Improving User Experience for Email Campaigns

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

Your customers have 1474 unread emails right now. But sure, you can keep believing that your email is really getting “read”. Most customer emails suck. Here's the uncomfortable truth: Customers don't want to build a relationship with your company. They want to build a relationship with your team. And your customer emails are failing at this most basic mission. Here are 5 ways to immediately improve your customer emails: 1. Kill the corporate templates Those beautiful HTML templates with your perfect branding? They're screaming "MARKETING EMAIL" and training customers to ignore you. Simple text-based emails from a real person get 2-3x more responses. Save the design work for your website. 2. Abandon the donotreply@ address When you send from donotreply@company.com, you're literally telling customers "We don't want to hear from you." Send from a real human's email address that accepts replies. Yes, it creates more work. That's the point. 3. Fight for attention with personality Your customer's inbox is a battlefield of corporate monotony. Would YOU be excited to open your own emails? Include an unexpected GIF. Reference something timely. Show you're a human writing to a human. 4. Write like you actually talk Record yourself explaining something to a customer. Then transcribe it. That's how your emails should sound. Professional doesn't mean robotic. Your legal team might not love it, but your customers will. 5. Make CTAs about THEIR goals, not yours "Click here to complete your onboarding" is about YOUR process. "Take 3 minutes to unlock [specific outcome they care about]" is about THEIR success. Every CTA should connect directly to a customer outcome, not your internal checklist. These aren't just "best practices" - they're survival tactics in an era where the average person receives 120+ emails daily and your competitors are a click away. What's one change you've made to your customer emails that dramatically improved engagement?

📊 Over the years of auditing thousands of email campaigns across various industries, I've noticed a concerning trend: The perpetual "sale spiral." 🌀 Companies are trapped in an endless cycle of discounting, each trying to outshout the other in increasingly crowded inboxes. Recently, I worked with a DTC brand whose open rates had declined over 30% over six months despite increasing their promotional frequency. Their customer lifetime value was dropping, and unsubscribe rates were climbing. The diagnosis? Discount fatigue. 😫 Here's what we implemented: We introduced what I call the "70/30 Value Rule" - 70% pure value content, 30% promotional. ⚖️ For the value portion, we created: ➜ Industry insight newsletters ➜ Behind-the-scenes glimpses into product development ➜ Customer success stories ➜ Actionable tips related to their product category ➜ Community spotlights The results after 90 days were compelling: ⭐ Open rates increased by 32% ⭐ Customer feedback emails jumped 215% ⭐ When promotional emails were sent, conversion rates improved by 28% ⭐ Unsubscribe rates dropped by 41% Key Learning: The most successful brands understand that email isn't just a sales channel—it's a relationship builder. By giving your audience "breathing room" between promotions, you create anticipation and trust that translates into stronger campaign performance when you do make offers. This approach requires patience and a shift in metrics. While immediate sales might dip initially, the long-term engagement metrics and customer lifetime value typically show significant improvement within 3-4 months. For companies looking to break free from the discount cycle, start small: Replace one promotional email per week with pure value content. Track not just opens and clicks, but also replies, shares, and sentiment. The data will speak for itself. Remember: In a world where everyone is shouting "BUY NOW," sometimes the most powerful message is simply "We're here to help."

Opening your email is one thing. But clicking through? That’s what shows real interest. As an e-commerce business owner, you need to know your email click-through rate. This calculates how many people who open your emails actually click your links. It's simple: (Total Clicks / Total Emails Delivered) x 100 If 100 people opened your email and 10 clicked a link, your click-through rate is 10%. Getting more clicks boosts sales. The more people click your links, the more traffic you drive to your website, and the more opportunities you have to convert them into buyers. So, how can you increase your email CTR and boost your sales? Here are 5 steps to take: - 𝐒𝐞𝐠𝐦𝐞𝐧𝐭 𝐲𝐨𝐮𝐫 𝐥𝐢𝐬𝐭. Not all your subscribers are the same. They have different interests, preferences, and behaviors. By segmenting your list based on these criteria, you can send more personalized and targeted emails that resonate with each segment. This will increase your relevance and your CTR. - 𝐖𝐫𝐢𝐭𝐞 𝐜𝐚𝐭𝐜𝐡𝐲 𝐬𝐮𝐛𝐣𝐞𝐜𝐭 𝐥𝐢𝐧𝐞𝐬. Your subject line is the first thing your subscribers see when they receive your email. Use curiosity, urgency, benefits, or emotions to craft subject lines that stand out in the inbox and compel your subscribers to click. - 𝐔𝐬𝐞 𝐜𝐥𝐞𝐚𝐫 𝐚𝐧𝐝 𝐜𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 𝐜𝐚𝐥𝐥𝐬 𝐭𝐨 𝐚𝐜𝐭𝐢𝐨𝐧. Your CTA is the most important part of your email. It tells your subscribers what you want them to do next and why they should do it. Your CTA should be clear, concise, and visible. Use action words, colors, and buttons to make your CTA stand out and motivate your subscribers to click. - 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐞 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥 𝐝𝐞𝐬𝐢𝐠𝐧. Your email design affects how your subscribers perceive and interact with your email. Use images, videos, and graphics to enhance your message and appeal to your subscribers’ senses. Use white space, headings, and bullet points to break up your text and make it scannable. - 𝐓𝐞𝐬𝐭 𝐚𝐧𝐝 𝐚𝐧𝐚𝐥𝐲𝐳𝐞 𝐲𝐨𝐮𝐫 𝐞𝐦𝐚𝐢𝐥𝐬. The only way to know what works and what doesn’t work for your email campaigns is to test and analyze your results. You can also use A/B testing to compare different versions of your emails and see which one gets more clicks. Don’t miss this opportunity to grow your e-commerce business with email marketing. Do it right and you can create effective emails that drive more traffic and conversions.

Your brand's emails aren't driving sales. Instead, your CTRs are low and your placed order rates are even lower. The issue isn't your list or your offers, but with your email content itself. Here’s where brands go wrong: 1. Focusing Too Much on Promotions, Not Enough on Value Sure, discounts can drive short-term sales, but if your emails don’t offer real value, you’re missing a crucial opportunity to build a relationship with your subscribers. What You Should Do Instead: 1. Educate Your Subscribers 📚 Use your emails to inform subscribers about your product’s features, benefits, and the problems it solves. Help them understand why they need it. 2. Share Engaging Content 🎨 Provide insights, tips, and stories that resonate with your audience. Engaging content fosters a deeper connection and makes your emails more valuable. 3. Personalize Your Messaging 💬 Tailor your content based on subscriber behavior and preferences. Personalized emails are more relevant and have higher engagement rates. 4. Create a Customer Journey 🚀 Design your email sequences to guide subscribers through a learning process. Start with education, build interest, and then offer promotions. A client came to us with each of these issues. By shifting their focus from constant discounts to a value-driven approach, they saw a 30% increase in email engagement and a 20% boost in conversions. Stop relying solely on promotions and start delivering value. That’s how you turn subscribers into loyal customers. #EmailMarketing #DigitalMarketing #MarketingStrategy #ConsumerBrands #CustomerJourney #RetentionMarketing #EmailCampaigns #LinkedInTips Read this post and more on my Typeshare Social Blog: https://lnkd.in/e7MZcpGZ