Many online merchants view email as their most tried-and-true marketing channel, with some drawing more than half of their online sales from consumers buying products after clicking on an email.
Apparel flash-sale e-retailers, in particular, rely on email to drive repeat purchases from members, and many generate large amounts of website traffic this way, according to Internet Retailer’s just-released Best Email Marketers in E-Commerce report.
For example, 28 of the 50 merchants ranked in the report as having the most effective email marketing strategies sell apparel and eight of the 50 merchants operate flash sales sites.
Take Beyond the Rack, a flash-sale apparel merchant that gets more than 16% of its website traffic from email, according to data provided by website traffic measurement firm #SimilarWeb. Those visitors are the most valuable ones that come to the site, as they drive a large portion of Beyond the Rack’s overall sales.
Apparel merchants—especially those that run flash sale sites—do a great job of driving traffic to their sites from email, according to findings in Internet Retailer’s just-released Best Email Marketers in E-Commerce report.
The topic was “List Building: What’s Working Right Now.” The focus was on revealing the list-building tactics and opt-in optimizations that are working best at this exact moment, in January 2016.
As responses started to trickle in, first from Brian Dean and Neil Patel, and then from Noah Kagan and Kevan Lee, I noticed that what’s working best right now is actually what has always worked.
The specific tactics that are working best have evolved, there are some especially effective new ways to display forms and improve your opt-in rate, and we’ll cover those strategies in depth, but the underlying principles that increase your opt-in rate have stayed the same.
The revelation for me was: there isn’t actually anything “new”— the strategies that work best today are variations on unchanging themes that have worked best for years, and aren’t going to change any time soon.
I’ve listed them as the “6 immutable laws of list building.” Given the amount of data backing them up, these are probably the closest thing we have to laws in inbound marketing.