Your guide to ecommerce email marketing.
Starting as an ecommerce store owner is quite a breathtaking and learning experience. And one key thing you can’t avoid understanding if you're into the ecommerce business today is email marketing.
This post is a guide for beginners and experienced online business owners seeking a deeper understanding of email marketing for ecommerce.
Let's start with the question:
What is ecommerce email marketing?
Ecommerce email marketing is the strategy that involves using emails to get sales for your ecommerce business. You can do it manually by forwarding a single New Year message to everyone on your list. Or it can be automated, sending targeted emails to a segment of people on your mailing list based on the action they take while on your ecommerce site.
For numerous online retailers and ecommerce businesses, email marketing is the go-to way to grow their business, build a community and gain customer loyalty. Achieving these goals often requires brainstorming marketing strategies to draw fresh buyers, encourage repeat purchases, etc.
Types of Ecommerce Email Marketing Campaigns
Because individual ecommerce businesses have different goals and objectives at a given time, there are three common types of email marketing emails they send to their audience.
Promotional Email Campaigns
With this strategy, you spread awareness and publicity about your (new) products, latest deals, fresh collections, etc.
Promotional emails are usually sent in the form of:
new product launch emails
subscriber-only discount promotions
Transactional Email Campaigns
Transaction emails can be sent directly from your email automation systems like Mailchimp, MailerLite, HubSpot, Omnisend, etc. Most of these email automation tools require no coding experience.
Check out our post on the best email automation tools for ecommerce businesses.
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They are function-oriented emails sent to the customer with crucial information about a specific transaction in your store, like:
emails confirming subscription
emails confirming an order made
an email with shipping details
emails involving customer satisfaction survey
Lifecycle emails are automated emails triggered by your shopper’s action and depending on where they are in their customer lifecycle.
Naturally, your marketing strategy does not have to include all forms of messages. However, as your online business grows, you'll want to make sure your communication is flexible and suited to visitors at various points of the funnel.
If you solely send promotional emails, your customers will tire of them and stop opening, making your conversion rates suffer. Therefore, it's critical to sequence your emails carefully.
Lifecycle campaigns use:
welcome email series
win-back email series
shopping cart abandonment emails
browse abandonment emails
upselling and cross-selling emails
Marketing automation is ideal for sending lifecycle emails. If you've never done anything like this before, you may start with pre-built automated workflows that will get you up and running in no time.
Benefits of Ecommerce Email Marketing
While there are numerous advantages to using emails for ecommerce, these are the five most crucial ones to look at:
Email is the central line of communication with your consumers in your ecommerce store, and their inbox is the first place they check to see if their purchase was successful.
After each purchase, it allows you to collect valuable feedback by sending surveys to clients so they can rate their experience and create social proof that will help you convert prospective customers.
Cultivate long-term relationships with your customers by greeting them to your store, guiding them through transactions, sending thank-you cards, and even sending birthday emails. If a consumer has abandoned a cart, invite them back or reactivate customers who haven't visited in a while.
You can also forward automated emails to your most loyal clients to thank them with special offers and loyalty programs.
It encourages word-of-mouth marketing and provides exclusive bargains to subscribers who promote your store to their friends to expand your mailing list. This strategy might help you raise brand awareness among your target market and keep your loyal customers engaged.
But, perhaps most importantly, ecommerce email campaigns drive conversions in ways that no other media can — and at a fraction of the expense.
5 Best Practices To Thrive With Ecommerce Email Marketing
Make Your Goals Clear
Make sure the purpose of each email is crystal clear when you use email marketing to improve your ecommerce business. Avoid stuffing your emails with too much content, sales pitches, and calls to action. This confuses your customers.
So, remember why you're sending them emails and focus on a single goal in every email.
Customize your message with a personalized tone
To connect with your customer personally, write to one person in your overall message.
According to research, emails with personalized subject lines are 26% more likely to be opened than those without. Rich Relevance discovered that personalization increases revenue by 5.7 times in emails. These findings point out that personalized emails are better suited to stimulating your subscribers.
Hence, personalizing your message is the best way to bond with your subscriber and win their trust. It also contributes to better customer service by making your customers feel special.
Don't write every email with the aim of selling.
Of course, you're using email marketing to generate sales. But imagine someone constantly spamming your Gmail inbox with multiple emails per week urging you to buy a luxury item.
How would you feel, especially if it was from a store you had only visited once? Exactly!
Pitching every email for sale is a bad idea because it irritates customers and prospects. Instead, try to persuade your customers through a value-added email campaign that builds trust and increases their interest in your products.
And we can help you with that.
Engage and convince your customers better with our expert copywriting and email marketing services at Growthfixx.
Send mobile-friendly emails
It's critical to optimize your email for readability on any platform, especially mobile devices if you want to increase open rates. As a result, make your emails concise and your subject lines appealing.
You can get customizable templates from a top email automation software (insert a link to the top email automation tools for ecommerce businesses blog) to make your email designs quick and straightforward.
Decide how you will assess the success of your email marketing goal. Then, determine how your marketing campaign has yielded results in collaboration with your brand's stakeholders.
Also, it is essential to implement evaluative measures at the start of the campaign to easily align your steps with the defined success metrics and make necessary adjustments whenever possible.
Keep an eye on how each email marketing campaign performs and determine what data you will need to assess the overall campaign's success.
With a bit of patience and experimenting, you can see an increase in conversions and sales in a short amount of time if you follow the best practices above. You also get to develop great relationships with your loyal consumers.
Would you like to talk about how to use email marketing to expand your ecommerce business?
Give us a call today, and we'll be happy to assist you.