Key Lessons
From Rare.io Customers
Written by Rob Lane.
1. Overview
We love to talk about what we do, but it’s much better when our customers do the talking, which is why our blog posts often include customer examples. After all, it’s far more useful to offer real examples from which to learn, so today’s post brings together some key customer learnings.
If you’re unfamiliar with Rare and are searching for an ecommerce email provider, we hope this helps with your decision. For our current customers, perhaps you can take away some new ideas to further increase your results.
2. Our Customers Know Best
To say that our customers have taught us a few things about email is an understatement. We could write a short novel about all we’ve learned, but we’d lose your interest right about now, so let’s do this Top 10 style.
1. CHURNED CUSTOMERS AREN’T ALWAYS GONE FOR GOOD.
Kaufmann Mercantile proved that the right message, combined with personalized product recommendations and great images, can win back customers that haven’t purchased in one, or even two years.
Other Rare customers have discovered they can also re-engage this segment of their business. If you aren’t doing so already, re-establish a connection with your churned customers and remind them about your brand. You create the email and we’ll automatically insert the personalized product recommendations. We think you’ll be pleasantly surprised at the results!
2. IT’S NEVER TOO SOON TO FOLLOW UP.
As highlighted in an earlier post, Rare customers have huge success sending a welcome email to new customers, 7-14 days after purchase. Connecting with these customers, and including product suggestions for next time, can shorten the time between the first and second order.
3. IT’S NOT ALWAYS ABOUT THE SALE, BUT YOU CAN STILL SELL.
Boot Cuffs and Socks taught us that Rare email is equally effective when used for service announcements. Letting customers know about a product being on backorder, or about anything that’s important, still offers an opportunity to upsell.
Deliver your service message with an offer and product suggestions. Customers appreciate being kept in the loop, and they might just buy something else!
4. OUR DATA REALLY DOES HELP YOU GET TO KNOW CUSTOMERS BETTER.
Our visual segment builder helps you identify new audiences for your email marketing from within your customer base. We are often surprised by the number of segments our customers have created and saved for ongoing use!
Our view of your customer data isn’t like anything else, but neither is what you can do with it.
Use segments to plan future email marketing strategy, see the impact of campaigns on your business, and find new promotional opportunities. We’ve been told segments are an essential tool for understanding customers. For more information check out this post.
5. SEGMENTS DATA CAN BE USED FOR OTHER SOCIAL CHANNELS.
One of the coolest lessons we’ve learned comes from SHOEme.ca.
They use geographic segmentation in Rare, combined with brands purchased in those regions, to better target customers through their Facebook ads.
Our data helps them optimize their Facebook ads and increase conversion rates. We encourage you to do the same for your Facebook ads.
6. YOUR CUSTOMERS ARE MORE MOBILE THAN YOU THINK.
Many of our customers are surprised by the percentage of their customers who open their email on a mobile device. The average is just over 50%, but we’ve had some customers report their numbers to be over 70%.
We built Rare so that your email is automatically responsive, meaning it can go from smartphone, to tablet, to desktop and back without losing functionality or visual appeal.
7. YOU DON’T HAVE TO BE A DESIGNER TO CREATE A GREAT EMAIL.
We can’t stress this one enough! Most of us are not writers, or HTML experts.
You’re already way ahead of traditional email when using Rare. Define your segments, use our drag and drop email builder, and schedule your campaigns all within minutes. No coding experience required!
When you hit send Rare automatically inserts the product recommendations for each customer. With such a personalized experience, Rare customers have discovered they don’t have to write a lot to say a lot!
8. BULK EMAIL STILL HAS A PLACE IN EMAIL MARKETING.
We talk a lot about the power of segments, and while they are indeed quite powerful, we have seen many examples of successful mailouts that customers send to their entire audience.
Yoga for Men, soon to be featured in an upcoming success story, on one campaign had open rates over 50%, a click through rate just under 40%, and a conversion rate of 9% – way above industry averages.
A great mailout, even when sent to your full customer base, can still bring in big returns.
9. EMAIL IS STILL KING.
You’ve helped us truly understand just how much email marketing plays a role in today’s ecommerce world. From the established big brands to the small stores, you rely on email more than your other channels.
We know that you take great care in selecting an email provider because it is your most valuable digital marketing channel. You don’t want to make the wrong decision, and we appreciate that. We’re here to help you strengthen your connection to your customers through predictive, responsive email.
10. YOU’RE SMARTER THAN WE ARE, AND WE’RE GLAD!
We already know a thing or two, but we’ve gotten a lot smarter because of you, and we continue to shape Rare to meet your needs.
We’re still learning, and you’re still teaching us. Watch for some exciting new features coming soon!
3. Conclusion
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.
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