“The success of your business is in building a list, or the money is in the list” — you probably have heard these lines from business coaches, mentors, and leaders. eCommerce email marketing is a powerful tool to engage, sell, and retain customers, but some businesses complain that subscribers ignore their emails. Well, that’s the outcome of spamming the customers’ inboxes.
Businesses always search for new tricks to attract customers by sending emails. According to Statista, 319.6 bn emails are sent and received per day worldwide. There are thousands of tips and tricks on the internet teaching new ways of eCommerce email marketing. Still, in a quest to find new ways to engage customers through emails, we forget the fundamentals of email marketing. So, let’s recap the basics.
What Are The Four Types of eCommerce Email Marketing?
Your eCommerce email newsletter is a powerful tool for engaging your customers with the help of resourceful content. Newsletters are used to bring visitors to your site and build relationships. Rules of thumb while creating a newsletter:
- Place images in your newsletter to make them attractive
- Use a call to action button
- Make sure the content is not too long
Welcome and Thank-you Emails
Welcome or thank you emails are sent to a lead, prospect, or visitor who fills a form on your landing page. These emails are generally sent as a compliment for subscribing and fulfilling your promise to the user by giving ebooks, pdfs, or templates.
In your welcome emails, inform your subscribers what they can expect and how upcoming emails are valuable for them.
Promotional emails are sent to subscribers to promote a product or service. These are great sources of driving sales and introducing a new product. Promotional emails include discounts, coupons, and enticing offers that lure customers into clicking and buying products or services. Unfortunately, promotional emails have a chance to go into the spam folder or get ignored. To avoid that, use catchy subject lines, images, and stories that relate to customers and carefully place CTA.
Products Review/Updates Email
Product-related emails are often marked as spam because customers are not much interested in these offered eCommerce emails. Therefore keep product update emails simple and to the point, attract them with catchy subject lines, and do not use jargons which are confusing to subscribers.
Product update emails are necessary to introduce new product features or to inform changes about the product.
What are the 5ts of Email Marketing?
Tease means to grow eagerness in subscribers to open the email. Tease marketing generates exclusivity in customers, which is a very effective strategy to drive sales. You can use this marketing tactic in eCommerce email marketing to increase the open rate of your emails.
Use catchy subject lines that tease subscribers to open emails. Do not write false claims or promises; try to tell what enticingly is inside the email. Use eye-catching visual elements inside your emails to engage subscribers.
A personalized eCommerce email has more open rate than a general email. This is because subscribers feel connected when they get emails according to their preferences. To offer a personalized experience to your target audience, track your audience activity, gather information about their needs and preferences, and then tailor it to their current wants and your business interest.
Your email should share information that is helpful to your subscribers. eCommerce emails that are informative and provide answers to customers’ questions are much more engaging and build trust in your brand. Avoid sending hard sales pitches every time in emails. Instead offer information and insights that add value, this method is appreciated by subscribers.
If you don’t analyze and test your actions, you’ll never progress, not only in business but also in life. For example, do not rely on speculating that this subject line will increase the open rate or that this email copy will engage customers and increase the conversion rate. Instead, test the customer’s reaction to each email and optimize every time.
A/B testing is one great way to test your eCommerce email marketing campaign. Send two different email variations, say A and B, to different audiences, and then analyze which one works better.
At last, track which email copy is driving more engagement and sales. This will help you further optimize the eCommerce email marketing campaign. Use trackable URL links to track your customer’s actions and analyze the campaign results through Google Analytics.
What are Some Email Marketing Strategies for eCommerce?
Start with Welcome Email Series
When new prospects subscribe to you, greet them with welcome emails. These emails should welcome them and tell the brand’s story. Let them know what to expect from future emails, and also offer some discounts and offers for subscribing or fulfilling your promise if you’ve done subscribing. Welcome series is best for establishing first impressions on subscribers.
Use Personalization to Segregate Your Customers
Personalized email marketing campaigns can be a sales machine if correctly executed. Personalized eCommerce emails have a higher conversion rate than non-personalized emails. Tailor your emails based on:
- Age, gender, demographics, and income level
- Behavioral pattern, preference, and customer’s action on past offers.
Segment your email copy according to these factors and analyze your customers’ actions.
Use Abandoned Cart Emails
Abandoned carts emails are beneficial to recovering profits. These emails are sent to prospects who log in or add products to the cart and leave. In this type of email, the subject line and CTA are the deal breakers to convince your prospects to get back to the cart. Try to make the abandoned cart email series personalized and strategize the intervals between emails, do not shower emails in the prospect’s inbox. According to a study by Experian, the best time for eCommerce emails is between 6 and 8 a.m. and between 8 p.m. and midnight.
Give Rewards, and Exclusive Offers to Loyal Customers
Always make your loyal customers feel special by offering some exclusive deals and discounts that are not open to new customers. This excellent marketing tactic builds more trust of existing customers towards the brand and increases customer lifetime value. The rewards can not just be product discounts. You can also offer special vacation trips or meetups with brand ambassadors.
So as you can see, there’s a lot of work behind eCommerce email marketing. Whether you’re a startup, small or large eCommerce brand, email marketing is a must-have strategy for your marketing success, and if rightly done, it is a gold mine for you. To succeed with eCommerce email marketing effectively, it’s best to have a plan from the beginning that clearly outlines goals and strategies.
To learn more about different approaches to growing your eCommerce website, check out NimbusPost’s blog on Best Techniques to Drive Traffic to Your eCommerce Website.