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AdRoll Email Best Practices

Set yourself up for success

1. Collect emails upfront.

2. Understand how your customers make decisions.

3. Map out your flow and messaging.

4. Be strategic with your subject lines.

5. Set up conversion tracking before you launch your campaign.

 

1. Collect emails upfront.

Most retailers collect customer emails at checkout. But collecting emails earlier allows you to engage customers during their decision process. You can also nurture shoppers who would have otherwise fallen off towards the cart and checkout. Talk to us about ways to collect emails earlier, if you’re not already doing so.

 

2. Understand how your customers make decisions

How long do your customers take to make their buying decisions? How many times do they return to your website before finally checking out? For how long do your customers leave things in their cart? Answering these and other questions give insight into how your customers make choices. These insights should shape your email flow and content.

 

3. Map your flow and messaging

Your automated emails should bring customers value. Despite the best intentions, they can easily become cumbersome if you’re not organized. Once you understand your customers’ buying journey, create a map of your email automation plan. Decide when to engage and what your message will be at each point of their journey. We like to map our email flows by creating a PowerPoint presentation; each slide represents one email contact. 

After your campaign launches, monitor your click-through rate (CTR) on your dashboard. CTR tracks clicksper open and indicates how helpful an email is to your subscriber. If the rate is decreasing over time, try adjusting your call-to-action button from generic (i.e. “Click here”) to precise (i.e. “Buy this look”) or playing around with different content variations.

 

4. Be strategic with your subject lines.

What’s the point of a subject line? To draw your reader's attention. Unfortunately, even though the subject line is the first (and sometimes only) thing subscribers read, it is often thrown in at the last minute.

 Subject lines should be short (6—10 words), action-oriented, and express a sense of urgency. Studies show that subject lines posed as questions perform 44% better than those that are not. Holidays have the best open and click rates; consider special campaigns for times relevant to your business seasonality.

 

5. Set up conversion tracking before you launch your campaign

Data-driven marketers know this, but we’d be silly to exclude this from the list. If you use AdRoll, we'll import all your existing segments including your conversion segments. If you don’t have AdRoll, you can create a conversion segment. For campaigns with different conversion points, be sure to create a segment for each campaign goal.

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