Your email marketing strategy can have a huge impact on your visibility and bottom line, so it’s important to understand what works and what doesn’t. With the new year comes a fantastic opportunity for e-commerce sellers to review last year’s email wins and misses. Here are a few tips to help you understand what to review and how to use that information to fine-tune your email strategy going forward.
If you’ve used the same email marketing platform, copywriting style and/or topics for a while, think about switching things up. Looking for a starting place for making changes? Consider how well you’re hitting these content marks:
You may create gripping emails, but they won’t help your business if they aren’t being seen. Is your email marketing subscriber list stagnant? Are you seeing more un-subscribers than new prospects? Consider what resonates with readers and how you can entice your current subscribers to stick around as well as adding new subscribers.
Save shoppers a step by offering quick links to subscribing to your marketing emails at intuitive points, such as point of checkout and at the bottom of emailed receipts.
By mapping out your email projects in advance, you’re more likely to schedule a regular and reliable mix of content, such as sales, trends, insider events and other opportunities for customer engagement and conversions. Here are few more points to consider as you plan out your project calendar:
A healthy open rate and strong click-through numbers indicate you’re doing something right, but you’re still missing the mark if you aren’t seeing an uptick in sales from your emails. An effective retargeting campaign—a marketing technique that tags visitors to your site so they may be directly served with your ads on complementary websites and social media—can help your customers make that crucial final conversion.
Are IPs incorrectly filtering your messages as spam? Since the process is algorithm-based, it can be tricky to reverse this roadblock—and in addition to not wanting your email list members to miss your messages, the last thing your shop needs is to be on the wrong side of anti-spam regulations. How can you prevent your emails going to spam?
Let 2018 be the year your email marketing takes off!
About Endicia
Endicia is a leading provider of internet-based postage services that make it easier and more affordable to ship parcels through the U.S. Postal Service®. We know that shipping can be complex and our goal is to simplify your shipping operations so you can focus on doing what you do best. Visit us at endicia.com to learn more.
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