Boosting Email Open Rates in E-commerce

Introduction

• Speaker: Casey from L and Co agency
• Focus: Actionable steps to improve email marketing open rates.
• Agency's Experience: Help 8 and 9 figure e-commerce brands maximize revenue from email and SMS marketing.

Importance of Subject Lines

1. Talk Like Normal People

   • Avoid overly marketing language.
   • Do not capitalize every word.
   • Use casual language as if emailing a friend.

2. Keep It Short

   • Aim for 6 words or less.
   • Longer subject lines can deter opens.

3. Mix Curiosity with Concrete Benefits

   • Combine intrigue and useful information.
   • Avoid clickbait; ensure subject aligns with email content.
   • Takes practice to find the right balance.

4. Preview Text

   • As important as the subject line.
   • Work on both subject line and preview text for better open rates.

List Segmentation

• Key Strategy: Segmenting your email list significantly boosts open and click rates.
• Engagement vs. Reach: Tighter segments lead to better engagement but lower overall reach.
• Balancing Strategy: Monitor both performance and revenue over time while segmenting.

Timing of Emails

1. Email Automation Flows

   • Align timing with when the flow was triggered.
   • Avoid setting arbitrary send times.
   • Example: If a flow is triggered at 4 PM, subsequent emails should follow the same timing.

2. Campaign Send Times

   • Use data-driven features (e.g., Klaviyo's Smart Send Time) to optimize send times.
   • Explore non-traditional send times for better engagement.

Personalization Strategies

• Use in Subject Lines and Preview Text

  • Include the recipient's first name or related product categories.
  • Personalization boosts open rates and improves inbox placement.

• Avoid Over-Personalization

  • Don’t make it feel forced or creepy by overusing personalization.

Avoid Spam Filters

• Common Triggers: Excess capitalization, too many exclamation points, and spammy words like "sale" or "free".
• Resource: Watch a dedicated video on avoiding spam traps.

Keeping Email Lists Fresh

• Regular Clean-Up: Clean your email list every 3 to 6 months to maintain engagement.
• Sunset Flow: Implement a flow that identifies and disengages inactive users to improve overall account health and deliverability.

Brand Reputation

• Long-Term Strategy: Maintain a good brand reputation by sending delightful, valuable email content.
• Engagement: Build anticipation for your emails by providing quality content, making recipients look forward to your emails.

Conclusion

• Engagement Over Time: Continuous effort in building reputation will lead to sustained open rates.
• Feedback Loop: Consider audience feedback for future content ideas and improvements.