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How a Store Can Keep Email Subscribers Engaged
Posted By Crystal Gouldey On March 31, 2011 @ 8:24 am In Email Marketing | 7 Comments
Have you noticed that your subscriber engagement has decreased over time? Are you looking to get your online store more traffic from your email marketing campaign ? With just a few changes you may be able to get back on track!
Inform Interiors  is owned by Niels Bendtsen, and sells contemporary furniture online and in their Vancouver store. They have a fairly successful email campaign that they have managed with us for a couple years now. Even though their campaign has been a success overall, we couldn’t help but notice some small changes that could lead to even better results.
Read on to learn about how Inform Interiors use AWeber, what changes they made and the results they’ve seen.
A page on the Inform Interiors  site invites visitors to join the mailing list for invites to store and/or design events and information on sales and new product launches.
A few stats about their campaign:
They also note that whenever a broadcast is sent they see an increase in sales.
While overall Inform Interiors was happy with how their campaign was performing, they recognized that there is always room for improvement. We offered some suggestions to help with these areas.
At our suggestion, Inform Interiors created a welcome email  for their campaign. It allows new subscribers to check out what the past newsletters have looked like, plus it invites the subscriber to follow them on Twitter, Facebook and/or YouTube right away.
Their new welcome message gets an 84% open rate, and an 18% click through rate. Inform Interiors reports that their fans on Twitter, Facebook and YouTube continue to grow because of including the social media links at the bottom of all their messages, which account for 20% of the clicks. They’re also happy with 27% of the clicks going to their products page.
Calls to action in your messages, especially one of your first points of contact like the welcome message, will have your subscribers interacting with your site while you’re on their mind.
Segmenting  is useful because it allows you to send more relevant messages to your subscribers, since you can base the message on similar behavior such as a link that was clicked. They mentioned that relating the most relevant and desired information to their subscribers has been a challenge, so we explained how sending to segments can help that.
AWeber’s QuickStats feature  helps make segmenting even easier. There is a button right on the page that allows you to set up a segment to send to.
Inform Interiors has been sending to segments that have clicked on a specific link in a previous Broadcast.
These segments have averaged a 74% open rate, and they believe the segments also cause increased sales since they average a 24% click through rate.
These messages get more opens and click throughs than the more general broadcasts sent to all subscribers. Since they know subscribers are interested in a particular topic by what the subscriber clicked on, following up with more information lets the subscriber know you are paying attention to what they want.
More web forms on their site should bring in more subscribers that they will interact with at the beginning with the welcome message, and continue to interact with through Broadcast messages relevant to subscriber behavior.
While Inform Interiors mainly segments based on links clicked, there are other options as well:
What suggestions do you have for Inform Interiors’ email marketing campaigns? What tactics do you employ in your own campaigns that could be adapted for their business?
Article printed from Email Marketing Tips: http://www.aweber.com/blog
URL to article: http://www.aweber.com/blog/email-marketing/how-a-store-can-keep-email-subscribers-engaged.htm
URLs in this post:
 Image: http://www.aweber.com/blog/wp-content/uploads/2011/02/inform-thumb.png
 email marketing campaign: http://www.aweber.com/email-marketing-campaigns.htm
 Inform Interiors: http://www.informinteriors.com/
 page on the Inform Interiors: http://www.informinteriors.com/#/newsletter.php
 Image: http://www.aweber.com/blog/wp-content/uploads/2011/02/web-shot.png
 a welcome email: http://www.aweber.com/blog/wp-content/uploads/2011/03/inform-interiors-welcome.png
 Segmenting: http://www.aweber.com/faq/questions/80/What+Is+a+Segment%3F
 QuickStats feature: http://www.aweber.com/faq/questions/579/How+Can+I+Use+the+QuickStats+Page?
 Segment based on location: http://www.aweber.com/faq/questions/227/How+Do+I+Segment+Lists+Based+On+Geographic+Data%3F
 email analytics: http://www.aweber.com/email-analytics.htm
 track who makes a purchase: http://www.aweber.com/faq/questions/524/How+Do+I+Set+Up+Sales+Tracking%3F
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