What are the best E-commerce email marketing campaigns to improve deliverability rates?

Welcome Emails: Your E-Commerce Red Carpet Roll out the digital red carpet with your welcome emails! They're like the friendly neighbor who says hi when you move into the neighborhood. Sent faster than a speedy pizza delivery after signup, they're your chance to dazzle new fans with what makes your brand tick. Make Wellcome emails snappy, personalized, and packed with goodies that'll have subscribers clicking faster than a cat video goes viral. Add a sprinkle of social proof, and voilà, you've got email magic that turns subscribers into loyal fans. Welcome emails: less spammy, more like a warm, digital hug.

The critical thing which KILLS conversions is not matching the email experience with the website. If I had a pound for every time I'd audited a website that had a '10% OFF FOR SIGNING UP' that then didn't send an email within a few seconds, I'd have enough for a cracking fish supper. Either do it and do it well, or leave it off. Doing it badly is worse than not doing it.

If you don't have a preference center on your website at the time your visitor signs up for your list, this is another option you have to better segment your subscribers based on asking what they specifically want to see in their inbox. For example, if you are a sports retailer, perhaps your new subscriber only wants to receive emails about promotions for the running shoes category, or for all men's clothing categories but not accessories, etc; In order to have great deliverability, keep in mind: Quality: Send the emails your subscribers want to receive Quantity: Don't flood their inboxes

Abandoned Cart Emails: Your Sales Rescue Squad These emails are like the "Hey, you forgot something!" reminder you get when leaving your phone at a friend's place. Timing is critical – send them out within 24 hours, and you're more likely to catch those shoppers before they've moved on to the next shiny thing. Craft a subject line with the urgency of a limited-time offer and the allure of a secret sale. Inside, showcase the abandoned items with the appeal of a spotlight on a stage, toss in a tempting offer like free shipping or a cheeky discount, and finish with a call-to-action as clear as a sunny day. Don't forget to sprinkle in some rave reviews for good measure. These emails aren't just reminders; they're your sales lifeline!

Some fun techniques we've had some success with is matching the abandonment email with the cut-off point for delivery. Someone comes to the site, has a look around, leaves. Split test your abandonment emails not with '20 minutes since basket abandoned' but instead if your delivery cut off for next day is 3pm, test banking them up and sending at 2.30pm. This then gives you a legitimate method for creating FOMO. '30 mins to next day delivery cut off'. "ARRGHHHHHHH better act."

If you have set your abandoned cart emails in a series of emails, be aware of how many times you try to rescue that cart/sale. It's valuable to offer the customer some advantages like a discount or free shipping, but if you keep insisting and sending emails to that customer about that cart, you may end up with people marking you as spam or even unsubscribing from your list.

Re-engagement Emails: Reviving Lost Connections Think of re-engagement emails as a friendly "poke" to those who've ghosted your inbox. It's your chance to say, "Hey, remember us? We still have cool stuff!" Craft a subject line that sparks nostalgia, like an old friend saying hello. Remind them what they're missing with a tempting offer or exclusive sneak peek. Keep it personal, like a heartfelt note, offering a special 'we've missed you' deal. And, be a considerate e-commerce buddy by including an easy way out (the unsubscribe option) for those who've moved on. These aren't just emails; they're a bid to rekindle old flames and turn silence into sales!

Plain text is a nice attention breaker here. If you've sent a dozen emails beautifully branded up and a recipient couldn't care less, they're probably becoming desensitised to the branding. Test a win back series with no graphics. A plain text email from the owner saying we have a one-time special discount of 2x the normal rate (20% instead of 10%) or else we'll say farewell for now. It feels like a last and genuine effort and has an awesome record of firing life into a dead subscriber.

First thing, when trying to re-engage inactive customers, if possible, run some email validation tool before to understand if those addresses are no longer interacting with you because the email is no longer valid, their mailbox is full, or some other reason that can end up in a high bounce rate, damaging your reputation across the mailbox providers. Now that you have a valid list of addresses, another thing to be aware of is your spam complaint rate, since you have a high chance of people marking you as spam because they didn't even remember they were signed up to your list.

1st party marketing is comfortably the most neglected part of marketing for brands with a turnover of under ￡150k PCM. You've spent an absolute boatload of money on ads or SEO to get people interested in you and to buy. Time to make them feel like a superstar and be the automatic home for 2nd, 3rd, and 4th orders.

Only the best can have great deliverability, it's not an easy job. Although, the idea behind it is pretty simple: 1. Respect your customer 2. Send them relevant content 3. Don't flood your customers with tons of emails 4. 1st party data is your friend, the information your customer gives to you is gold, act accordingly and everything should be fine