be used as a ketchup holder. Did that improve fries gross sales? In all probability not, however it was nice publicity. And shoppers responded with nice curiosity to the hack.
You’ll be able to domesticate the same curiosity in your individual merchandise by instructing customers in your emails. When you have some hacks or tricks to share, think about compiling them in a inventive format and sharing them along with your e mail record. The hacks you share don’t even should be product-specific options. Totally different use circumstances may present your viewers with each worth and leisure. For instance, in case you’re promoting kitchen home equipment, you may share recipes that customers could make along with your merchandise.
And the latest pandemic taught us that typically it’s essential educate clients about broader points. That may cowl well being and security, firm updates, group issues, or even just a little on the availability chain when orders get delayed. Educate one thing to change into a helpful accomplice or buddy, particularly at instances the place you’re not making an attempt to push a sale.
This differs out of your FAQ-type content material in that you just’re working to offer somebody data they might want that’s new, situation-dependent, or not associated to your core enterprise. Just like the hyperlink above, a achievement firm would by no means write a delivery delay e mail to the end-consumer. However, nearly each accomplice that achievement firm has would want such an e mail. Pointers, templates, and how-to’s are all helpful within the B2B area so long as you retain the use case in thoughts.
6. Collect perception
Apple’s iOS updates and Google’s pending ‘cookiepocalypse’ are severely limiting our alternatives to gather third-party knowledge. As privateness restrictions are solely anticipated to develop from right here on, it’s vital for eCommerce manufacturers to shift focus to different sources of information assortment. Like zero-party knowledge – i.e., amassing knowledge out of your clients straight.
Should you’re brief for e mail advertising and marketing concepts, think about launching a “knowledge assortment” marketing campaign with surveys or polls. You’ll be able to add some leisure worth or present clients with incentives to take part, and concurrently collect significant insights.
Right here’s an ideal instance of a survey assortment e mail from InsideHook:
The e-mail makes use of a relatable picture to seize the reader’s consideration, and InsideHook clearly particulars:
- The e-mail’s function
- Why readers ought to take part (whereas assuring them that it’s not an extended survey)
- The right way to take the survey
Easy, efficient, and simple to finish. These actions work finest in case you’ve already received a longtime or engaged viewers who’re prepared to see what you supply. Don’t neglect to pair some form of rewards with these in the event that they don’t already present a transparent worth to your e mail subscribers.
7. Invite a buddy
Referred clients are invaluable for eCommerce shops. Statistically, they spend extra and are extra loyal to your model. However encouraging your clients to ask their buddies isn’t straightforward.
Should you’re making an attempt to extend referrals, it’s vital to contact your most loyal clients—those who’ve the very best probability of selling your model. You’ll be able to leverage a separate Internet Promoter Rating (NPS) survey to establish your most loyal clients and section them. Should you’re simply getting began, think about including this to your welcome and delivery affirmation emails to construct the connection early.
After figuring out loyal clients, you may encourage them to refer buddies by:
- Giving them incentives, like rewards or retailer credit score
- Making it straightforward for them
You may make referring straightforward for purchasers by offering them with a done-for-you emailing choice. Right here’s an instance of how Development Programs makes it straightforward for purchasers to ask their buddies:
The model’s e mail offers clients with clear referral incentives and makes it straightforward for them to ask buddies by means of their most well-liked channel. Social media sharing and e mail forwarding are only a click on away.
8. Seasonal surprises
Generally simply taking a look at your calendar may give you inspiration for brand new e mail advertising and marketing concepts.
New seasons and the vacations are nice instances to launch new merchandise and surprises. Sadly, your competitors might need the identical thought, and also you’re left combating to your clients’ consideration.
However you may leverage your e mail record to get clients enthusiastic about your product earlier than the launch. Generate hype and enthusiasm with particular teaser content material earlier than the launch.
Right here’s an ideal instance of a teaser e mail by Tom Raffield:
Right here, the model not solely sparks clients’ curiosity, however encourages them to have interaction and guess what the “secret” is. Once more, enjoyable and artistic examples like this can assist you consider methods you may have enjoyable in your e mail too. Write one thing that engages you, and it’ll be extra more likely to interact your target market.
9. Rejoice birthdays
Birthday emails are probably the greatest forms of e mail advertising and marketing to indicate clients you care by offering them with a hyper-personalized expertise. Their click on charges are additionally 179% larger than that of promotional emails, showcasing their sturdy engagement potential.
And from a technical standpoint, birthday emails are comparatively straightforward to arrange. You’ll be able to create a normal birthday celebration template and use First Identify and Date of Delivery tags to personalize it.
Don’t neglect to throw in a birthday present. A product or low cost code/coupon can go a good distance in delighting your clients on their big day. Right here’s an instance of Sephora nailing their birthday celebration emails:
10. Share high sellers
Did somebody say FOMO? Of all of those e mail advertising and marketing concepts, leveraging FOMO simply could be essentially the most highly effective one.
Sharing high sellers is a good way to leverage light peer strain to nudge your record into making purchases. The drive behind the worry of lacking out is so excessive that greater than 60% of shoppers will buy inside 24 hours due to it.
So don’t draw back from rounding your retailer’s high sellers up and displaying your e mail record what they’re lacking out on. Right here’s how Bombas leverages finest vendor lists to extend conversions:
The model has stored the textual content minimal, counting on engaging, strategically positioned visuals and concise copy. And better of all, they’ve put the merchandise proper in your face to showcase what you’re lacking out on.
You’ll need to restrict the supply right here to as much as two core merchandise. Goal your greatest vendor with the bigger CTAs and buttons. Nevertheless, you may attempt to sort out some slow-moving stock in secondary calls to motion by highlighting offers, creating shortage, or utilizing a “Prospects additionally appreciated” banner. It provides you choices to succeed in a number of forms of clients simply in case the core supply doesn’t resonate.
Final Phrase on E mail Advertising and marketing Concepts
Advertising and marketing channels have diversified considerably lately, however e mail advertising and marketing stays on the forefront of eCommerce technique. And whereas eCommerce advertising and marketing instruments have advanced over time, giving us entry to extra knowledge, instruments, and suppleness, creativity remains to be the lifeblood of e mail advertising and marketing.
Manufacturers which have essentially the most profitable e mail advertising and marketing are hyper-aware of their audiences’ preferences and excel at delivering customized experiences. These manufacturers experiment with inventive angles and repeatedly innovate.
Considered one of e mail advertising and marketing’s best attracts is its flexibility. You’ll be able to delight clients with a easy birthday celebration e mail, or drive conversions in a much less customized approach by leveraging FOMO-inducing methods.
Should you’re searching for extra e mail advertising and marketing recommendation, try these posts:
Hero picture by Nick Fewings on Unsplash
Creator Bio
Jake Rheude is the Vice President of Advertising and marketing for Purple Stag Achievement, an eCommerce achievement warehouse that was born out of eCommerce. He has years of expertise in eCommerce and enterprise growth. In his free time, Jake enjoys studying about enterprise and sharing his personal expertise with others.
