INCREASE email open rates with these 7 tips | Ecommerce email marketing
Summary
TLDRDieses Video bietet E-Mail-Marketing-Tipps für E-Commerce-Unternehmen, um die Öffnungsraten zu steigern. Casey von L and Co Agency teilt nachhaltige Strategien, darunter die Optimierung von Betreffzeilen, die Segmentierung der E-Mail-Liste, den richtigen Sendetermin, Personalisierung, Spamvermeidung, die Aktualisierung der E-Mail-Liste und die Aufrechterhaltung der Marke. Die Schlüsselbegriffe wie die richtige Verwendung von Neuigkeiten, die Vermeidung von Spam-Filtern und die Pflege der Markenreputation sind entscheidend, um langfristig die E-Mail-Öffnungsraten zu verbessern.
Takeaways
- 📝 Optimiere Deine Betreffzeilen, um Öffnungsraten zu steigern – vermeide übermäßige Marketing-Sprache und nutze normale, menschliche Ausdrücke.
- 🔑 Verwende kurze Betreffzeilen – versuche nicht, die perfekte Länge zu finden, solange sie verständlich sind und nicht mehr als sechs Wörter enthalten.
- 🤔 Mische Neugier mit konkreten Nutzen in den Betreffzeilen, um die Öffnungsraten zu erhöhen, ohne zu 'clickbaitig' zu wirken.
- 💌 Nutze die Vorschautext-Funktion, da dieser fast so wichtig ist wie der Betreffzeilen und die beiden zusammen die Öffnungsrate beeinflussen.
- 📈 Segmentiere Deine E-Mail-Liste, um bessere Öffnungsraten zu erzielen – ein kleineres, engagiertes Publikum kann höhere Öffnungsraten bringen.
- 🕒 Achte auf die Sendezeiten – vermeide es, E-Mails zu bestimmten Uhrzeiten zu senden, stattdessen sollte die Sendezeit mit der Aktivität des Empfängers übereinstimmen.
- 🔮 Verwende Personalisierung in Betreffs- und Vorschautexten, um die Öffnungsraten zu verbessern, und beachte, dass Personalisierung auch die E-Mail-Zustellung beeinflusst.
- 🚫 Vermeide Spam-Filtern – übermäßige Großbuchstaben, zu viele Ausrufezeichen oder übermäßige Verwendung von 'Verkaufs'- oder 'Kostenfrei'-Worten können E-Mails als Spam markieren.
- 🗑 Halte Deine E-Mail-Liste frisch – regelmäßige Bereinigung hilft, die Öffnungsraten zu halten, indem unengagierte Profile entfernt werden.
- 🛡 Achte auf die Reputation Deiner Marke – eine gute Marke, die E-Mails versendet, die Freude machen oder nützliche Informationen bieten, erhöht die Öffnungsraten langfristig.
- 🔄 Verwende E-Mail-Plattformen mit Funktionen, die die beste Sendezeit für Deine Zielgruppe ermitteln, um die Öffnungsraten zu optimieren.
Q & A
Was ist das Ziel des Videos?
-Das Ziel des Videos ist es, die Öffnungsraten von E-Mail-Marketing-Kampagnen im E-Commerce zu verbessern und praktische Schritte zur Verbesserung der E-Mail-Marketing-Kampagne zu erläutern.
Wer ist Casey und was bietet L and Co Agency?
-Casey ist die Person, die das Video präsentiert und leitet die L and Co Agency, die E-Commerce-Marken mit acht- und neubezifiger Einnahmen dabei hilft, ihr E-Mail- und SMS-Marketing zu maximieren.
Was ist der erste Schritt, um die Öffnungsraten zu verbessern?
-Der erste Schritt ist die Optimierung der Betreffzeilen, da sie eine große Rolle bei der Öffnungsrate spielen. Man sollte dabei wie normale Menschen sprechen, keine Wörter in Großbuchstaben schreiben und kurze Betreffzeilen verwenden.
Was ist der Zweite Tipp für die Verbesserung der Öffnungsraten?
-Der zweite Tipp ist die Segmentierung der E-Mail-Liste, die als einer der wichtigsten Faktoren für die Öffnungsrate gilt, da eine kleine, engagierte Zielgruppe höhere Öffnungsraten aufweist.
Was ist der dritte Tipp für die Verbesserung der Öffnungsraten?
-Der dritte Tipp ist die Beachtung der Sendezeit. Es ist wichtig, dass E-Mails nicht zu einem festen Zeitpunkt gesendet werden, sondern in Übereinstimmung mit der Zeit versendet werden, zu der der Flow ausgelöst wurde.
Wie kann man die Sendezeit für E-Mail-Kampagnen optimalisieren?
-Wenn der E-Mail-Dienstanbieter eine Funktion hat, die den optimalen Sendezeitpunkt basierend auf den Daten der Zielgruppe ermittelt, sollte diese genutzt werden. Andernfalls sollten A/B-Tests durchgeführt werden, um die beste Sendezeit zu ermitteln.
Was ist der vierte Tipp für die Verbesserung der Öffnungsraten?
-Der vierte Tipp ist die Verwendung von Personalisierung in Betreffzeilen, Vorschautexten und E-Mail-Inhalten, um die Öffnungsrate zu erhöhen und die E-Mails in den Haupt-Posteingang zu bekommen.
Was sind die Gefahren von zu viel Personalisierung in E-Mails?
-Zu viel Personalisierung kann unangenehm wirken und das Gegenteil des gewünschten Effekts erzielen. Es ist wichtig, sinnvolle Personalisierung zu verwenden, um die Öffnungsrate zu erhöhen, ohne die Empfänger zu belästigen.
Wie kann man Spam-Filtern und -falle ausweichen?
-Man sollte vermeiden, übermäßige Großbuchstaben, viele Ausrufezeichen oder übermäßige Verwendung von Wörtern wie 'Verkauf' oder 'Kostenlos' zu verwenden, da dies Spam-Filtern auslösen kann.
Was ist der letzte Tipp im Video für die Verbesserung der Öffnungsraten?
-Der letzte Tipp ist die Aufrechterhaltung eines guten Unternehmensreputations. Wenn die E-Mails qualitativ hochwertig sind und die Empfänger nicht belästigt werden, werden sie die E-Mails des Unternehmens eher öffnen.
Wo kann man weitere Informationen über Spam-Filtern finden?
-Weitere Informationen über Spam-Filtern und wie man sie vermeidet, können in einem separaten Video gefunden werden, auf das im Video verwiesen wird.
Wie oft sollte man die E-Mail-Liste aufräumen?
-Es wird empfohlen, die E-Mail-Liste alle 3 bis 6 Monate zu bereinigen, um sicherzustellen, dass nur noch aktive und engagierte Empfänger in der Liste bleiben.
Outlines
📈 Steigerung der E-Mail-Öffnungsraten
Dieser Absatz behandelt die Verbesserung der E-Mail-Öffnungsraten im E-Commerce. Casey, der Betreiber der L and Co Agency, teilt nachhaltige Strategien mit, die helfen, E-Mail-Marketing-Kampagnen effektiver zu gestalten. Er betont die Wichtigkeit der Optimierung von Betreffzeilen, um mehr Empfänger zu motivieren, die E-Mails zu öffnen. Dazu gehört die Verwendung von normaler Sprache, kurzen Betreffzeilen von maximal sechs Wörtern und der Mischung aus Neugier und konkreten Vorteilen. Casey erinnert auch an die Bedeutung von Vorschautexten, die zusammen mit den Betreffzeilen die Öffnungsraten beeinflussen.
📝 Segmentierung der E-Mail-Liste
In diesem Absatz wird die Praxis der Segmentierung von E-Mail-Listen als entscheidend für die Steigerung der Öffnungsraten, Klickraten und anderen Engagement-Metriken dargestellt. Casey erklärt, dass eine sorgfältige Segmentierung die Effizienz einer E-Mail-Kampagne erhöht, indem sie sicherstellt, dass die E-Mails einer engagierten Zielgruppe zugestellt werden. Er diskutiert den Kompromiss zwischen Reichweite und Engagement und betont die Notwendigkeit, einen ausgewogenen Ansatz zu finden, der sowohl auf kurzfristigen als auch langfristigen Erfolgen abzielt.
⏰ Zeitpunkt der E-Mail-Versand
Casey legt den Einfluss des Versandzeitpunkts auf die E-Mail-Öffnungsraten dar. Er empfiehlt, die Zeitverzögerungen in E-Mail-Automatisierungen nicht auf eine bestimmte Tageszeit festzulegen, sondern sie so zu gestalten, dass sie mit der Aktivität der Empfänger übereinstimmen. Außerdem spricht er sich für die Nutzung von Funktionen wie 'Smart Send Time' bei Clavio aus, die den optimalen Versandzeitpunkt für die Zielgruppe ermitteln. Er betont die Wichtigkeit, die eigene E-Mail-Plattform zu nutzen, um den besten Zeitpunkt zu ermitteln, und rät dazu, nicht nur an traditionelle Zeiten zu denken.
👤 Personalisierung in E-Mail-Kampagnen
Der vierte Absatz konzentriert sich auf die Personalisierung in E-Mail-Kampagnen, was die Öffnungsraten erhöht, indem es die E-Mails für den Empfänger relevanter und ansprechender macht. Casey erklärt, wie die Verwendung von persönlichen Daten wie dem Vornamen oder den Interessen des Empfängers in Betreffzeilen, Vorschautexten und E-Mail-Inhalten die Wahrscheinlichkeit erhöht, dass die E-Mail im Hauptpostfach landet und geöffnet wird. Er warnt jedoch davor, die Personalisierung übertreiben zu lassen, um eine natürliche und nicht unangenehme Erfahrung für den Empfänger zu gewährleisten.
🚫 Vermeidung von Spam-Filtern
In diesem Absatz werden Techniken zur Vermeidung von Spam-Filtern und Spam-Fallen erörtert. Casey listet auf, welche Elemente in E-Mail-Betreffzeilen und -inhalten wahrscheinlicherweise den Spam-Filter auslösen, wie z.B. übermäßige Kapitalisierung, viele Ausrufezeichen oder die Übernutzung von Wörtern wie 'Sale' oder 'Free'. Er empfiehlt, ein separates Video zu diesem Thema anzusehen, um tiefer in die Thematik einzutauchen.
🗑 Aktualisierung der E-Mail-Liste
Casey betont die Wichtigkeit regelmäßiger Auffrischung der E-Mail-Liste, um unengagierte Profile zu entfernen und die Qualität der Liste beizubehalten. Er erwähnt, dass es empfehlenswert ist, die Liste alle 3 bis 6 Monate zu bereinigen, um sicherzustellen, dass nur noch aktive und interessierte Empfänger in der Liste verbleiben. Dies hat einen positiven Einfluss auf die Öffnungsraten, da E-Mails an weniger unengagierte Empfänger gesendet werden.
🛡️ Pflege der Markenreputation
Der letzte Absatz thematisiert die Wichtigkeit der Aufrechterhaltung einer guten Markenreputation, um die Öffnungsraten langfristig zu erhalten. Casey erklärt, dass die Qualität der E-Mails, die ein Unternehmen versendet, direkt den Erwartungen und der Wahrnehmung durch die Empfänger ihrer E-Mails entspricht. Ermutigung, jeden E-Mail-Versand mit Sorgfalt und Intention zu gestalten, um die Empfänger nicht zu belästigen, sondern sie für die E-Mail-Kommunikation zu begeistern.
Mindmap
Keywords
💡Öffnungsrate
💡E-Mail-Marketing
💡Betreffzeile
💡Segmentierung
💡Sendetermine
💡Persönlichkeit
💡Spam-Filter
💡E-Mail-Liste
💡Reputation
💡Klickrate
Highlights
Optimizing subject lines is crucial for high email open rates.
Avoid marketing jargon in subject lines; use normal, conversational language.
Keep subject lines short, ideally six words or less.
Incorporate curiosity and concrete benefits in subject lines to improve open rates.
Preview text is as important as the subject line and should follow the same guidelines.
Segmenting your email list is essential for better open rates and engagement.
Finding the right balance between list size and engagement is key for effective email marketing.
Send time of emails should be consistent with when the email flow was triggered for better engagement.
Use features like Clavio's Smart Send Time to determine the best time to send emails.
Personalization in subject lines and email content can improve open rates.
Avoid overusing personalization to prevent it from becoming creepy and counterproductive.
Avoiding spam traps and filters is important for maintaining a good email reputation.
Regularly cleaning your email list helps maintain high open and click rates.
Building a positive brand reputation through emails can lead to higher open rates in the long term.
Continuously work on improving email content to delight and provide value to the recipients.
Providing useful information and avoiding annoyance can make recipients look forward to your emails.
Long-term strategies focusing on brand reputation and email quality are more effective than quick fixes.
Transcripts
every email marketer dreams of high open
rates so if you're looking to boost your
email open rates in e-commerce you're in
the right place today I will walk you
through some actionable steps to make
your email marketing campaign stand out
and drive engagement if you're new here
my name is Casey and I run L and Co
agency my team and I help eight and nine
figure e-commerce Brands maximize their
revenue from email and SMS marketing
over the years we've accumulated a ton
of knowledge and experience in this
field and our agency's emails tend to to
outperform the average Benchmark in
terms of open and click rates and
conversion rates so you can trust me
with the tips that I'm going to share
and if you find this video helpful
please give me a thumbs up subscribe to
this Channel all of those things help me
a huge great deal uh and they're free
and please do that if it's not too much
trouble I really really appreciate you
and appreciate you being here okay let's
go thing number one you want to do is if
you want to improve your open rates just
so we get the obvious out of the way is
you need to optimize your subject lines
yes subject lines play a huge role in
your open rate obviously um so you do
need to pay attention to your subject
lines here's some of the things that you
can do to get more of the people that
you're sending emails to open those
emails thing number one is talk like
normal people when you try to be too
marketing gee your subject line reads
exactly like that like it was sent by a
marketing company so don't capitalize
every single word in your subject line
because only marketing companies do that
normal people don't capitalize every
single word in the subject line another
thing is just use human words and human
language pretend that you're actually
sending this email to a friend what
would you say in your subject line what
would you say in your preview text thing
number two please keep it short um you
don't actually have to count the number
of characters in your subject trying to
like find the the Silver Bullet there
are a lot of studies that say oh like X
number of characters in subject line
leads to open rate that doesn't matter
as long as it's not like this I do still
see subject lines that are this long um
as well as preview text so as long as
it's something reasonable that's fine if
it's more than six words it's probably
unreasonable so uh six words or less uh
sometimes much less thing number three
is and this is probably the toughest
part and that's why subject lines can be
pretty tough uh is because it's not a
science and it's more of an art is you
need to mix in curiosity with something
concrete and benefit driven so you have
to either talk about the benefit that
your email is about or hint at that
benefit but at the same time make it
curious um I know it sounds a little bit
wishy-washy but like that's the Art and
Science don't make it too like don't
make your subject line too abstract and
to um click bity because once a person
opens the email and then the subject
line and the content are not connected
uh trust me yes people don't read and
yes people receive too much stuff but
people do notice this stuff and they
will start associating your brand with
clickbait inness and then they will open
less and less so don't do that do have a
curiosity but once the person opens the
email they should feel the dopamine of
understanding what making them feel
curious about as if they saw the big
question so this takes practice don't be
discouraged if it doesn't come out right
the first time and also you can't do
this about all the emails but do try to
do that so hint at the benefit uh but
also have something concrete and then as
a pro tip for you when we're talk about
the subject lines is don't forget the
preview text so the preview text is the
second thing that shows up in the inbox
when people see emails um and preview
text is as important as your subject
line so all the things we talked about
when we talked about the subject line
just now they also apply to the preview
text and you know they work in tandem uh
and they both affect yours open rate a
ton so work with
both thing number two for improving your
open rate is segmenting your list I just
recorded a video about segmentation
right before this one so it's either
already on the channel or it will come
out next so uh we'll link it go on the
screen and under the video in the
description when it's ready make sure
that you subscribe to my channel so that
you don't miss the future videos but
segmenting your list is the first or the
second most it's probably the first most
important factor that affects your open
rate as well as your click rate and
other engagement metrics because if you
send to a super small very engaged
audience your open rate will be way
higher than if you send the same email
with the same subject line but to a
wider audience of people who are less
engaged of course there is a trade-off
if you send to tighter smaller segments
will get better engagement but lower
overall reach because you're not
reaching as many people and if you're
sending to a wider audience you're
reaching more people even if your open
rate is a little bit lower but you are
compromising your engagement that's why
segmentation is an art and Science and
it's walking that line between
performance and revenue and engagement
both are important but sometimes you
have to compromise one for the other in
the moment but overall like over the
course of a year and years with your
brand you should be watching both
because you cannot tank your engagement
because you won't have Revenue then but
then sometimes you also need to go for
the revenue and compromise and
engagement a little bit but not too much
so segment your list you want better
engagement send to a tighter
segment the third thing that will impact
your open rates in a big way is the send
time let's talk about the flows first in
all of your email automations uh you
will have time delays in between emails
what's important there is that you don't
add a condition where an email is being
sent at a particular time of the day
instead let it be sent at the same time
as when the flow was triggered so people
trigger Flows at times when they are
active so for example if they started a
checkout and then didn't complete it and
then you send your first email you know
4 hours later that second email should
go out 20 hours hours after the first
email so that 20 + 4 is 24 your second
email is going out about 24 hours after
the person first triggered this flow the
Assumption here is that they were active
at this time of the day yesterday when
they triggered the flow so they should
also be active at this time of the day
today when you send them that second
email what some brands do is they say
hey send the second email one day later
at 12:00 p.m. and that 12:00 p.m. is
completely random based on your
impressions or like your thoughts of how
your audience performs and it's not
based on how the person's actually
behaving so in your automations avoid
setting specific times send times and
let the flow emails automation emails be
sent at times that are consistent with
when the flow was triggered so that's
flows with campaigns when you're
deciding on the send time if your email
service provider has a feature that
allows you to systematically and
scientifically learn about the best time
for open rates for your audience use
that feature if you're using clavio
which I love and if you you're not using
clavio yet I will have a link to sign up
for clavio in the description of this
video if you're using clavio they have a
wonderful feature that I love that is
called smart s time and the way it works
is that when you first start using it
you have to use exploratory send time
feature where your email will be sent to
even groups of people over the course of
24 hours so it just like divides your
audience randomly into chunks of 24 and
then sends at each hour of the day and
then you need to do that a number of
times until the algorithm determines a
statistically significant um best time
for your audience and then you can see a
graph and you can see oh on average if I
send at 10: a.m. my open rate is 40% and
if I send at 10 p.m my open rate is
55% and it's just very datadriven and
based on reality versus again like your
impressions of when an optimal sent time
is for a lot of Brands we work with the
optimal send time ends up being in late
p.m. hours and all brands are like why
are you guys sending emails at 11:00
p.m. and then we show them the numbers
and we say hey look that's when your
people are opening if you have access to
that feature in your email platform use
it if you don't have access to that
feature I guess you will have to run a
bunch of ab tests um for time based AB
tests and determine your optimal send
time that way I would say get outside of
the box don't just send at 10:00 a.m. or
12:00 p.m. or whatever is like standard
uh because you might see much much
better open rates at uh less traditional
sent
times the fourth thing for improving
your open rates is using personalization
so you can use personalization in the
subject line and the the preview text so
you can use the first name or the name
of the product category that the person
was interested in and they have shown
that interest by clicking an email in
the past or viewing a category page or
something like that so you can use all
of that actually in the subject line and
preview text or you can use that in the
content of the email and then of course
it doesn't affect the open rate as
directly as if it were in the subject
line however when you use
personalization in the content of the
email that has an effect of on whether
the email lands in the primary inbox it
doesn't guarantee anything but we have
seen trend that if we personalize emails
they have a higher chance of ending up
in the primary tab as opposed to the
promotions Tab and if that happens of
course the open rate will be higher
because like simply more people will see
it in their inbox so personalization is
great for conversion rate but it's also
great for your open rate so do use it
when it's appropriate but something that
I will encourage you not to do is trying
to stuff uh your email with
personalization so if you use the
person's first name in every subject
line that's a little creepy and that
will achieve the opposite of what you're
trying to achieve so be sensible um but
do use
personalization the next thing that you
should be doing when you're crafting
your emails is trying to avoid spam
traps and spam filters there are a few
things that are more likely to trigger
spam filters and I have a whole separate
video just about that so definitely go
watch it we'll link it on the screen
right now um if you use excess
capitalization if you're just way too
excited in your subject lines and you
have a lot of uh exclamation points if
you overuse words like sale or free or
anything that sounds too spammy it will
trigger spam filters so just watch out
for that and again go watch that video
for a much more in-depth uh tutorial on
how to do that next you need to keep
your email list fresh that means that
you need to go and clean your list very
regularly um I have a video coming up
about that on this channel too so
subscribe if you still haven't
subscribed if you watch still this uh
till this moment you haven't do
subscribe um the point of this is that
inevitably over time your list will
become older and filled with profiles
that have subscribed a long time ago um
and I think email service providers
recommend that you clean every 3 months
we usually clean every 6 months um so
anywhere in that time frame is good but
you should have a sunset flow it works
all the time and as people become
unengaged that flow attempts to
re-engage those profiles and if they're
still unengaged then they get tagged and
then you have to go in and manually
suppress those people or maybe your
email service provider does that
automatically but you do need to set up
infrastructure for that this has an
effect on your overall account health
and your deliverability but also on your
open rates because if you're sending to
unengaged people your open rate will be
lower your click rate will be lower so
keeping your list and segments fresh and
clean uh will keep your open rates
higher up and then the last thing that I
think a lot of Brands Overlook when they
are working on their open rates and
that's because you're going for a fast
win and this strategy is a longterm
Marathon type of strategy is watch your
reputation and I don't mean your
deliverability
or like your email reputation but your
Brand's reputation if you send junk
people will expect to see junk from you
and they will stop opening your emails
if you send emails that Delight that
make people laugh that provide useful
information that don't annoy um
continuously uh then people will
remember that um and they will actually
look forward to receiving an email from
your brand that's very rare for you know
for consumer brands for brands in
general for businesses nobody's looking
forward to receiving a marketing email
except when they do there are those
Brands you probably know Brands like
that who you truly like you truly love
their sense of humor or you just love
their aesthetic and they just look very
beautiful to you and you look forward to
those emails so be a brand like that
it's tough because it's just continuous
work and that means putting intention
into every single email that you send
but it does pay off and that is what's
truly going to keep your email open
rates high like even if you screw up a
subject line here and there even if
you're ascending to a less engaged
segment but you've been building their
reputation over time it will pay off so
do that I hope that you enjoyed this
video if I missed something big that we
should have talked about when we talked
about open raids definitely let me know
in the comments I read everything I try
to respond to everybody as well also
comment under this video in the comments
and let me know what would you like to
learn next about um I'm constantly
looking for topics for these videos so
if you have an idea to throw in
definitely go ahead and throw it in
other than that thank you so much for
watching until the end I will see you in
the next video thanks
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