4 Ways to boost your e-commerce email marketing campaign’s CTR
Tips / 04.01.2021
There is one thing all marketers know in a field as ever-changing and dynamic as that of marketing. And it’s the undeniable fact that email marketing is one of the most affordable digital marketing tools.
And, according to the statistics above, it’s also one of the most affordable ways to increase your conversion rate. But it doesn’t end there.
With email marketing, brands can increase their reach and engagement rate by developing a customer loyalty program that will allow their customers to enjoy various benefits. They can also increase their brand recognition by encouraging customers to share their emails with their loved ones for some incentives.
But none of these benefits will come if your brand’s Click-Through Rate (CTR) is not what you desire.
What is a Click-Through Rate?
Your email marketing campaign’s CTR is one of the most critical components of your email marketing strategy as a whole.
Your CTR shows how many people clicked on a link in your email and landed on your website. Essentially, it’s the percentage of people who found your email marketing compelling enough to make them want to know and experience more about your brand.
Your CTR is an indicator of how influential and useful your emails are and how they can help you increase your traffic and your conversions. To find that percentage, all you have to do is this:
But is finding the percentage enough? The answer would be “no”. Not when you’re trying to stand out in a full inbox.
An enticing subject line
The first thing you need to make sure you’ve nailed would be your subject line. This is the first thing a prospect will notice about your email and the element that will make them click on the email and open it.
A creative subject line will make your email stand out in a full inbox – not to mention how easy it is for a subject line to send your email down the drain. Or worse, in the spam folder. You don’t need that type of rejection.
So, the first order of business would be to study your audience and see what they love to hear. Gather data and use AI to determine the ideal words to promote your e-commerce store’s offers. Segment your audience, use A/B testing, and invest in a subject line tester that will help you see what needs to be improved.
Be straight and to-the-point and make sure your email’s subject line is visible on all devices. Create something small enough for your prospects to read on any device and smart enough to be cryptic and enticing at the same time.
A creative subject line doesn’t end there, though. Make sure to use an emoji for two reasons:
- Brands that use emojis in their subject lines have a higher CTR.
- An emoji attracts attention, and you need your users to see your email first.
Of course, this is a general rule of thumb, and using emojis in your email marketing campaigns is one of the tips that could just not work for your brand. A high-end retailer venturing into e-commerce wouldn’t use emojis as liberally as a fast-fashion retailer.
Ensure that this is what your audience is looking for and that it can work well with your brand’s tone of voice.
Set your goals
What are the goals you’re after when it comes to the e-commerce email marketing campaign you’ll be sending next?
Do you need better conversions, more traffic to your website or more engagement? Whatever your goal is, set it and make sure to be SMART about it:
Your goals, along with your content strategy, of course, will determine the look and feel of your emails. They will also determine the objectives behind your calls to action (CTAs) and the verbs that will nudge your prospects further down the funnel – and pinpoint the exact action they will need to take next.
Your emails need no more than two CTAs that will lead users to the same action. Confusing CTAs will lead to prospects doing absolutely nothing with your email – which will, in turn, reduce your CTR.
By deciding on your goals, you will manage to create some CTA copy that will be a natural continuation of your email’s copy – thus not confusing the prospects – and will be compelling enough for them to do exactly as the CTA button says.
Segmentation and personalisation are the future
Are you sure you know what your audience wants? Are your products what they need at this specific point in time? Who are you selling to?
By segmenting your audience, you will manage to answer the questions above effectively. Invest in some AI technology and machine learning and allow these tools to “take over”. You will find that AI tools can create tiny segments that will correspond with your audience on an almost one-on-one basis, making your message look and feel tailor-made and personal.
Segmentation is what allows marketers to send e-commerce email marketing campaigns in a manner that is both timely and relevant. So, allow AI to study your demographics and the data you have on your website and database.
By doing so, you will be able to create a personalised email that will correspond with your audience’s data, allowing you to make data-backed decisions based on previous purchases, time spent on a page, or even the interests they may have mentioned in their sign-up form.
Also, keeping track of birthdays and anniversaries, even purchases that are about to run out, and offering a special discount code because of the special day is a fantastic idea:
This is a surefire way for a prospect to end up on your website and make a purchase. After all, you’re using a genuine, very present need that your brand or company is there to cover.
Email marketing messages that are segmented and personalised down to a tee are always the way to go. They show prospects that they’re dealing with someone who cares about their needs and wants to cover those alone.
Be Creative and Consistent
Last but not least: some creativity and being consistent can get you far, especially with e-commerce email marketing.
Consistency always creates a bond of trust between the brand and the audience, and e-commerce email marketing is no exception.
Make sure to keep your tone of voice and hold your email marketing efforts to the same standards as your social media or website. This will create a smooth, seamless experience and will make for a memorable, recognisable brand.
Create visuals, make infographics, come up with headers, footers, and one-liners that reflect your brand’s tone of voice and values. If you wouldn’t use X design, Y color or Z copy for your social media or website, don’t use it in your e-commerce email marketing or social commerce campaigns.
Of course, this doesn’t mean that you won’t need to adjust your efforts to the medium you’re using. Email marketing makes for personal, almost familiar copy and visuals, while your website needs to speak to your audience as a whole.
Be consistent, send emails as often as you always do, and always keep your prospects on their toes.
When you pinpoint the tools you need to use, the data you need to gather, and, finally, the way your email marketing campaign should look and feel, boosting your CTR is something easy.
Your subscribers will eventually know when to check for one of your emails and find genuine value in them, making them click on your CTA and visit your website. Just make sure to send timely content that is on-par with where they are in the sales funnel.
Anticipate their needs, make sure to offer a solution to an actual problem with your e-commerce emails – going in for the quick buck will not go unnoticed – and enjoy that high CTR and higher conversion rate!
Disclaimer: Please be aware that the contents of this article and the myPOS Blog, in general, should not be interpreted as legal, monetary, tax, or any other kind of professional advice. You should always seek to consult with a professional before taking action, since the particulars of your situation may materially differ from other cases.
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