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eCommerce Email
Marketing 101
June 24, 2015
Who We Are
• Max Katsarelas, Marketing Director
• Adi Ezer, Customer Success Manager
What We’re Talking About
• Best Practices for eCommerce Emails
• Types of Behavioral Emails
• How to Email Track Success & ROI
Let’s Be Real
Let’s Be Real
Emails Make Money
One Thing in Common
Emails Make Money
Beyond Newsletters…
• Welcome Emails
• Inactive Customer Emails
• Order Follow Ups
• Product Review Requests
• Abandoned Carts
• Reward Programs
Start with the Basics
• Subject Line
• Send Time
• Design + Personalization
• Incentives + Call to Action
• Follow up
• Testing Emails
Subject Lines
• Simple and straight forward is better
• Add value prop (Free returns, 20% off)
• “Steal” favorites from other companies
• Leverage pre-header/preview text
Preview Text
Subject Lines
When to Send
Source: Remarkety.com
When to Send
Source: Remarkety.com
Email Design – 4 Parts
• Headline
• Personalized Description
• CTA
• Extras
Dear Janice,
You haven’t shopped with us in a while! Get 15% off your
next purchase. Visit our website to see handpicked
selections we know you will love. xoxo
Handpicked preview just for you:
Pleated Dress
$89.00
Cap Sleeve Dress
$59.00
Panel Dress
$74.00
HEADLINE
DESCRIPTION
CTA
EXTRAS
Use the coupon code: 15OffJanice
Source: Kiss Metrics
Incentives in Emails
• Coupons
• Free Shipping
• Free Returns
• Product Recommendations
• Reward Programs
Coupons Work Really Well
Source: Remarkety.com
Keep Following Up
• 80% of sales made on 5th to 12th
contact
• An additional 40% of carts recovered
• Change Subject Lines on Follow Ups
• Change up ‘From’ email address
Source: Union Square Ventures, Remarkety
‘From’ Email Address
Testing Emails
Source: Litmus
Personal + Relevant + Timely
Types of Email Campaigns
• Welcome Emails
• Inactive Customer Emails
• Order Follow Ups
• Product Review Requests
• Abandoned Carts
• Reward Programs
Welcome Email
Welcome Email
Abandoned Carts
Inactive Customer Follow Ups
Order Follow Ups
Product Review Requests
Rewards Programs
Tracking Email Success & ROI
• eCommerce Newsletters/Blasts
– Open Rate: 17%
– Click Rate: 3%
– Purchase Rate: ?%
• Behavioral eCommerce Emails
– Open Rate: 60%
– Click Rate: 18%
– Purchase Rate: 3.7%
Source: MailChimp.com, Remarkety.com
Personal + Relevant + Timely
Email Works
Questions?
• Adi@Remarkety.com
• Max@Remarkety.com
• Skype: Remarkety.Team
• Remarkety.com/blog

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eCommerce Email Marketing 101

Editor's Notes

  1. We all have an eCommerce shop? What kinds of things are you selling?
  2. Max + Adi. Quick background on Remarkety. We’re an eCommerce email marketing platform. We were designed specifically for eCommerce businesses, helping them send smarter emails. More like Amazon and less one-and-done newsletters.
  3. Max + Adi
  4. There are a lot of things more exciting than email marketing. Case in point. Pinterest. Pinterest is a great way to get your brand in front of customers. There’s a lot of great pictures. They have an integration with Shopify…
  5. Instagram. Also, an exciting place for a brand to interact customers and fans. I mean, Kim Kardashian is on this.
  6. The coolest thing that happened to email was in 1998. A little movie starring Tom Hanks and Meg Ryan achieved critical claim.
  7. But the money is in email. Study found that the ROI on email is pretty outstanding. http://venturebeat.com/2015/06/12/email-marketing-gives-246-return-for-mid-sized-businesses-but-theres-a-cost/
  8. Something else to point out. How do you get an account with any social network? An Email address.
  9. Another thing. The WSJ reported people at work check their email an average of 74 times. http://www.wsj.com/articles/a-company-without-email-not-so-fast-1403048134
  10. I’ll talk to eCommerce agencies who work on website redevelopment, they will test product detail pages, conversion rates of calls to action, but they won’t touch email. They might help design the layout of the newsletter, but that’s about it. There is a huge opportunity here.
  11. There’s so much besides newsletters brands can email to their customers. These are the kinds of emails the giants send their customers. WayFair, Amazon, eBay. These emails are also known as trigger emails and are sent when customers take a certain event or action on a website.
  12. Email marketing can get complicated. Especially when thinking about sending emails targeted at customers based on their behavior. But before we go too deep into that, let’s talk about the basics of any email.
  13. Appears on mobile, too!
  14. We just finished a comprehensive study on this – looking at when people place the most orders online. The best days are Monday – Wednesday and the most surprising – Sunday.
  15. In terms of best time of day, shoot for the morning and mid afternoon.
  16. We’re talking specifically about automated emails. Description = What’s the point?
  17. We’re talking specifically about automated emails here. They can be personalized with additional info like location of the customer, their name and more.
  18. Personalize with name, geography or previous orders. Helzberg Diamonds added personalization to all their emails and were able to grow online sales 288%.
  19. Leverage incentives in your CTA or as an “extra”
  20. Send an abandoned cart after 24 hours and 48 hours.
  21. Ask coworkers to see what it looks like on their phone and tablet. Check Outlook, too. Mobile, Tablet, Browsers, Webmail. Best bet is to ensure the email template is response.
  22. Ask coworkers to see what it looks like on their phone and tablet. Check Outlook, too. Mobile, Tablet, Browsers, Webmail. Best bet is to ensure the email template is response.
  23. Thank you for registering to newsletter/opening an account on the store. Include incentive for first purchase. Frequency – immediately after registration, 7 days, 21 days
  24. Personalized welcome emails
  25. All stores should have this campaign running. Helps convert undeceive customers. Should be sent within 1 hour of abandonment (still hot, comparing prices) and offer an incentive. Send follow ups 24 hours and 48 hours. Avoid coupon abuse.
  26. Wake up/win back customers who have purchased before but haven’t purchased in a while (time frame should be defined according to the products sold – supplements vs. TVs). Should include incentive to win them back + something extra (recommendations)
  27. Will be sent X days after an order was complete. As part of your retention strategy. Can be used to ask customer feedback on the purchase experience, give more information about the product (manuals, best practices), suggest other products that are complementary to those purchased etc. Doesn’t have to include incentive but it always helps. Order follow up increase life time value – you have 0->1, 1->many and many->more
  28. A specific type of order follow up which prompts a product review. Many shoppers choose products according to the reviews they receive and so store owners push hard to get them. This type of email should be sent in a time frame that will allow the customer to receive the products and test them, should show all the purchased product and link to each product page. An incentive to fill out a review could be nice.
  29. A little bit more advanced. Allows to send specific emails to customers according to their total purchases amount or number of purchases, create rewards levels and give different incentives to each level. Helps create a long term commitment from the customer’s side and increase lifetime value
  30. Does anyone know their current open and click rate? Compare to existing benchmarks. The difference here is the level of personalization.
  31. ROI is outsanding.
  32. ROI is outsanding.