E-mail marketing has long been a popular way to ensure customers and increase sales. Moreover, it is not surprising that 91% of American consumers check email every day. Finding the right strategy for email is tricky. You should consider what message the customer will respond to, what to click, and by what to open the email. We also need to study and improve strategies in order to continue to make money. E-mail is a big part of our work in woocommerce. Needless to say, community is also the way to communicate with customers. In the past few years, we have spent a lot of time experimenting and learning e-mail. Now you are ready to convey these learning contents.
Today, we will share some of the best information we have learned in e-mail header lines, graphics and length, so that we can use experiments to grow our stores and improve customer communication. The reason for sharing e-mail learning is that when we sold tickets online in the past, we adjusted what happened during holiday sales. We shared the content production and other learning contents of this blog with you. Through the feedback on this post, you can not only see one side, but also learn a lot from the way other enterprises deal with marketing and growth. That’s part of this. In addition, we review emails that have been sent. But so far, we only share this information internally.
We have no reason not to make that study public. We are not using first-class secret marketing methods or exclusive tools. So we thought. Let’s make posters of what we have learned! There is no reason to abide by what we have learned. Every time we share the following suggestions, we have to say a note: each store has different products, customers and unique niche markets, so what works for us does not necessarily work for you. But it’s worth mentioning that if you use the current method of email to find success, you’re still worth a try.
Are you ready to study? Let’s start with the most important content related to the title. The biggest fact we learned is that related topics are important. What we like about MailChimp (our chosen email platform) is that we provide an option to test multiple header lines against each other to ensure that more identical emails are opened. Even if you don’t test the header line, you can easily see the percentage of e-mail open and assume the impact of the header on the e-mail. Over time, we found that one of the biggest ways to get more customers to open email is to improve the title. This doesn’t mean making them more attractive, more interesting or adding more expressions (although we love expressions). For us, it means making them more relevant to the audience receiving them.
For example, one of the monthly emails we send is to those who identify themselves as part of a developer or agent. Most people in the group didn’t open email steadily until they found that content and newly expanded links were not as interesting as woocommerce’s own news. The email sent below tested four header lines in the update list (less than 30% and click 4%) and storefront news (more than 30%) lists. Still, it doesn’t tell you much about what these users want.
In multiple title line tests, the overall disclosure rate is ~ 30% But a few months later, we arrived at paycut. We only focus on woocommerce improvements. Li Geng
Product Gallery to be introduced in woo woo commerce 2.7. The opening rate has soared to almost 40% (even the click through rate has risen sharply!). 
… But the title of this email accounts for almost 40%, focusing only on the upcoming woocommerce improvement. In addition, please note the higher click through rate of e-mail itself. (if you like, click to see a larger size!) The lesson to be learned is to focus on what the audience is most concerned about. If you are on sale and have new products in stock, you must decide which events can open more emails. (in fact, it may be different from what you think!)
If you don’t know what the audience is interested in, please take the time to take the A \/ B test like us. Using MailChimp and other platforms, it doesn’t take time to set multiple title lines. After seeing a few messages, you can find items that can bring more open, click and sales. Images must be executable, not just beautiful. Woo has a very talented designer who can always rely on them to make email look beautiful. From charming banners to large graphics and simple buttons at the top of the monthly message, they will never be moved.
However, we always question why some of their designs click more than others. Over time, I know why. Because some images are more motivating than others. Here is an example: Both emails were sent in November 2016. On the left is the title image associated with the accessibility post and the email sent to the store owner. On the right is a message about the crud class of woocomerce 2.7, which is sent to the developer. There is a very powerful secret in this email. None of these images is bright and colorful, and both are relatively functional themes. But the banner ad on the right collected only 78% of the hits in the email.
We think this is because this email is not only interested in the audience (developers), but also provides something that can be acted on (through partial preview). On the other hand, the store owner email connected to the blog post – judging from the feedback, this is a very good blog post, but it is not as feasible as what we sent to other groups. In this case, all these graphics are executed as planned. But one does better than the other. That’s another thing worth thinking about. Images (such as reading, buying, or viewing News) refer to the extent to which customers are motivated to do something. Here).
E-mail length may not be as important as thought. But there is an important way. Over time, we conducted several experiments on the length of e-mail and determined whether the addition and deletion functions would affect the number of times the same e-mail was opened, the links clicked, etc. Although the performance difference between a short email and a long email is small, it is unanimously confirmed in all emails that the first few links in the email are the most clicked links. An example of this phenomenon: after scrolling the link list of the banner, the click through rate decreases sharply. This is an \
Another noteworthy fact about length is that don’t provide too many customer clickable items. In particular, the customer has a concise message
This is especially true if you are used to receiving support. In general, when testing one of the shorter emails (including up to 3 additional banner ads and link lists), the shortest version performs better than the other emails. For a specific email, the recipient is familiar with the short news summary, but does not like to click more content. Summary: focus on email. Learn the most important information in advance. The longer the message, the fewer times you can click on the content. If all the items you want to include are watched, save them as other dates (or other channels). In order to end the small changes that bring about great changes, we will share other learning contents that are inappropriate elsewhere but still worth communicating. I have found that in some cases, sending a numbered list of three links has better performance than the \
