Even in the madly modern 2020s, email marketing continues to be one of the most promising channels (a $41 return on every dollar spent) of ecommerce email marketing. But if your email mockups are feeling a little stale, you might be missing some of that value.
If you have a big product launch coming up, or a special seasonal sale, or simply want to foster community on a deeper level, a new email mockup could be the answer to boosting engagement. Beyond engagement, the right email mockup could be the key to solving the problems that plague all ecommerce businesses, such as abandoned carts.
The right email mockup, however, requires a structured and planned approach, and bringing automation (trigger-based) and sequencing (time-based) into your marketing campaign plays a major role in making it a success. Carefully curated segmented campaigns have the capability to up your revenue by as much as 760%!
Choose the right email mockup from the ideas below to get the best results, from the time of sign-up to post-purchase followup.
What Makes an Email Mockup Successful?
An email mockup is essentially the template you’ll use to populate the content for your email. A good email mockup should be tested and optimized for the unique goal of the audience. Beyond optimizing the email mockup, you’ll want to follow some general best practices for running successful ecommerce email programs.
Verify Email Addresses
This cannot be stressed enough. With spam filters coming down hard on mail senders with low-reputation domains, it’s become essential to clean your list from time to time. Verifying emails can not just reduce bounce rates, but also save your domain from being blacklisted.
The Power of Segmenting
Your customers are all unique people that need to be approached in diverse ways. Segmenting lets you sift customers into smaller categories based on interests, shopping history, demographics, and more, instead of lumping them into one meaningless mass of identities.
The Beauty of Automation
Automation helps you take personalization in your campaign one step further by allowing you to send emails to an individual customer every time they meet certain trigger criteria. You can also decide whether the action is best responded to with one email or a sequence of them.
Optimize for Mobile
With almost 62% of users choosing to check emails over their phones, common sense demands that you optimize your email mockups for mobile use. This includes, at the very least, shorter subject lines, less text, more pictures, and clickable CTAs.
Track. Measure. Optimize.
Nobody gets it right on the first try. And if by some blind stroke of luck, they do, what are the chances it’ll happen again? Each email campaign generates swathes of data that have to be continuously monitored and measured so that you can effectively optimize your next campaign.
Email Mockup Types
1. Happy Birthday Email Mockups
Whoever said birthdays matter less as you grow old didn’t factor in the excitement birthday emails generate. Birthday emails have a, wait for it, 481% higher transaction rate than traditional brand emails! With automation, the gift that keeps giving, they can be sent out weeks in advance, in the week of their birthday, or on the exact birthdate.
Sephora knows just how to hype its customers’ birthdays. It even makes an annual production out of it with dozens of websites chipping in to help its Beauty Insider members pick the right free birthday gift on offer that year. These can be ordered only during the birthday month, creating a sense of urgency and driving engagement rates even higher.
If emails with candles that blow out or interactive gift boxes that lead to landing pages with discounts are too gimmicky for you, congratulate your customers on growing a year wiser with a simple, heartfelt message. You can make your emails a little more delightful with a colorful picture or GIF.
2. Discount & Special Offer Email Mockups
Put simply, as an ecommerce business, your customers are the sun. Your world revolves around them. Because of this, they’re more likely to open your emails if there’s something in it for them, like a giveaway or discount, especially if it’s noted in the subject line. Consumers are looking for transparency, so clearly state the discount, and use phrases that create a sense of urgency to drive them to your website.
The best email mockups go beyond simple text content or typical brand photos; instead, community-driven brands like HYLETE feature user-generated content (UGC) from fans in their brand community to help email readers visualize themselves owning the brand’s products and contextualize individual items.
UGC is 35% more memorable than other types of content, and 50% more trusted, so it’s a no-brainer to use in your email mockup. Pixlee’s platform allows brands to collect, curate, and publish UGC from your customers and influencers directly to your email mockup and track success metrics from individual pieces of content.
3. Replenishment Email Mockups
We’ve all felt the regret of reaching out for that shampoo bottle, makeup palette, or snack bag only to realize it’s empty. Most people would appreciate a heads-up a week or so before they run out of your product.
If you sell consumables or subscription services, replenishment emails (with their 53.6% click-to-open rate) are a great way to maintain your revenue and increase the return purchases your customers make. You also win brownie points with your less organized customers by reminding them to stock up or renew based on their buying cycle.
Just Right, a dog food company that creates personalized blends to suit the needs of each pet, has perfected the art of personalization in their replenishment email. Instead of just addressing the purchasing customer, they also establish a deeper bond by showing they remember the user’s pet’s name – in this case, Lucy.
Make sure you include a direct link to the product page along with limited-time offers or low stock disclaimers to encourage purchases. Better yet, your CTA button can take them to their shopping cart with the product already added.
4. Holiday Email Mockups
Holiday emails are the simplest way of connecting with your customers. They humanize your communication and tend to be joyful and warm, the email equivalent of a cup of hot chocolate in winter. Marketers often like to make them merrier through announcements of holiday sales, discounts, or coupons. Doing so beyond just Black Friday and Cyber Monday will help your brand stand out.
In addition to regularly featuring influencer-led content and UGC from its customers within the brand’s email mockups, jewelry brand Ana Luisa sends out holiday sale emails, segmenting by price point (“gifts under $75”) in the subject line and email content.
Some brands also like to send out gift guides segmented by
- Relationship (For Mom, Girlfriend, Co-Workers, etc.)
- Interest (Gardening, Hiking, Cooking)
- Age group (Gift Ideas for Teenagers)
5. Influencer Marketing Email Mockups
If you work with influencers, sending out emails showcasing their favorite picks from your product catalog or sharing their own authentic content about how they use your products can provide your email recipients with social proof and incentive to check out your site. This is a great way to bring social media-focused campaigns into email, de-siloing content and reaching a wider audience than your social profiles might have.
Zebra Pen ran a campaign highlighting influencers in the visual art and graphic design sphere, sharing their original Instagram posts showcasing designs they created with the brand’s products. Zebra Pen also included the influencers’ bios and social media handles to inspire recipients to learn more.
6. Thank You Email Mockups
Do you know what’s first on the list of golden words and phrases taught to preschoolers? That’s right, it’s thank you. People love gratitude, so express it more often. Thank you emails are some of the most underestimated customer outreach emails you can send.
Most automated thank-you emails are sent upon:
- Signing up
- Making a purchase / order confirmation
- Making a referral
- Leaving a review
- Reaching a company/customer milestone, etc.
There’s nothing wrong with reminding your customers every now and then how special they are to you, especially post-purchase. And doing it with style makes it even better. Loft does just that in their email, encouraging customers to sign up to their Rewards program and making product recommendations after they have already made a purchase.
Simple things, like addressing your customer by their first name, making personalized recommendations based on their shopping history, or even signing off well, can make them feel remembered and valued. And you can sweeten the deal with an exclusive discount or offer.
While the marketing world will keep exploring new avenues and quickly dispose of the ones that are dead-ends, it’s very clear that email marketing is here to stay.
Combined with an organically grown email list, some reliable email mockup templates, and the right sequencing, your email campaign is bound to take your business places.