Email and SMS Marketing Tips of the Week

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Email and SMS Marketing Tips of the Week

Weekly updated tips for your eCommerce business!

What percent of revenue should come from email/SMS?

As an eCommerce business, 20-50% of your overall revenue should come from email/SMS if the proper account structure is in place.

What happens if I don't send emails to my list?

By not sending emails to your list, the chance of future emails being delivered to spam increases. While you don't want to send too many emails to the detriment of your list's health, you want to make sure a strong campaign and automation strategy is in place to ensure deliverability. 

What is a compliant SMS collection strategy at checkout?

To collect SMS compliantly at checkout, you cannot have your customer auto-checked into receiving SMS messages. 

How many CTA's should my email have?

To ensure the best results, your email should only have one CTS. However, we recommend having multiple CTA buttons throughout your email at transitional points.

What email marketing software should I use?

We recommend using Klaviyo as it has the best functionality out there. We use Klaviyo with all of our clients and migrate them over if they aren't already using it. 

What is a healthy unsubscribe rate?

Unsubscribe rates vary depending on how your list was created and your segmentation strategy. If you are segmenting properly and have a healthy list, you should expect to see between a 0.1% and 0.5% unsubscribe rate.

What should my mobile opt-in rate be for email?

As a benchmark, your mobile opt-in rate for email should be anywhere between 8-13%

BFCM Tips:

Email marketing during BFCM is a competitive channel. People’s email inboxes get filled with emails, many of which may be from competitors of yours. 

Email marketing during BFCM is a competitive channel. People’s email inboxes get filled with emails, many of which may be from competitors of yours. Try double and triple sends with appropriate segmentation and in some cases smart sending if needed to maintain healthy metrics.

Take advantage of this high volume time of year to acquire as many customers as possible. Acquiring customers during BFCM with increased spend at a lower ROAS can pay dividends through 2022 barring you have a strong returning customer rate (and of course a product people enjoy)!

Holiday Marketing Tips:

Make people aware of the last day they can place an order to receive it for the holidays. Push this in emails/SMS campaigns leading up to the holidays.

Pushing to acquire as many customers as possible during this period (even at lower margins) will provide dividends throughout the following quarters.

For brands in the health/wellness and beauty space, Q1 is the best performing time of year. If you're in this area, prepare by creating campaigns and material surrounding the new year motto. 

Should you test CTA's on emails?

CTA testing in email marketing can significantly improve performance. Testing the placement of CTA's along with the quantity and CTA copy will provide concrete data on what works the best for your list. This should be an ongoing process to ensure you're always utilizing the best performing CTA's.

Should I use personalization on emails?

Switch up content by using conditional block and dynamic tags based on the customer's location, gender, weather etc. This is a fantastic way to stand out in the inbox and develop a more personalized experience for your customers.

Do you have proper post-purchase email automation in place? 

Contrary to what most people believe, there is a high chance of conversion within a 24-48 hour window after someone purchases a product, as well as a 24-72 hour window after they receive it. Break up your post-purchase automation accordingly to ensure you’re maximizing these time windows!

Should I upsell post-purchase?

Use a post-purchase on-site upsell such as Zipify OCU. The upsell takes place after the customer completes their purchase so this will not affect the conversion rate. 

Should I use interactive forms?

Using interactive forms will make it easier to get leads, increase conversion rates, and create customs segments with targeted info.


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