In a recent webinar, SaleCycle’s Head of Design Luke Nokes and KickDynamic CEO Matt Hayes look at how retailers can optimize their email marketing.
Luke and Matt look at best practices for copywriting strategies, use of personalization, real-time data, and look at some examples and case studies.
Long vs Short Email Copy
As Luke explains, there’s no right or wrong answer in terms of copy length, but the key is to test to find the best fit for your campaign.
In the Giff Gaff example shown, more succinct and snappy copy helped to increase email click rates.
Real-Time Information in Email Copy
Squaw Valley’s emails use real-time information about its ski resorts, updating recipients on weather information, ski-lifts and more.
Net-A-Porter emails pull in real time images from its Instagram feeds, in this case around New York Fashion Week.
As Matt explains, this is relevant, up to date content, and great social proof.
Calls to Action
Relatively small changes to the wording of calls to action can make a significant difference, and this example from New Look is designed to optimize emails for mobile users.
In fashion, more than 60% of email opens are on smartphones, so New Look has one call to action (CTA) for mobile users, and another for desktop.
The more relevant the email content, the more likely people are to click and buy.
In this case, Dustin’s automated emails display product recommendations based on the recipients previous purchasing and browsing behavior.
Case Study: McQ
Luke explains how McQ’s old email templates were optimized, using insights and data on previous campaign performance.
So, calls to action were improved, images optimized, and key USPs like delivery offers were highlighted.
View the full webinar: Are Your Ecommerce Emails Optimized for Conversions?
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Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.