Let’s talk about the state of email marketing. What are some of the trends that we’re seeing? How are leaders in Fashion & Apparel, Health & Wellness, CBD—all the top eCommerce innovators—approaching their marketing messaging in 2021?
What are they doing differently to convert more customers and grow their sales?
Email marketing been around for a very long time. But it's not dead; it’s only getting smarter and better. Check out my video or read on to find out.
Tip #1: Test Your Emails on Mobile Devices
This may sound obvious, but too many eCommerce businesses test their marketing emails and newsletters on desktop without going back and checking on mobile.
Don't be guilty of this.
What should you look for? Make sure your calls to action line up, make sure everything renders properly (the layout looks as it's intended), and make sure no code is breaking (things like broken images).
Don’t include video in your email marketing campaigns.
Video is still not ready for mobile, but what you can do is include a snapshot with a play button overlay. That works perfectly for video. Essentially, this is an image with the "play" icon that links to a video but isn't actually an embedded video.
Use tools like Litmus Email Previews to really look into it and make sure everything renders properly. "Mobile first" should be your approach for everything. So that means with your tests, check your email marketing message for mobile devices first. Then (and only then check desktop and tablet.
Tip #2: Leverage Artificial Intelligence to Increase Conversions
We’ve been talking about artificial intelligence for a long time. These tools are only getting better as we go on further into 2021.
But what does AI mean to eCommerce businesses trying to get their messages into more inboxes and convert more leads into customers?
For eCommerce businesses, AI means being able to predict revenue. It means more advanced automation. It means being able to predict when someone’s going to open or click based on their at behavioral history with your previous emails and other properties. It means being able to give predictive offers.
The possibilities for integrating AI into eCommerce email marketing campaigns are nearly endless. It’s only going to get better as 2021 continues.
So don't be left behind!
Tip #3: Segment Your Email Marketing Campaigns
The last tip is segmentation over subject line. What does that mean, exactly?
It’s more important these days to have better segments than better subject lines. In the good old days, 10 or even 5 years ago, we all wanted to test different subject lines to improve open rates.
In 2021 it’s more worth your time to test the segment.
That means it’s much better to test people who opened your email or clicked your email in the last week and made a purchase of XYZ product versus a "spray and pray" method where you blast everybody with the same marketing message.
So being able to test segments versus subject lines is an advanced tactic for 2020 that you need to remember for smarter, better email campaigns that convert more customers.