Shopping cart abandonment emails—aka cart recovery campaigns—have long been a mainstay in the campaign arsenal of retailers and e-tailers, but what about the rest of us? Can we benefit from abandonment recovery campaigns, and should they be an essential in email marketing programs? Brands, companies and products that don’t normally lend themselves to e-commerce or naturally have longer and more winding customer journeys than retail also have engagement and conversion points along the way. If abandoned, these missed conversion opportunities represent lost revenue. So even though “the rest of us” may not have online shopping carts on our websites or an e-commerce business model, it absolutely makes sense to be listening for abandonment signals and responding with recovery email campaigns. Let’s consider a few scenarios and—with insight from those early-adopter retailers— lay down best practices for abandonment recovery that are widely adaptable to nearly any email marketer (click to continue)
If you're involved in email marketing creative, you'll love this! Sure there's a ton of detailed information about design and coding hacks, tips, tactics and tools online; you could be reading for days. What you need is a master list of all the best places to go for that advice, plus the tech and software that make features like video in email, dynamic content, countdown timers, side scrolling and more easily possible. So we were inspired to produce this list of favorites. Bookmark it and explore to your heart's content. And here's to continually raising the bar on really good email!
I was recently interviewed by Doug Morneau for his Real Marketing Real Fast Podcast and invite you to give it a listen. Here are some of the highlights we hit upon:
- Email is going through a massive renaissance
- Let behavior drive what you send. Track subscriber engagement with and response to your email, then follow up with messaging relevant to their content, offer and/or product interests
- Think in terms of normal human dialog vs. "blasting": talk to your subscribers, not at them!
- Have realistic expectations of what email can do. Use it to nurture and build relationships over time vs. expecting single messages to accomplish conversion in one fell swoop
- Understand your customer's journey and align email messaging to key points on it
5 Reasons to Join Me in New Orleans May 1-3, 2017New Orleans is on high alert! Thankfully not because of a hurricane this time. Instead, in just one week a force even more powerful will descend on the Big Easy: nearly 500 email marketers converging for three days of education, networking, insight and fun at the 10th Email Evolution Conference. The Email Experience Council (EEC)'s annual event delivers the latest and greatest in everything email – from technology and process solutions, to creative, content, real life success stories and case studies, strategy, state-of-the-channel updates and more. Returning to the Hilton Riverside New Orleans for the second year running, Email Evolution is the go-to conference for mid- and senior level digital and email marketing professionals seeking ways to enhance campaign and channel performance, take their programs to the next level, or stay abreast of innovations, trends and cutting-edge technology. Its invigorating blend of exclusive content, expert advice, inspiring keynotes and exclusive networking delivers a transformational experience that keeps attendees coming back, and helps big brands cost-effectively retain their customers to keep them loyal as well.
- Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
- Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
- How much marketing automation do I need? Do I need an ESP or MA platform?
- Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
- Would my company benefit from reputation management and delivery services? What’s it worth?
- Does dynamic content really pay off?