Ahead of the eagerly awaited online eCommerce Summit on May 27-29, I asked a couple of email marketing experts a challenging question:
“There are so many ways to increase conversions – segmentation, testing, copywriting, deliverability just to name a few. What is the number one (key) piece of advice you would provide to increase conversions for an eCommerce email marketing campaign?”
It was a challenging question and as usual Dave Chaffey of SmartInsights provided some great advice to apply immediately to your campaigns and Dela Quist of Alchemy Worx took a different approach (as usual!) and provided valuable advice on measuring your conversions.
Dave Chaffey, Founder of SmartInsights and expert presenter for one of our eCommerce Summit webinars “10 Email Marketing Trends for 2015” (May 29th 10am BST) says:
"Email marketers get excited about subject lines and responsive designs and rightly so since they're creative and testing these will boost response. But to make an Ecommerce email marketing campaign effective you have to personalise emails based on a solid segmentation and targeting scheme.
Using dynamic content to tailor the hero offer and other panels in the email will pay dividends into the future as you standardise your targeting process. It's best to think through your targeting options as different layers from product categories purchases, position in lifecycle based on Recency and Frequency, current and potential and demographics. See my 6 layered Email targeting options for some examples.”
Join Dave on May 29th to discover some great new trends within email which will help your email marketing conversions.
Dela Quist, CEO of Alchemy Worx and expert presenter for our eCommerce Summit webinar “Stop Segmenting Start Personalizing" (May 28th 16.00 BST) says:
"When it comes to conversions there is a tendency for people to try to think in terms of conversion rates. My advice would be to focus on total conversions rather that conversion rates. With the possible exception of revenue per customer I do not value any KPI that tracks or targets rates such as open rate, click rate, conversation rate, even revenue per email. I always advise clients to measure and target totals. Total opens, total clicks, total revenue, total conversions, total unsubscribes etc.
Once you start measuring totals rather than rates you begin to see tactics such as segmentation and deliverability in a very different light"
Join Dela and hear more about on this topic on May 28th in his webinar 'Stop Segmenting Start Personalizing'.
At the ecommerce Summit, I’m presenting ‘How to Create a Persuasive Journey’ (May 28th 12.00 BST) and my answer to the question is:
"Stay focused on the objective of the email and ensure you take advantage of your role as the Director of the email. Use persuasive elements such as implicit (e.g. line of sight) and explicit (e.g. arrows) visual cues to guide them. Additonally, remember that there are 3 steps within the conversion path of the email:
1: Persuade them to open the email
2: Persuade them to click through to the landing page
3: Once on the Landing page, persuade them to convert to the final objective
The objective of the email is not to convert them to the end conversion within the email, but rather to convert them to take action within the email in order for them to arrive at the landing page – where the actual conversion takes place."
To hear about this in more detail, join me on May 28th to discover more about ‘How to create a Persuasive Journey'.
Lot's of great ideas and there's plenty more to come! Join us on May 27- 29 for our online eCommerce Summit which not only features Dr Dave Chaffey, Dela Quist and myself, but also Oli Gardner of Unbounce, Catherine Toole of StickyContent, Justine Jordan and Chad White of Litmus, Olly Beckett of Expedia and more!