Lessons from an ecommerce email marketer

Lessons from an ecommerce email marketer

September 1, 2017 1:59 pm

I've a fame as a marketer who sends lots of emails. And it’s true. At FringeSport, we ship most of our subscribers 5 emails per week — typically extra. However, nonetheless, our unsubscribes and spam complaints are very low.

On this publish, I’ll supply e-mail-marketing ideas based mostly on FringeSport’s expertise — how we develop and keep a wholesome record.

The secret is to ship solely emails that our subscribers need to learn. For those who’re sending poor high quality emails, or very spammy ones, it’s unlikely that any of the next ideas will work. Embrace solely compelling content material in your emails that resonate with subscribers.


First, implement an on-boarding sequence. When somebody subscribes, ship her a collection of emails that specify what to anticipate, to maintain her curiosity. Differ this by the sources for subscribers.

For instance, somebody who responds to a suggestion of “Get 5% off by signing up for our e mail listing” would possible choose promotional emails. E mail one might learn: “Right here’s your 5% off, and by the best way, right here’s why you must store at our website.” E-mail two may be: “Have you ever used that 5% off but? Right here’s why we have been based, and what we’re actually good at.” E mail three may state: “Because you haven’t used your 5% off but, right here’s 7% off.” Or one thing like that.

Then after you run by way of that sequence, embrace the subscriber in your “regular” e-mail sends.

To distinction, if somebody is in your e mail record as a result of he bought services or products, ship on-boarding emails which might be associated to that. E mail one might be: “Thanks in your buy. We’ve added you as a subscriber. Right here’s what to anticipate.” After which embrace content material within the e mail that’s related to the acquisition.

Lengthy-type emails

We’ve experimented with sending lengthy-type emails that take as much as 20 minutes to learn, versus an e-mail that takes, say, 5 minutes to learn and that features a hyperlink to our weblog. Our subscribers seem to favor the shorter e-mail that hyperlinks to the weblog. However I'm concerned with persevering with to check — lengthy-type content material, completely within the e-mail. Sumo.com does this rather well. We do it decently.

To elaborate, this lengthy-type content material ought to attraction to your clients and prospects. For us, many subscribers are concerned about constructing storage gyms. So we ship loads of content material associated to that matter. We embrace tales of different fanatics who've constructed storage gyms, with particulars of their gear and coaching.

Shorter content material

We additionally ship fast-hit emails with lighter content material, resembling a brief tip or phrase of encouragement. Chubbies, an attire firm, does this rather well. It has pretty brief emails which are humorous and that resonate with its clients. It’s troublesome to create humorous emails a number of occasions every week. However when you've got that talent, use it.

Promotional emails

Lastly, we additionally ship straight-up promotional emails. These carry out properly round Christmas and Black Friday, and never as nicely the remainder of the yr. In my expertise, assume very rigorously about whenever you ship promotional emails.

Frankly, I’m much less and fewer fascinated with sending promotional emails — “Hey, [this product] is on sale.” — as a result of they're our worst performers. Until you've gotten deal-targeted subscribers, promotional emails are doubtless not going to try this properly. Give it some thought from your personal expertise: What number of promotional emails do you obtain and care about?

For FringeSport, promotional emails are merely not that efficient. We see it within the numbers. However what's efficient is an e-mail with useful content material that features an ancillary promo. It’s as if the promo is an commercial alongside our content material, which is the main target of the e-mail.

Evaluate responses

No matter the kind of emails you ship, keep in mind to assessment key metrics. I closely scrutinize open charges, unsubscribes, and spam complaints. I additionally look intently at income-based mostly metrics. Income will inform you in case your e-mail is efficient as a marketing device.

Lastly, I ship about one e mail per week from my private work e-mail handle. I encourage recipients to answer on to me. I learn each a type of replies and I attempt to answer all of them. Typically it creates tons of of replies. However I’m listening to immediately from our clients. It’s one hundred-% value it.

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