What to Include in Ecommerce Emails to Drive Performance

The biggest challenge in email marketing is getting recipients to open the message in the first place. Goals and Objectives Marketers often fail at email campaigns for the simple reason that the goal or objective is not clear. But everything about the email — subject line, timing, contents — should reflect the end goal. Where this email fails, however, is in the complexity of applying the offer. And conversions will be unreported if the tracking is based on the use of the offer code. Thus the messaging needs to be concise, clear, and readily apparent. Thus the email would have been more effective if the subject line included that information or if it were higher in the body. Designing an email that renders perfectly across all combinations is virtually impossible. Consider running similar tests for your own campaigns. Stickiness Sometimes the most effective emails are not the ones with immediate calls to action.

Author: Carolyn Nye / Source: Practical Ecommerce

The biggest challenge in email marketing is getting recipients to open the message in the first place. Once they do that, the content will determine whether they click. In this post, I’ll address five tips on what to include in an ecommerce email to drive conversions.

Goals and Objectives

Marketers often fail at email campaigns for the simple reason that the goal or objective is not clear. But everything about the email — subject line, timing, contents — should reflect the end goal. This can be as simple as increasing sales. It can also be broader, such as brand awareness.

The email below from Famous Footwear has a clear objective: produce sales. The offer of 20 percent off with free shipping is strong. The pressure of a deadline — “Today Only!” — prompts action.

Famous Footwear has a clear objective with this email: produce sales.

Where this email fails, however, is in the complexity of applying the offer. The promo code at the bottom — “AWWYEAH1CNDDLWWF” — is not obvious. Moreover, it’s very long and nearly impossible to remember.

When I clicked on the email to shop, the offer and code did not automatically load into my cart. This could frustrate recipients, who may abandon their purchase or complete the purchase but remain disgruntled that the offer was either not applied or too difficult apply.

The campaign is compromised, in other words, because of the complexity of the redemption process. And conversions will be unreported if the tracking is based on the use of the offer code.