The moment you successfully convert a visitor into a subscribed lead, the conversion funnel begins. Apart from the user experiences you can deliver to customers when they are on your website, what is one of the best methods to keep them in contact and convert them into loyal buyers? We’re talking about email marketing. Ask yourself: how well am I doing to maximize the conversion from my email campaigns? Would somebody pin them on their Pinterest board as the best email marketing examples?
Closely tracking email marketing statistics and doing a lot of A/B tests will bring you the best version of email campaign you can execute. How about best practices other businesses have done and seen great results from?
What we know and what we think we have done well may probably not the best practice for our business. Learning from others is a crucial part in the process of improving our own strategies.
In today’s post, we put together 6 great email marketing examples, with interesting ideas you may never thought of, to help you improve our own email marketing strategies.
1) Welcome new visitors
Just like when starting any relationship, you have to introduce yourself to your partner, to arouse their curiosity for learning more about you. It works the same in business. Especially in eCommerce industry where any shopper has hundreds of website options to choose from, actively reaching out to your visitors to make good impression about your brand can convert a large percentage into potentially paying customers.
What we like about Aritzia’s welcome email marketing examples is the aesthetically designed layout and beautifully crafted messages. The 3 best selling points of the brand are delivered clearly and attractively in very inspiring words, illustrated by great images.
First-time visitors may just browse a few pages on the store, take a quick look at some products, and then leave. But if they receive such a carefully written email with captivating images and messages, they will probably click the button and come back to the site to discover more.
2) Activate new customers who haven’t purchased
For those who are new to your store and have never made an order, some may never have the intention of purchasing. However, some probably found your store interesting but intended to come back later because they didn’t really need your items at the time of their visit. Those are the ones who need to be activated to start making purchase with your brand.
Thrive Market takes a smart strategy. They activate online shoppers by giving them the exact incentive they want to start making first purchase with a new store – a discount offer. For those who are still skeptical of your offerings, an exclusive discount is a great incentive for them to try with the first order. Thrive Market even creates a sense of urgency by limiting the validity of discount to give a little more push.
Considering the discount as marketing cost to acquire paying customers, it is worth giving up a portion of profit margin from first orders to have loyal customers and many more orders later on.
3) Recover abandoned carts
You might be seeing a great amount of traffic to your online store everyday thanks to your successful Ads campaign on Google and social media. A lot of visitors are raving about your products. So what? Does that mean you are converting a lot of sales?
Not really. e-Commerce industry sees an average cart abandonment rate of 68%. That means, out of every 10 online shoppers who add items to cart, 6-7 will highly likely drop their orders and leave the site. If you are investing a great amount into gaining traffic, cart abandonment rate this high definitely hurts your profit.
How can you fix this hole in your conversion funnel, convince those bouncing customers back and make them finish their purchase with email marketing?
Ralph Lauren’s abandoned-cart recovery email campaign is one of the best email marketing examples to look at and learn from. This kind of email is highly effective as a recovery strategy, since many people drop their cart before checkout because of unintentional reasons such as crashing website, distraction or time-out. Ralph Lauren takes back their lost sales by sending follow-up email to remind customers of the items they missed and motivate them to head back to the site and check out.
What they’ve done well is the simplicity of the email layout: clean white background, consistent color blend, an outstanding CTA button, and most importantly – personalized recommendation of products customers might want to buy instead, if they don’t like the items left unpurchased in cart.
No matter how perfectly the email campaign is executed, it cannot promise to persuade 100% of your leaving customers to come back and complete their purchase. However, winning back even 20-30% of lost revenue is absolutely worth your efforts, especially with such a low-cost strategy like email marketing.
4) Referral invitation
When broken down by sources, eCommerce traffic coming from referral channel is the third largest after direct and search. It is even higher than traffic from social media.
At this age when everything can be found on the Internet, people are perplexed by the diversity of goods and services online. What makes them trust a store is word-of-mouth reference from friends and families. That’s why referral invitation email is a smart and effective strategy to drive traffic from your current customers’ friend networks.
Taking this email campaign from Harry’s as one of the email marketing examples: to motivate customers to introduce their products to other people, the brand offers awesome benefits to both referrers and referees. Why don’t customers click the button, when in just 2 minutes they can both send great deals to their friends and take their own free gifts? And by citing complementaries from customers who love your products, you even add on more motivation for people to refer – they will not be just introducing your products, you will be creating values and happiness, just like what your other brand lovers are enjoying.
5) Recommend personalized products
Why personalized recommendation is powerful in today’s eCommerce is probably under no doubt. Recent research findings by Barilliance have proved that 12% of total ecommerce revenue is generated from product recommendations, and that people who click on product recommendations are found to have 5.5 times higher conversion rate than that of those who don’t.
If personalized product recommendation has been such an effective eCommerce strategy, why don’t you bring it into email marketing campaigns?
Here’s how Crate&Barrel applies personalized recommendation into their email marketing: after customers make a purchase, they send an appreciation email to say thanks, combining with suggesting some other items that customers may like, based on their previous purchase. Wanna know why this kind of email is so smart?
- It is a nice manner to send thanks to your customers for buying stuff from your store. It makes your customers feel cared about and appreciated. It simply delivers a WOW experience that amazes customers and makes them want to come back for more.
- The following recommendations based on what customers just bought are highly likely items customers will like. By analyzing what each individual customer browsed, viewed, added to cart and actually purchased on your store, you can make good guess of what they currently need or have preference for and might want to buy.
- People simply hate advertising/promotion emails. Product recommendation emails are exactly one of the types that people will easily ignore in their inbox. However, they will be more likely to open a thank-you note email after making an order. Thus, combining recommendations in this email increases customers’ impressions of your suggested products.
6) Request review for purchased items
The fact is, 90% of online shoppers read reviews before buying a product. And 88% of consumers trust reviews as much as personal recommendations.
No matter how captivating your product description is, online shoppers just consider it as advertisement (and let’s be honest, what you write about things you want to sell is exactly advertisement, isn’t it?). Customers need more than that to pay money online: reviews and testimonials from previous customers who have real experiences with the products.
Mountain HardWear takes it into action: after any purchase, they will follow up customers with an email to request reviews for the items bought. How they convince customers to spend time writing the reviews is simple and straightforward: customer reviews give them motivation to improve products for brand lovers, and help other people make the right choice about what to buy.
What we’ve found even more potential to increase the chance of getting reviews, but Mountain HardWear hasn’t done, is to offer direct benefits for review writers. Writing a review is beneficial for both the brand and other fellow shoppers, but how about them, what can they get from spending time doing a favor? Offer them an extra discount, a free gift, or free shipping on next purchases in return for their favor. Not only can you increase the chance of successfully requesting reviews but you can also get customers make more purchases to redeem the rewards.
Learned something from these email marketing examples?
If you’ve come to this part, we hope you have seen some great inspiration to innovate your current strategies. However, these email marketing examples are just references. Don’t take it for granted that they will work well for your business.
Instead, keep A/B testing your current versions with new versions inspired from these email marketing examples, improve every smallest elements to create the best version for your own store. On top of everything, great results will not come from mere copying, but learning from others and being selective and creative.