Why email/sms marketers need to care about more than just open rates and clickthrough rates
Why it’s important to choose a secure crypto wallet?
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How do I know how secure is my wallet?
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Are there any other risks I should take account for?
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Wrapping up: Crypto is a great wallet for you
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I interviewed 50 email & sms marketers at DTC brands, and I found that 90% of them cared only about open rates and clickthrough rates, but not conversion rate. That’s money left on the table.
They expected the person who owns the online website to be in charge of conversion whereas their job as the email/sms channel owner was just to get more traffic to the website. None of these brands tested landing pages (LPs) in their email/sms flows.
This disconnect of email/sms & website teams ultimately leads to an under-optimized shopping experience. Email/sms teams rarely coordinate with website teams, leaving them with 3 link options to use in all their email/sms flows: product page, collection page, and homepage. But the shopper has likely seen all 3 of these pages, none of which are personalized…not good.
There’s huge opportunity to better personalize content and shopping experiences for email/sms traffic with LPs. LPs enable brands to create more cohesive email/sms shopping experiences and unlock more email/sms revenue.
Check out this example video LP we made for Dr. BRANDT. Instead of redirecting their email/sms abandonment flows to their PDP like most brands, our LP features new compelling content that addresses why the buyer abandons in the first place. For example, the video LP features esthetician reviews, video testimonials, and before & afters of product efficacy.
Brands using our video LPs have been able to increase their email/sms abandonment flow CVR by 18-26%. That’s a lot of revenue for what’s usually the highest volume automated email flow.