Magento E-mail Marketing: How to Launch a Successful Campaign
The ultimate guide to an effective Magento e-mail marketing campaign
In today’s increasingly complex business environment where businesses are in an ongoing battle for new customers, smart practitioners focus on keeping current clients. And this tactic works: those who retain existing customers are in a more favorable position than others that tighten their belts because they’ve spent too much marketing dollars attracting potential clients.
E-commerce counts among the most competitive industries, and e-businesses are in an endless search for revenue streams. However, many e-stores overlook opportunities offered by e-mail marketing, though it’s a winning way to turn prospective leads into customers.
In this article, we share tips on launching a successful e-mail campaign, and discuss how e-stores (Magento-powered ones in particular) can measure its success.
Setting the Scene
Before starting off with the first e-mail blast, you need to do some preparation. Here are pieces of advice that will help you during the preparation stage.
Establishing the Goal
As a marketing campaign represents a course of action centralized around one specific message or goal, it’s absolutely necessary to define its focus first.
For instance, you can set yourself the following goal:
Generate 500 leads who are interested in the spring-summer 2018 collection by March 31, 2018.
This will help you measure the effectiveness of the e-mail campaign once it’s wrapped up.
Creating a Recipient List
It’s a misconception that you can use any recipient list to reach the goal. E-retailers who buy third-party recipient lists usually fail to obtain the desired result. Sending e-mail blast to people who are not their target audience, e-stores usually get blacklisted and damage their sending reputation. That’s why marketers should use e-mails from people who want and expect their e-mails.
Targeting Right Recipients
Segmenting the recipient list will help you target clients with the surgical precision. To put it simply, this tactic helps you reach right people with the right content.
Here are examples of how you can segment the e-mail list:
- Based on product pages subscribers visit
- Based on their locations (e.g., New York) and time zones
- Based on types of customers (e.g., one-time shoppers)
- Based on subscribers’ engagement (e.g., customers who reply to your e-mails)
Deciding on E-mail Frequency
According to SendGrid, the more you bombard your subscribers with e-mails, the fewer people will engage. So, do not overuse this marketing tool. Decide on the optimal number of e-mails you’re going to send out and stick to the original plan throughout the whole campaign.
Choose the day or days of the week for your e-mail blasts. Sending out e-mails in the middle of the week and in the middle of the day is a tried-and-tested strategy. Take into account time zones where your customers are located in order not to send e-mails too late or too early.
By the way, Tuesday is believed to be the best day for e-mail newsletters. But consider weekends, as well, since many people tend to check their e-mail boxes on these days more often than on business days.
Optimizing the Template
People check their e-mail boxes right from their smartphones and tablets. That’s why it’s important to create mobile-optimized templates can ensure the perfect look of e-mails on any device.
Pay attention to subject lines. Subject lines are the first thing that readers see, and it will take them just a few seconds to decide whether the e-mail is worth opening.
Don’t forget to take care of images in your templates. If they are not enabled on a device, the viewer may misunderstand the message and you’ll lose a potential lead. So use HTML for the text and images.
E-mails often end up in spam folders due to the bad HTML code. So double-check that everything is coded correctly. Magento 1 stores can use Aitoc’s E-mail Templates Manager for this purpose.
Be cautious about including emojis into the template. ISPs view them differently, and the recipient may see a crying face instead of the smiling one.
Personalization is essential for establishing a connection between you and the recipient. It’s a wise idea to utilize substitution tags for names.
You can also personalize the ‘From’ field by displaying the name of a real person. This will help you build trust with your readers.
Prompt subscribers to share your products, services, and offers with others by including forward and social sharing buttons into your e-mail. You can also launch a referral program to give discounts to those who invite friends to subscribe to your newsletters.
Allowing Customers to Unsubscribe
Make it easy for readers to find the unsubscribe link. Otherwise, those who are not interested in receiving your e-mails will mark your them as spam and harm your sender’s reputation. Subprisingly, unsubscribers can be even beneficial for your business: you can ask them to take part in a quick exit survey to gain an insight into why they’re opting out.
You can also create a compelling unsubscribe page to entice people to stay on your list or at least follow your social media accounts.
We’ve described some effective handy tips on making your e-mail irresistible for subscribers. But what are marketing e-mails you can use in your Magento e-mail marketing campaign?
eCommerce E-mails You Can Use in Your Campaigns
The following e-mails prove to be the most effective in terms of subscriber engagement.
These e-mails help e-stores create a good first impression. To cue subscribers to make the first purchase, marketers often add discount codes to these e-mails.
Marketers use curated newsletter e-mails to draw readers’ attention to specific content. For instance, to Nasty Gal includes best sellers into its newsletters.
New Products and Services
Sharing information about new products and services is a great way to drive their sales from the get-go.
Sales, Post-Purchase and Shipping Confirmation E-mails
Effective sales, post-purchase and shipping confirmation e-mails often take advantage of cross-selling and upselling, thus nailing e-store’s conversions.
Make your readers stay with you and lure them into making a new purchase by sending subscribers special discounts.
Seasonal and Holiday Promotions
Being in a frenzy during holidays, shoppers purchase an enormous number of items both off- and online. So, e-stores jump at the chance to increase their sales by sending out newsletters where they promote their seasonal offers.
Milestone E-mails (e.g., birthday cards)
Such e-mails can do a good turn by inspiring the customer’s loyalty. Wise marketers include one-time discount codes into them.
Shopping Cart Abandonment E-mails
Multiple e-stores send cart abandonment e-mails, and Magento retailers are no exception. These e-mails persuade clients to come back to the store and complete the transaction they’ve recently abandoned.
Merchants use different solutions (e.g., Abandoned Cart Emails Pro for Magento 2) that help them automatically send such e-mails to customers.
E-mail Marketing Metrics to Measure Success
E-mail marketers should keep track of the campaign’s performance and measure its success at different stages. Here are top 5 reliable e-mail marketing metrics you can use for this purpose.
1. Deliverability Rate
This metrics shows the percentage of e-mails you sent and that were successfully delivered to recipients.
2. Bounce Rate
The percentage of e-mails that were not delivered to recipients.
3. Clickthrough Rate
This is the ratio of readers who clicked a specific link in the e-mail and completed the desired action.
4. E-mail Sharing and Forwarding Rate
The percentage of subscribers who share the e-mail content on social networks or forwarded the e-mail to others.
5. Overall ROI
This is a performance measure used to evaluate the efficiency of the e-mail campaign.
E-mail marketing is a reliable means of retaining existing customers and attracting new ones. Online stores should be well-prepared for every e-mail marketing campaign they are going to launch. We hope that the tips we discussed in this article will assist e-businesses in their marketing endeavors.