Your Guide to Email Marketing by Total Merchandise: Part 2

Last week we explained how email marketing has the highest ROI than any other marketing channels, therefore if some of your marketing efforts aren’t focused here, you’re missing out on a huge opportunity to drive sales, increase the click-through rate to your website and ultimately increase your business’ revenue. We’re continuing on this series of best practices for your email marketing to aid your future marketing campaigns.

 

Break up your list

By splitting up your email list into smaller fragments, you will be able to better market specific areas of your business to the right people, and this should lead to higher conversions. This will also decrease your unsubscribe rates. Once you’ve broken your email list into groups it becomes a lot easier to know what messages to share with your audience. You can split your list up in certain ways. For instance, your new subscribers could receive a welcome email with some information about your brand, or you could target inactive users who haven’t engaged in a while to urge them to interact with your brand. A popular one is also shopping cart/basket abandonment, where emails will often asked where you went if you put your items in the basket but never checked out.

 

Email at the right time

Just like there are optimum times to post on social media, there are also optimum times as to when an email should arrive in a subscriber’s inbox. Timing can make the difference as to whether or not someone opens your email. According to data by MailChimp, the best time to send emails is during the weekdays rather than the weekend (they didn’t highlight particular days in particular). In terms of time, the best hour of the day to send your marketing mail is 10am, and this decreases throughout the day. Before 6am is less than optimal.

 

Check your analytics

This one is so important. Make sure you use an analytics platform such as Google Analytics to keep taps on your open rate, click through rate and unsubscribers. From these three main points, you can see how well you’ve built a relationship, whether or not you are targeting your subscribers correctly, and whether or not you are passing on valuable, engaging content for your subscribers. These analytics can provide major hints into which areas of your marketing have room for improvement.

 

We’ll continue to Part 3 next week! 

Written by

Adam Carter | Head of Products

Adam has been leading the Product team for over 18 years, during which time he's built up an enviable reputation as one of the industry's most trusted authorities on promotional merchandise. As well as supplier relations, product sourcing and pricing, Adam is also responsible for ensuring our promotional merchandise is presented on the website in the most effective manner. His expertise makes him the go-to person on the team for spotting merchandise trends and he's highly experienced in identifying the best branded products to meet our customers' needs. When he's not working, Adam enjoys travel, electronic music and all forms of cinema.

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