Maximize the Success of Your Email Campaigns Part 2

In our recent article on maximizing your email campaigns, we provided some tips and tricks for creating email lists. Once you’ve built a top-notch list of email addresses, you’re ready to start creating email campaigns. To help give you a few ideas, we’ve compiled a list of tips for creating successful email campaigns.

 

1. Use responsive design

Campaign monitor notes that 53% of emails are opened on mobile devices. This means that if your emails don’t look good on a mobile device, you’re starting at a disadvantage. Responsive design is the best way to ensure that your emails adjust to the screen size of the device on which it is opened. If you’re looking for a simple way to create responsive campaigns, email marketing platforms like SendInBlue and Constant Contact offer this functionality right out of the box.

2. Keep your subject lines short

SendGrid’s Study analyzing the engagement rates of email subject lines revealed a definitive answer: keep your subject line short. Three-word subject lines have been shown to be ideal, increasing engagement by 25% when compared to the most common subject line length (seven words). Once you’ve hit fifteen characters, each additional character decreases your engagement rate by an average of 0.03%.

3. Keep your emails concise

Your readers are often checking their emails in the middle of a busy day. If you don’t get your point across quickly, you may lose their attention to another task. Lyfe Marketing helps businesses increase the success of their email marketing by keeping email content to a few sentences. If more information needs to be conveyed, they encourage the use of bullet points.

4. Create a clear Call-To-Action

Determine exactly what you want your customers to do after reading your email, and make it easy for customers to do it. Campaign Monitor suggests using a prominent button for the job. Increased size, a unique colour (different from the background and other text colours), and whitespace around the button all lead to increased click-through. Also consider personalizing your Call-To-Action, as it is linked with dramatically increased click-through rates. In a study of 330,000 Calls to Action, Jerry Vocell of Hubspot, found that personalized Calls To Action got more than double the click-through rate of CTAs that were generalized.

5. Personalize your Emails

Remember how we talked about segmenting your email list in part 1 of this series? Now you can start to reap the benefits of that extra effort by enjoying higher read and click-through rates for your email campaigns.

Rather than sending the same email to every customer, personalize your email content by promoting information to specific categories of customers. For example, if you sell men and ladies’ wear, you might send an email about a new dress line to your female customers; whereas an email campaign introducing a new line of men’s jeans will have more impact if they are sent only to your male customers.

In a world saturated with email marketing, personalized emails will help your business capture your reader’s attention. Experian, a global provider of consumer insights and targeting data, found that personalized promotional emails have a 29 percent higher open rate and 41 percent higher click-through rate.  It may seem like more work to segment your contact list, but there’s a lot of proof that it’s worth the effort.

Another note on personalizing emails: most email marketing platforms charge based on the total number of emails sent during a period of time (usually a month). If you have a large list of email addresses, then it makes good financial sense to personalize emails. Why pay for emails being sent to people who will never read them?

6. Stay out of the spam filter

There’s nothing worse than investing your resources into building a contact list and creating stunning email campaigns only to have them sent straight to the junk folder. Ensure that you are sending emails from a recognizable email address, emailing only people who have given you their permission, and you stay away from spam trigger words. If you’re still unsure whether or not your emails seem spammy, try out an email testing tool to test campaigns for spam triggers before you hit send.

 

Creating impactful email campaigns is not an exact science. But if you keep working at it, after a while, you’ll get a sense of what works and what doesn’t. Hopefully, some of these tips will help you come up with powerful email campaigns, and Calls to Action, that engage your customers and keep them coming back again and again.

Maximize the Success of Your Email Campaigns

It’s the end of February and by now you’re probably feeling the impact of all those shortened days and colder temperatures. The holiday rush is behind you, your inventory is counted and replenished, but now you need to increase foot traffic to get you through the rest of Winter. It’s the perfect time to focus your efforts on marketing; and by marketing, we mean email marketing. According to the 2019 Adobe Email Usage Study, 60% of consumers prefer to receive offers through email, proving that email marketing is a great way to drive traffic into your store.

However, before you spend a lot of time creating content for your email campaigns, you need to make sure you have a good list of email addresses. When it comes to email marketing, having a good email list is Job One. In the first of this two-part series on managing email campaigns, we share some of our favourite tips to help you grow your email contact list.

1. Ask for customer information at the till:

Whenever a customer makes a purchase, take a minute to create a customer record. Ask for names, email addresses, and any other information you may want. Not only will you learn more about your customer, but you’ll also quickly rack up a hefty email list. If your POS system offers an option to create customer records, learn how to use it to add customer records quickly. If your POS systems offer the feature, set up a prompt that reminds you to link a customer to each sale.

2. Leverage your customer rewards program:

If you have a customer loyalty program in place, make sure that your customers have to provide a valid email address to join. If you don’t have a customer rewards program but are looking to start one, check out our blog post for valuable tips and tricks on setting up customer loyalty programs.

3. Use your website:

If you have a website or online store, create an online form that visitors can use to opt-in to your email campaigns. Make sure to put a link to this form in an area that your customers will easily find it – like a header, check out page, or pop-up.

4. Leverage email receipts:

ThriveHive, a marketing firm for small businesses, finds success in gathering contacts by offering email receipts. If your POS solution offers email receipts, you can ask for email addresses for this purpose first. Once customers have provided their email address for a receipt, offer to add this email to your customer database, and give them the opportunity to sign up for your email campaigns. Customers will be more likely to agree since the extra time needed to provide an email address won’t be a deterrent.

5. Offer a discount or special offer in exchange for information:

Sometimes customers need an incentive to give you their information. Think about what you can offer in exchange for their email addresses. A discount coupon, a special offer, a link to an exclusive eBook, or free shipping – all of these offers have been used with great success by many retailers.

6. Host a contest

Authority Hacker recently shared that they collected 1,626 new email subscribers with a single contest. Whether it’s a photo contest or a giveaway, have your customers enter your contest by emailing you directly or by signing up on your website with their email addresses.

7. Segment for optimal results:

Once you have a customer list – take it to the next level by segmenting it into smaller categories. You can separate customers based on home address, gender, age, purchasing history, or any other data you have access to. These smaller segments will allow you to send more personalized emails to the individuals on your list – thereby increasing their success.

Make sure that you treat your email list with the attention it deserves, by investing time in building a solid list of customers with accurate email addresses. Even email campaigns with the most attractive offers can fail if your email list is full of bad email addresses. Use services like ZeroBounce to make sure that emails are valid when you are adding them to your list. Every time a customer visits your store and purchases something, confirm that their email address is accurate while you are processing their payment and printing their receipt.

Keep this effort going all year long. According to Hubspot, the average email marketing database degrades by 22.5% every year! So it’s equally important to employ methods that generate new contacts throughout the year, or you’ll have an empty contact list before you know it.

Top Tips to Help Make Your Customer Rewards Program a Success

Customer rewards programs that integrate with point of sale systems come in all shapes and sizes. From reward or loyalty points offered on every transaction to special discounts and email campaigns targeted at your top customers, customer rewards programs can offer immense value to your business. Some of the benefits include: increasing sales and revenue; maximizing customer satisfaction; generating customer loyalty; and gaining valuable data about your customers. However, if you don’t plan properly or if you overlook crucial details, you might not get the benefits you expect from your customer rewards programs.

Our team has many years of experience helping retailers succeed. In that time, we’ve picked up some top tips for rewards program management and implementation. In this week’s blog post, we share a couple of these tips with you to help ensure that any rewards programs you undertake not only meet but exceed your goals.

1. Get clear on your goals.

Do you want to increase the size of a customer’s average purchase, increase their purchase frequency, or increase the number of customer-to-customer referrals? Whatever your goals, ensure they have a measurable outcome (like average receipt value). This will help you choose which customer rewards program to implement – and determine whether or not it’s successful.

2. Know the drawbacks and benefits of different approaches.

For example, there are some major differences between discounts for VIP customers and a rewards points system. With VIP discounts or pricing, you can apply different discounts to each sale according to each customer’s profile. However, with most loyalty points programs, all customers typically earn the same number of points per dollar spent. So, by using discounts, you can still reward all your customers, but your best customers will get deeper discounts than everyone else. On the other hand, a loyalty points program rewards all customers equally, but only applies the reward when the customer redeems their points. So one-time customers don’t cost you anything – plus you can control your customers’ ability to cash in points by setting minimum transaction values before points can be redeemed.

Every system has its own unique drawbacks and advantages. Do your investigating and determine which method will best meet your goals.

3. Take note of excluded products.

If you’re running a loyalty points program, you may want to exclude low-margin products from the program – as well as products like gift cards and gift certificates. To make this easier, link any “exempt” products to a Classification called ‘No Rewards’ in your POS system. This will help you exclude those items when you’re creating your points program by importing a list of valid Products that will accumulate points.

4. Watch your margins.

If you offer additional discounts or allow customers to redeem points, don’t forget that those deductions will eat into your margins. Keep in mind the value of points when determining both your regular and sale pricing. Beware of “double-dipping” where an in-store promotion combined with a customer discount might result in selling some products below cost.

5. Measure your results.

Remember those goals you set at the beginning? It’s time to refer back to them. Once you’ve had your program running for a while, start running reports to determine how your numbers compare to the measurable goals you originally set. Armed with that information, you may find that your program needs some tweaking. If all looks satisfactory, you’re good to continue; but don’t forget to review your program’s results on a regular basis to ensure its success.