3 Email Marketing Tactics to Drive ROI

With so many shiny objects at our disposal, marketers can sometimes get caught up in the “what’s-next

1. Shopping Cart Abandonment Emails

As marketers, we work excruciatingly hard, and can spend considerable financial resources, to target and drive prospects to our ecommerce websites only to have a great percentage of them perform tasks that we would otherwise not prefer. That is, a minority (we hope!) of your visitors will view one page and bail; up to three-quarters of your visitors, after starting a glorious shopping cart, will bail during checkout; and lastly, the vast majority (up to 98%) will not perform that most coveted task on your store’s site – finishing the order transaction.

Take back some control by engaging those that have started the checkout process but failed to complete the transaction by enacting a shopping-cart email abandonment program. There are a variety of players in this space that offer such services, or perhaps your ecommerce engine has this functionality available. Once a user is either logged in to their account (and has added product to her cart) or starts to type in their email address at checkout, you can send them a cart-abandonment email.

Typically, your first email--generally within hours later--will simply be a gentle, “Hey – did you forget something, we saved this cart for you,” type message showing product image, description, quantity, and price with enticing Checkout Now buttons. A best practice at this stage would be to also display related products below their shown cart. If the user fails to come back to the site to complete their transaction, another email would be automatically sent--perhaps a week later--still showing their cart but upping the ante with a percentage-off or free-shipping offer. If still no response, a third “Last Chance!” email may be sent further sweetening the deal. If the prospect still doesn’t respond, that would end the cart-engagement email series. Obviously, if the customer completes the transaction at any point leading up to the final email trigger, the abandonment chain ceases.

You will typically recover an additional 5-7% of lost carts through this email marketing tactic, which can be something that is run in the background requiring only minor maintenance around optimizing your offers and timelines.

2. Modal Email Sign-up Form

No matter what type of site you manage, simply put, you want more email subscribers. You want to grow your list and continuously replace the churn, which can be up to 30% over the course of a year. At one time, pop-ups of any sort were treated as the bane of web marketing. However, with improvements in modal architecture, an email modal to entice users to subscribe is definitely worth testing. Typically, the ubiquitous email sign-up footer link will generate a paltry 1-2% sign-up rate.

When users visit the website, a modal popup window invites the customer to subscribe to the email list while the background fades. Current email subscribers or users that have already seen the modal would not be presented with it again. Additionally, you can control the delay before the modal appears. Try testing this for a limited time on your site and gauge the results – you’re likely to see up to ten times in subscriber growth without an appreciable increase in bounce or exit rates.

3. Follow-up Thank You Email

With so many types of emails to be sending that handle varying aspects of marketing, we sometimes forget the one that on its surface is not tied to any specific goal. That is, the simpleThank You email. Ecommerce sites can use this tactic well at the end of their transactional-email series. After all of the order and shipping confirmations have been executed, why not send one final email to your customer just checking in to see how they are liking their new products, if your service was to their liking, and offering them an easy way to provide additional feedback or get in touch with customer service should any additional follow-ups be needed. Just taking the time to make this email part of your transactional chain--as long as the messaging is sincere and helpful and clearly from a real person--can really bolster your commitment to great service in your customers’ mind.