Digital Marketing & Ecommerce: How to Build a Profitable Email Marketing Campaign
Let’s talk email marketing. The goal is to have this side of your brand bringing in at least 25% of your total revenue. But, where to start?
Email campaigns are the perfect way to drop directly into your customers’ inboxes, reminding them of why they love your brand in the first place. Notify them of new arrivals, tell them what’s currently trending, announce any upcoming events, and more. Here’s how to build a profitable email marketing campaign:
Engaged Segments
The key to a profitable campaign lies in who is receiving it. Sending to your most engaged recipients gives you the highest chance of them not only opening it, but making a purchase. Potential purchasers, VIP customers, and repeat buyers are also great segments to test for different topics.
*Note that trying to capture sales from unengaged subscribers is a miss. These subscribers should only be reached out to periodically, or for your biggest sales of the year.
Subject Line
Every subject line should accomplish something. It should either create intrigue, inform, teach, or ask a question. Some elements to test include numbers lists (ex: 5 Ways to…) and emojis (if on brand.) Here are a few to test out on your audience:
# reasons to [XYZ]
How to [BENEFIT] without [Obstacle/Challenge]
Do you make this [TOPIC] mistake?
What most [target audience] don’t know about [getting benefit]
Eye Catching Content + CTAs
As we’re sure you’ve heard, content is king! All of the strategy can be put in place, but if the campaign being opened does not lead to clicks, it’s all for naught. To ensure your email content converts, it’s best to A/B test different layouts to see which your audience responds to the most. Some types of content to include are relevant lifestyle imagery, UGC, behind the scenes footage, etc.
Bonus Tip: Never forget about CTAs (calls to action)---typically, the more the merrier. However, this is another layout element that can be tested for each audience. Regardless of topic, every campaign needs at least one CTA.
Know your optimal Send Time and Day
This requires testing that we recommend take place over a span of one full quarter, or at least 25-30 campaigns. When deciding on best times and days to send your campaigns, consider the highest Open Rates, Click Rates and Revenue from each campaign. Want a less manual option? Consider Klaviyo’s Smart Send Time Test, that automatically finds your audience’s optimal send time, over a series of campaigns sent through different ranges of time.
Email marketing has an ROI of $36 for every $1 spent. That’s a higher return than any other form of marketing—digital or otherwise. Make sure you’re not leaving $$$ on the table & learn more about Email + SMS service.