ecommerce email marketing 101

eCommerce Email Marketing 101

June 24, 2015

Who We Are

• Max Katsarelas, Marketing Director• Adi Ezer, Customer Success Manager

What We’re Talking About

• Best Practices for eCommerce Emails• Types of Behavioral Emails • How to Email Track Success & ROI

Let’s Be Real

Let’s Be Real

Emails Make Money

One Thing in Common

Emails Make Money

Beyond Newsletters…

• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs

Start with the Basics

• Subject Line• Send Time• Design + Personalization• Incentives + Call to Action• Follow up• Testing Emails

Subject Lines

• Simple and straight forward is better• Add value prop (Free returns, 20%

off)• “Steal” favorites from other

companies• Leverage pre-header/preview text

Preview Text

Subject Lines

When to Send

Source: Remarkety.com

When to Send

Source: Remarkety.com

Email Design – 4 Parts

• Headline• Personalized Description• CTA• Extras

Dear Janice,

You haven’t shopped with us in a while! Get 15% off your next purchase. Visit our website to see handpicked

selections we know you will love. xoxo

Handpicked preview just for you:

Pleated Dress$89.00

Cap Sleeve Dress$59.00

Panel Dress$74.00

HEADLINE

DESCRIPTION

CTA

EXTRAS

Use the coupon code: 15OffJanice

Source: Kiss Metrics

Incentives in Emails

• Coupons• Free Shipping• Free Returns• Product Recommendations• Reward Programs

Coupons Work Really Well

Source: Remarkety.com

Keep Following Up

• 80% of sales made on 5th to 12th contact

• An additional 40% of carts recovered• Change Subject Lines on Follow Ups• Change up ‘From’ email address

Source: Union Square Ventures, Remarkety

‘From’ Email Address

Testing Emails

Source: Litmus

Personal + Relevant + Timely

Types of Email Campaigns

• Welcome Emails• Inactive Customer Emails• Order Follow Ups• Product Review Requests• Abandoned Carts• Reward Programs

Welcome Email

Welcome Email

Abandoned Carts

Inactive Customer Follow Ups

Order Follow Ups

Product Review Requests

Rewards Programs

Tracking Email Success & ROI

• eCommerce Newsletters/Blasts– Open Rate: 17%– Click Rate: 3%– Purchase Rate: ?%

• Behavioral eCommerce Emails – Open Rate: 60%– Click Rate: 18%– Purchase Rate: 3.7%

Source: MailChimp.com, Remarkety.com

Personal + Relevant + Timely

Email Works

Questions?

• Adi@Remarkety.com• Max@Remarkety.com• Skype: Remarkety.Team• Remarkety.com/blog