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Digital Marketing

Email Marketing – 5 Quick Wins

Sick of spam? Here are 5 quick wins for your CRM marketing strategy.

While email marketing may be considered old-school in a world obsessed with social media, online influencers and viral video content, don’t move this method to your junk folder just yet!

Emails are still a crucial part of the purchase path for many of your customers. Think about it – not everyone is going to be active on every social media channel, but chances are that anyone is who active online will have a working email address that you can retarget to.

If you don’t already have a CRM marketing strategy in place then chances are that you’re missing out on major opportunities to convert website visitors into customers. Emails can be an effective way to send exclusive content, offers and discounts to people who already have a high intent to purchase.

If email marketing is something that you are considering, here are our five top tips to consider for creating an effective strategy:

Find your perfect platform

Review which email-marketing platform best serves your needs. For many ecommerce businesses, you will want a platform that gives you all of the essential customer information that is needed to be able to later segment your audience based on product interests and those who have already made a purchase with you.

For example, Klaviyo works incredibly well with stores on Shopify as this platform offers the ability to highly segment your audience so you can create bespoke email flows for customers based on how they have previously interacted with the brand. On average, those that use Klaviyo see an average increase of 46% in-store revenue after switching from other platforms.

Automation is key

Automated email journeys are triggered based on consumer behaviour, meaning that each customer will receive relevant emails which have been tailored specifically towards their unique position in the customer journey lifecycle.

The great thing is, once you have these flows set up and optimised, that’s it! They will trigger automatically and fire to any customers who fall within the set criteria established for each email flow.

A study by Klaviyo found that abandoned cart emails, which are extremely time-sensitive and highly targeted towards an individual subscriber, generally have a conversion rate that is 3x greater than other automated email flows. So if you don’t have an effective abandon cart email in place, you’re getting a lot of conversions to slip away…

Segment, segment and then segment some more

The most effective way of standing out in someone’s inbox is all in the level of personalisation. By having clear audience segments in place you will ensure that all of your email campaigns are using effective messaging which appears to customers on an individual level rather than a generic blanket message that ends up straight in the junk folder.

Put your emails to the test

Have a testing plan in place. A/B testing allows you to test different subject lines and email content so that you can refine your messaging and optimise your most sending times for the most successful CRM campaigns.

At the start of your CRM journey, things such as the most effective creative for your campaigns will be unknown. Testing allows the audience to decide this information and feed it back to you, rather than you doing all of the guesswork.

Make sure that you are keeping a record of everything that you are testing along with the results of each test so that you can implement this to your email comms moving forward. Also, remember to test one element at a time so you can be 100% confident with the data that you get from the results

It’s what’s on the outside that counts…

Ok, maybe this isn’t exactly true, but email design is incredibly important nonetheless. If your email is going to be sent to your most engaged customers and those who are on the brink of purchasing.

Email design is important for building brand loyalty and reinforcing your brands’ visual identity. When it comes to email design, it’s important to consider a design that is optimised for mobile as most people now view emails on their smartphones.
It’s essential that any emails that you are sending outlook attractive when viewed on a phone screen, especially as emails that display incorrectly on mobile may be deleted within three seconds, plus as many as 15% of users will even unsubscribe from your entire database!

So, are you ready to hit send on your CRM marketing strategy? If you want to know more about how email marketing and how this could be just the boost that you’re looking for, contact us today!

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.