Key areas to look at
Here is a comprehensive list of areas to look at to ensure your email marketing is successfully generating revenue on the IRP platform.
1. Mailing List
Understanding your mailing list is vital to driving your email marketing revenue. Get to know the finer details.
- How many people are subscribed to your mailing list?
- Has your list been cleansed recently?
- What is your open rate like?
- Have you set up the Mailing List Pop Up with a %/£ off incentive?
- Do you collect email addresses in store?
2. Segmentation
Segmenting your email marketing list strategically means you can target specific segments with tailored offers, deals and products, getting greater traction with each campaign. Segment by:
- Purchaser Location
- Average Order Value
- Purchase Frequency
- Brands
- Categories
- Gender (Clothing Preference etc) – avoid stereotypical content (‘hurry up men...’)
- Language (only if your emails are being translated)
3. Email Profiles
This is less important than segmenting based on the above but it’s good to review the live email profiles on your IRP website regardless.
- If you have run a campaign recently for a specific offer or brand, you might have an email profile set up for those customers who only want to hear about that product.
- You can then segment this profile further.
- Useful for very large databases.
4. System Emails
These are vitally important. These should be branded, well written and reviewed regularly. These emails are automatically sent when a customer interacts with your website in any way. These emails can be personalised which is also very valuable as it will increase customer engagement.
- Review live system emails.
- What is live and what could be switched on?
Review all of the content in the following emails in particular:
- Order Confirmation
- Order Process
- Product Review
- Gift Voucher
- Mailing list sign up
- Password reset
5. Re-engagement Emails
Excellent opportunities here for re-engaging customers who have already purchased with you and subscribed to the mailing list. It’s much easier and also a lot cheaper to re-engage these customers than acquire new ones.
Some email content examples include:
- Are we breaking up?
- Here’s what you’ve missed...
- VIP – missed you... Voucher Code
- 90 days - 10% off your next order with us
- How to look after your $$purchase££
- How to clean your brushes – link to soap
- How to wear your $$best seller$$
6. Dropped Basket Emails
Dropped basket emails send vouchers or reminders to customers who have logged in, left items in their basket and left your site without purchasing, perhaps to check prices elsewhere.
Emails to showcase:
- Free shipping over [price]
- Free returns
- Voucher code for £10 off your purchase
- Voucher code for 10% off your basket
