How To Optimise Your Shopify Email Conversion Rates
E-commerce email marketing remains to be one of the most potent strategies for boosting sales and customer engagement.
However, it comes with its fair share of challenges, chief among them being the ability to build and maintain a robust email list.
Like in any other online business model, having an email list for your web store gives you an edge over your competition and also helps to set the scene for success.
Through this proprietary vehicle, you can quickly build a loyal customer base by continually engaging your subscribers, increase the overall value of your business, and also use the data collected here to predict the trajectory of your business.
Are you using Shopify to run your e-commerce business?
Below we share five proven tips to optimise email conversion and increase your chances of achieving success with your shop.
Nail your welcome email for new subscribers
Let’s face it; the first impression can make or break your relationship with others – this is no different in email marketing for e-commerce businesses.
Your welcome email is easily the most important email you’ll ever send to anyone that joins your list.
It gives you a tremendous opportunity to convert new subscribers into customers and sometimes even loyal visitors of your store for months or years to come.
An effective welcome email should include at least these three features:
A value proposition
This is the promise you made to a visitor during the signup stage, e.g. a 10% discount on their first purchase.
A call to action
Prompt the subscriber to take a particular action after they’ve signed up, e.g. complete a download, fill their account details, etc.
You don’t have to wait for long before starting to engage your new subscribers. Start sharing with them your best offers and other valuable resources such as the most popular articles on your blog.
A few additional tips that will help you improve open and click-through rates for your welcome emails include;
Add some form of urgency to encourage new subscribers to claim your welcome discount immediately they join your list; you can do this by adding a timeframe in which the bonus must be claimed after signup.
Include some form of branded imagery in your email to boost engagement and also reinforce your brand.
Begin tracking visitor behaviour and collect any other useful information right away. This will assist you in segmenting your list and also in warding off inactivity.
Segment your email list as much as possible
One of the most effective ways of increasing Shopify email conversion is by segmenting your list based on the information you have about different subscribers.
The following are popular types of customers you’re bound to encounter on your store – and therefore an excellent place to begin your segmenting.
This group only makes purchases when a sale or a promotion is going on at your store. To get the best out of them, always send them timely updates of upcoming sale opportunities or promos as well as information on other ways to save money, e.g. refer-a-friend discount or loyalty programs.
Face value customers
Unlike their discount counterparts, these customers are hardly excited by discounts – never hesitating to complete their purchases at the product’s face value. Most of them are driven by individual factors like the exclusivity of a product/brand or the fact that it’s the latest model on the market. Send this group emails that give first-access offers to newly launched products on your web store.
High AOV (average order value) customers
This category of customers enjoys doing bulk shopping which means most of their orders usually comprise several items in the cart. To attract them to your shop, consider giving them incentives like monthly subscription boxes or promotional bundles so that they can find and purchase all the goods they need at once.
Segmenting your email list enables you to send relevant and targeted emails and offers to different visitors depending on the type of actions they take while on your site.
You want to avoid using generic email blasts that leave subscribers feeling like they’re dealing with the wrong brand.
Focus on building long-term subscriber engagement and ultimately achieving higher click through and conversion rates for your emails.
Don’t forget to send abandoned cart emails
Abandoned cart emails, just as the name suggests, are emails sent to both new and repeat customers that have visited your store, added items to carts, but then left without completing their purchase.
Studies show that about 50-70% of all sales carts are abandoned before check-out, usually due to factors like a change of mind or insufficient funds to complete the purchase.
Are you experiencing this frustrating behaviour at your store?
All is not lost as further studies show that a soft follow up on abandoned carts can help you recover about 15% of what you’d consider lost revenue.
If done correctly, abandoned cart emails can result in thousands or even hundreds of thousands in additional sales.
You can choose to send these emails only once, usually a day after a customer abandons their cart, or better yet, in a series of reminders.
If you decide to go with the second option, consider sending the first reminder an hour or two after the cart is abandoned, the next after 24 hours, and the final one after seven days.
While at it, always include the images of the exact items your visitors left in the cart, and where possible, offer them a time-restricted discount offer with a powerful call to action that encourages them to want to complete their purchase.
Perfect the art of upselling and cross-selling
It is the dream of every web store owner to retain their best customers and increase their store’s average order value (AOV).
An easy way to do this is by upselling and cross-selling to past customers that have purchased items from your store.
Learn how to write attractive emails to this group of customers to boost your sales and possibly even build lasting relationships with them.
There a few ways to do this;
First, you can mirror Amazon’s strategy of selling products that are “Frequently Bought Together”. The goal here is to enlighten a past customer about other items related to what they had earlier purchased. Send them a follow-up email a few days after completing their initial purchase, asking them to consider ordering a similar product as well.
Alternatively, you can take advantage of the incredibly high open rates of receipt follow-up emails to share more offers and discounts to your customers. For example, consider giving discounts for recommending friends or for leaving a product review. While at it, don’t forget to remind them about your returns and exchange terms and conditions just in case they need to use the service.
Loyalty and re-engagement emails are surprisingly effective
Let’s face it; everyone likes to be shown some love, affection and concern. In e-commerce selling, this can be done in a couple of ways.
For starters, consider sending emails on important life events of your subscribers/customers.
This can be a simple happy birthday email in which you give a special discount that the recipient can use during their birthday month.
Don’t just wish them well on their special day; use this opportunity to give them a great reason to shop with you.
You can also decide to contact subscribers that haven’t visited your shop or opened your emails for a while.
Most brands use creative subject lines like ‘Come back, we miss you’ or ‘This is what you missed while you were away’.
Primarily, these emails are meant to attract the attention of the unresponsive subscribers in your list.
Try to be open-minded when dealing with this group by offering them an option to unsubscribe or opt out of your email list.
However, you can still offer them a personalised discount just in case they’re interested in re-engaging you.
Do you sell items that have a defined expiry or usage periods?
This could include items like light bulbs and water filters, etc.
Drive re-orders by sending emails to customers that have purchased from you before, reminding them that it’s almost time to replenish the items.
All these emails are meant to enhance customer loyalty as well as winning back those that haven’t engaged with your web store for a while.
Your core goal here shouldn’t be to sell but to build stronger relationships that are likely to prove valuable in the long term.
Optimising email conversion particularly for e-commerce sites can be an incredibly complex process that requires proper planning, lots of testing, and execution.
It’s sometimes even more challenging for store owners that use Shopify to set up their e-commerce sites.
You reckon that this platform doesn’t have its own emailing service and therefore users have to look for third-party services for the same.
Luckily, over the past few years, several Shopify email hosting services have emerged including some that are specifically meant for merchants using this popular e-commerce platform.
Take advantage of their powerful features to set up some of the functions we’ve mentioned in our today’s post on email conversion rates.
This includes list segmentation, tracking abandoned carts, and collecting customer information like birthdays and email list signup dates.