This is our #1 most important email suggestion. Why? Because it’s the email with the highest open rates. Sure, most eCommerce platforms (like Shopify) have these built-in. But, because this is such a highly opened email, we recommend customizing it. Customization could be anything from a post-purchase offer to a loyalty program or to product care instructions. Whatever you choose, this real estate is precious AND will most likely get read!
Here are some examples we love
Do you know who your VIP customers are? These people are probably some of the most important to your business. We recommend giving them exclusive deals, early access, and concierge-like service. This audience is your true core demographic – nurture them as so and in return, these already loyal customers will become even more loyal.
It’s probably no secret to you that not everyone on your newsletter list is engaged. Our friends at Klaviyo say, “Sending to engaged subscribers is a fundamental rule of good email marketing. If you don’t, you put your sender reputation and deliverability at risk.” We wholeheartedly agree. Now, you may be wondering – what do I do with the unengaged subscribers? Read the paragraph below!
So, you have a list of unengaged subscribers. There are a few things you can do to re-engage them:
The “We’ve Missed You, Come Back!” email. Now, this isn’t necessarily our favorite, but if you find a way to make the copy very human and on-brand, it can work. As always, test test test before doing a full campaign send.
The “Incentivizing Offer” email. Now, this tends to be more effective. Money speaks, right?
The “Update Your Frequency Settings” email. Sometimes you just gotta get straight to the point and ask the subscriber how much they actually want to hear from you.
Now, if we’re being honest, there are actually a lot more “Must-Have” emails & segments. We often refer to our expert friends at Klaviyo. Their blog is full of incredible ideas, how-to’s, and best practices. Segment away, my friends!