When you get a 33% click-through rate on your personalized emails, you know you are doing something right

It is a widely acknowledged fact that deeper personalization in general drives significantly better engagement with your audience. This is just as true in e-commerce as it is in any other vertical, in fact even more so in e-commerce. The challenge is that it isn’t always easy to precisely measure or quantify the impact that your personalization is driving to your bottom-line. In a few rare cases, the impact is direct but more often than not, there is goodness accruing over time that ultimately yields that desired end result – of getting the customer to buy. And so, when you roll out a capability that makes it possible to accurately measure the tangible impact of your efforts, and you see that its working, that is gold!

Don’t take my word for it, the numbers tell quite the story. Here is a sampling of metrics recorded across a few e-commerce sites that are using the Swym platform to engage with their customers over the past few weeks:

As you can see, that’s a 33% click-through rate (CTR) on those emails that were sent. And what is even more incredible is that more than 20% of those clicks yielded a purchase – in other words, one in 3 emails was clicked on and of those clicks, 1 in 5 resulted in a purchase. On average, each email that was sent delivered a little over $12 in revenue. That’s the tangible bottom-line impact I talked about. Those are some stellar metrics that any email marketer would be proud of. So what’s the deal here – what is so special about these emails that’s driving these consistently high metrics? (note that this was data sampled over a few weeks and the trends were pretty consistent).

I think there are 3 unique aspects of these campaigns that are contributing to the high engagement:

  1. These are opt-in campaigns – what I mean by that is users have specifically requested to be notified of an update on a product of interest to them. They signed up for these alerts while visiting the product page on the store. In this particular case, those products were not in stock at that time and users that were interested requested to be notified when they were back in stock. So, there is really strong intent at the head of the funnel and that’s a huge factor.
  2. The email is very targeted and to-the-point – the email is focused on a specific product that the user requested, and nothing else. It notifies the user that the item is now available and gives them a couple of simple links to either visit the product page, or add it to their cart and begin the checkout process. Simple, direct and very mobile-friendly
  3. The email is also time-sensitive – given that the user has signed up for an alert when the product is back in stock, that notification has to go out as soon as the product is available again. Even tiny delays can completely defeat the purpose, so demonstrating that urgency is critical; it is also a good way to ensure that the click-to-purchase ratio stays that high.

If you are managing a Shopify store and wondering how you can take advantage of this, it is actually pretty simple. The Swym In Stock Alerts app makes it easy for you to do all of that with virtually no extra effort – and its free to get started. The individual metrics vary of course, but for the average store, they have about 21% of products that are out of stock at any point in time. Assuming those products are all listed on the site, that’s about 1 in 5 products that a shopper cannot buy even if she wants to. When you’ve invested the time, effort and money to get them to your site, you most certainly don’t want them to bounce just because that product is not in stock – make it easy for them to sign up for an alert and ensure that they are promptly notified when you restock. In our next couple of posts in this series, we’ll highlight some examples of how some stores are leveraging the In Stock Alerts app really well to forecast demand for their products and make the most of that demand when they restock – with the holidays quickly approaching, we know this will resonate with a lot of you. Stay tuned!

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