With the new year comes a fresh start, a new perspective, and…if you’re lucky an empty email inbox.
We’re coming off the biggest email marketing season of the year and, like a Macy’s parade balloon on Black Friday, eCommerce marketers used to send multiple emails a day might be feeling a bit deflated.
Email marketing may be as old as dial-up, but it’s still big business.
I’ll be the first to admit, I scroll and delete like it’s going out of style, BUT I rarely unsubscribe from the lists I signed up for—no matter how many emails they send.
Why? Because if I signed up in the first place, I’m likely genuinely interested in the brand, always on the hunt for sales, or like to nerd out on good email campaigns. Plus, email is low maintenance...it just sits there until I’m ready for it.
And I’m not alone. Let’s take a look at why email is still a huge part of a successful eCommerce business’ marketing strategy:
More email = more revenue. Consumers who make a purchase from email spend 138% more than those that didn’t come through email.
Email keeps your brand top of mind.80% of retail companies say that email marketing accounts for most of their customer retention.
The ROI for email is out of this world. Companies can expect an approximately $38 return for every $1 they spend on email marketing.
Are You an Email Wiz?
Even though successful eComm businesses know that email marketing is the tops, there’s still a lot to learn.
Like which email sign-up form works best? According to Omnisend, it’s the well-loved landing page. Only 3% of subscribers favored the humble pop-up.
Or, how many fields should you include on a form? Less is generally more, but, surprise! Four fields (including the default email address field) is actually the sweet spot.
Does segmentation add up to more $$? In a word, yes. Not only do open rates and click rates increase with strategic segmentation, but so do revenue rates.
When is the best day to send emails? The first of the month is the big winner here, so kick off those campaigns on day #1. And if it’s a Tuesday...even better!
To automate or not to automate? Omnisend found that a series of three emails outperforms a single email any day of the week. Automation workflows have up to a whopping 309% higher open rate and a 455% increase in clicks.
So, which automation funnel to implement? All of them, to be sure. However, if you’re looking for automated emails to show you the money, cart recovery workflows have the best order rate.
A New Year...A New Email
Email marketing isn’t going away anytime soon, but, like any good tactic, marketers need to stay in touch with their audience’s needs and make tweaks when necessary.
Hey, it’s 2019.
Go ahead and throw a fourth form field in there! Create that abandoned cart funnel you’ve been meaning to get to! Segment those overwhelming contact lists! Not only do I give you permission, so does this infographic from Omnisend.