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A quick recap: email marketing has a 4,400% ROI. This means that for every $1 you spend on email marketing, you can expect a return of approximately $44. Moreover, according to McKinsey’s research, email is nearly 40 times more effective in customer acquisition than social media. So… it's probably worth trying, right?!

Undoubtedly, YES!

Smart business owners and marketers tend to focus on channels proven to deliver the best ROI, such as email. Effective email marketing converts prospects into customers, turns first-time/one-time buyers into recurring customers, wins lapsed buyers back, and drives sales. Another advantage of email marketing is that you can automate the entire process with Clerk’s all-in-one email personalization engine.

If you’re looking for a (data-driven) guide that can help maximize the ROI of your email marketing efforts, then this is for you! In this post, we’ll be covering:

Sound interesting? Let’s right dive in!

Basic email marketing best practices

Perfect your timing

In the examination of 2020 email marketing stats, Friday turns out to be the best day to send emails in terms of the open rate (18.9%) and click-through rate (2.7%) (see figure below).

best days to send emails in 2021

Optimize for mobile 📱

As we talked about before, mobile commerce is the next big thing. Thereby, you should also optimize your email marketing practices for mobile too. Most email platforms even let you preview your newsletters on mobile, tablet, and computer devices before sending it to make sure images and text is stacked properly and things look 💯.  Think With Google also found that mobile users check their emails 3 times more throughout the day so if you know your customer base consists primarily of mobile users - make sure you provide them with a great user experience.

email optimized for mobile

Use (mostly) images 🖼

Customers have no patience to read long blocks of text. Sometimes, a picture is worth a thousand words. In fact, 65% of users prefer emails to contain mostly images. So, save the long form for your blog and keep your emails short and snappy.

Tip: gifs can be a great format to show several different products and color ways in an engaging manner without making your emails too long.

newsletter with gif

Offer some rewards 🤑

It has been statistically confirmed that the main reason behind consumers signing up for a brand's newsletter is the expectation of receiving rewards like discounts, gifts, special offers, etc. To be specific, 85% of consumers signing up for marketing emails hope for a reward. Communicating this through an onsite CTA, so customers know what they will get out of subscribing to your newsletter, can help grow your base.

Screen Shot 2021-03-12 at 15.39.57

Different types of emails and their powers

As displayed in the figure below, the latest study by Omnisend discovered that amongst automated emails, the three highest-converting messages of 2020 were welcome emails (51.9%), abandoned cart emails (33.9%), and lapsed-purchaser emails (21.3%).

conversion rates of different types of emails

Welcome emails

How many times have you subscribed to that pop up that says something like "Enjoy 10% off your first order!" as you browse a new webshop?

Compared to the average email open rate of 21%, welcome emails have an average open rate of 82%. Furthermore, welcome emails can generate 320% more revenue on a per email basis than other promotional emails.

Abandoned cart emails

Did you know that 46.1% of abandoned cart emails are opened? Hmmm... not bad😃!

Besides, recent e-commerce email marketing stats show that sending 3 abandoned cart emails results in a 69% increase in orders compared to just sending a single email.

Retargeting emails to win lapsed purchasers back

Successfully implemented retargeting emails drive 28.3% of all e-commerce revenue 🙀.

Don’t forget that lapsed customers are easier and cheaper to convert than prospects. Lapsed-purchase email campaigns receive an open rate of 43.45% and a CTR of 6.16% on average, ranking on the top amongst other automated emails.

If you weren't already considering including these three highest-converting automated emails into your future email marketing strategy, do it now! And Clerk can help, as these emails are already part of our pre-built email triggers feature.

Measurements and analytics: Monitor and improve your email marketing

After implementation, many marketers struggle to establish their measurement systems, calculate the ROI, and monitor the performances of different email marketing activities.

The good news is that you can become worry-free with Clerk, as our AI-driven system conducts analytics automatically and synchronously. Clerk can present complete revenue attribution and impact statistics across different email services and logics. Doing so provides real-time analytics and insights, which enables you to tailor and optimize your email marketing strategy.

So, that’s for our guide to successful email marketing in 2021.

Now, it’s your turn to take action and drive more revenue to your business! And remember, we’ll always be there for you to help.

Being #1 rated e-commerce personalization platform, powers 2,500 + webshops worldwide to automatically grow sales and drive revenue. Get started with successful email marketing in 2022 by talking to one of our specialists today:

email icon in red

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