Typically all of us want some new e-mail advertising and marketing concepts to gasoline 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, personalised emails assist eCommerce manufacturers cut back deserted carts, enhance buyer retention, drive repeat purchases, and discover new alternatives for model development.
However continuously producing high-value emails can exhaust your creativity. All of us undergo dry spells the place it looks like we’ve had our final nice e-mail concept (till the subsequent one pops up on the most sudden time).
Typically, you simply want some artistic inspiration to get your mind gears turning once more. This roundup of 10 e-mail advertising and marketing concepts appears to be like at a couple of new and established favorites which 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.
“Clients 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 an effective way to seize your audiences’ consideration and brighten up creatives.
Realizing 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. When you’re operating a marketing campaign, equivalent to for a brand new product launch, you would possibly need to think about media for presenting very important data. Movies and infographics make it simpler to digest key data. For instance, you can embody 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, keep in mind so as to add within the alt-text for every thing. You need individuals to see your message whether or not or not they’ve acquired photographs 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 would possibly make somebody click on. The one aspect 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 together with your model. It’s your method 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 suggests don’t depend on what you assume clients need to know. As an alternative, examine and discover out what they’re already asking or hoping to be taught extra about. When you obtain a assist request or a query from one buyer, there’s a very good likelihood that many different clients have an identical question. Many purchasers shrink back from opening assist tickets or asking for assist, so those who attain out to you replicate a bigger pool of inquiry.
Past assist requests, you too can 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 objects may be repurposed into social and different content material, too. This implies your e-mail marketing campaign may be was visuals and a social marketing campaign that reinforces your model.
Follow solutions which might be related on your viewers and their wants. When you’ve acquired established clients, then a primary FAQ might not be useful as an e-mail marketing campaign. As an alternative, dive deep and supply superior assist. When you’ve cut up your e-mail record to section out new subscribers, they are often began at an earlier degree or extra primary aspect.
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 traditional “You left one thing in your cart” emails stay probably the most efficient technique of combating deserted carts—they can assist you get better greater than 10% of these gross sales on common.
You will get artistic together with your abandonment emails and even embody 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 artistic and succinct with out compromising on conciseness, and evokes the reader to take motion. Practically each eCommerce retailer has this e-mail now. Don’t fear about setting your self aside from the competitors with it; as an alternative you need to use this to bolster your model and get clients to recollect why they visited you within the first place.
4. Ship personalised invitations
You may’t go fallacious with e-mail advertising and marketing concepts that show you how to construct a deeper relationship together with your subscriber, and that’s the energy of personalised e-mail advertising and marketing.
Are you launching a brand new product quickly, or perhaps internet hosting an informative webinar? In that case, you’re possible 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 perfect 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, subject, 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 an effective way of exhibiting your viewers that you just’ll go to nice lengths so as to add worth to their lives.
5. Train one thing
Bear in mind when a McDonald’s fries hack went viral? A Twitter consumer identified that the fries field’s flap might be used as a ketchup holder. Did that enhance fries gross sales? In all probability not, however it was nice publicity. And customers responded with nice curiosity to the hack.
You may domesticate an identical curiosity in your personal merchandise by educating customers in your emails. When you have some hacks or tricks to share, think about compiling them in a artistic format and sharing them together with your e-mail record. The hacks you share don’t even should be product-specific options. Completely different use circumstances may present your viewers with each worth and leisure. For instance, for those who’re promoting kitchen home equipment, you may share recipes that customers could make together with your merchandise.
And the current pandemic taught us that typically it is advisable to educate clients about broader points. That may cowl well being and security, firm updates, neighborhood issues, or even somewhat on the availability chain when orders get delayed. Train one thing to change into a priceless companion or good friend, particularly at occasions the place you’re not attempting 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 transport delay e-mail to the end-consumer. However, nearly each companion that achievement firm has would wish such an e-mail. Tips, templates, and how-to’s are all helpful within the B2B house 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 knowledge assortment. Like zero-party knowledge – i.e., accumulating knowledge out of your clients immediately.
When you’re brief for e-mail advertising and marketing concepts, think about launching a “knowledge assortment” marketing campaign with surveys or polls. You may add some leisure worth or present clients with incentives to take part, and concurrently collect significant insights.
Right here’s an important instance of a survey assortment e-mail from InsideHook:
The e-mail makes use of a relatable photograph 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 for those who’ve already acquired a longtime or engaged viewers who’re prepared to see what you supply. Don’t overlook to pair some type of rewards with these in the event that they don’t already present a transparent worth to your e-mail subscribers.
7. Invite a good friend
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.
When you’re attempting to extend referrals, it’s vital to contact your most loyal clients—those who’ve the best chance of selling your model. You may leverage a separate Web Promoter Rating (NPS) survey to determine your most loyal clients and section them. When you’re simply getting began, think about including this to your welcome and transport 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 can also make referring straightforward for patrons by offering them with a done-for-you emailing possibility. Right here’s an instance of how Development Programs makes it straightforward for patrons 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 their most popular channel. Social media sharing and e-mail forwarding are only a click on away.
8. Seasonal surprises
Typically simply your calendar can provide you inspiration for brand spanking new e-mail advertising and marketing concepts.
New seasons and the vacations are nice occasions to launch new merchandise and surprises. Sadly, your competitors may need the identical concept, and also you’re left preventing on 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 important instance of a teaser e-mail by Tom Raffield:
Right here, the model not solely sparks clients’ curiosity, however encourages them to interact and guess what the “secret” is. Once more, enjoyable and inventive examples like this can assist you concentrate on methods you may have enjoyable in your e-mail too. Write one thing that engages you, and it’ll be extra prone to have interaction your audience.
9. Rejoice birthdays
Birthday emails are the most effective varieties of e-mail advertising and marketing to point out 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 may create an ordinary birthday celebration template and use First Title and Date of Delivery tags to personalize it.
Don’t overlook to throw in a birthday present. A product or low cost code/coupon can go a good distance in delighting your clients on their special occasion. Right here’s an instance of Sephora nailing their birthday celebration emails:
10. Share prime sellers
Did somebody say FOMO? Of all of those e-mail advertising and marketing concepts, leveraging FOMO simply may be probably the most highly effective one.
Sharing prime sellers is an effective way to leverage light peer stress to nudge your record into making purchases. The drive behind the concern of lacking out is so excessive that greater than 60% of consumers will buy inside 24 hours due to it.
So don’t shrink back from rounding your retailer’s prime sellers up and exhibiting 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 saved the textual content minimal, counting on enticing, 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 deal with some slow-moving stock in secondary calls to motion by highlighting offers, creating shortage, or utilizing a “Clients additionally appreciated” banner. It offers you choices to achieve a number of varieties of clients simply in case the core supply doesn’t resonate.
Final Phrase on E-mail Advertising Concepts
Advertising channels have diversified considerably in recent times, however e-mail advertising and marketing stays on the forefront of eCommerce technique. And whereas eCommerce advertising and marketing instruments have advanced through the years, giving us entry to extra knowledge, instruments, and suppleness, creativity remains to be the lifeblood of e-mail advertising and marketing.
Manufacturers which have probably the most profitable e-mail advertising and marketing are hyper-aware of their audiences’ preferences and excel at delivering personalised experiences. These manufacturers experiment with artistic angles and constantly innovate.
One in all e-mail advertising and marketing’s best attracts is its flexibility. You may delight clients with a easy birthday celebration e-mail, or drive conversions in a much less personalised method by leveraging FOMO-inducing methods.
When you’re in search of extra e-mail advertising and marketing recommendation, try these posts:
Hero photograph by Nick Fewings on Unsplash
Jake Rheude is the Vice President of Advertising for Purple Stag Success, 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.