3 eCommerce Split Test Lessons to Increase Your Email Sign-ups by up to 38%
3 eCommerce Email Marketing & Split Test Lessons to Increase Your Opt-in Rate by 58%
- 82% of marketing email subscribers do open the emails that companies send them.
- Email marketing buyers spend 138% more than non-subscribers.
- Emails with personalized subject lines have a 22.2% higher opening rate.
Here is a sure fact about Internet marketing, Singapore: email marketing is the most reliable (and only) marketing channel that you can always count on.
The Google algorithm will change and any new update can see you getting penalized. But even in that misfortunate scenario, you’d be able to send out an email update to your subscriber list.
And, on a more positive note, email marketing reaps huge benefits for e-commerce sites.
According to GetResponse, 82% of consumers do open emails from companies. What’s more, people who buy email marketed products spend 138% more than those who are not email subscribers. 44% of the people who got a marketing email last year made at least one purchase based on it.
Today’s post focuses on the 3 key metrics which can help gauge your success at email marketing:
- Opt-in rate: how many people actually subscribe to receive your emails.
- Open rate: how many people click on the email’s subject line to read it in full.
- Click-through rate: how many people click on the buttons/links in your email.
Of course, as our Internet marketing Singapore experts will tell you, like homepages, landing pages, and other elements of user experience design, the main ingredients of a successful email marketing campaign can be A/B tested.
Today’s post focuses on how to get more email subscribers, strategies to get those emails opened, plus tips for better click-through rates.
#1 Give readers as many chances to opt-in as possible
The code in WP is a top WordPress coding blog, rife with actionable tips, tricks, and tutorials. They boast 4-500 new subscribers per month and a grand total of 4,000.
As the image below shows, they feature no fewer than 7 opt-in opportunities scattered across each page, including the top bar, header, sidebar, footer, a slide-in, and within the post content per se. Most of their opt-in forms are created via third-party tools and WordPress plugins.
Image source: Code in WP
The tools they use include:
They also feature regular pop-up forms, exit intent opt-in forms, and standard embed forms.
The key takeaway: content-heavy blogs fare very well with multiple opt-in forms distributed across the page. Some types, like exit intent pop-ups, for instance, should only be added to the high-performing content.
#2 Test your subject lines
There are plenty of surveys, facts, and stats on how to write winning subject line copy. And in case you’re still not sold on how important this aspect is, know that 64% of subscribers admit they open an email because of the subject line.
Here are some facts and ideas about subject lines that might be worth bearing in mind:
- emails with subject lines under 10 characters have a 58% opt-in rate;
- personalized subject lines are 22.2% more likely to be opened—when personalizing them, however, ask yourself the following questions:
- Do my subscribers want to be addressed by their first name?
- Would my customers rather I went with a more formal last name approach?
- certain strategies for attracting the subscribers’ attention almost never fail:
- directly addressing the reader (“you”, “your”, etc.)
- very specific numbers ($64,837.11)
- percentages (“80% of investors”)
- words that relate to uniqueness and strangeness (“odd”, “weird”, “strange”, “one-of-a-kind”, etc.)
- money-related words for B2B marketing (money, revenue, profit, etc.)
- words that add a sense of urgency (“last chance”, “final offer”, “8 hours left”)
Image source: GetResponse
The key takeaway: tweak and test your subject lines to find the star performers for your particular audience of subscribers. However, always shun misleading titles, which don’t match the content.
#3 Look out for the finer details
When it comes to email marketing, it’s always essential to remember that no two e-commerce platforms, or even two campaigns for the same store, are the same.
So here are some aspects worth considering, before you hit Send via MailChimp, SendinBlue, or whichever other emailing tool you use.
- Time of sending
Research has shown that emails are most likely to be opened and read if sent between 8am and 10am, as well as between 3pm and 4pm.
Depending on the type of business you run, as well as on your audience, you might want to send those emails with the brand name as Sender (especially applicable on the B2B market), or with a personalized Sender name (e.g.: “Ayumi from Conversion Hub”).
- Mobile responsiveness
If you’re tracking your email marketing campaigns (which you absolutely should!) and have noticed that you get a lot of mobile traffic, then make sure your emails are optimized for mobile viewing, too.
Bear in mind that many anti-virus solutions and native email client feature block remote content from emailing servers. As such, make sure the content you include in visual form is also reiterated in writing.
Image source: Mozilla Thunderbird
- Content accessibility
Consider your subscribers: are they market segment newbies, who want easy-to-read language, or savvy connoisseurs, who would perceive a lack of standard lingo as a weakness?
- Content type
Do your clients need tips, tricks, and information, or are they purchase-ready, just waiting to get exclusive access to new deals and special promotions?
Would it be wiser to include varied Calls to Action, or just repeat the same one several times throughout the body of the email?