Stringing two cans together when we were kids to sending two dozen emails a day when we are adults, how we communicate changes as we get older, and what we expect from it, too! I bet you thought it was cool to get an answer when you tried this method as a child. As for adults with full inboxes, you know that they’re more likely to look for the emails that are most interesting and valuable.
Businesses are always trying to meet people’s email needs and get them to engage and buy from them. We know that it can be hard to figure out how to improve business-to-consumer email marketing campaigns. It’s almost as hard as making a tin can telephone. This is why we’re going to learn about these B2C email campaigns and how people use them – and how you can make them work for you.
Abandoned cart emails
Abandoned shopping carts can be the worst thing for a marketer. Someone almost bought from your brand, but not quite. Customers have a lot of different reasons for not going through with a transaction, and sometimes they’re gone for good. It can be hard to get people to buy something if you don’t remind them of what they’re missing out on in a little email like an abandoned cart email. They can only make money by getting someone who isn’t sure whether to buy from them. If you send it, they can come (back).
We looked at how many people opened abandoned cart emails compared to other types of B2C emails and found that they got the fewest responses. There was only 21.1 percent of people who said they’d read and click on an abandoned cart email, and 29.1 percent said they’d save it and read it later, too. Before you sent that email, you had 21.1 percent more money than you did now.
People change their minds. Because you can, you can change them back.
Creating great content for your abandoned cart emails
Starting an abandoned cart email marketing campaign is a great way to get back some of the money you lost and make your business more popular with your customers. You can reach out to these customers and strengthen your relationship with them when people leave their carts at the store. By sending out effective automated emails, you can build customer loyalty and make more money now and in the future.
Testing your B2C email marketing campaigns
It’s a big mistake if you aren’t testing your messages with A/B split tests. A/B testing can help you improve your email marketing campaigns by testing different versions of the same message with different groups of people. There are a lot of things you can test, like how the subject lines, content, design, price, CTA style, color, and so on look. Send two versions of the same email to a small part of your list to see which works best: one with a red call-to-action, and one with the same thing. Except for the blue CTA.
In this way, you can try out different things to see which ones your audience likes the best, and then send the best one to the rest of your email list. A “cheat code” for your email marketing is like that.
As an example, you can send emails to one group of people 30 minutes after they leave their cart and another group after 60 or 90 minutes. Even if you send an email a few days later, you can still try it out, too. The same thing can be done with birthday emails. Is a birthday freebie more likely to be used on the birthday itself, or a few days before?
From there, you can use metrics to see how many people open your emails, how many click on them, and how many people make sales. The best way to figure out when to send your emails to your general audience is to look for the group that has the most interest, like the group that got an email 60 minutes after abandoning their carts.
Sending effective B2C email marketing campaigns that convert
There are a lot of things to keep in mind when you’re making B2C email campaigns, but these campaigns show you some of the best ways to make them work better.
- Offer discount emails: Use dynamic, relevant content that makes the reader want to use the discount, and make your CTAs clear and easy to follow.
- Birthday emails: Offer gifts to build goodwill and encourage customers to buy and stay, and keep the design celebratory and fun to keep customers coming back.
- Personalized emails: Use segmentation and dynamic content to make suggestions that are up-to-date and don’t try to sell everything. Stick to a few key products or services and don’t try to sell everything.
- Abandoned cart emails: Offer discounts to make it more likely that someone will buy again, and test your messages to figure out when to send them.
So, that’s how to improve some of the most common B2C email marketing campaigns. Keep your B2C email marketing strategy in mind and test everything, and it should work even better than a tin can telephone.