This is the presentation deck presented at the New York E-Commerce Meetup on December 13, 2017:
Generate Leads, Sales and Repeat Orders with Email Marketing
Generate Leads, Sales and Repeat Orders with Email Marketing by Smooth Conversion is a talk focused on email marketing and what to pay attention to.
Smooth Conversions and Lennon Rubin’s team focus on funnel optimization, which includes getting prospects to your website and guiding them through to a conversion.
About Lennon Rubin
Lennon Rubin is the owner of Smooth Conversion, an e-commerce strategy and conversion rate optimization agency.
The conversion rate optimization process by Smooth Conversion starts with a thorough analysis of where opportunities lie and where leads drop off.
Often times this involves also setting up the right measuring tools to complete such an analysis successfully.
After finding opportunities and problems, Lennon Rubin’s team work on improving your overall business. In this talk the focus is on email marketing specifically, but it’s only one of many strategies that can be used.
He helps growing eCommerce companies generate more sales and increase average order value by utilizing marketing, digital analytics, and A/B testing.
Email marketing is only one of many many digital marketing channels.
Email is still one of the most effective ways to reach your audience.
Why Email – Highest ROI
Email still has the highest ROI (return on investment) among all digital marketing channels.
- $38 ROI for every $1 invested (38X ROI)
Why Email? – Predictable Revenue
$1K – $3K Revenue per Email Blast
$8K / Month for One Automated Email
Why Email? Stay Front Of Mind
The Buying Cycle
Stage 1: Awareness
Stage 2: Consideration
Stage 3: The Purchase
Stage 4: Advocacy
Why Emails? Customer/Product Research
- Idea Generation
Part 2 – Relationship Building
Many email inboxes may look like this flooded with promotional emails.
Relationship Building – Value Ratio
75% Value Emails vs. 25% Sales Emails
Provide value through your emails 3 out of 4 times, and keep your sales emails below 25% of your communication.
Relationship Building – Deliver Value
- Here are some great ideas to deliver value to your followers:
- Entertain them
- Make them laugh
- Improve their life
- Solve their problems
- Help them learn a new skill
- Inspire them to become a better version of themselves
- Let them know about exciting opportunities & events
- Connect them with people they want to know
Relationship Building – Stay On Brand
Example: paskho (www.paskho.com)
Paskho uses breath taking travel images to engage and deliver value to it’s visitors and customers.
List Building: Benchmarks
The average email opt-in rate is 1.95%.
The top 10% of marketers average a 4.77% opt-in rate.
List Building: The Generic Sign-Up Form
The generic email sign up form may not get much love, but it’s a familiar sight.
List Building: Slightly Better Sign Up Form
Personalize your email sign up and explain what your subscribers receive.
List Building: Better Sign-Up Form
Use friendly colors and captivating images that go hand in hand with your message.
List Building: Even Better Sign Up Form
Offer a carrot to your subscribers:
- a checklist
- a guide
- a premium article
List Building: Immediate Discount Offer
Very popular, but not always most effective is to offer a coupon for signing up.
Many subscribers may unsubscribe right after using the coupon.
Part 3: Form Placement: Popup vs. Exit Intent Popup
Test what works better for your audience.
The traditional email sign up popup, or show a popup later during the visit when the visitor wants to leave by moving the mouse to the top of the browser window.
Form Placement: Top Bar
Another eye catching placement can be a top bar with a contrast color.
Form Placement: Footer
The footer is not a prominent place, but many visitors may expect it and the footer may be a good secondary sign up location.
Form Placement: Slide-In
Slide-in forms can be very eye catching while being less intrusive than a popup. Many solutions allow the slide in to be triggered after a delay instead of showing it immediately.
Form Placement: Embedded
The email sign up form does not need to be in a separate popup, but can be embedded into the website directly, in a sidebar or above the footer.
Part 4: Email Types & Triggers
- Welcome Series + Deliver the Carrot
- Coupon Code Abandonment
- Cart Abandonment
- View Abandonment
- Oder Confirmation
- Post Purchase Upsell/Cross Sell
- Review Request
- Win Back
- Email Marketing Blasts
Email Types: Welcome / Coupon Email
Very popular with retailers are welcome emails containing coupon codes. And of course emails retailers send for holidays containing coupons.
Email Types: Cart / View Abandonment
A great email to have are cart and view abandonment emails to remind your visitors if they forgot something.
Email Types: Order Confirmation
The Order Confirmation Email has the highest opening rate and should be used to further promote your brand and possible follow up sales.
Email Types: Post Purchase Cross-Sell
Relevant and useful purchase follow up email offering related products or add-on products are a great way to maximize your customer’s purchase amount. At the same time you can provide more useful value to the customer.
Email Types: Review Request
Ask your buyers to review their purchase. Experiment what the right time delay is to follow up with your customers.
Email Types: Time To Reorder
Great automated follow up emails to increase your revenue can be used for replenishment items. Again, get the timing right to maximize the value to your customers.
Email Types: Win Back
Send win back emails to customers who haven’t visited you for 6 months. 6 months is a good time where it’s not too soon, but the customers haven’t completely dropped off yet.
Email Types: Automated vs. Blast
As artificial intelligence is penetrating more and more aspects of our lives, many email newsletter providers offer automated emails that can be triggered through specific visitor behaviors.
Such dynamically triggered emails can replace some of your e-blast messages that are less specific to the customer’s wants.
Part 5: Formatting Your Email
Consider all parts of the email.
The Subject line is by far the most important part of an email.
Email Format: Body Layout
Structure the layout of your emails in line with your brand and message.
We recommend to adhere to concepts outlined in Steve Krug’s book “Don’t Make Me Think” as far as styling and function goes.
Email Format: Footer
Keep in mind that you’re required to provide a physical address and include a clearly marked “unsubscribe” link by law.
Email Format: URL Tagging
Track your efforts by applying codes for:
Part 6: Choosing a Provider
Select a newsletter provider that suits you. Nowadays they all offer similar features and capabilities.
Most important may be whether the newsletter provider integrates with your e-commerce website already so that you don’t have to spend money on the integration.
Newsletter companies are divided generally into 3 tiers.
- This would be a Mailchimp, Constant Contact, etc. plans may start free and increase with volume
- The mid-tier offer more advanced features for email triggering and marketing automation
- This level offers very custom solutions and can be very expensive. You would know if you need a service like this.
Choosing a Provider: Considerations
- Ease of Use
- Customer Support
- Integration with your e-commerce platform
E-Commerce Revenue Boost Crash Course
See one example of how this works out by signing up for this 30 day E-Commerce Revenue Boost Crash Course.
You will receive an automated email per day for 30 days.
We hope you enjoy it.