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E-Commerce Email Marketing: Preventing Bottlenecks

In order to effectively drive sales through email marketing, you need your customer to open, click, and buy. Sounds simple, right?

Though these 3 steps may sound simple, these are 3 areas in which bottlenecks can occur, not just 1. When it comes to email marketing, when there is a bottleneck in one step, the steps following are completely negated.

You were successful in driving the customer to the site and acquiring their email in the first place. Why ruin this by failing to test & solve for the potential bottlenecks before you click send?

Here are simple guidelines on how to bottleneck-proof your email campaign’s subject line, email, and landing page to drive leads and sales. Hint: It’s all about effective CTAs and consistency in your content.

Subject Line

 Myth: email subject lines only drive open rates. In truth, the subject line can affect any metric including CTR, conversion rates, IPR, and more.

There are two things that customers see when they receive an email: sender and subject. The sender is you, so you can’t change much there, but you have leeway with the subject line. If you can’t compel someone to open your email through the subject line, nothing else matters—including the email body and landing page.

Your subject line CTA needs to be the 3 Cs: clear, compelling, and concise. It only takes the reader a fraction of a second to decide whether or not to open it. Make this second count.

Let’s elaborate on “compel”. Your email subject line should not “tell it all”. You want to compel the reader to click by introducing your content in the subject, but not give the content away.

Take a look at Pier 1’s subject line below. It clearly creates a sense of urgency & compels the reader by emphasizing “50%”. But save 50% on what exactly? You’ll have to open it to find out.

Email Body

Another misconception: Subject lines that generate a high open rate are inevitably successful.

Although the open rate might be high, the conversion rate may not be. When the actual email is inconsistent with what compelled the reader to open it, you lose their interest and therefore business. This bottleneck now defeats the purpose of the landing page entirely. So make sure the email body is consistent with your subject line to heighten the chance of them converting.

Moving on to the CTA. The email’s CTA should create a sense of urgency (while showcasing value) and take the customer to a landing page that is designed to sell the product and make purchasing incredibly easy.

When designing the email, limit the amount of copy and make the CTA stand out to the reader by utilizing contrasting colors, fonts, and font sizes. The more you overwhelm them with copy, the quicker they will lose interest in buying.

Here is an example of a well-designed email with an effective, vibrant CTA:

Landing Page

The final step. Don’t lose them here!

Firstly, when it comes to generating call-to-actions for your marketing, you should always see to it that every element on your landing page is valuable for the end user. So get rid of any extraneous information or links that might lead the customer astray of the conversion action.

In terms of design, similar to email, the CTA needs to clearly stand out. Set it apart from the rest of the copy on the page and emphasize it with colors, fonts, etc. And make sure you place it above the fold.

Below, you can clearly see Click & Play’s final CTA highlighted in green.

Overall, be sure the 3 CTAs and content are consistent. As a B2C company, you are delivering a promise to your customer. If these expectations are not met, you run the risk of losing the customer permanently.

Know of any good email marketing calls-to-action or just campaigns in general? Comment below and let us know, or tweet us @methodsavvy.

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