In this fast-paced world, marketing has taken a paradigm shift and e-commerce as a domain has thoroughly flourished. This article is for the marketers who want to explore email marketing in depth having sync with the e-commerce domain. Let us discuss each of the aspects in detail.
What is E-commerce email marketing?
In e-commerce, email marketing is a method for generating revenue through emails. It can be as basic as sending an email to your whole mailing list announcing your most recent offer. Alternatively, you can go more in-depth and send highly personalized emails based on the behaviours of your clients on your e-commerce site.
Marketing your eCommerce business via email is the art and science of leveraging email to drive sales for your store. Emailing customers who leave their shopping carts is a basic example. Marketing via email is a two-way street; it’s all about creating relationships through incentives like free shipping coupons and leads nurturing emails.
Types of email marketing campaigns for e-commerce
Every eCommerce email marketing plan is unique, but they always use the same three marketing emails: promotional, transactional, and lifecycle emails.
Promotional emails
This is when you send emails to your customers informing them of sales, new product lines, and so on. These are some examples:
1. Emails sent out in connection with the introduction of a new product
2. Holiday offers and subscriber-only discount codes are sent out to subscribers regularly.
3. Advertising customized to a specific demographic (e.g. most loyal customers)
4. Top-of-mind messages, such as those with links to your team’s most recent blog entries and tips
Transactional emails
When consumers buy a product from your store, you may send them a transaction-specific email to keep them updated.
1. confirmation emails for new subscriptions
2. emails with order confirmations and shipment details
3. inboxes flooded with client feedback surveys
Lifecycle emails
When a shopper takes a specific action, such as signing up for a newsletter, you’ll receive a series of automatic emails based on their lifecycle stage.
1. Emails to greet new customers and re-engage customers who have abandoned shopping carts
2. Emails sent to users who have left their browser tabs
3. Emails with upselling and cross-sell offers
You don’t have to include all of these messages in your marketing plan. It is important to remember that as your online store grows, you will need to personalize your communication to customers at different points in the sales funnel. In the long run, if you keep sending just promotional messages, your customers will get bored, they won’t open your emails, and you’ll see a decrease in your conversion rate.
Benefits of e-commerce email marketing campaigns
1. Your customers’ inbox is the first place they check to see if their online purchase was successful when using email as their primary method of communication.
2. By sending out surveys to customers after each purchase, you may get valuable feedback and build social proof to aid in future sales.
3. In the early stages of a customer’s journey with you, you can establish a personal connection with them by sending them welcome emails, assisting them with purchases, and even sending them birthday emails. If a consumer abandons a basket or hasn’t been to your online business in a while, entice them back by reactivating their account.
4. Automated emails can also thank the most loyal consumers with special promotions and loyalty programs.
5. If you want to increase your mailing list, you should encourage word-of-mouth advertising and provide special discounts to subscribers who tell their friends about your store. To keep your loyal customers engaged and boost your brand’s awareness, you should implement this strategy.
6. For eCommerce businesses, the most crucial benefit of email marketing campaigns is that they boost sales conversions as nothing else does, and they do it for a fraction of as much money.
10 e-commerce email marketing best practices
1. Sending emails at the wrong time might be detrimental to your reputation.
Sending the right content to your subscribers at the right time via thoughtful email sequencing is one of the easiest methods to keep your email list engaged. Send-time optimization algorithms are available in email marketing platforms such as GetResponse, or you can use behaviour-triggered campaigns in your email marketing automation workflows. Look at how much more effective they are compared to regular newsletters. That’s because they’re up to date and relevant at this particular moment.
2. Make your email marketing more relevant to the recipients.
Try addressing them individually instead of sending generic emails to everyone (a.k.a. email blasts). Don’t just utilize the same content, arguments, and incentives to persuade a general audience. Are you unsure about the data you may use to customize the content of your email?
3. Make your content interesting.
You must learn which kind of content is most effective in reaching your target audience if you want your company to succeed. Aside from testimonials and reviews, are these emails including user-generated content? Maybe these are the most recent entries in your blog? What about instructional films for your products? Analyze your results and make better use of the information you’ve gathered.
4. It’s always a good idea to keep improving.
It’s crucial to trust your instincts, but keep in mind that we tend to favor what we know rather than what’s best for us. A/B tests and campaign optimization may both be aided by data, and this is especially true when it comes to direct mail. If you’re looking for an easy way to improve your sales, A/B testing is the way to go. How much income could your firm gain if one of your email subject lines performed better by 5%, and that resulted in 5% more click-throughs? Every time you launch a new marketing campaign, double that by the number of campaigns you’ve already established.
5. Seek the assistance of the general public.
Don’t lose sight of an essential factor in all of this – your clients while you work to improve your email communication. To learn more about your consumers’ needs, solicit feedback from them. If you want to get to know your customers better, you can send them survey emails or lead them to a live chat link.
6. To increase your conversion rate, you should use social proof.
Once you’ve adopted the preceding best practice, don’t stop there. Make your customers your brand’s most prominent preachers. The finest marketing you’ll ever have is customer feedback and opinions. It’s also important to acknowledge the customers who provided feedback and let others know about it when it does happen.
7. Identify and target specific groups within your audience
We’re all aware that not every customer is the same. On the other hand, the majority of marketers don’t alter their email communication style depending on their audience. Doing so, on the other hand, can provide spectacular outcomes. Take, for instance, Submission Technology. The average click-through rate for GetRespone customers is typically as high as 6-7 percent, well above the industry norm.
8. Make your email templates more effective by including an intriguing copy in them.
Ecommerce emails tend to be visually appealing and appealing to the eye. But it’s not all there is to running a good email marketing campaign. Email copy is just as critical. As a result, you should pay close attention. Let’s start with the headline. For more than half of the people who receive emails, it is all they use to decide whether or not to open them. The next logical steps are the preheader, header, and call to action buttons. They should all promote your brand’s messaging and increase sales on your online store.
9. Assist every device
Be aware of all the devices your customers may be utilized when developing your email templates and landing pages. You could be wasting both your marketing dollars and the attention of your target audience if even one of these components isn’t performing correctly. When designing your call-to-action buttons, you should pay close attention to the product page, the checkout process, and anything else your customers may encounter along the road. Your goal is to have a painless and stress-free experience.
10. Pay attention to the frequency of your mailings
We all experience the urge to send one extra message from time to time. There is minimal damage, and the result is always beneficial to the firm. While this may be the case in many circumstances, our study’s data suggests otherwise. Before you decide to increase the frequency of your mailings, make sure you thoroughly examine the data and note when the adjustments are being made.
Subscribers opt out of getting emails for various reasons, the most common of which is that they receive an excessive quantity of them. The campaign’s total revenue may offset the expenditures of acquiring new consumers to replace those who unsubscribe. Whatever you do, don’t let your short-term aims get in the way of your long-term objectives.
