Spring is in full...well, spring, and this time of year reminds us of many things in our world of internet marketing, particularly as it relates to millennials and Gen Z’ers. Summer vacations, summer camps, festival season, graduations, Mother’s Day and Father’s Day, and more are going to take over real life the next few months, but also social media and internet life. So, we figured now is as good a time as any to do a ‘Millennial Month’ on the Longstreet blog.
Did you know that order confirmation emails typically garner 114% open rates? And no, that’s not a typo- people even open them more than once! Most marketers don’t have tracking insights for transactional emails, because they are automatically generated by e-commerce platforms. So it makes sense that, despite the high rate of engagement, many order confirmation emails are still nothing more than digital receipts. However, if you take control of your order confirmation emails, you’ll find that more opens mean more sales opportunities. Here are a few ways you can upgrade your transactional emails and utilize them to make more money:
In our recent post on how to lower your unsubscribe rate, our final tip was to offer different subscription options. In today’s post, we’ll go into more detail on why subscription options are important to offer and what those options should look like.
Unsubscribe rates are a tricky matter for email marketers. While unsubscribes are inevitable, there’s always some discrepancy about the actual significance of these numbers. It’s good practice to pay attention to opt-outs to a certain extent, but at the same time, don’t lose your head if the numbers are over 0% (spoiler alert-they will be).
Remember the good old strategy of customer lifecycle marketing? Of course you do. We’ve written all about it! We’re back to discuss the oft-dreaded time of realizing when to say goodbye to customers on your email list versus continuing efforts to win them back.
As a business owner, deciding whether or not to start a loyalty program can be a difficult decision. Yes, you have to consider whether or not it will be beneficial to your business, but it’s also tough determining which kind of program to implement depending on what your customers respond to and what you can give. The team at Longstreet agrees: don’t reinvent the wheel. Draw some inspiration from larger companies, and apply those principles to your own business.
We’re not shy about our general opinion on discounting: it’s a necessary evil for most online businesses. Whether it’s because there’s a national holiday going on, other brands are doing it, or you just need a boost in sales, discounts are a part of any successful marketing calendar. That being said, frequency of discounting and amount of discounts are certainly up for debate, and they do not have to be the same thing all the time (or even to the same people). Here’s when you should discount:
Customer loyalty is essential to any small business; that’s a given. In order to maintain or outperform your current retention rate, it’s imperative that you make your customers feel important, special, welcome, et cetera. Basically, acquiring new customers is a lot more expensive than selling to existing ones, so focusing your marketing efforts on customer retention is a good idea.
By now, you might have gathered that segmenting your email subscriber lists is something that we find kind of important. Highly targeted emails with products relevant to a customer’s search history simply perform better than the alternative. If you’re currently segmenting by products purchased or product category/type, you’re leaps and bounds ahead of most marketers. But if you are, what else can you do to further upsell to your customers and customize emails?
Now that you know what exactly an abandoned cart email is, you can (and should) start optimizing them to have the greatest impact for your business. Like many other elements of email marketing, unfortunately there isn’t a one-size-fits-all solution to a perfect email campaign. However, abandoned cart emails are something that pretty much guarantee a jump in your email performance.