Email marketing remains one of the most effective channels for e-commerce businesses, with an average ROI of $36 for every dollar spent. Yet many brands struggle to maximize their email marketing potential. In this guide, we'll explore three powerful approaches to optimize your Omnisend email flows for better engagement and higher conversion rates.

1. Extend Your Data Window with First-Party Data

The typical website visitor's data expires after just 7 days, severely limiting your ability to understand and engage with potential customers. This short window means you're likely missing out on valuable opportunities to convert browsers into buyers.

Here's where first-party data tools like Aimerce make a crucial difference. By implementing proper first-party data collection, you can:

• Extend your customer data lifetime from 7 days to 1 full year
• Build deeper understanding of customer browsing patterns
• Create more accurate customer segments
• Deliver highly personalized email experiences
• Make better predictions about customer behavior

For example, instead of losing track of a customer who browsed your winter collection in July, you can now re-engage them with relevant promotions when the season approaches.

2. Optimize for Mobile-First Experience

With over 60% of emails now opened on mobile devices, mobile optimization isn't just nice to have—it's essential. Here's how to ensure your Omnisend flows perform flawlessly on mobile:

Technical Optimization

• Set email template width between 600-650 pixels
• Use responsive design that adapts to different screen sizes
• Implement single-column layouts for easy scrolling
• Make buttons at least 44x44 pixels for easy tapping
• Set font sizes to minimum 14px for readability

Content Optimization

• Keep subject lines under 30 characters
• Use concise, scannable content blocks
• Place primary CTAs above the fold
• Optimize images for quick loading
• Test emails across multiple mobile devices

3. Implement Flow-Based Behavioral Triggers

With extended data visibility, you can create sophisticated behavioral triggers that respond to customer actions across a longer timeline.

Key Flows to Implement:

1. Extended Browse Abandonment
   • Track product browsing behavior for up to 1 year
   • Send targeted reminders based on seasonal relevance
   • Include personalized product recommendations
2. Smart Replenishment Campaigns
   • Calculate average time between purchases
   • Send timely replenishment reminders
   • Include complementary product suggestions
3. Category-Specific Nurture Sequences
   • Build interest-based segments
   • Create targeted content flows
   • Progressively profile customer preferences
4. VIP Recognition Programs
   • Track long-term customer value
   • Implement tiered rewards
   • Create exclusive content flows

Timing Optimization Tips

• Analyze historical open rates to determine optimal send times
• Adjust frequency based on engagement patterns
• Coordinate email sends with other marketing channels
• Use time-zone optimization for global customers

Getting Started

Begin by integrating a first-party data tool like Aimerce with your Omnisend account. This foundation will enable you to implement mobile optimization and advanced behavioral triggers effectively.

Remember to:

1. Audit your current data collection practices
2. Test all email templates on multiple mobile devices
3. Start with one or two behavioral flows and expand based on results
4. Regularly analyze performance metrics and adjust accordingly

By implementing these three approaches, you'll be well on your way to creating more effective, personalized email flows that drive better results for your e-commerce business.

If you think you might benefit from a first party intelligence app like Aimerce, get your free trial by clicking the link below!