Carefully curated strategy within email will only get you so far. Rather than the end-game, it’s more of an entry point from which a customer has to take another action (clicking) to then complete the desired conversion. Whether it be a purchase, event registration, file download or other action, the email is often only the first step of many in the customer’s journey. A disconnect between the email and the click-through experience can cause customers to lose interest and abandon at higher rates.
When developing a campaign, the goals should be defined in the initial stages of the planning process, followed closely by the click through experience. In the absence of a landing experience that moves customers toward the conversion goal, new content or landing pages should be created. In 2017, Litmus published research indicating the average time spent reading an email had minimally increased from 7 to 11.1 seconds between 2011 and 2016. With such short attention spans, it is critical that marketers plan for the journey beyond the email.
In our mobile world, it is important to consider the device the customer is opening and clicking on. For instance, app download CTAs can be dynamically presented to mobile openers with the link taking the customer to the appropriate store for download (Apple App Store or Google Play Store). A saved or abandoned cart email click should take the customer to their cart on the .com site for desktop, but a mobile click should deliver the customer to their cart in an installed mobile app or a mobile web experience.
Often, email doesn’t get the credit it deserves as part of the larger marketing mix because conversion doesn’t happen directly in the channel. Creating and then following subscribers through a thoughtful, well-planned post-click experience is a win for all parties. The subscriber experiences a seamless journey from email to conversion point, and the marketer now has a deep understanding of what happens after someone leaves the email.
So what’s an email marketer to do? Follow these easy steps to help you create a cohesive end-to-end plan moving forward:
- Evaluate upcoming campaigns from the lens of “what’s the next step for my audience” and “am I creating a barrier to purchase with the planned links?” If a next step isn’t clear or the link isn’t appropriate, pivot while you still have time.
- Check in with ongoing campaigns for optimization opportunities:
- Do links make sense?
- Have landing pages/app pages changed since the campaign launched?
- Is all information current and accurate?
- Schedule regular check-in meetings between the email strategy, e-commerce and app teams to make sure content calendars align across all digital channels.
There you have it. As long as you follow these three steps carefully, your marketing team is sure to enjoy better alignment internally. And you can bet that your customers will enjoy a better experience across the array of devices they use to interact with your brand.