Improve the effectiveness of your email marketing.
For example, signing up for your general mailing list, abandoning a cart, placing an order, signing up for an in-stock notification, ordering a subscription-based product, or buying something that requires onboarding, first-time configuration, or assembly.
Name your email to match the behavior you are tracking. For example, <email@example.com>.
Check if email campaigns work by signing up on your website using a different email address for each behavior.
For example, sign in with the <firstname.lastname@example.org> address when you plan to abandon your shopping cart.
Once you’ve received all emails you’d expect from a particular behavior, analyze the email content and delivery.
This makes it easier for you to track and locate emails sent about specific actions you’ve taken.
- Is a receipt email sent?
- Is a shipment email sent?
- Is a welcome email sent? According to Omnisend, welcome emails have an average open rate of 45%, versus 18% for promotional emails.
- Are other transactional emails - out for delivery, delivery, signature required - sent?
- Are there personalized emails based on what you ordered?
- Is the recipient name correctly spelled, and do the emails contain what the subject indicates?
- Scan the emails that contain transaction data to identify if they contain an invoice or receipt of purchase.
- Look in your spam folder to see if any emails have been marked as spam.
Add a hidden product on your website that is out of stock, and sign up to be notified when the product is restocked.
- Test the emails that you receive when the product is restocked, discontinued, or remains out of stock for over a month.
- Before an in-stock notification is offered, does the projected shipping time increase - to a maximum of 4 weeks?
- Does the in-stock notification contain a checkbox to sign up for the store’s mailing list? If yes, is the box checked by default?
- When signing up for the in-stock notification, is the customer sent a confirmation email?
- When signing up for the in-stock notification, is the customer given a clear next step on the store’s website?
- If a product has been discontinued, is the customer notified? Are alternative suggested?
- If a product has been discontinued because it’s been upgraded - and the upgrade represents a new product - is the new product linked instead?
- When customers need to be notified of a restock or discontinuation event, are they notified at a time of day that fits their time zone?
- When clicked, do images of products go to their respective product detail pages or to a collection page? Is this the behavior that customers expect?
- Is an email sent to the customer when an item is restocked?
- Do restock announcement emails contain a clear call to action that, when clicked, automatically adds that specific product - including size or color - to the customer’s cart?
- If the customer hasn’t made a purchase within two days of the product being restocked (and the product hasn’t sold out yet), is a followup email sent?
- Are alternatives offered if a product remains out of stock for 4 weeks?
- Is a welcome email sent?
- If an enticement - like a free product, download, or discount code - is offered, is the enticement sent, and does it work?
Go through the process of making a purchase and dropping out of the purchase before paying for the product and check if your email campaign processed all the data.
- Is the customer’s email address retained as they focus away from the email field?
- If the cart is abandoned, is a cart rescue email sent between 2 and 4 hours after the transaction is initiated?
- Does the cart rescue email provide a link with the customer’s saved information, including the cart?
- Are any discounts offered as enticements? If so, are they one-time-use codes, or are they general-purpose codes that can be used by anybody?
- Are the discount codes time-delimited to promote scarcity? If so, is a timer provided in the cart rescue email? Is a follow-up email sent when time has almost run out?
- Do the discount codes work?
- Do the cart abandonment emails fit the overall design, voice, and tone of the brand?
- Is the customer signed up for the store’s general mailing list? If not, is a checkbox provided for the customer to provide consent to do so?
Click on email elements such as buttons or hyperlinks to find if they perform the action or navigation that a customer would expect.
Are calls to action actually displayed as buttons? Are they styled as real buttons and not ghost buttons?
Look at the emails you receive from a strategic perspective - do they adhere to brand voice and marketing best practices?
- Is at least one marketing email sent each week?
- Is at least one email sent educating the customer for every three that sell something?
- Are transactional emails styled and worded similarly to other promotional emails?
- Is the email’s primary call to action above the fold on smartphone screens?
- For emails that have clear segments - and you should be segmenting your email - are the criteria for qualifying into and out of the segment working?