Though there are countless ways to reach your customers, email marketing is still one of the most important points of contact. HubSpot found that “email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.”
While there is a fear of becoming just another unread email in someone’s full inbox, you can take steps to prevent that from happening. With the right strategy, your email list can drive customers to your business, grow website traffic, and increase revenue.
Below, we’ll discuss 5 best practices for furniture email marketing in 2022:
How Can I Improve My Furniture Email Marketing Strategy?
Use Direct Subject Lines
When it comes to email marketing for furniture retailers, subject lines are the deciding factor of whether or not someone opens your email — so how can you increase your chances?
- Make your subject line short and catchy. Make sure consumers want to open your emails by including information about topics they’re interested in, such as upcoming deals, last-minute reminders about sales, and upcoming product launches.
- Place essential information at the beginning of the subject line. This is especially important for emails read on mobile devices, where you can expect the subject line to get cut off at 35 to 40 characters.
- Utilize your preview text. Be sure to utilize the preview text of your email to add details and let the reader know what to expect within the email.
For example, the subject line, “Shop New Arrivals Just in Time For Summer” places emphasis on your products rather than summer, which can help you catch your audience’s attention.
For a final sale reminder email, “Sale Ends Tonight — 15% Off” conveys urgency and a definitive deadline, which may also help increase your email's open and click rates.
Incorporate Content Into Your Email Strategy
Your furniture retail marketing strategy should be broken down into segments to provide value to your audience members in different stages of the buying process. For example, while customers love getting coupon codes and early access to sales, some people simply aren’t ready to make a purchase yet.
Don’t give up on the people on your email list who don’t convert right away — they may still be at an early stage in the buyer’s journey. Continue providing them with relevant blog posts, ebooks, webinars, and other relevant content to get their attention and help them become familiar with your brand — that way, when they are ready to make a purchase, they know exactly where to go.
Some content ideas to engage your audience include:
- An ebook about the trending furniture styles.
- A event with a local lifestyle influencer.
- A blog post about office decor for remote workers.
By engaging with your current and potential customers throughout their entire shopping journey, you can increase the chances they return to your business when they are ready to make a purchase.
Utilize Responsive Design
Responsive design focuses on coding emails to recognize and react to the screen size of the device your readers are using. Many modern email creation platforms allow you to implement a responsive design with little to no coding knowledge.
By setting certain rules and parameters, the email will render in the most optimal format to deliver the best user experience.
To provide the best experience to your audience, you’ll also want to include:
- High-quality visuals, including photos, videos, graphics, or illustrations.
- Effective font and text colors for different screen sizes.
- Alternative layouts for optimal visuals on each screen size, including mobile phones and tablets.
By implementing responsive design within your furniture email marketing campaigns, you’ll be able to reach a wider audience — no matter what kind of screen they’re using.
Optimize for Mobile
Did you know that over half of emails are opened on phones? HubSpot reported that “Nearly 55% of global website traffic is generated from mobile devices, excluding tablets.”
While responsive design is critical for all screens, it’s vital to optimize your emails for mobile.
Measure (and Improve) Your Emails
To ensure you’re reaching your audience, you’ll need to evaluate data from your email marketing campaigns. You'll want to measure a few key performance indicators (KPIs), including:
- Open rate. How many people opened your email?
- Click-through rate. How many people clicked a link within your email?
- Bounce rate. How many times did another server return your email?
Once you understand how your emails are performing, you can continuously improve your commerce email marketing strategy to better engage your audience.
Do You Have Everything You Need To Grow Your Furniture Business?
As a furniture retailer, you face unique challenges that typical ecommerce platforms can’t solve — and, while furniture email marketing is important, it’s not the only factor when it comes to effectively running your furniture business with an ecommerce platform.
You also need to consider:
- Merchandising capabilities.
- Payment options.
- Omnichannel features.
Ready to learn more about the software features that can help you reach your business goals? Download our Furniture Ecommerce Features Punch List today.