Just like most things in life, email marketing has a number of do’s and don’ts which when followed, can significantly improve campaign performance. There are too many to cover in one short blog, but here are some which I believe are due your full consideration when planning your email marketing campaigns.
DO send reminder emails
Time and again we see marketers launch attractive offers, achieve great results with their email and then simply stop. Not everyone failing to open the email will not be interested, we are all busy people with overloaded inboxes and sometimes it simply does not register. A general rule of thumb is to resend the email and you will get half the response again. In fact, sometimes you may achieve better results than the initial send as the reminder provokes that sense of urgency as the offer deadline nears.
DO cart recovery emails
With an average basket abandonment rate of 68.53% (Baymard, 2015), there is a growing need for retailers to include a well crafted cart recovery programme as apart of their email marketing strategy. A recent basket abandonment programme provided James Villa Holidays with a 5.7% sales uplift, and for a small amount of effort to implement the programme, it’s one of the biggest no brainers in email marketing for retailers.