Common Mistakes in Email Marketing for Ecommerce Websites

– Providing the coupon code on the website is crucial for customer satisfaction and prevents them from feeling tricked.
– Personalized emails are important for engaging customers and making them feel valued.
– Offers should be visible throughout the customer journey to prevent them from seeking alternative options.Improve the customer experience by providing the coupon code on the website immediately after sign-up, rather than requiring customers to search for it in emails or elsewhere.Your biggest chance of selling to me is a few minutes to a few days after I sign up for my discount. Here are the deal breakers for me:

1. You don’t provide the coupon code on the website. With everyone switching to two-step opt-ins and asking for a phone number (which I’ll never provide), this has had the unintended consequence of forcing people to leave the website to find their code, if it’s sent at all in the email after I drop off. “No phone number, no discount” is more common than people think, which makes me feel tricked as a consumer. Even worse, every page I browse or when I come back, if I don’t give you that phone number, your pop-ups just keep showing.

2. Your emails are terrible. I can’t think of a single time the welcome series was even remotely personalized to me. It’s all the same stuff: “welcome to the family,” “why we started this brand,” “here’s what customers are saying.” This brain-dead approach of generic content ignores the fact that I did come to your website and sign up. The only reason these things exist is because of the tendency to only show a pop-up form once, right as soon as someone lands on the page. Everyone should read the above and realize that it’s probably not the best idea.

3. Don’t hide an offer. If you have an offer, show it multiple times throughout the journey. Don’t start with a teaser; show the full thing so I know there is an offer and let me get back to it if I want it. If it doesn’t come back, I’ll look for a coupon code on another website and come back.

4. You delay the first email. This is actually a real example: a brand was delaying the first email by 5 minutes. People were browsing, came back, were looking to purchase, unlocked a code on the website, but then went to their email to get it during checkout a few minutes later and it wasn’t there. The problem? The delay. This is just the signup without data collected, without different funnels to your list, without different split offer testing, without different forms for different timing, without personalization. And yet the new normal provides this terrible customer experience where people are consistently sent to their messages at the very least to get a code or to their inbox and off the website. These little things matter. Solve these then work on the harder bits, but please rethink the data you collect during a signup and how you’re doing it. #marketing #email #ecommerce

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