Payment information can offer interesting insights to fine-tune your email marketing. Did you know there is a relation between payment refusals and the time of the month?
Since email marketing is closely related to payment and conversion, this is relevant for all email marketing experts. In this article I will give insights in the relation between payments and email marketing.
Time your Newsletters for a big pay-day
Payments are less often refused in the first week of the month compared to later in the month. And even with your (potential) email marketing VIP clients. That makes sense, right? When you think about salaries being paid at the end of the month. This pattern occurs clearly with transactions in France and less for the Netherlands and Germany. Probably because in France other payment methods are used. With a debit card, you can only complete a transaction successfully with enough balance, while a credit card payment can be refused after the actual purchase.
When it comes to email marketing, it’s good to take the timing in the month and the spending limit of your customers into consideration. For instance, send emails buying-related products e.g. concert tickets and theme park tickets at the beginning of the month, when people have the financial space to actually buy those tickets. Try testing this for your own company and target group.
Check out mobile check-out pages
A responsive check out page leads to 10/15% more conversion than a non-responsive one.
As most people use their phones to go on Internet and check their email on their smartphones, the amount of payments that are processed from mobile is also expanding rapidly. Currently, 20% of all payments worldwide are processed through mobile devices, while only a year ago this was still 10%. Adyen research shows that a responsive website or native app helps merchants to increase their conversion significantly with 10/15%. This shows the importance of using responsive software.
Tip: when sending a commercial newsletter with conversion as a goal, make sure you have a responsive payment page!
Pay attention to the customer journey
Instead of just a responsive payment page, it’s better to make the whole email process responsive, because this will keep your reader in a flow. As 42% of emails are read from mobile devices, this has a positive effect on the customer journey for your reader. This way the customer gets in a flow from begin until end: both email, landing page and payment page.
Time for action
Take some time to review the time of the month that you are sending your newsletter. Depending on the kind of the product, you may want to reconsider and test the moment of deployment. Also make sure you keep your readers in a flow with a responsive newsletter, landing page and last but not least the payment page.
Do you have any questions concerning payments in relation to email marketing? Please ask them below. I’d be happy to answer them!
Image by Taber Andrew Bain