Writing an Incentive Email? See These Email Examples and Best Practices

Every marketer is looking for ways to improve their email performance metrics. Your metrics not only measure your work as a marketer, but they also reflect the success of your business.

Incentive emails are one way that you can increase your opens and improve your conversion rates without investing in new marketing solutions. It’s easy to add incentive emails to your marketing plan, and there are limitless ways to manipulate them to your needs.

Before you get started on your next campaign, review this guide to incentive email examples and best practices that’ll help you succeed.

What is an incentive email?

An incentive email is a broad term for email campaigns with incentive offers to drive business. They might be part of a welcome email campaign or they might be part of an abandoned cart campaign. Practically any marketing campaign you craft can contain an incentive email.

The key characteristic of incentive emails is that they have an offer. You’re not just sending an email that reminds customers about products they like or updates on your business. You’re sending an email with the explicit purpose of driving business, either through customer acquisition or customer retention.

Some of the most common types of incentives that brands use in emails include:

  • Bonus reward points
  • Buy one, get one
  • Coupons
  • Discount codes
  • Free shipping
  • Gift with purchase
  • A month of subscription at no cost
  • Referral codes

Marketers use incentives to encourage people to purchase their products or services, but do incentives work to drive new business or do they just cost your business money?

What are the benefits of incentive emails?

Over 100 years ago, Coca-Cola distributed the first coupon. Since then, things have drastically changed in the marketing world, but one thing remains the same: Coupons work. Now coupons and discount codes arrive directly to your inbox.

While it may seem counterintuitive at first mention, there are measurable benefits to using these incentive email examples and best practices, like:

  • Acquiring new customers: a solid 80% of consumers will purchase from a new brand if they receive an offer or discount code when they would’ve otherwise abandoned their cart. This makes incentive emails one of the most effective types of email campaigns, both in conversions and ROI.
  • Retaining loyal customers: over 90% of people who purchase from a company indicate that they’re more likely to purchase from that company again in the future if they have a discount code. This is an excellent strategy for improving customer retention.
  • Increasing impulse purchases: discounts and coupons encourage 66% of consumers to make purchases that weren’t already in their plan. This can work for both customer acquisition and customer retention, making it a “double hitter,” so to speak.

Incentive emails allow you to connect with your subscribers. And, by using the right email tracking tools to measure the success of your incentive email campaigns, you can make critical improvements to future marketing efforts.

Best practices for your next incentive email campaign

Crafting a successful incentive email campaign is more than just sending an email with a discount code in it. You need to know what your goals are and create a solid plan to execute them. What makes a successful incentive email, though?

With incentive email examples and best practices, you can build a marketing strategy that’s more than successful. You’ll incorporate email marketing best practices with ecommerce discount techniques to grow your brand.

Before you dive into incentive email examples that work, review these best practices:

  • Refer to your incentive in the subject line: Using the word “free” in your subject line leads to 10% more opens than emails without it, and implying a sense of urgency can increase your open rates by 22%. That makes your subject line a crucial part of your campaign.
  • Use a compelling CTA that highlights the offer: How you display your CTA matters. A button-based CTA can increase your click rates by 28% when compared to using a link-based CTA, while making small changes in the language you choose can boost rates anywhere from 14% to 90%.
  • Include links to featured or popular products: Product emails are a great way to increase your customer’s lifetime value. Purchasing products from an email encourages people to spend up to 138% more than those who don’t receive the email. Include a variety of links to drive traffic.

Your subject line is one of the most critical parts of your incentive email campaign, so spend the most time editing and revising it. You also want to spend some time to decide where you want to send your subscribers when they click your CTA.

4 incentive email examples for your next marketing campaign

Crafting an engaging incentive email can make a significant impact on your campaign metrics. From your subject line to your CTA, each component serves a purpose. Check out these four incentive email examples and best practices to boost your conversion rates.

1. Lyft crafts a subject line that highlights its offer.

The reality is that, without a solid subject line, your subscribers won’t even read your emails. It’s that important, even when you’re offering discounts. Lyft uses the subject line, “10% off rides until January 30[.]” Not only do they call out the discount they’re offering, but they add a deadline for urgency. This can persuade people to purchase more quickly if they’re on the fence.

Highlight your offer in the subject line and add a sense of urgency. Pro tip: including the offer in your subject line is key, but you can exponenti

Source: Really Good Emails

Pro tip: including the offer in your subject line is key, but you can exponentially boost the power of your incentive email subject line by adding a sense of urgency and elements of personalization, like your subscriber’s name. You should also employ tactics like list segmentation and send-time optimization.

2. Uber Eats includes a bold CTA with its incentive.

After your subject line, your CTA might be the second most important component of your incentive email. The most common approach is a simple CTA like “shop now,” but don’t box yourself in with the same thing everyone else uses. Uber Eats uses their bright green CTA to call out their incentive: “Take $5 off[.]” Bold colors, especially green and orange, draw attention to your button.

A bold CTA should be an important component of an incentive email.

Source: Really Good Emails

Pro tip: it’s a good idea to do some A/B testing with your CTA buttons (and your subject lines, for that matter). With testing, you can determine the most effective colors, words, and shapes for your CTAs. You can also find out where your button is most productive in your email.

3. National Geographic directs people to popular products.

The goal of incentive emails is to convert your subscribers to customers. That’s why you want to send emails that highlight some of your most popular products. By including products in an incentive email, you’re making it simple for people to go directly to your store with their discount or coupon. National Geographic includes two incentives, plus links to their popular product categories and a vibrant CTA.

 Highlight some of your most popular products in your incentive email.

Source: Really Good Emails

Pro tip: this is a great choice for recent site visitors who might not have added anything to their cart. You can send product emails that highlight “recently viewed” items and include a discount code that expires quickly to encourage a purchase.

4. Blue Apron capitalizes on the word “free” in its subject line.

As with mentioning discounts in the subject line, the word “free” is an excellent way to get subscribers to open your emails. Compound that with an upfront CTA that calls out the offer again and a list of potential products, and you’ve got a high-performing incentive email. Blue Apron uses the subject line, “Get 4 free meals with your first meal delivery!” This is an example of an incentive welcome email.

Use the word “free” to get subscribers to open your incentive emails.

Source: Really Good Email

Pro tip: combine multiple techniques and email marketing best practices to improve the ROI of your incentive email campaigns. This will not only boost your open rates, but it’ll also increase your conversion rates and, potentially, the lifetime value of your customers.

Wrap up

Creating incentive emails is a lucrative way to connect with your subscribers and convert them to customers. Incentive emails show your customers that you appreciate their business, and it encourages them to keep coming back. Before you start crafting your campaign, review these three key takeaways:

  • You can use a variety of different discount codes and coupons to find the sweet spot between cost and value.
  • You can incorporate incentive emails into numerous parts of your automated and transactional email campaigns.
  • You can use incentive emails to drive traffic to specific landing pages or products that you want to focus on.

The most effective incentive email campaigns will use a variety of best practices and email marketing techniques that lead to opens, clicks, and conversions.

Looking for an email marketing platform for your incentive emails? CM Commerce has the tools you need to grow your ecommerce store through email campaigns.

The post Writing an Incentive Email? See These Email Examples and Best Practices appeared first on Campaign Monitor.

How Color Choices in Your Email Impact Engagement and Conversions

There are—quite literally—millions of colors that the human eye can perceive. That means there are innumerable color palettes people can use to communicate their feelings or desires.

Color psychology can be an effective strategy for email marketing, but with all of the possible color options and the multitude of human emotions, it can be challenging to figure out where to start.

You might be wondering how color choices in your email impact engagement and conversions. Colors can influence behavior, so it’s worth understanding how that works.

Before you craft your next email campaign, review this guide to making the right color choices in your marketing efforts.

How is color associated with feelings and decision-making?

Color psychology is a fascinating study that looks at how color influences the way people feel and act. Colors often appear differently from person to person, but each color is associated with a different set of emotions or perceptions.

In the United States, colors can be a powerful tool for driving behavior. Common color psychology associations include:

  • Black: a color associated with luxury and impulse, black conveys a sense of power and status.
  • Blue: often used by financial institutions and businesses, blue exudes a sense of trust and security.
  • Green: the easiest color for your eyes to process, green is associated with wealth and relaxation.
  • Orange: an appeal to aggressive impulses, orange is the color for your CTAs.
  • Pink: marketed toward traditional shoppers, pink marks romance and femininity.
  • Purple: sometimes associated with royalty, purple is both calming and soothing.
  • Red: projecting energy and a sense of urgency, red increases the heart rate.
  • Yellow: conveying optimism and youthfulness, yellow is the color to grab attention.

This is an important consideration for email design—it’s also something to consider for your logo, other marketing copy, products, and website.

How color choices in your email impact engagement and conversions

Beyond basic color psychology, color and email design are critical to driving engagement and conversions. They have the potential to sway customer emotions and encourage them to purchase your products or services.

Color can measurably influence your conversion rates through:

  • Brand awareness: your brand is critical to your business, which means your logo is too. Using the right colors in your logo and marketing copy can inspire consumer confidence, and it leads to an 80% increase in brand recognition. In some cases, brands even trademark unique colors.
  • Product marketing: the color of the products you sell and your marketing copy are as important as your logo. Product color is the primary reason that 85% of shoppers purchase specific products, while visual appearance, in general, is the most important factor in their decisions.
  • Click rates: a popular A/B test from a few years ago measured how the color of a button impacts the click rates in an email. The test looked at the green and red CTA buttons that lead to the same landing page. The green button had 21% more clicks than the red button.

With such a significant impact on buyer decisions, color psychology plays a crucial role in influencing your customers. It permeates every aspect of your business’s marketing efforts.

Examples of how color choices in your email impact engagement and conversions

Between the significance of color choices and the impact of color on emotions, you’re probably wondering how to approach email design. Review these examples of how color choices in your email impact engagement and conversions.

1. Casper: building trust and security in blue

Blue, which is a cool color that creates a sense of security, is one of the most common colors used by big brands and email marketers. However, it can also lead to feelings of sadness, so you need to be careful about how you use it. Check out this example from Casper, a mattress company whose brand uses the color blue—a nod to nighttime—in all of their email campaigns and marketing copy:

Blue is an excellent choice for brands that want to solidify their customer’s trust.

Source: Really Good Emails

Takeaway: blue, which is the color of choice for big names like Ford, Samsung, Chase Bank, and Facebook, is a popular choice for brands with a global customer base. Use it in emails when you want to build trust in your organization.

2. REI: summiting mountains in earthy tones

Not every brand is so easily recognizable by color, but they might use it wisely in their email campaigns. REI is a popular outdoor gear company that sends out marketing campaigns highlighting new products, upcoming events, and outdoor news. Since they use a lot of images that feature majestic landscapes and gear in bold colors, they stick with a neutral background and palette to keep the email clean.

Neutral colors help keep an email clean when it features multiple colorful graphics.

Source: Really Good Emails

Takeaway: while neutral colors like brown aren’t exactly exciting and don’t call up any strong feelings, they are appropriate when you’re incorporating graphics that might clash with vibrant hues. Use your email content as a guide to choose the best palette.

3. Taco Bell: big brand recognition in purple

Though purple is one of the least-liked colors by men, that doesn’t mean it’s off-limits when you want to appeal to a wide audience. If you’re one of the few in your industry using a specific color, as is the case with Taco Bell and the fast food industry, it can help bolster your brand recognition. Take this example from what’s arguably one of the most popular fast-food chains in the United States:

Purple is a bold choice for brands that want to be easily recognized.

Source: Really Good Emails

Takeaway: while things like biology, gender, and our attachment to objects of a certain color can impact our feelings, culture, experience, and context can all influence how you perceive color. It’s okay to break the mold and get creative with your color palettes when it makes sense.

4. Barnes & Noble: easy relaxation in green

To some people, green can inspire images and feelings associated with the outdoors, but, to others, the color is relaxing. Capitalizing on the relaxation element, Barnes & Noble uses its signature green color in all of their email and marketing copy. Since many people feel that reading is relaxing, the use of green is particularly compelling in this email example:

Green conveys a sense of relaxation, as well as feelings of being in nature.

Source: Really Good Emails

Takeaway: the correct application of color will vary from business to business, industry to industry, audience to audience. Find ways to match your color palette with your brand’s purpose, as Barnes & Noble did by using green to inspire relaxation among readers.

Best practices for using color in your email marketing campaigns

If you’re new to using color psychology, you might be unsure of where you should start. Color can be intimidating to some people, and, if used incorrectly, it can be jarring and unappealing to your audience.

Before you create your next email campaign, review these best practices for using color in your marketing emails:

  • Understand your audience: Culture, texture, and context all impact how your audience perceives color. While purple represents royalty in many countries, it can represent death in Italy, for example. Gender is another area where color can make a difference. Purple is a common favorite color among women but is one of the least-liked colors by men.
  • Narrow your palette: Depending on factors like your logo and other images, you may want to use more than one color. This can be a great way to grab your reader’s attention, but it can also be overwhelming. A common approach is to use the 60:30:10 rule, where 60% of your palette is a single color, usually neutral, 30% is a complementary color and 10% is an accent color.
  • Test your email campaigns: Even the best email marketers need to see how their email campaigns perform. You can use A/B testing to determine which colors generate the most clicks and which lead to the most conversions. If you segment your lists, you might find different click and conversion rates for different lists. This is a critical step in determining your future email strategy.

These color psychology best practices will help guide you through the process of creating your next email campaign.

Wrap up

Using color to influence your customers’ behaviors can be challenging. There are thousands of shades, hues, and tones, and there are dozens of factors that impact how your audience perceives color. Fortunately, you can use these key takeaways to enhance your color psychology strategy:

  • Determine the tone and voice of your email campaign before you narrow down a palette.
  • Use color to solidify brand awareness and complement the other graphics you use.
  • Explore using blocks of color, vibrant CTAs, and bold buttons in your email campaigns.

Even if you prefer to send simple, black-and-white emails, you can add pops of color to help boost site traffic and improve your conversion rates.

Want a tool that can help you measure the results of your email campaigns? Campaign Monitor has powerful tools you can use to A/B test your email color choices.

The post How Color Choices in Your Email Impact Engagement and Conversions appeared first on Campaign Monitor.

Surprising Video Email Marketing Statistics

Email marketing is an effective strategy for virtually every business, but there are ways you can improve your content to increase customer engagement. Videos are one way you can connect with your customers, and email is a practical strategy for getting them in front of people.

Video email marketing gives you the opportunity to share information with your customers that’d otherwise be difficult to share on most digital channels. It can be challenging to decide whether to implement videos or not, but a list of video email marketing statistics shows how important it is.

With the right strategy, you can add video email marketing to your marketing plan to see a boost in your performance metrics.

What is video email marketing?

Video email marketing is simple—you create email campaigns that feature videos as a way to communicate with your customers. There are a few approaches to using video in your email campaigns. Specifically, you need to consider which of these methods you’ll use:

  • Embedding the video: if you want your video to play directly from the email, you can embed one in most email tools. However, this is the least effective way to increase views, as only a few email service providers allow videos to play within messages.
  • Hosting the video: if you have your own website, you can host the video and create a landing page for it. When you create your email campaigns, you can include a thumbnail of the video and a link back to your landing page. This can increase views and site visits.
  • Uploading the video: if you don’t want to use either of those options, you can upload your video to one of many video hosting platforms, like YouTube or Vimeo. You may be able to add those directly to your website or landing pages as well.

Whichever method you decide to use, it’s a good idea to consider your media limits. This will help you decide the quality and length of your video.

Why is video email marketing important?

Email marketing is lucrative, but the most effective emails contain 50 to 125 words in their body content. This means that longer messages aren’t as likely to be read. You can create videos that contain a lot of information while keeping the text in your emails relatively short. This makes a video in email especially important for companies that have a lot to say.

Part of creating an effective video email marketing campaign is knowing what kind of video you want to use. To make the biggest impact, you want to provide value. Consider these common types of videos:

  • Animated videos
  • Brand videos
  • Case studies and testimonials
  • Demo videos
  • Educational videos
  • Event highlight videos
  • Industry updates
  • Live videos
  • Product videos
  • Team videos
  • Tutorials

With the right approach, you can combine an effective email subject line with concise content and a link to a killer video with a compelling CTA.

Surprising video email marketing statistics you need to know

If you still aren’t sure whether video content is right for your business, just review this list of video email marketing statistics for insight into how it can help boost your open, click, and conversion rates.

  • Almost 90% of online marketing professionals use video in their marketing campaigns. (Wordstream)
  • Marketers can see 66% more solid leads every year when they use video. (SmallBizGenius)
  • In a single month, more videos are uploaded than the biggest American television networks created in three decades. (Wordstream)
  • A video thumbnail can improve subscriber engagement by almost 41% when it’s included in an email. (Backlinko)
  • The word “video” in an email subject line can increase open rates by 6%. (SuperOffice)
  • Almost 25% of digital marketers have previously used an interactive video. (SmallBizGenius)
  • People view more than 50% of their videos on mobile devices. (Wordstream)
  • Video can increase open rates by 19% and click rates by 65% while reducing unsubscribe rates by 26%. (Campaign Monitor)
  • An annoying voiceover can cause up to 75% of consumers to leave a purchase behind. (SmallBizGenius)
  • Over 90% of people who watch videos on their smartphones share them with their network. (Wordstream)
  • Product videos in ecommerce stores can increase purchases by up to 144%. (Backlinko)
  • Nearly 75% of B2B marketers believe that video has a positive impact on their ROI. (Biteable)
  • Over 90% of consumers will watch a video that informs them about a new product or service. (Wyzowl)
  • According to 51% of digital marketers, video content has the highest ROI of all marketing channels. (Wordstream)
  • Video marketing can lead to an average brand awareness increase of 54%. (TechJury)
  • Video content in emails can improve click-through rates by up to 300%. (Biteable)
  • Video marketing can grow revenue by almost 50% faster than marketing without video content. (Wordstream)
  • A video that’s less than two minutes long will generate the most engagement. (Wordstream)
  • Adding video content to emails can potentially reduce opt-outs by 75%. (Backlinko)
  • Eight in 10 people will remember a video advertisement for the next 30 days. (TechJury)
  • Over half of consumers want the brands they love to provide more video content. (SmallBizGenius)
  • Video content on a landing page can improve conversion rates by more than 80%. (Wordstream)
  • Video length is critical: 33% of customers will stop watching after 30 seconds, 45% of them by one minute, and 60% of them by two minutes. (Biteable)
  • Over 50% of people prefer to watch content online as opposed to TV. (SmallBizGenius)
  • Click-through rates on the initial email in a campaign can increase by 96% if it contains a video. (Wordstream)
  • Almost 100% of businesses believe that informational videos help increase customer understanding of new products or services. (Wyzowl)
  • Before taking a trip to a store, almost 50% of online shoppers look for videos about products and services they might be looking for. (Biteable)
  • Businesses most often create these types of videos: explainers, how-tos, product demos, and testimonials. (Backlinko)
  • Customers can retain up to 95% of the content in a video, but only 10% of it when reading it. (Wordstream)
  • Eighty percent of people think that demo videos are useful. (SmallBizGenius)

From increased open rates to a boost in revenue, these video email marketing statistics highlight how video is a critical strategy for ecommerce stores that want to improve customer acquisition and retention rates.

Effective examples of video in email marketing to inspire your next campaign

Before you decide to add videos to your next email campaign, it’s a good idea to understand some video email marketing best practices. Review these examples to see how an effective campaign works.

1. Use best practices to establish the correct video length.

The length of a video in email is critical to keeping your customers engaged. In general, around two minutes is the best length for video content. Take a look at this example from TrustedHousesitters:

Create video content that’s under two minutes for the most views.

Source: Really Good Emails

They use one of the most common types of videos: testimonials. They pack three testimonials into a video that’s just over two minutes long and they follow up with a CTA encouraging contact.

2. Include video content that provides value to readers.

While fun and festive emails can be a great way to connect with your customers, it’s generally a good idea to create videos that offer value. This video “how-to” email is a great example from Platforma 2:

Provide value to your readers in tutorials and how-to videos.

Source: Really Good Emails

How-to videos (again, another common video example) are an excellent platform for connecting with your customers and getting in front of any questions they have.

3. Add the word “video” to the email subject line.

By calling out the content of your campaign, you can encourage more people to open the email. It’s also a great way to keep from surprising your customers if it autoplays. Look at this email from Wistia:

 Using the right language in your subject line can boost open rates.

Source: Really Good Emails

The subject line—“Hey Smiles Davis – did you know that video plays in email?”—highlights why you want to open the message. It also uses personalization to amp up the connection factor.

Wrap up

Using video in email marketing is one of the most effective ways to convey critical information to your customers. You can create a campaign that provides value and increases engagement. Remember these key takeaways when crafting your next video campaign:

  • Consider what information you want to include in a video.
  • Determine the best method for hosting your video campaign.
  • Encourage your customers to share your videos.

With the right email marketing tool, you can include videos in your messages or link back to them on a landing page or video platform. The right tool will also optimize your campaign performance.

Looking for an email marketing tool to optimize your video emails? Campaign Monitor has powerful tools to create engaging emails that connect with your readers.

The post Surprising Video Email Marketing Statistics appeared first on Campaign Monitor.

How to Drive Sales with Email Coupons [+ Examples]

In email marketing, there are dozens of tricks you can use to improve performance.

Every digital marketer or small business owner has tips and tricks on how to boost your open rates, increase your click rates, and reduce your unsubscribe rates, but what about driving sales?

The goal of email marketing is more than just improving email performance.

You want to improve your ROI and encourage customer retention. Email coupons and promo codes are one way you can do both.

When used properly, email coupons can lead to bigger and quicker purchases. They can even prompt customers to make future purchases or refer their friends and family. And, with the right tools, you can set them up for success.

How email coupons and promo codes can drive sales

Everyone loves saving money. Whether it’s a semi-annual sale or an email coupon, email subscribers love finding out they can save money on their favorite products. In fact, email coupons and promo codes are one of the most effective ways to drive sales for your business.

Here’s why you need to consider email coupons and promo codes to boost your revenue

  • In 2017, consumers redeemed $47 billion in digital coupons. That number could increase to $91 billion by 2022.
  • Over half of all consumers prefer that all coupons were digital, and 63% would use them more often if they were available.
  • Eighty-two percent of consumers use their digital coupons within a week or less. Almost a third of consumers use them within 24 hours.
  • By 2022, digital coupon use is expected to increase by 94%. Mobile coupons will account for 80% of those digital coupons.

If those weren’t enough, 53% of consumers—that’s over half of all consumers—spend more than two hours each week looking for the best deals. Another quarter of them spend more than four hours a week comparing prices.

Imagine if you could just deliver deals to their inbox, saving them valuable time.

Email coupons and promo codes are often a motivating factor in purchase decisions. If someone has been on the fence for a while, a 20% discount may be all that’s necessary to get them over the hurdle.

5 examples of email coupons that can grow your business

Discounts are just one type of email coupon you can offer. There are a lot of different ways to approach email coupons and promo codes in email marketing.

1. A gift card reward following a purchase on your site.

There’s no better group of people to market to than people who’ve already purchased your products. Your returning customers are some of your most valuable. In fact, nurtured leads make purchases that are 47% larger than their non-nurtured counterparts.

Sleep Country Canada sends out a lucrative email offer to customers who purchase their Lifestyle Base product:

 Gift cards are a great way to drive traffic back to your store.

Source: Really Good Emails

Instead of offering a discount, Sleep Country Canada includes a gift card for a flat amount. Returning customers can use this to purchase products in their store, a great way to increase your ROI for that customer. Consider making gift cards transferable as well. This can lead to new customers.

2. Account credit for the first time someone uses your service

The first time someone buys a product from you or uses one of your services is special. All of the work you’ve put into your business is paying off, and you want to thank people for investing in your company. Offering account or store credit shows appreciation and encourages them to return.

One of the great things about account credits is that you can set an expiration date, similar to email coupons and promo codes, or you can allow your customers to use them at any time, indefinitely. An expiration date imparts a sense of urgency, but giving people flexibility shows that you value the long-term relationship.

3. Email coupons that offer dollar-amount discounts.

Sometimes the best method is the traditional method: an old-fashioned coupon that takes a specific dollar amount off your product or total purchase. These can be as simple as “$5 off your purchase,” or have minimums like “$20 off a $50 purchase.” They usually have expiration dates.

Blue Apron, a subscription-based meal service, offers an email coupon for $30 off someone’s first meal delivery:

 Discounts for subscription-based services can lead to long-term revenue.

Source: Really Good Emails

Email coupons like this are simple to use and understand, which makes people more likely to use them. In the case of subscription-based services, coupons are an effective way to get people signed up on a recurring payment schedule.

4. Coupons or vouchers that offer a fixed price for an item

If you’re trying to promote a specific product and you want to offer it exclusively to email followers, you can use email coupons or vouchers that have a fixed price for the product. By offering it to email subscribers only, you control how frequently they use it.

PizzaExpress, a British restaurant, uses its email coupon campaign to drive people into their brick-and-mortar stores over the weekend:

 Coupons that offer a fixed price can encourage people to use them.

Source: Really Good Emails

They include several vouchers in their email—two of them offer specific meals for a set price, and one offers a percentage discount. Variety means more people can use your email coupons.

5. Percentage discounts for upgrading services or subscriptions

If your company offers services with different levels of features, you can offer a discount to your customers if they upgrade. Subscription-based services reel people in, and they don’t want to let go of their favorite services.

If your services are recurring, it’s good practice to include a note about the price of future payments in the fine print.

Tips for offering email coupons to your subscribers

You don’t just want to throw together a quick email campaign in hopes that it’ll drive sales. An effective email campaign with email coupons and promo codes is going to take a little bit of time to put together.

You need to understand how the discount will affect your bottom line, how much it costs to offer the discount (consider the discount plus time invested in the campaign), and how likely it is that your subscribers will find it interesting.

Fortunately, you can put together an effective campaign with email coupons and promo codes using a few simple tips:

  • Use A/B testing to validate interest: If you want to know whether your customers would prefer a flat dollar discount or a percentage discount, use A/B testing to measure the results of two different campaigns. You can also test things like your subject line and CTA to improve open and click rates.
  • Offer discounts on a schedule: An effective way to forecast how email coupons will impact your bottom line is to plan your discounts on a schedule. Whether that means offering the same coupon every two weeks or sending promo codes during major holidays, a schedule gives you control.
  • Try email automation to boost opens: One of the best email marketing tools for small businesses is email automation. The right email platform will help you optimize your send days and times, segment your lists, and personalize email coupon campaigns, all of which boost open rates.

The most important thing to remember is that you want the coupons to drive sales. That means you need to invest time in measuring your results and making your campaigns more efficient.

Wrap up

Email coupons and promo codes have a lot to offer digital marketers and small business owners. Coupon use is expected to almost double in the next few years, which means every business needs to take email coupons seriously.

Before you put together your next email campaign, consider these practical tips for using email coupons and promo codes to drive sales:

  • Acknowledge that your subscribers may want something different. If the standard email discount isn’t working, think about other ways you can save your customers money.
  • Follow email marketing best practices to improve your campaign performance. This includes writing compelling subject lines, segmenting your lists, and personalizing your campaigns.
  • Use email automation to get the most out of your promotional campaigns. Find ways to trigger email coupons and promo codes from your website, social media, and other emails.

An effective marketing campaign that offers email coupons can drive sales without costing a fortune in ad spend. You can do this with an effective email marketing platform.

Looking for the right email marketing tool to help you drive sales? Campaign Monitor is packed with features that increase efficiency and improve email performance.

The post How to Drive Sales with Email Coupons [+ Examples] appeared first on Campaign Monitor.

36 Examples of Stunning Welcome Email Subject Lines

You created a beautiful landing page and put together an opt-in popup to grow your email list. You’re ready to see results from your email marketing efforts, but you aren’t seeing the new customer conversions that you thought you would.

Are you using welcome emails properly?

When it comes to converting new customers, you need to write stunning welcome email subject lines that make your subscribers want to know more. Just because they signed up for your email list, that doesn’t mean they’re ready to offer their loyalty.

Welcome emails allow people know why they want to work with your brand. They’re the first step in building a relationship with a potential customer, but only if your subscribers actually open them.

Why stunning welcome email subject lines are critical to your campaigns

Subject lines are critical. After your company name, they’re the first thing people read in their inbox, and most people don’t spend a lot of time trying to figure out if an email is relevant to them. That’s why you need stunning welcome email subject lines. Subject lines impact key metrics:

  • The subject line alone is the determining factor in whether 47% of people will read your email or not.
  • Nearly 70% of email recipients use the subject line to decide whether an email is spam.
  • People who receive emails with personalized subject lines are 22.2% more likely to open them.

The most common way to personalize welcome emails is to include your recipient’s first name in the subject line. This results in a higher open rate than welcome emails without a name.

Another way to increase open rates with welcome email subject lines is by optimizing their length. Open rates vary based on the number of words in an email subject line:

  • 0-5 words: 16%
  • 6-10 words: 21%
  • 11-15 words: 14%
  • 16-20 words: 12%
  • 21-25 words: 9%

While you may see different results—you should use A/B testing to see what works best for your email list—it’s clear that shorter email subject lines result in higher open rates. This means you can see higher conversion rates too.

3 ways to incorporate stunning welcome email subject lines into your next campaign

If you really want to see results from your campaign, you’ll need more than stunning welcome email subject lines. You’ll also need a welcome message that encourages your reader to take action.

1. Ask a question that inspires curiosity in your subscribers.

If someone has just signed up for your email list, there’s a good chance they’re at least a little bit curious about your company. A welcome email is a perfect opportunity to provide valuable insight into how your organization works. Open-ended questions spark interest in your content and give your reader something to think about.

A question can give your reader a moment to reflect rather than scrolling past your message.

Source: Really Good Emails

Subject line: Wondering how Havenly works?

Service-based companies can use welcome emails to get people started. You can include links to your FAQ or “how it works” page or include a video that describes how your services work. Whatever the content, you want a subject line that lets your readers know what to expect.

2. Use personalization to generate interest in your message.

Email personalization is a simple technique for improving open rates, and a welcome email is your first chance to make a good impression. It’s a good marketing practice to use opt-in forms that ask for a subscriber’s first name. This is one of the easiest ways to incorporate personalization in your email campaigns, and it can increase open rates.

Personalization is a key best practice for improving email performance.

Source: Really Good Emails

Subject line: Hi Smiles Davis! Welcome to HomeAway!

A welcome email is your chance to hype your brand. You really want people to open these emails if you want them to build a relationship with your company. Email personalization is the first step toward building that relationship.

3. Include an offer or discount to add value to your content.

Email coupons and discount codes not only increase your open rates, but they improve your conversions as well. If you want your welcome email to encourage people to purchase from you, a promotional offer may be just the trick you need. Including an expiration date can impart a sense of urgency to help close the deal.

Promotional offers show your customers that you value their business.

Source: Really Good Emails

Subject line: Smiles Davis, you have 20% off

Coupons and discounts can increase total purchase amounts, but they’re even more effective as part of a loyalty program. If your company has a customer loyalty program, a welcome email with a promotional offer is the perfect way to grow your list.

36 stunning welcome email subject lines that boost open rates

When it comes to boosting open rates and driving growth, you need stunning welcome email subject lines that catch your reader’s eye. These 36 examples of actual welcome email subject lines show how you can use just a few words to capture your audience.

Stunning welcome email subject lines with emoji

Emoji are a fun way to connect with your audience. They convey meaning without taking up a lot of space, and they help break up the monotony of your inbox. When it comes to using emoji in subject lines, 56% of companies saw higher unique open rates. Read through these subject line examples featuring emoji:

  • Hello from your new friend in the kitchen 👋 🍳
  • Welcome to Made In! 🔪🍳
  • Welcome to Dense Discovery 👋
  • 🔑 There’s more to unlock, Smiles Davis
  • 🛳 Smiles Davis, the fun’s just begun!
  • Welcome to HireClub! 🍾

Stunning welcome email subject lines with promo codes

Email coupons and discount codes are a great way to encourage new customers to shop with you. Nearly 100% of millennials use mobile phones to compare prices, and 53% of all consumers want to see only digital coupons. Consider these promotional offers in welcome email subject lines:

  • Welcome! Get $25 Off Your 1st Order
  • You’re in. Get 15% off an L16 📷
  • Welcome to Zalando! Enjoy £10 off your next order
  • Welcome! Here’s Your Discount Code
  • Welcome to the Fonts.com Newsletter – Your Free Fonts are Inside
    hooray! your 10% OFF code is here.

Stunning welcome email subject lines with personalization

When compared to emails that don’t use personalization, emails that are personalized have 29% higher open rates. They also yield transaction rates that are six times higher than emails that aren’t personalized. Check out these welcome email subject lines that feature basic personalization:

  • Welcome to Uber, Smiles Davis
  • Really Good Emails, welcome to your YouTube Community tab!
  • Smiles Davis, let’s get you moving!
  • Welcome to Teachable, Smiles Davis!
  • Smiles Davis, you deserve the best
  • Welcome to TheZebra.com, Smiles Davis. Your quotes are here!

Stunning welcome email subject lines with questions

As mentioned earlier, questions create intrigue. Rather than being told what to think, questions let your subscribers wonder whether they need to know the answer. You can use simple yes or no questions or you can ask questions that require a bit of consideration.

  • New to Our (Curious) World?
  • Are you feeling lucky?
  • Interested in opportunities?
  • Did you say “beard”? – Welcome to Beardbrand!
  • Ready to meditate?
  • Ready to step up? Welcome to Activité

Stunning welcome email subject lines with next steps

If you offer services to your customers, a welcome email is the right time to let them know how to take advantage of what you offer. From emails with account login instructions to critical next steps, these welcome email subject lines highlight what’s to come:

  • Here’s how to get started:
  • Log in to your Wayfair account
  • 4 Ways to Get Started with AWS
  • Welcome to nDash: Important Next Steps
  • You got Ellevested! Here’s what’s next
  • Welcome! Here are the top 5 things to know.

Stunning welcome email subject lines with a simple welcome

Even with all of the potential options, the most common welcome emails simply welcome their new subscribers. Larger companies can get away with a blunt “Welcome,” but small businesses will want to call out what they offer or what makes them stand apart.

  • 👋 Welcome to Pixelbuddha — the Most Freebie-Friendly Community
  • Welcome to the world of Magic Spoon
  • Welcome to the smoke show.
  • Welcome to Food52! Make yourself at home.
  • Welcome to Your New Favorite Printer
  • Welcome! Our Expert Booksellers Recommend…

Wrap up

Writing stunning welcome email subject lines takes practice. Every email list is different; every industry is different. Writing for the B2B industry is different from writing for the B2C industry. There are ways to make the process more efficient, though. Consider these takeaways when writing your welcome email subject lines:

  • Use your subject line to create interest in your brand. Highlight features or explain what you have to offer.
  • Write subject lines that inspire confidence. Remind your readers why they signed up for your list in the first place.
  • Include a promotional offer in your subject line. This will improve open rates and help lead to a new customer.

Depending on the goal of your welcome email, your subject line can be as general or specific as you want. You may even consider segmenting your welcome campaigns based on how people get to your site.

Want to know how you can optimize your email campaigns for ecommerce? CM Commerce has powerful features that help automate and optimize your email performance.

The post 36 Examples of Stunning Welcome Email Subject Lines appeared first on Campaign Monitor.

How To Increase Email Revenue: Guide for Beginners

Email marketing is hailed as the king of digital marketing, but, if you’ve never put together an email campaign, it can be a little overwhelming.

Generating revenue through email marketing takes more than just sending a few emails every month; you need a complete strategy that starts with email components and ends with marketing automation.

Read on to discover real email examples that actually work, as well as an understanding of how to use emails to drive sales and growth. You may even find inspiration for your next email campaign.

How to increase email revenue: an overview

Email marketing is still one of the most effective marketing tools, and for good reason: Virtually everyone has an email account. It’s not just a tool for sending out email coupons and newsletters. Email marketing can increase your revenue. This is what you need to know:

  • B2B companies: 59% of B2B marketers say that email is their top revenue-generating marketing channel.
  • Email personalization: emails with personalization result in revenue and transaction rates that are six times higher than non-personalized emails.
  • Automation: an automated email drives 320% more revenue than emails that are part of a non-automated campaign.
  • Welcome emails: a series of welcome emails, on average, will drive more revenue than sending one welcome email or no welcome email at all.

Not only is email marketing one of the most cost-effective tools to increase revenue, but it’s practical in every industry. Increasing email revenue can significantly improve ROI:

  • Consumers spend 138% more as a result of email marketing, when compared to consumers who don’t receive email offers.
  • ROI for email is 28.5%, which is almost four times more than for direct mail marketing.

With the ability to increase revenue and improve your ROI, learning how to increase email revenue makes practical sense for any marketing beginner.

How to increase email revenue: the beginner’s guide

Email marketing is only effective when it drives sales. With a few email marketing best practices, even beginners can learn how to increase email revenue, not just improve open and click rates.

1. Start with a compelling subject line.

You’ve probably read this before, but your subject line is the most important part of your email campaign. When it comes to increasing revenue, you need to start with the first thing people read. A compelling subject line does more than just tell your subscribers what’s in the email—it tells them why they should open your email. What’s in it for them? Consider this example of email subject line:

Your subject line is what catches people’s attention. It needs to be compelling.

Source: Really Good Emails

The subject line reads, “Do you know what an anamorphic lens is?” A question is a compelling way to draw people into your email, which is the only way you’ll drive email revenue. Ask questions that speak to your reader on a personal level. Personalization in the subject line is one way to increase opens. In the travel industry, it can produce a 65% open rate.

2. Write copy that engages your reader.

Once you get people to open your email, you need to engage them with concise copy. While there’s no standard limit for how many words to write in an email, the most effective emails aim for 50 to 125 words. This will vary based on the kind of content you’re offering, but a general rule of thumb is to aim for shorter messages. Take a look at this email example:

 Engaging content doesn’t have to be long. Short sentences are easier to read.

Source: Really Good Emails

Though the email contains several pieces of data, it keeps the information limited to a few sentences and short paragraphs.

This makes it easier for readers to scan the email for relevant content. If you have long-form content, consider putting it on your site and linking to it in your emails rather than writing it all in the body of your message.

3. Include a colorful CTA.

Regardless of what action you want people to take in your email, your CTA needs to be prominent and purpose-driven. That means you want to spend time crafting the right message.

You also want to consider how you’re going to display your CTA—will a link in the text be sufficient or do you need to create a CTA button to drive conversions? Consider this email example with a colorful CTA:

 A colorful CTA stands out. Use complementary colors that pop.

Source: Really Good Emails

The CTA has a clear purpose—direct people to the company’s Instagram profile—and it’s brightly colored to complement the dominant image in the email.

This email uses a CTA button, which can increase your click-through rates by 28% versus using a plain-text link. Test a few different CTA buttons to find the right one.

4. Apply email marketing automation.

Email marketing automation is a best practice for increasing revenue. Not only does it make your organization more efficient, but it can improve email performance and ROI.

With an automated email campaign, you can optimize when you send your emails and remarket to either site visitors or people who’ve previously purchased from you. Look at this example of an automated email:

Email automation improves efficiency. Use it to drive sales.

Source: Really Good Emails

Abandoned cart emails are one of the best uses of marketing automation. In fact, if you send abandoned cart emails within an hour of someone leaving your site, you can convert 6.33% of your shoppers.

You can increase that yield by 69% if you send three abandoned cart emails instead of just one. Consider putting together an abandoned cart email series for the biggest impact.

5. Use email personalization and segmentation.

Email personalization and list segmentation go hand in hand. You can use both to target your customers and send them relevant emails, like product recommendations.

You can also use personalization to send emails at the right time, and list segmentation can send the right discounts to the right people. With just a little bit of information about your customers, you can see results. Take a look at this email example:

Personalization and segmentation help target emails. This increases customer retention.

Source: Really Good Emails

Using email personalization that’s based on a user’s search habits, this email targets subscribers who’ve been searching for vacation rentals.

By properly targeting its customers, emails like this can drive three times the amount of revenue that non-targeted emails generate. If you have the right tools, you can set this up as part of your automation efforts.

How to increase email revenue: tips and tricks to drive sales

In addition to these email marketing best practices, there are ways you can boost email performance that don’t require an enormous investment. For email marketing to remain cost effective, you need to see higher conversions without increasing your marketing spend.

If you want to maximize ROI by learning how to increase email revenue, use these tips and tricks to drive sales with your email campaigns:

  • Apply rigorous A/B testing standards: While 82% of companies rely on email marketing technology, less than half of email marketers use split testing in their email campaigns. A/B testing is critical if you want to properly optimize your marketing efforts.
  • Offer discount codes and email coupons: Since people love saving cost, discounts and coupons are one way you can increase email revenue. Around 42% of Americans say that they subscribe to email lists just so they can save money on their favorite products.
  • Use email to distribute inbound sales content: You can keep your emails short and simple by using them to distribute content. Over 75% of B2B marketers use email newsletters as part of their content strategy, and 79% say email’s the best way to share their content.

Learning how to increase email revenue doesn’t take much time, but it does take a little bit of focus. You need to use multiple tips and best practices to create a comprehensive email strategy if you want to increase email revenue.

Wrap up

Whether you’re completely new to email marketing or just need a refresher before you start your next big campaign, increasing email revenue is a worthy goal. Fortunately, there are ways you can do it that don’t require an MBA. Review these takeaways to get an idea of where to start:

  • Carefully analyze every component of your email. You want everything to count: subject line, preheader text, content, images, and your CTA.
  • Figure out the purpose of your email campaign. You can have a general sales goal or create a niche goal around specific products or regions.
  • Use marketing automation to improve the performance of your email. You’ll generate more powerful campaigns if you use the right email tools.

Email marketing isn’t hard, but it does require a solid plan. To increase email revenue, employ email marketing best practices and use these tips to create an effective sales strategy.

Want to find a marketing automation tool that can increase email revenue? Campaign Monitor has powerful features that can improve email performance and boost sales.

The post How To Increase Email Revenue: Guide for Beginners appeared first on Campaign Monitor.

Tips and Tricks For Improving Email Response Rates

Email is one of the most prolific forms of communication. It also happens to be one of the most effective marketing tools for businesses. When it comes to using email to encourage feedback from your subscribers, improving email response rates should be a top priority.

Though email response rates may seem self-explanatory, there’s a lot to this particular marketing metric. From gauging interest in your products to answering questions about your processes, email responses give you a chance to offer personalized insight to your subscribers that can increase conversion rates.

What are email response rates and are they important?

Email marketing simply isn’t very effective if you don’t measure results and learn from them. Though every business has its own approach to measuring results, most marketers have a similar engagement funnel:

  • Open rates: a measurement of how many emails your subscribers open in an email campaign.
  • Click rates: a measurement of how many subscribers click on images and links in your email campaign.
  • Conversion rates: a measurement of goal-oriented actions taken by your subscribers.
  • Response rates: a measurement of how often subscribers reply directly to your email campaigns.
  • Unsubscribe rates: a measurement of how many subscribers choose to unsubscribe from your email campaigns.

While each of these measurements is important, your email response rate can provide valuable insight into how your campaigns are performing. They also allow you to engage with your email subscribers, potentially converting them to customers in the process.

So what is a good email response rate? The average email response rate is 10%. As with tracking other marketing metrics, your email response rate will vary depending on several factors. Three factors that determine marketing metrics are:

  • Audience: an email campaign for a large, diverse audience is more likely to see higher email response rates than a campaign to a smaller, niche audience.
  • Content: an email campaign that describes a new product or includes a survey can generate higher email response rates than generic content like a newsletter.
  • Industry: an email campaign from the B2C industry will see different email response rates than campaigns from the B2B industry.

A good rule of thumb is to gauge how your open rates stack up in your industry. If you have higher open rates, you can feasibly expect to see higher response rates.

5 tips and examples for improving email response rates

Email response rates are an effective way to encourage new leads. Whether your subscribers are asking a question about their favorite product or inquiring about your price structure, improving email response rates means your sales team has warm leads to follow up on.

1. Use personalization to draw your subscribers in.

Email personalization is a powerful tactic. It can increase a campaign’s open rates, something that’s critical to improving email response rates. In fact, using personalization in your subject line means your subscriber is 26% more likely to open your email. This email from Uber is an excellent example of a highly personalized email that can encourage responses from your subscriber:

 Uber uses highly personalized data to encourage feedback from their subscribers.

Source: Really Good Emails

The email includes several highlights specific to the subscriber. It also includes helpful advice tailored to their personal habits. Emails that include tailored details about your subscriber’s performance can lead to questions about how they can improve their stats, which, in this case, means Uber benefits from having their driver on the road more often (which benefits their bottom line).

2. Hype your newest or most-loved products.

Your email subscribers already love something about your company or products. Take advantage of that by using product launch campaigns. An email that includes details and high-quality images of your new product can inspire inquiries from your subscribers. Take a look at this email from Lululemon, which highlights the return of one of their most-loved products:

 Lululemon brings back an old favorite with a product launch campaign.

Source: Really Good Emails

With a catchy subject line—“They’re back (with a textured twist)”—Lululemon invites readers to see what’s returned. They only include a few details and images, along with their CTA, but leave a lot of information out that can encourage subscribers to respond directly. Include enough information to get people excited but leave a little room to open a dialogue for the most responses.

3. Segment your email campaigns for the best results.

List segmentation is an effective way to increase the overall performance of your email campaigns. It can also improve email response rates. Targeting the right subscribers means you’re more likely to see interest and engagement from them. MeUndies, which sells matching undergarments for everyone, uses gender to target their subscribers with the right style and fit:

MeUndies opts for list segmentation to improve their open and response rates.

Source: Really Good Emails

There are endless ways you can segment your lists, and it’s worth the effort to sort them out. List segmentation can drive an increase in revenue of up to 760%. That’s why you should use every opportunity to collect information about your subscribers. Use surveys to promote interest, which can also lead to better email response rates.

4. Create subject lines that spark interest.

Your subject line is arguably the most critical component of your email campaign. Without a subject line that speaks to your subscribers, they just won’t open your email. Whether you want something witty and fun or succinct and informative, you should plan to spend extra time writing a subject line that works.

Check out this email example from Netflix:

Netflix aims for personalization and intrigue in their subject lines.

Source: Really Good Emails

Netflix uses personalization in the subject line—“Smiles Davis, we just added a TV show you might like”—to encourage the subscriber to open the message. Using your subscriber’s name is a quick way to incorporate a personal element.

They expand on that personalization by suggesting content their subscribers might enjoy based on their other habits. This can lead to feedback from your subscribers.

5. Optimize your campaigns for mobile devices.

A technology trend that isn’t likely to go away is the use of mobile devices. They’re used in virtually every country, by nearly every group of people. The increase in mobile devices means that more people read emails on their phones. Some studies indicate that over 50% of emails are opened on them. Look at this responsive email design from HomeAway:

HomeAway embraces mobile optimization to encourage subscribers to engage with them.

Source: Really Good Emails

Their email—another one that uses personalization—includes a search feature, the option to browse by price range, and a targeted list of available rentals. Even with all of these features, HomeAway has 100% mobile optimization with their email campaigns. This means people can browse rentals from pretty much anywhere in the world.

Simple tricks for improving email response rates

If you really want to improve your email response rates, you need to create engaging content. This means you need to give your subscribers something that makes them want to communicate with you. You need to provide value.

Easy ways you can improve email response rates are by:

  • Asking open-ended questions: If you send a newsletter or company update, end your email with a question that encourages your subscribers to write back to you. Ask questions that can create interest in your products or services or use questions to find out more about your subscribers.
  • Incorporating popular trends: Without going overboard on the pop culture references, you can use current events and recent trends to get your subscribers talking. You can also use trends in your industry to gauge feedback from your subscribers.
  • Sending at the right time: An email marketing best practice, sending your emails at the right time is crucial to improving email response rates. Review your data to see when your subscribers engage with your emails most often and set up campaigns based on that information.

You don’t have to revamp your entire marketing strategy to get your subscribers to reply; you just need to make a few small tweaks to your email campaigns.

Wrap up

While you may not want replies to every email campaign you put together, soliciting feedback from your subscribers is an effective way to increase your conversion rate. By engaging with your subscribers, you show that you value them, even if they just have a simple question via email.

If you want to improve your response rates for an email campaign, remember these key takeaways:

  • Personalization and segmentation are powerful tools. They can improve all of your marketing metrics and encourage replies from your subscribers.
  • Follow email best practices to see results. This means you need to create dynamic content and optimize email campaigns for various devices and browsers.
  • Take the opportunity to ask your subscribers for feedback. Sometimes the best approach is a direct approach. When you genuinely want responses, ask your subscribers to get back with you.

Improving email response rates will give you the chance to start conversations that can lead to higher conversion rates.

Looking for an email platform that can track your email response rates? Campaign Monitor has a full suite of tools that can drive more feedback from your subscribers.

The post Tips and Tricks For Improving Email Response Rates appeared first on Campaign Monitor.

Shopify SEO: Why Getting Started is Easier Than You Think

Email marketers know just how vital search engine optimization (SEO) is to their overall marketing strategy; however, does the same urgency apply to those with Shopify shops? Shopify SEO is just as vital to ecommerce shops than it is for non-ecommerce brands.

If you’re considering opening a Shopify shop or already have one, take a moment to understand what Shopify SEO is and how to create a strategy to get seen by your targeted audience.

What is Shopify SEO?

Shopify SEO may not be a term that you’re familiar with, but it’s a term you’ll want to know if you’re considering opening a Shopify shop. The good news is that, if you have a solid understanding of SEO, then applying those principles to your Shopify account won’t be difficult at all. However, for those just taking their first steps into search engine optimization, you’ll need to know the basics.

Search engine optimization (SEO) is an extremely valuable marketing tactic used to increase a website’s overall visibility within search engines, such as Yahoo!, Google, and BING. This is done through the use of keyword optimization. Keywords are terms or phrases that are entered into the search engines to help users find products, services, and information.

When we enter the keyword phrase into the search engine, we’re given search results that pertain directly to that keyword. We’re often given several ads pertaining to the keyword phrase, but then are presented with several organic search results.

The better your SEO, the more likely your page will be seen within the top three pages of a user’s search, which equates to better chances of them choosing your website over others for information, products, or services.

Why do ecommerce marketers need Shopify SEO?

You’re sure to notice that many of the search results that appear on the first few pages of an inquiry belong to blogs or sites that have a lot of written content on their pages. It’s clear that these sites can make use of keyword optimization to get their pages seen by their target audience, and this can be done for those with simple Shopify sites.

Shopify SEO takes the basic concepts of search engine optimization and applies them to your storefront in order to help get your website seen by those in search of whatever it is you have to offer. While ranking at all on Google is wonderful, the higher the page number your site ranks on, the less traffic you’ll actually generate.

A recent study showed that, if your page ranks on the first page of Google, you’ll likely grab an average of 32.5% of that search’s overall traffic. The second page drops to 17.6% of traffic, and it only goes down from there.

Without this traffic, you’ll get nowhere, so Shopify SEO is vital to your marketing strategy.

SEO and Shopify: How to get started in 3 simple steps

Many ecommerce sites typically have little content to them since they’re focused heavily on making a sale. Take, for example, Shopify user Death Wish Coffee.

 Screenshot of Death Wish Coffee Shopify page

Source: Death Wish Coffee

This product page doesn’t have a whole lot of content to it, yet they make it a point to optimize their page with keywords such as “coffee” and “world’s strongest coffee” in several different places. This is an excellent example of Shopify SEO at work.

So how can you apply Shopify SEO principles to your Shopify account and increase your overall traffic?

If you follow these three simple steps, then you’re sure to see an increase in not only traffic, but revenue as well.

1. Do your keyword research.

We’ve already touched on keywords and their importance, but simply having a list of keywords isn’t enough to get your page seen. In fact, in the example above for Death Wish Coffee, we pointed out that they optimized their content with keywords such as “world’s strongest coffee” and “coffee.” While it may work for this particular brand, an up-and-coming coffee brand won’t necessarily fare as well by using these same keywords. Why? They’re simply too generic.

To better your chances of ranking well on search engines, you need to make sure that you do thorough keyword research or invest in a third party that’ll help you find keywords and phrases that are easier to rank for, and with less competition overall.

If we’re going to continue with the keyword “coffee” as our example, we can see how difficult it’ll be to actually rank online for this particular term with the use of a keyword-analyzing app. In this case, we used KWFinder.

Keyword difficulty for the term “coffee”

Source: KWFinder

The keyword difficulty is ranked 56 out of 100, making it a term that’s rather difficult to rank for considering it’s such a generic term. Now, if we look to the left of the photo, we see a section of “related keywords,” and each one has its own rankings.

Terms such as “coffee roaster” and “best coffee” come in at 39 and 45, respectively, and they’re marked as “possible” to rank for. Then there’s a green number for “ground coffee” which ranks at 28/100, making it “still easy” to rank for. Remember, the lower the number is, the better your chances of ranking are for that particular keyword.

So, before you just dive in and set your heart on any given keyword for your Shopify SEO, make sure you’re doing detailed keyword research and finding several different terms that you can use within your content to help you rank higher.

2. Create content opportunities.

Once you have your keyword research done, you want to take your Shopify SEO to the next level by putting those keywords to use and creating content opportunities.

When setting up your Shopify pages, you may be wondering how exactly you can create content for your products that can be optimized for search engines. It’s not as difficult as you may think. Just take this example from the apparel brand, The Great Divide.

Product page screenshot with ample content opportunities for Shopify SEO

Source: The Great Divide

This product page not only has a section for product details, but a content section that talks about the product and why consumers should consider purchasing it. This is an excellent area for applying key search engine optimization best practices to help get your services and products seen by those who are searching for it.

Other content sections worth adding to your Shopify pages can include:

  • Comment sections
  • Customer reviews/testimonials

3. Optimize your images.

Finally, another area that you simply can’t leave out of your Shopify SEO practices is optimizing your images. While having written content on your Shopify pages is essential, many people forget that search engines do look at your page’s images when deciding where to rank your website.

Depending on the platform that you’re using, there are many ways to help you optimize your images for proper Shopify SEO. Here are a few common tips to keep in mind:

  • Name your photo appropriately and use a targeted keyword that matches your content
  • Include ALT text for your images that appropriately describe the image and uses your targeted keyword
  • Make sure your image is clear (poor-quality images can negatively impact your ranking)

How to install and sync your Campaign Monitor and Shopify accounts

With each of the above tips in mind, you should be able to easily add Shopify SEO into your online marketing strategy with little issue. What’s even better is the fact that Shopify works with many different platforms, including Campaign Monitor, to help streamline all of your online marketing efforts.

For Campaign Monitor customers, it’s easy to install and sync your campaign monitor and Shopify account. Simply follow these steps:

  • If you’re in the Campaign Monitor app store, go to the Shopify page and click the “Get it now” button.
  • You’ll be brought to the install integration pages where you’ll then need to enter your Shopify store URL before clicking on the “next” button.
  • Next, you’ll need to log into your Shopify account, click “Next” and scroll to the bottom of the page and click “Install unlisted app.”
  • Here, you’ll need to follow the on-screen instructions
  • The following page will have you select a client by clicking “Connect” next to the relevant client name.
  • From there, you’ll want to hit the “Select” option next to the subscriber list you want to sync customer data to.

Once you’ve followed all the steps above, you’ll be able to easily sync customers to your Campaign Monitor lists when they make purchases, sign up for your newsletter, and more.

Wrap up

Shopify SEO is just as vital to ecommerce brands as traditional SEO is to non-ecommerce brands. With that in mind, following these three simple steps will help your brand get off on the right foot:

  • Invest in keyword research
  • Create plenty of content opportunities
  • Don’t forget to optimize your images

If you’re looking to take your ecommerce business to the next level, then you’ll be happy to hear that Campaign Monitor is launching a new email marketing product specifically for you. To learn more, visit our CM Commerce page today.

The post Shopify SEO: Why Getting Started is Easier Than You Think appeared first on Campaign Monitor.

The Evolution of Ecommerce: From Box Stores to Inbox

Shopping online is a pastime that many have enjoyed since the very beginning of the process. Who knew that, when Amazon first launched back in June of 1994, it’d become the internet’s number one stop for just about everything?

The evolution of ecommerce is an ever-continuing process, and, with more big-name retailers moving from brick-and-mortar stores to online shops, it’s a trend that won’t be slowing down anytime soon.

What is ecommerce?

Before looking at the evolution of ecommerce, it’s vital to understand exactly what ecommerce is.

Ecommerce: defined as both internet commerce and electronic commerce.

This term refers to the selling and purchasing of either goods or services using the internet. Ecommerce falls under the larger umbrella term, ebusiness, which refers to all aspects of running an online business. Ecommerce, however, refers specifically to the transaction of services and goods.

What typically sets ecommerce brands apart from other companies is the fact that ecommerce focuses heavily on a sale as their end goal. Non-ecommerce brands, however, focus heavily on informing their audience while encouraging an action, such as a purchase or subscription. This is easily seen in the following comparison of two very different newsletters.

Ecommerce newsletter vs. Non-ecommerce newsletter

Source: Really Good Emails/Really Good Emails

In the image to the left, we see a typical ecommerce newsletter. It’s appealing to the eye and catches the reader’s attention, but it’s clear that the action the sender wants you to take is to make a purchase. In the image on the right, the newsletter is purely informational, focusing on informing the reader of upcoming events and opportunities to meet the team.

How ecommerce became the booming industry it is today

While many consumers will identify the beginning of ecommerce as the time when Jeff Bezos shipped his first-ever Amazon online book order in 1995, others claim it was the purchase of a Sting CD in August of 1994, when a man sold the CD to a friend through his website NetMarket.

Since those humble beginnings, ecommerce has since grown to a $501 billion industry. The overall revenue brought in from the ecommerce industry is only expected to continue to grow moving forward, as more and more consumers prefer the ease of online shopping and having their goods delivered right to their front door.

Ecommerce revenue in the U.S. expected to continue to grow yearly

Source: Statista

Now, the numbers above strictly represent the United States, but these numbers are expected to continue to grow exponentially across the globe in the coming years.

So far, in 2019 alone, retail ecommerce sales worldwide have amounted to $3.53 trillion. By 2023, that number is predicted to double to nearly 6.54 trillion.

Retail ecommerce sales worldwide

Source: eMarketer

With these numbers only expected to continue rising, marketing teams everywhere are looking for ways to grow their online presence. While brick-and-mortar stores are great, moving online in some fashion is the way of the future.

Can ecommerce brands benefit from email marketing?

One ideal way to get your brand online is to invest in email marketing. While you may not be focusing a ton of time and attention on an online store, having a completed and detailed email marketing strategy in place can and will get you noticed by the right people. Not only that, but email marketing is the best channel for generating ROI online, bringing in an average of $38 for every $1 spent.

Email delivers the highest ROI for marketers

Source: Campaign Monitor

Now, we mentioned that you don’t need to have an impressive online store for your ecommerce brand to benefit from email marketing; however, that can and will play a massive role in overall customer engagement.

While many brick-and-mortar stores indeed utilize email marketing to stay in touch with the customers, ecommerce brands need to take things up a notch and have an online store available for their audience to browse.

Once your storefront is all set up and running, you can start focusing your attention on your email marketing campaigns to not only catch your audience members’ attention, but get them to make the conversion from browser to customer.

Why email marketing works for ecommerce brands

Still not convinced that your ecommerce brand needs to add email marketing to your digital marketing strategy? Here are a few key stats that may help convince you:

  • Transactional emails average 8 times more opens and clicks than any other type of email, which can help generate 6 times more revenue overall. – Experian
  • Typically, an average of 75% of email revenue is generated by triggered campaigns, such as transactional emails. Automated email campaigns also account for nearly 21% of all email marketing revenue. – DMA
  • Email is 40 times more effective at acquiring new customers than social media sites, such as Twitter and Facebook. – McKinsey
  • Seventy-two percent of people state that they prefer to receive promotional content through email, versus 17% of those who prefer social media. – MarketingSherpa
  • Email marketing campaigns drive more overall conversions than any other marketing channel, including search engines. – Monetate
  • An ecommerce email message is 5 times more likely to be seen than a Facebook message. – Radicati

3 examples of excellent ecommerce email marketing at work

The evolution of ecommerce requires that marketers have a solid understanding of digital marketing, and that requires at least a basic understanding of ecommerce email marketing campaigns that should be included in your marketing strategy.

Read on to discover a list of excellent ecommerce email marketing examples to help you gain a clearer idea of what email marketing campaigns you should include in your brand’s personal evolution of ecommerce.

1. Ecommerce welcome email by Seafolly

Seafolly is a beach and swimwear company from Australia, and they’ve done an excellent job of not only welcoming their new subscribers to the brand, but catching their eye with their welcome email. What makes this email stand out is the fact that the ecommerce brand keeps it super simple for their subscribers.

Instead of featuring all sorts of products, they include one hero image with a simple welcome message to their readers. The image itself intrigues the reader, while the warm welcome makes them feel at home on the site. This encourages visitors to go ahead and use the navigation at the top to browse at their leisure.

This is an excellent way to welcome your new subscribers, while not forcing a sales pitch on them during their first real contact with your ecommerce brand.

 Welcome email from beach apparel company Seafolly

Source: Campaign Monitor

2. The personalized/segmented email

Both email personalization and segmentation play vital roles in the success of your email marketing strategy, even as an ecommerce brand. While many non-ecommerce brands can easily slip the name of their reader into an email message, ecommerce brands have to get a little more creative with how they choose to segment and personalize their messages to customers.

Some of the best ways to segment and personalize your ecommerce emails are by creating lists based on the following information:

  • Contact activity
  • List membership
  • Geographical location
  • Gender
  • Birthday
  • Subscription date
  • Other personal preferences

One excellent example of personalization and list segmentation can be found in the following example by Adidas.

Adidas uses gender as a way to segment their email list and target specific audience members.

Source: Campaign Monitor

For this email, they decided to create two email campaigns and send them out to subscribers based on their gender preferences.

A segmented email campaign such as this can help your customers out quite a bit, especially when it comes down to the time they spend browsing for specific products. Many consumers know what it is they’re looking for, especially if a particular product was advertised in your most recent email message to them. So, by segmenting by gender or a specific style of clothing, you’re helping your subscribers get right to what they want, with little to no friction involved. Remember, the less friction and frustration, the more likely your subscriber will follow through with a purchase.

3. Product/inventory updates

Whether it’s new stock notices or product updates, your ecommerce brand should include product and inventory updates as part of your regular email marketing strategy.

Think of it this way; your subscribers have come to you because you have something they find of value. Instead of making them wait for updates on new or out-of-stock inventory, why not send those updates directly to their inbox?

Adidas does a great job of that in their inventory update email to their customer, who was in search of a very specific shoe. This update is useful for several reasons:

  • Customer doesn’t have to continue browsing the site for something that’s still out of stock
  • The email gives them some recommendations for similar products
  • Doesn’t waste the consumer’s time with unnecessary information

Adidas ecommerce inventory email update

Source: Really Good Emails

Again, these messages can be tailored to meet many needs, including:

  • Product launches
  • Product updates
  • Brand updates
  • Service updates and more

Wrap up

With the evolution of ecommerce comes changes in what’s required for brands to stay relevant in the minds of their audience. Not only is having a workable website a must, but your ecommerce marketing team needs to investigate other channels for reaching out and staying in contact with your audience. One of the best ways to do so is through email marketing and sending campaigns such as:

  • Welcome emails
  • Inventory/product updates
  • Personalized/segmented emails

Is your ecommerce brand looking for an email marketing product explicitly tailored to your needs? We’ve got you covered. We’re thrilled to announce the launch of our latest product designed for ecommerce brands in mind. Want more information? Check out our CM Commerce page today.

The post The Evolution of Ecommerce: From Box Stores to Inbox appeared first on Campaign Monitor.