Originally written by the Sciart team for EAN-Online and first published there.
Summer is upon us—well, almost everywhere except the UK, where it often feels like we've skipped straight to autumn. Whether you're planning a getaway or enjoying a staycation, ensuring seamless and effective email communications is crucial for agencies and brands alike.
With email marketing boasting an ROI of $36-$40 for every $1 spent, optimising your strategies is more important than ever. Harnessing eCRM (Email Customer Relationship Management) automation can help you achieve this, allowing you to enjoy your summer break with peace of mind. Here are Sciart Marketing’s top tips to refine your email automations and keep your clients and customers engaged:
Pop-Up Revolution
Deloitte’s research shows that 61% of consumers are willing to share personal data for personalised offers and discounts. Moreover, Forbes highlights that 67% of small business owners find data analytics crucial for making strategic decisions.
Pop-ups are powerful tools that can leverage these insights effectively. These attention-grabbing boxes on your website prompt visitors to take action, such as signing up for newsletters or grabbing discounts. Here’s how to optimise them:
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A/B Testing: Before you head off on holiday, set up A/B tests to find the most effective pop-up designs and offers. Try different discounts, free shipping, or exclusive access to new products to see what resonates best.
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Visual Appeal: Experiment with colour schemes, CTA buttons, and imagery to make your pop-ups stand out.
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Timing: Test different timings for your pop-ups—immediate, after 15 seconds, or on exit intent—to catch users when they’re most likely to engage.
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Customisation: Don’t forget to personalise the experience when users subscribe and manage their email preferences, avoiding default settings to enhance engagement.
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Gamification: Incorporate interactive elements like quizzes or spin-the-wheel games to make the experience fun and engaging, whilst gathering valuable data.
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Exit-Intent Strategies: Experiment with strategic pop-ups designed to re-engage users who are about to leave the site. Offer incentives or valuable content that might encourage them to stay or revisit later, thereby reducing cart abandonment and creating upsell or cross-sell opportunities.
Data collected can be instrumental in segmenting and optimising customer experiences for the upcoming holiday season.
I don’t know why you say Goodbye, I say Hello
When subscribers sign up for your emails, their interest is at its peak. GetSurvey reports an impressive 86% open rate and nearly 25% click-through rate for welcome emails, underscoring the importance of making a positive first impression.
Having a robust Welcome Flow in place is essential and there’s no time like the present to review and optimise your current strategy! Some tips to consider:
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Seasonal Imagery and Relevance: Update email visuals to reflect summer themes and activities, demonstrating relevance and building a narrative around product use scenarios. For example, suggest products like waterproof toys for poolside fun, travel-sized items for vacations, or cooling lubricants for hot weather.
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Discreet Packaging and Delivery: Reassure subscribers about your commitment to discreet packaging and delivery, ensuring privacy and convenience even during summer travels or home deliveries.
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Tips for Summer Intimacy: Share advice on enhancing intimacy during summer, such as romantic date ideas, staying cool whilst using toys, or products ideal for outdoor or travel use. Showcase expertise without focusing solely on sales and discounts.
Don't Let Me Down
Did you know nearly 70% of online shopping carts are abandoned, according to the Baymard Institute? Reasons range from customers "just browsing" to not being ready to buy". If you haven't set up an Abandoned Cart Flow yet, you're missing out on significant revenue opportunities. Klaviyo reports that abandoned cart email flows generate an average revenue of $3.53 per recipient—the highest among all email marketing campaigns and flows. When it comes to optimising your own Abandoned Flow, some ideas to consider include:
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Snappy Subject Lines: A/B test your email subject lines to determine which drives higher open rates. For instance, one of Barack Obama’s most successful email campaigns used the subject line "Hey." You don’t have to stray from your brand's voice, but when was the last time you optimised or tested your abandoned cart email subject lines?
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Visual Appeal and Clear Value Proposition: Are you including images of abandoned products in your emails? Ensure your emails highlight clear value propositions, such as exclusive offers or additional benefits customers would gain by completing their purchase.
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Optimise for Mobile and Inbox Provider Quirks: With retail mobile commerce sales expected to double by 2025, optimising your cart Abandon Cart Flows for mobile devices is crucial to capitalise on this growth. Additionally, consider that some inbox providers, like Outlook, may not always display emails as intended. Identify and set up specific automations to ensure your emails maintain visual appeal across all platforms.
With a Little Help from My Friends
Is your upsell/cross-sell flow doing the hard work for you? Are you maximising its potential to boost sales and enhance customer experience? Here’s a quick overview and some tips to make sure your flows are optimised:
Upselling: Are you encouraging customers to purchase a higher-end version of the product they're interested in, thereby increasing your order value?
Cross-Selling: Are you suggesting complementary products to enhance the customer’s current purchase, providing additional value?
Quick Tips:
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Segment Your Audience: Are you identifying customers who have made past purchases? For instance, if someone bought a sample size, are you sending them a targeted email after 60 days, nudging them to buy the full-sized version?
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Predictive Analytics: Are you leveraging predictive analytics to recommend products that align with a customer’s buying history, anticipating their needs before they realise it? For example, if someone’s bought a sex toy from your brand in the past, you could recommend high-quality lubes that enhance the experience with the purchased toy. Or upsell toy cleaners to maintain hygiene and prolong the lifespan of their toys. Or you could predict their interest in other toys or accessories based on their preferences and browsing behaviour.
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Unconventional Pairings: Are you creating unique product bundles based on browsing behaviour or demographic data? For example, if a customer buys massage oil, are you recommending a compatible massager or relaxation kit?
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Dynamic Content: Are you personalising recommendations in your emails based on real-time data to make each interaction feel relevant and tailored? For example, if someone regularly purchases BDSM-related products from your brand, you could set up an automation which features new arrivals or best-sellers in the BDSM category, tailored to the customer’s specific interests.
Implementing these optimisation strategies is just the beginning. From enhancing your pop-ups to refining your welcome and abandoned cart flows, you're not just automating tasks; you're crafting seamless, engaging experiences for your customers. By leveraging predictive analytics, segmenting your audience, and personalising content, every interaction becomes tailored and valuable.
These strategies aren't just about boosting conversions and revenue—they're about empowering your email marketing to work smarter. Whether you're upselling premium products or cross-selling complementary items, optimising your eCRM strategies frees up your time to focus on what matters most. And remember, this is just the tip of the iceberg in eCRM automation.
Explore more possibilities, experiment with new ideas, and stay ahead of the curve. Let your email campaigns do the heavy lifting, leaving you free to relax and enjoy the summer whilst your business thrives.
