If you have an online store, email marketing is one of the best ways to get people to buy from you. When a company sends promotional emails to its audience, it is doing electronic direct marketing (EDM) and using the 5Cs of marketing (conversation, inspiration, engagement, continuity, and clarity).
How important email marketing is for online stores
eCommerce businesses can gain a lot from having an attractive newsletter. Statistics show that email marketing for eCommerce can help you grow your business. In 2021, 4.03 billion people around the world use email, and this number is expected to rise to 4.6 billion by 2025. In the same year, 376 billion emails will be sent every day. This is a clear sign that the number of people who use email is much higher than the number of people who use other types of media, like social media. This means that other platforms can’t even come close to eCommerce emails’ potential reach. Email marketing is the second most popular type of content because of this. In 2021, 74% of B2C marketers will use this tool. Even though it’s a great tool, you need to know how to use it well in order to get a return on your investment. This is why we put together tips and tricks in this article that will help you do well with eCommerce email marketing and make your business successful.
What makes up eCommerce email marketing?
Most of the time, when we think of eCommerce email marketing, we only think of promotional emails. But the truth is that promotional emails and transactional emails should go hand in hand if you want to set up a plan that helps your customers and grows your sales. Read on to find out what the difference is and why you need both.
Promotional eCommerce emails
It’s important to have a form on your website so that people can sign up for your mailing list and you can collect their information for future marketing. Promotional emails or email newsletters are campaigns that you send to people on your email list who have agreed to get your emails regularly. With promotional eCommerce emails, business owners can stay in touch with their customers and remind them of their brand. You can use them to tell your customers about sales, discounts, and new collections, share stories of happy customers, and get to know them better.
Transactional eCommerce emails
Transactional emails let your customers know what’s going on at every step of the buying process. From the time the payment is confirmed until the order is delivered, you should send emails to your customers so they can track their orders and know where they are. Since your customers will be interested in these emails, use the chance to ask them to write a review of your store or the product they bought and remind them of other products they might be interested in. When choosing a service or software for email marketing, make sure you can use it to send both marketing emails and emails about transactions. This will help you keep a consistent design across all your communications and give you a place to keep track of all your emails.
How to step up your email marketing for your eCommerce business?
Make design templates that stand out.
Not only can pre-designed eCommerce email templates help you keep your brand’s image consistent, but they can also help you send an email quickly. By using templates you’ve already made, you won’t have to build each email from scratch. This will save you time and help you get ready for your next eCommerce email marketing campaign. Most email marketing services and software let you change your email templates by dragging and dropping sections in an editor. This means that you don’t need to know how to code to make beautiful emails. You can also put a digital business card at the end of your emails. This is a good way to get people to visit your online store, and you can also use it to sell more products or services if you want to.
Say hello to your new readers.
A welcome email is a great way to show your new subscribers that you’re glad to have them on board and gives you a chance to introduce yourself and your brand to them. Also, statistics show that customers who sign up for a newsletter and get a welcome letter are 33% more interested in the brand. In these emails, you can offer a first-time-visitor discount to get your new audience to buy something. You can also add all your social media links and a CTA (Call To Action) to get them to interact with you on multiple platforms.
Segment your subscribers
Since each visitor has different interests, the first step you must take is to divide your eCommerce email marketing subscribers into different groups. This way, you can make sure that each of them only gets messages that are relevant to them. If they get too many messages, they might get annoyed and unsubscribe from your mailing list. You can look at what your subscribers have done on your website and put them into groups based on what they have done. Depending on how engaged your customers are, you can divide your marketing funnel into different stages:
Stage one is when a visitor signs up for a free offer or piece of information, but hasn’t bought anything yet. The goal with these visitors is to get them to buy something for the first time.
Stage two is when at least one of your visitors has become a customer and bought something from your store. Your goal with them will be to keep them interested and get them to buy from you again and again.
The third stage is when your old customers no longer interact with your brand and don’t open your emails. Your goal with these customers is to get them to buy from you again or at least open your emails.
With this information, you will be able to put your subscribers into groups and send them personalized content, product suggestions, and promotions, which will lead to a higher rate of engagement.
Take care of your prospects.
With the help of your eCommerce email marketing strategy, it is important for every business to keep subscribers interested and turn them into loyal, repeat customers. One way to do this is to give them regular educational content that they can use. Also, you can get people to come back to your website’s blog where you can write more in-depth about relevant topics if you send them educational teasers.
If you notice that some clients are losing interest in your brand and products, you can get them interested again with just one email. This can be done in different ways. First, try to get their attention with advertising and try to get them to come back to your website with a special offer or a discount code. If this works, you have successfully gotten a visitor interested again, which could lead to a new sale. If they still don’t want to interact with your brand, send them an email asking if they are still interested in your eCommerce email marketing and if they would like to change their email preferences. Even though it’s not the goal, make sure that your customers can unsubscribe from your mailing list at any time. This will keep your store’s reputation and integrity in good shape.
Cross-selling, up-selling, and getting back carts that were left behind
To get your customers to buy more from you, you can send them promotional emails that feature products that go well with what they’ve already bought. Profit from cross-selling by giving them things to buy based on what they’ve bought before. When using this strategy, it’s very important to divide your customers into groups. You don’t want to offer free items that aren’t relevant to your customers, because that could make them think less of you.
eCommerce email marketing can be a great way to get people who have left items in their shopping carts to come back to your site and finish their purchases. First, you can send them a simple email reminding them that they have things in their cart. If they still don’t come back to their cart, you can try giving them a discount code or upselling to make their purchase seem more valuable. When upselling, you can offer your customers more expensive products by pointing out the extra benefits of the more expensive items, or you can offer a free gift or shipping if they spend a certain amount. This makes it more likely that they will come back to your store’s page and finish the checkout process.
Use email automation to help you.
Automation can be a lifesaver when your business is doing well because it can save you a lot of time on your eCommerce email marketing. There are a lot of email services and programs that let you send emails to your customers automatically when they do something that sets off the algorithm. This makes automation both timely and useful, which will lead to high rates of engagement and sales.
Measure and figure out
Tracking your audience’s response and seeing how they interact with your emails is crucial to ensuring that your email marketing efforts are fruitful and return on the time and resources you invest in creating and sending them. Statistics show that open rate (95%), click rate (88%), and unsubscribe rate (73%), are the most closely monitored KPIs by eCommerce store owners. Surprisingly, only about 20% of company leaders track ROI, and even fewer (12%) track subscriber lifetime value, which is the gold standard of KPIs. Understanding a subscriber’s value to your business in terms of the money you stand to make from them is made possible by calculating their lifetime value. If you want to succeed in eCommerce email marketing, you need to always conduct in-depth analysis of your results and develop your own key performance indicators.
ECommerce email marketing has a lot of potential for your store, but as this article pointed out, there are many things you need to pay attention to if you want to excel in this field and get the most out of your time and effort. Thanks to the improvement of eCommerce email marketing tools, it’s easy to keep track of what your customers do and send them emails that are more relevant to them once you have a plan for each segment. Try to find potential drop-off points at each stage of your funnel and figure out how you can best get back in touch with your customers and give them something of value.