Newsletter subscribers are hard to obtain and once you have managed to convince them to enter their email, hang on to them the best you can. Email subscribers are crucial to an e-commerce business. Losing one due to a bad marketing strategy would be a shame.
This article will tell you how to avoid four email mistakes that for sure annoy your newsletter subscribers.
A study was done by Advanis who is a research firm, for the company Adobe in July 2017. According to the research, they manage to find out what subscribers hate the most and hate the least when it comes to receiving newsletters.
(As you can see from the chart, most customers complain that they are receiving emails too often from a brand.)
This definitely does not come as a surprise because we all receive many emails from brands. But of course, all of these emails are sent out for a good reason. At the end of the day good old email marketing still works. However, determining the correct times to send them out can be challenging, as different subscribers have different definitions of the word “too many”.
Here’s an example from a women’s apparel site called, Loft. They send out 9 newsletter emails to their customers in one week. This is certainly too much for me.
Review how many emails you have sent out to your customers and measure that to how many purchases they have made in the past year. As a rule, the fewer the purchases, the fewer the emails.
Besides that, you could also determine the frequency of your newsletter by setting a schedule. Such as, only sending one email in every 3 days, regardless of the recipient’s purchases.
The most effective way to determine frequency is to do a saturation test. Take the daily revenue from email sales and then divide it according to the number of emails sent. Continue doing that everyday and see how this method changes as you increase or decrease the frequency of your newsletters. If you find your numbers starting to fall when you increase the frequency, that means that sending more email newsletters does not mean an increase in sales.
This is another thing many customers find annoying. Why would they want to receive an email notifying them of an offer that has expired. This is a huge concern to brands. Especially when running short term sales because receivers might not open their email quick enough to see the promotion. Here’s another example of a Loft newsletter receiver. He/she had opened up the email a little too late, when the sale was over.
When you are planning to send out an email about a promo with a short expiration, make sure to send it out to your customers when they are most likely to open it. For example, in the morning when your customers are having breakfast before work, during lunch and after office hours. In addition, add a headline that will catch their attention. Also not forgetting to inform them about the quick time frame of the promo in the header.
There are a few ways you can make the emails you send out more personalized. Personalization when done correctly, helps to increase the chances of your customer opening the email. Unfortunately, sometimes mistakes happen in email databases. Data can sometimes be old or incorrect. An example would be, calling your receiver the wrong name or spelling it wrong. This could cause your brand to receive a negative feedback from the customer.
Ways to avoid personalization errors:
- Include a default text when there is missing information about your customer. A good example would be “Customer” when you do not have the customer’s name.
- Test all email deployments to make sure that your email service provider is pulling and applying personalization data on all the emails they send out for your brand.
- Check your data for formatting inconsistencies, such as using all caps for certain areas.
- Run your database through a cleansing process every now and then. Such as, change of address or change of phone number to capture changes that are not reported to you.
Product Recommendation Fail
Algorithms for coming up with product recommendation for customers have improved greatly. However they are not foolproof unfortunately. Promoting irrelevant products to customers is an easy way to piss them off, which will lead them to eventually unsubscribing. Unrelated product recommendations can include items that the subscriber has already bought from you or a sold out item.
Preview test emails to see if product recommendations are loading correctly and if they make sense. Another thing you could do is watch feedback on emails that contains product recommendations. Email recipients will often communicate glitches. Another important thing to do is monitor clicks and revenue from product recommendation emails. If you find that the clicks and revenue is low, the recommendations may not be effective enough.
Article originally by Practical Ecommerce, written by Carolyn NYE on the 18th October 2017.