Email Campaign Best Practices

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.

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.

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. 

After your campaign launches, monitor your click-through rate (CTR). CTR tracks clicks-per-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.

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.

Set up conversion tracking before you launch your campaign

If you use AdRoll, we'll import your existing audience, including your conversion audience. For campaigns with different conversion points, be sure to define an audience for each campaign goal.

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