Email marketing remains one of the highest-ROI channels for most businesses despite how many other options now exist.
Still, if your company isn’t seeing impressive results, you’re far from alone. Many businesses – maybe even most – are in the same boat or have become so disillusioned with email marketing that they quit using it a long time ago.
If this sounds familiar, we have five email ideas that will turn things around in 2019.
5 Email Ideas Every Ecommerce Company Must Use in 2019
Don’t give up on the power of email marketing just yet. If you dedicate yourself to implementing the following five tips in 2019, you might find that this channel becomes your company’s best asset.
1. Overdeliver with Your Lead Magnets
Among email marketers, it’s common knowledge that the best way to collect email addresses is through lead magnets. You offer prospects something of value in exchange for their email address. Aside from the obvious incentive, the idea is that you’re also creating a profitable first impression.
Unfortunately, most of us probably have firsthand knowledge about why this strategy frequently performs below expectations. Like so many email ideas, it’s that marketers cut corners when it comes to execution.
Instead of providing a lead magnet that lives up to its promise, they provide information on a topic that the prospect could have found on a competitor’s blog for free.
That does not create a good first impression, so it’s not surprising that prospects quit opening their emails shortly thereafter.
If you want a serious competitive edge in 2019, one of the smartest things you could do is overdeliver with your lead magnets. This means knocking it out of the park when it comes to whatever you’re promising. If your lead magnet is “10 Secret Ways to Melt Fat,” offer a bonus method and make certain that all 11 really are little-known tips. Provide all the information that someone would need to really put each of those tips to use and see results.
Then, take it a step further and overdeliver again with your welcome email. Maybe offer another tip or insight right in the body. Provide a link to private video training session or an invite to an upcoming webinar.
Whatever you do, do not take these opportunities for granted. The better the impression you make with your lead magnet and initial email, the easier it will be to convert your recipients in the future.
2. Cut Inactive Subscribers from Your List (But Not without One Last Message)
When you first begin in email marketing, it seems like there’s only one metric that matters: subscribers. While you don’t have any, you feel like a failure. The moment they begin trickling in, you feel like a success. Once you reach 100, much less 1,000, you’re on top of the world.
Of course, at some point, every email marketer who reaches 1,000+ subscribers will realize that many of them are inactive. Maybe they never opened your emails to begin with (they used a fake address just to get your lead magnet), or perhaps you simply lost them along the way.
Keep in mind, this may be through no fault of your own. Someone may have undergone a career change and simply no longer needs your content. Nonetheless, if these people don’t unsubscribe on their own, you’re sending emails that stand no chance of converting.
Even worse, this inactivity can mislead you into thinking that the sum total of all the email ideas you’ve implemented has been a failure.
This is why you need to regularly audit your email list. That’s right. From time to time, you need to actually unsubscribe recipients who haven’t already done so themselves. By doing so, you’ll obviously have a smaller list of subscribers.
However,you should also see every other metric (e.g. open rate, clickthrough rate, etc.) – including revenues – increase. Furthermore, you’ll soon have a much better idea about which content works well for your market because the people receiving it actually want to be on your list.
That being said, don’t delete subscribers without making one last effort to engage them. instead, send what’s called a “reengagement email.” In effect, this is an email that explains to the subscriber that you’ll be deleting them from your list unless they respond saying they’d like to be kept on. If you have a large number of inactive subscribers, you may even consider offering to make them a part of a different segment, one that receives fewer emails or covers a specific topic.
In any case, be sure you choose a subject line that will immediately grab their attention by politely explaining this will be the last message they receive if they don’t act.
Finally, remember that you have nothing to lose with this kind of email and everything to gain. There’s literally no downside to cutting people who quit responding but doing so will automatically improve the potency of all of your other email ideas.
3. Treat A/B Testing as a True Priority
Speaking of improving the potential of your email ideas, A/B testing must become a regular priority in 2019 if you want to see the best possible results.
Without constantly testing the most important features of your emails, it’s virtually guaranteed that your list is falling short of its full potential.
After all, how do you really know if the types of subject lines you’re using are gaining the most opens possible? How do you know the format you prefer is the one your list prefers, too? Are you sure the length of your messages isn’t standing in the way of a higher click-through rate (CTR)?
Despite the importance of A/B testing, in practice, it’s actually very simple. You cut your list into two groups (at random) and then you send both segments the same message with just one difference made.
It’s usually best to begin your A/B testing with your subject lines because if only a small percent of people is actually opening your emails, the rest is a moot point.
So, you would create an email with identical messages – including the language, images used, links, etc. – but change the subject lines. Then, you look to see which one gets opened more. While you may want to run the test two or three times, you should find a clear winner. Now, you know what format to put your subject lines in for greater opens.
You can continue making smaller changes to your subject lines and keep testing if you like, as well. At some point, though, you’ll want to move to testing the length of your emails, how many images to use, what format is best, etc.
Never quit testing. There’s always something more you can do to better understand what email ideas work best for your list.
3. Find the Best Time to Send Your Email Campaign
Speaking of which, one of the most common topics when it comes to this type of marketing is, “When is the best time to send an email campaign?”
This is another aspect to test early on because, as the saying goes, “timing is everything.” If you are sending emails out on the wrong day or time for your specific audience, you might see underwhelming responses no matter how well you’ve executed the other aspects involved.
Unfortunately, there is no one best time to send your email campaign out. This is a unique factor to every audience.
However, CoSchedule looked at 14 studies and reported the following days tend to work best:
- Tuesday is by far the best day to send your emails.
- Thursday is your second-best option.
- Wednesday is a distant third.
This coincides with the long-held belief that weekends are never good for emails because most people simply aren’t checking theirs during days they have off. Mondays tend to suffer because people already have a number of emails and other priorities they need to get to once they’re back at work. Fridays are also bad days for emails because people are simply trying to do what must get done before they leave for the weekend.
The same report found that the best times for sending out emails are:
- 10 am showed up most across all 14 studies as the best time for sending emails.
- 8 pm is in second place, probably because people check their emails right before going to bed.
- 2 pm may be a popular time because people it’s after the morning rush but before people are packing up to lead work for the day.
- 6 am should be a safe bet, too, as 50% of people check emails from bed first thing in the morning.
This information should give you enough to get started. Again, you don’t want to simply take stabs in the dark. While testing will help improve your results, you’ll get there a lot sooner if you start by using day-and-time combinations that are already proven to be popular.
4. Master an Email Marketing Automation Platform
It’s completely unrealistic to think you’ll be able to make the most out of your company’s email list unless you utilize software that will automate your entire email funnel. This includes everything from your welcome email to your reengagement emails. Although you will need to create the actual messages (or hire someone to do so), trying to manually send them out is a recipe for disaster.
Fortunately, there is no lack of email marketing automation tools out there. Whatever industry you’re in, whatever market you’re serving, and whatever funnel you need to create, there will be more than a few platforms ready to meet those unique needs.
Still, the secret is to take the time to actually master every last feature they have to offer. Don’t just use a platform to schedule when your messages are sent. Learn how to schedule ongoing reports that show you how successful each message is performing broken down by metric. Take the time to get comfortable applying the templates they offer, so your automated emails still look incredibly well-designed.
Become proficient at using your platform to create new segments at will, so you can laser-target each message for best results.
5. Always Advertise the Next Email
As we’ve already touched on, none of these email ideas really matter much if your messages aren’t even getting opened in the first place.
This is why it pays to take the time to learn how to write compelling subject lines. Mastering that one skill – or paying for a master to do it – could be enough all by itself to skyrocket your results in 2019.
That said, one of the most underutilized email ideas is advertising your next message coming up.
In other words, whenever possible, you should end your messages by trying to get the recipient excited about the next one.
For example, say you’re selling health supplements designed for marathoners. At the beginning of your funnel, you send out a welcome message (which over delivers on the promise, of course). It contains the lead magnet you offered, but at the end, you tell the recipient to keep an eye out for the next message in the coming days because it’s going to include a video that demonstrates one of the most important stretches most runners don’t do.
Now, when your next email arrives in their inbox, ideally the subject line will be enough to convince them it’s worth opening. However, you also have the added help of that “advertisement” you provided in the last email – one that can easily be several sentences long, compared to only about 70 characters for a subject line.
Obviously, this isn’t always going to be possible. Depending on a recipient’s response, you might send them one of three different emails. Nonetheless, try to implement this powerful tip whenever you can.
How to Turn These Email Ideas into Conversions
Make sure these email ideas don’t go to waste by ensuring that you’re using them to drive traffic to your landing pages (when appropriate).
Then, make sure that traffic doesn’t go to waste by using an online shopping cart platform that is mobile-friendly, easy-to-use, and designed for conversions.
Contact us today and we’ll show you why so many companies trust Chum Cart for this important last step of their funnel.