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Gift shopping is really tough. (Especially for your mom. “No honey, I really don’t want you spending money on me,” is just about the least helpful gift guidance you’ll ever receive.) One survey found more than eight out of 10 people say holiday gift giving is a source of stress. Gift giving is one of the main factors that leads people to rate the holidays as more stressful than getting caught committing a minor crime. That’s right: We’d rather get busted for jaywalking or vandalism than deal with buying gifts. All that is to say: It would be a great service for you or your clients’ customers if you could point them toward perfect gifts for everyone on their list. And from your perspective… it’s quite a lucrative service, too. Holiday gift guides are the answer. Gift guides are curated groups of products that would make excellent presents for different…
Quick question: how much is each subscriber on your email list worth to your business? Email marketing campaigns are vital for spreading brand awareness, boosting conversions, and fostering customer loyalty, but many store owners don’t actually know how much real dollar value their subscribers bring. It’s essential for eCommerce entrepreneurs to comprehend the actual value per email subscriber to determine if the money they are funneling into campaigns is worth what they are getting in return. A deep understanding of your email subscriber value also helps you budget your campaigns, identify successful strategy elements, and quantify your marketing efforts. What subscriber value tells you Calculating the value of each subscriber helps you run a number of other important calculations for determining the efficacy of your email campaigns. Campaign ROI. Identifying your return on investment (ROI) on specific campaigns is important for budgeting your email marketing dollars. By understanding how much each subscriber is worth, you can determine…
Like a lot of email marketers, you probably spend a majority of your time writing broadcast emails. You focus on promoting sales, announcing new products, sending out coupons, and getting the word out about upcoming events. And after you send those broadcast emails, you likely keep a close eye on your open rate. After all, the content of your messages doesn’t matter if no one opens them. But the emails your subscribers are most likely to open and consume aren’t promotional ones. They’re far more concerned with their transactions—the purchases they’ve already made with your store. 64 percent of customers consider transactional emails (like shipping confirmations) the most valuable messages they receive, according to Litmus. One Experian study found transaction emails, like shipping and order confirmations, achieve significantly higher open and click rates than promotional emails. They also drive substantially more revenue per email. Our numbers show a similar pattern. Transactional emails see almost five times the open rate of broadcast…
Email marketing coupons are a ubiquitous part of the shopping experience, especially in the United States. According to RetailMeNot, 96 percent of Americans use coupons. They’re great for both attracting and retaining customers. According to SimplyCodes’ coupon statistics page, 91 percent of coupon users say they’ll revisit a retailer after using a coupon and 57 percent say they wouldn’t have made a purchase without the coupon first. Email marketing coupons are great for both attracting and retaining customers. Furthermore, 82 percent of people are more likely to continue using a retailer that offers consistent deals. Email is a big part of how we receive and consume coupons. Data shows that 93 percent of subscribers are likely to use coupons they receive via email, 40 percent share email deals with their friends, and 70 percent say they used a coupon from an email in the past week. Email is a big part of how we receive and consume coupons.…
Email marketing, especially for ecommerce, gravitates toward robust, splashy HTML emails. We’re talking epic product shots, lots of fonts and colors, big call-to-action buttons, and now even videos and GIFs. After all, your emails are battling against so many other emails to earn clicks, you might as well use every weapon in your arsenal. So this might sound counterintuitive, but sometimes it’s worthwhile to strip away all of those bells and whistles and send out a plain text email. Yes, plain text. Just black text on a white background in the default font with a blue, underlined link. Yes, I was using MoviePass four years before everyone else. In this article, we’re going to take a look at the pros and cons of sending plain text emails, as well as some strategies for how you can maximize their effectiveness when you start incorporating them into your email marketing plans. The…
People are going to unsubscribe from your email list. It’s sad, but it’s guaranteed to happen. No matter how great your email marketing is, you’re not going to retain 100 percent of your subscribers. Studies have placed the average unsubscribe rate between 0.19 percent and 0.52 percent per email sent. That means if you have a 2,000-person list, with every email you send, you’ll lose an average of about four to 10 subscribers. So if you send eight emails a month, the numbers say you’ll be dropping at least 30 subscribers—and maybe even closer to 80. That feels disheartening. But… it’s not necessarily all bad news. Obviously you don’t want to hemorrhage the subscribers you worked so hard to get, but not all subscribers are equally valuable. In fact, some of them might even be having a negative effect on your email marketing efforts. So as counterintuitive as it sounds, it’s not always a…
Think about the last time you got together with your family. There was probably a pretty clear difference in the way family members of various age groups used technology, right? Even if you all spent quite a bit of that priceless family time staring down at your respective phones, grandma probably wasn’t the one glued to TikTok and it’s doubtful your teenaged nephew was loading up longform articles in The New York Times. These generational differences have profound implications for how brands utilize different digital marketing channels, including email. Understanding these variations is important for eCommerce email marketers in particular because email is a channel that’s heavily used across all generations. That makes age-based segmentation key: Effective engagement may depend on dividing your customers into generational buckets and then catering to their specific behaviors. However, nailing down exactly how email habits vary among age groups can be tricky. Often marketers encounter clichés—younger people don’t use…
Testimonials are an essential part of the customer journey—people are “270 percent more likely” to purchase a product with five reviews than one with no reviews. Why is this the case? Consumers are skeptical about the information that companies share, as they know that the ultimate goal is to sell them something. Customer testimonials, on the other hand, are unbiased reviews or recommendations written by their peers and, therefore, are much more trustworthy. They take away some of the hesitations a customer might have about making a purchase and, thereby, make it easier for them to come to a decision. So if you can harness the power of testimonials in your email marketing, you just might see them lead to more conversions—if you use them correctly. Here are seven ways you can incorporate testimonials into your emails in order to build trust, leverage social proof, and, ultimately, drive more conversions. 7 ways to use customer…
In the eCommerce world, “holidays” pretty much always means the period between Black Friday and Christmas. And that makes sense—almost 20 percent of retail sales for the year come during that stretch, and for some businesses, it’s more like 30 percent. Of course, the November to December holidays are not the only ones that exist in the eCommerce world (or, obviously, the world at large). According to the National Retail Federation, there are eight other holidays where people spend big, anywhere from an average of $37.92 on St. Patrick’s Day up to an average of $186.39 on Mother’s Day. Via: Money. But even beyond those, there are plenty of additional holidays throughout the year that are also good opportunities for your business. That includes “official” but less prominent holidays like Groundhog Day and President’s Day… and more obscure holidays like National Coffee Day and Thank a Mailman Day that probably started as a marketing gimmick.…
Got questions about conversion optimization? (Even possibly “What is conversion optimization?”) You’re not the only one. Conversion rate optimization can get pretty technical and be very intimidating, and if you’re just getting started, you might need a helping hand. That’s where we come in, with these answers to 15 common questions about conversion optimization. By the end, you should be ready to run your optimization tests, and get more conversions, leads, and sales. 1. What does a conversion mean in marketing? In marketing, a conversion is an action taken by visitors, subscribers, or customers in response to your call to action. Businesses count a lot of different actions as conversions, but the term is likely to include anything that moves people a step closer to being customers. Typical marketing conversions include: Subscribing to an email newsletter Downloading a free ebook Signing up for a webinar Acting on a tripwire offer,…