Just in time for the holiday email marketing rush, Mashable released some important email marketing data in the article Social Media Influences Less than 1% of Online Purchases. Here's the most important takeaway for email marketers:
- Collect email addresses: an email sign-up call-to-action should be put on every single piece of online and offline real estate that interacts with the consumer. For one of our eCommerce managed services clients at Delivra, we implemented a splash screen on their website to collect new visitor's email addresses. This has more than doubled their email opt-in's in a matter of months.
- Tailor messages to each recipients' device: Do you know the devices your subscribers are using to view your emails? Apple, Droid, Tablet, Web browser? If not, running a Litmus or some other diagnostic test on your mailing lists will help you create device specific messages.
- Purchase behavior: This tactic, perhaps more than the others, can be the most challenging for marketers to implement. Chances are you have purchase behavior data in a number of locations and it's not really tied to your Email Service Provider's database. Getting these databases to connect is the first step in helping you seamlessly segment and target relevant emails based on purchase data. We helped gourmet chocolate gifts shop John&Kira's do this exact same thing. We connected Delivra and their database, Netsuite... check out the results.
This is an exciting article for eCommerce email marketers. And I'm proud to say that at Delivra we employ these strategies with our managed service clients every. single. day. If you'd like more information about the level of service we provide, please email us at email@example.com.