For a long time, email marketing has always been -and still -a kind Promote the popular method of sales. It is not surprising that 91% of the US consumers check their emails every day.
Finding the correct strategy used in your email is a tricky thing. You need to consider which news your customers will reply, which appeal terms they will click, and what will let them open the email first. You also need to review and improve your strategy in order to continue to make money.
In WooCommerce, email is an important part of our work -it is the way we communicate with customers, let alone the community. In the past few years, we have spent a lot of time to test and learn emails.
Now we are ready to teach you these knowledge .
Today, we will share the best things we have learned in the theme of email, graphics, and length, so that you can use our experiments to develop your own store and improve your customer communication Essence
Why do we share our email Learn We used to share our experience with you in the past, such as the situation that happened during online tickets, adjusting the holiday sales, and the content of this blog. Judging from the feedback on these posts we received, it is clear that you not only like a glance behind the scenes, but
also learned a lot from how other companies handle marketing and growth
.
This is part of it. In addition, We have already reviewed the email we sent
. However, so far, we just share this information internally.
We have no reason to disclose these knowledge. It seems that we do not use any secret marketing methods or proprietary tools. So we think, hey -let’s turn what we learn into a post!
There is no reason to leave ourselves we learned.
A warning Every time we share such suggestions, we need to explain: what is useful to us is not necessarily useful to you, because each store has different products, which Customers and their own niche markets. But this is still worth trying, especially when you are trying to use the current email sideWhen the law is successful.
Are you ready to study? Let’s start with our biggest gain, it is related to the theme. The most important thing we learned: related themes are important One thing we like Mailchimp (the email platform we choose) is that it allows you to choose to choose from Test multiple theme lines to see which theme line opened more of the same email. Even if you do not test the theme line, you can still easily check the opening rate of email and assume the impact of your theme on it.
Over time, we find that one of the biggest methods for more customers to open our emails is to improve themes. This does not mean to make them more attractive, more interesting, or add more emoticons (although we really like emoticons). For us, this means that
makes them more related to the audience who receive them
.
For example, an email we sent every month is sent to those who claim to be developers or agents. Until we realized that content links and new expansion are not as interesting as the news about Woocommerce itself , most of the talents in this group open e -mail reliably.
The email we sent below tested four theme lines, including the update list (opening rate Besium below 30%, the click rate is less than 4%) and store news (the opening rate exceeds 30%). Nevertheless, this does not tell us what these subscribers want. 多个主题行测试产生了约30% 的全面开放率……
然而，几个月后，我们遇到了麻烦：我们
Follow the improvement of WooCommerce
-In this case, we plan to introduce the product library introduced in WooCommerce 2.7. The opening rate jumped to nearly 40% (even the click -through rate has soared!).
… But the theme line of this email only focused on the upcoming WoOOCOMMERCE improvement, almost 40%. Also pay attention to the high click rate of the email itself. (If you like it, please click to view the big picture!) The lesson to be absorbed here:
Your theme line should be solvedYour audience is most concerned about the question
. If you are carrying out promotional activities and with new product inventory, you must decide which activity can make your email open more. (To be honest, it may not be what you think!)
If you don’t know your audience What care, please spend some time like us for A/B test. Using a platform like Mailchimp, setting multiple themes will not take time at all, and you can find more about opening, clicking and selling after a few messages. The picture should be operable, not just looks beautiful We have some very talented designers on WOO, we can always expect them to let our email see to see our emails to see It’s very beautiful. From attractive promotional banners to large graphics on the top of monthly information to simple buttons, they are always impressed by people. But we always question why some of their designs were clicked like other designs. Over time, we figured out why this is:
Because some images are more motivated than other images
.
These are just an example: both emails were sent in November 2016. On the left is an email sent to the owner, and its title picture links to our posts on accessible. On the right is the CRUD class sent to the developer about the Woocommerce 2.7.
One of the emails contain a very powerful secret Essence These images are not bright and colorful, and they are talking about relatively practical topics. But The banner on the right collects 78% of the click from the email.
We think this is because this email provides them with something that they are not very interested in (WooCommerce 2.7), but also
Action (by previewing it among them. a part of). At the same time, the owner’s e -mail link came to a blog post -from the feedback, this is a very good blog post, but is not as good as we sent to other groups.
In this case, these figures do what they should do. But one is better than the other, this is worth consideringAnother thing: You The image of
will inspire your client to do something
, whether it is reading the post, buy or keep the news (because it is here).
Email length may The way method is very important
Over time, we have conducted multiple experiments on the length of the email, including adding and deleting functions to check whether they open the same email to someone and what are the clicks. There is any effect on links. We did not find that there was any difference in performance in terms of performance , but one thing we saw in all messages was The first few links we place in emails will be the most linked link .
An example of this situation: Once you roll to the linked list of the banner, the click rate will decrease sharply.
This is a bit like \”Uh!\” Our moment. Since we realize this, we have confirmed that for each email, we
hope what is the most linked link (for example , what is the most noteworthy ) Essence Only after this operation can we continue to design images or write any copy.
Another thing we found is worth noting: Don’t let your customers click too much Multiple content , especially if they are accustomed to receiving simple news. When we use up to three additional banners and link lists to test one of our usually shorter emails, the shortest version is better than other versions.
For this specific email, the recipient is used to short news abstract -they really don’t like clicking more content. In short: Keep your email focusing on. Know the most important content in advance, and know that the longer your news, the fewer clicks you get. If you want to include everything you can attract a lot of attention, save it to another day (or may be completely saved to another channel).
Bring great different changes To sum up, we will share some of the miscellaneous learning that are not suitable in other places, but it is still worth passing:
We found that in one case, the number list of three links is better than the \”in case you miss\” format in one sentence. Project symbols and numbers make things easier to read , so please use them as much as possible.
As we do here, bold important text can help those readers who read the most important knowledge clips , even in very short emails, it is still in very short emails. in this way. Your eyes are attracted by dark text, right?
In a few cases, we see more clicks
Put a clickable call buttons of
separately
on the button that usually has a button. [ 123] (see the figure above). But in general, we recommend that you try the location of your button to understand what your
your client responds best.
It is clear that \”new\” will increase our opening rate and/or click -through rate
, which may be because our customers always long for new expansion and release. In addition, this word will soon attract your attention, isn’t it?
Finally, a bit stupid: along the way, we found that photos of choosing animals (for example, puppies in front of the computer instead of humans) slightly improved the click -through rate. We have not tested this … not yet. But
Is there any theory?
使用您自己的电子邮件尝试其中一些技巧
你有它— —We send some of the most important things from the builder, developers and community members from the WooCommerce store builders, developers and community members.
Although each store is different, we think that no matter what product you sell, these knowledge can be widely applicable . Moreover, if you have not invested in e -mail marketing, then you have a lot of inspiration to use when you start working!
Do you have any questions about our email marketing? Or do you want to share any of your own learning results? If you leave us comments, we will be very happy. Recommended reading:
8 types of email functions can be added to provide excellent customer experience
You should start using The first 5 email strategies
A warning
The opening rate jumped to nearly 40%
and
(by previewing it among them. a part of). At the same time, the owner’s e -mail link came to a blog post -from the feedback, this is a very good blog post, but
We found that in one case, the number list of three links is better than the \”in case you miss\” format in one sentence.