At Zopim, we understand the importance of crafting the perfect email marketing campaign (yes, we’ve written a lot about it). This week, we are lucky to have Chris of Get Vero share his thoughts on the importance of conversion tracking in email marketing.
How many opens did your last email newsletter get?
What about clicks?
Perhaps you know the answer to both of these questions but do you know the answer to the most important of all: how many conversions did your last campaign drive?
If you aren’t tracking your email marketing conversions then you are not only wasting valuable time but you’re missing out on an entire category of email marketing. Using conversion goals helps you uncover opportunities for event-driven emails that drive immediate conversion.
Here’s five great email marketing tactics to help you use email conversion tracking to develop new ideas and increase revenue.
1. Follow-up like Amazon
Creating opportunities for repeat purchases is smart. Repeat purchases increase your customer lifetime value and this is obviously good.
Amazon is one of the world’s best email marketers. If you purchase a book on your Kindle (an ‘offline’ device) you will receive an email a few weeks later like this:
This is a smart email as it drives customers back to Amazon’s website. Not only does it drive customers toward the goal of actually leaving a review but it creates the opportunity for Amazon to market to this customer again in an email and on their website.
Focusing on a specific goal like Amazon and understanding conversions will force you to find opportunities to drive customers back to your site – having a dramatic impact on your conversions and revenue.
2. Meet your customers’ concerns head-on like Flightfox
Flightfox are an online travel search engine that make it easy for you to find the cheapest flight available.
Their booking process has multiple steps. Having identified that there was a big drop-off between steps one and two in the booking process they decided a conversion-focused email might increase their numbers.
Using their help desk they pulled together the three most common customer objections and began sending this simple, non-HTML campaign:
The success of this email is not in opens or clicks but in the customers that respond to Flightfox’s remarketing and return to purchase. To get the full details check out the case study on how Flightfox doubled their remarketing conversions.
3. Personalize like EasyJet
EasyJet fly’s customers all over Europe. They’re a modern airline and use email extremely effectively to create cross and up-sell opportunities with their customers.
A few weeks before you’re due to leave EasyJet will hit you with a personalised email with deals on hotels in the city you’re flying to. This level of personalisation goes beyond the simple ‘Hey, Chris!’ and actually addresses something meaningful to the customer.
Focusing on those customers that actually click-through and complete a booking forces EasyJet to focus on the specificity of their email content and really drive users to engage.
Every business has opportunities for personalisation like this. You can look at related products based on a recent purchase, product lifecycle marketing based on a past purchase (“Hey, here’s that case of wine you loved three months ago”) or offering a helping hand for customers who have failed to engage with (or have gotten stuck on) a particular feature.
4. Drive inactive customers to engage again like Memrise
Memrise is an online learning startup that teaches users to improve their memories.
Each course is a series of chapters. Users generally fall into two buckets:
- They engage and complete a course no problems.
- They engage for a short period and then become inactive.
Memrise focuses on driving inactive customers back to their website. Rather than doing this in an untargeted fashion they use specifics of each user’s latest course to get them to engage and, ideally, become an active user again.
Converting inactive customers into active ones is a challenge for any online business. By sending truly engaging content you can lift the game and drive more customers to come back and purchase or take the next step with your software product.
5. Target an offer like Slideshare
Offers are one of the most common ways of re-engaging users. Focusing on opens and clicks can be misleading when it comes to offers. Just because more customers click $15 off than $5 off doesn’t mean that more people use the coupon or that you make more money.
Slideshare are smart with their offers. Rather than blanket-sending to their users they send event-driven emails to users whose slideshows go ‘viral’ and get featured on their homepage.
By targeting the offer they’re increasing the conversion rate on their campaign, ensuring only customers that need a push are advertised too and leave room to experiment with offers against other cohorts.
Here’s an example of an offer they send to non-paying users who have experienced some ‘success’ with the Slideshare platform:
An awesome example of a truly targeted offer, Slideshare pave the way consistently with their email marketing.
How can you segment your own customer base and email customers with an offer that suits their situation so well they not only open and click but convert? Break up your list into multiple segments and experiment with each one: it’s worth it!
All five of these campaigns work because they do two things:
a. They have a goal in mind. They want a user to convert b. They are targeted, based on a customer’s specific actions.
Tracking conversions forces you to think like this world-beating companies.
If you haven’t setup an automated campaign like this then today is the day. After reading this post you should have some inspiration to do two things:
- Pick a campaign above that you can re-work and implement for your own business (email me if you want a hand: firstname.lastname@example.org).
- Sign up for a Vero free trial and implement your campaign today. There’s nothing to lose!
Latest posts by Chris Hexton (see all)
- Are You Undervaluing Your Email Marketing Campaigns? - November 26, 2013