E-commerce Email Best Practices You Must Utilize ASAP

Pero Tolić Thursday January 29th, 2015

Use segmentation

Segmenting your emails is more important than ever before. If you’re not segmenting your emails, it means that you’re not reaching the right customers at the right time in their buying process.
It’s said that 182 billion emails are sent/received per day worldwide. With that many emails going out, it’s more important than ever before to start segmenting yours.Segmenting emails based on location, consumer behaviors and/or customer lifetime value allows you to target specific customers and messages directly for them.

Start simple and try segmenting your first email based on people who have opened your previous email versus people who haven’t opened your most recent email. You can send a targeted message to the people engaged with your email marketing, and then separately target the people who are not engaged and provide them with reasons why they should re-engage with your emails.

Get personal!

Humanizing your brand is a phrase you’re probably familiar with by now, but it’s true: who wants an email delivered for the masses?
Take time to start personalizing your email messages, and I promise your recipients will start to become more engaged than they previously were.

Personalized marketing can happen anywhere in your email, and it’s great because it is minimal effort and your recipients will appreciate it and feel more inclined to engage.
Start simple and try adding personalization tokens to your email subject lines, or if you really want to take your email marketing to the next level, start sending out personalized follow-up emails. They’re a great way to receive feedback while reinforcing to your recipient that they matter.
Below is an example of personalized marketing that I love — not only do they know my name, but they made sure to personalize this email to include my cat’s name too!

Use A/B Testing

Would you ever serve a brand new recipe at a party without tasting it first? What if the first try wasn’t good, would you remake it or serve it anyways? The same thought process can and should be applied to your email marketing.

Test everything from subject lines, to email template layouts, to call-to-action buttons. This is the only way to make sure you’re sending the most optimized emails possible. If you don’t A/B test, how do you know what’s really working? Start simple and test your subject line for open rate. Almost any email provider, like Constant Contact or MailChimp, will provide you with easy instructions on how to run an A/B test on their platform.