There are many digital marketing channels to help expand your business, like social media, pay-per-click, search engine optimization, and affiliate advertising.
Effective entrepreneurs in the e-commerce sector recognize email marketing to be one of the most lucrative communication methods available.
Let’s examine “e-commerce email marketing” and why it is beneficial for e-commerce organizations to include it in their strategies.
Lastly, our goal is to analyze 8 helpful tactics for email marketing in e-commerce that can be implemented instantly for superior outcomes.
What Is E-Commerce Email Marketing?
Electronic commerce email promotion is a promotional tool that enables you to deliver marketing communications to both existing and potential clients.
You can use either basic or more complex tactics for your email marketing campaigns, such as delivering a regular email with featured products or setting up an automatic email series for cart abandonment, getting customers to come back to your business, and offering exclusive membership benefits.
The end result is to strengthen customer involvement and encourage sales.
Why Should E-Commerce Businesses Do Email Marketing?
As a proprietor of an e-commerce venture, you likely have encountered the sales offer for pretty much every existing marketing channel.
You may experiment with email marketing right now, however, you might not be aware of how invaluable this could be to your sales plan.
Email marketing is distinct from other strategies such as social media or SEO because it grants you complete control over each part of the sales funnel. Most importantly, you own the email subscriber list.
Why is that so important? Given the tremendous number of email users (which is expected to reach 4.6 billion by 2025), neglecting this chance would be a major mistake.
By using email marketing strategies, an e-commerce business can see an increase in their recognition, customer involvement, and high-volume buyers. It’s impossible to overlook the improvement in conversion rates that e-commerce companies experience when they put together a successful email marketing campaign – it yields the greatest return on investment compared to other types of advertising.
For every dollar spent, you can expect to earn an average of $36, which is equal to an incredible 3,600% return on investment!
How to Get Started with Email Marketing for E-Commerce
It is beneficial to take a look at what other companies in the same field have done to begin.
Figure out what activities your competitors are performing that help them accomplish success. Afterward, you can borrow a few strategies from your peers and evaluate how much rivalry exists in the market.
Examining your rivals will permit you to distinguish the regions of the market that they have not tapped into. It gives you the chance to focus on those aspects which your rivals are missing and set yourself in the business.
Step far away from your comfort area and investigate companies that aren’t even part of your surrounding or particular sector. For example, engaging in the women’s cosmetics market is likely one of the most intense arenas in the promotional sector since the long-term value and returns are substantial. The use of aggressive marketing tactics by female-oriented cosmetic brands is becoming commonplace.
You can take cues from successful marketing and companies from disparate industries to identify the certain element that makes their strategies and businesses thrive and then incorporate that same concept into your own practice.
Email Marketing Tools That You’ll Need For Your E-Commerce Business
The items detailed here can help you make progress in the several facets of your digital business and promotion.
Shopify
You need to create a web store for your e-commerce business to enable customers to purchase your items. Shopify is an excellent e-commerce solution on the market right now.
Klaviyo
You will have to get email marketing software such as Klaviyo for your next step. Klaviyo facilitates the coordination of SMS messages with your email promotions. Utilizing Klaviyo, you’ll have the ability to create campaigns and set up automation processes. This email marketing tool is very useful, as it links directly to Shopify, thus making it much simpler to use.
Justuno
Additionally, to speed up the growth of your email list, tools such as Justuno could be employed. Justuno is an e-commerce tool that helps online store owners turn website visitors into buyers using advanced data analysis. This tool can supply information to help improve promotional efforts.
Octane AI
You likewise have the option of utilizing Octane AI, which utilizes customer reviews and furnishes worthwhile counsel on the best items to vend to your clients.
Grammarly
Grammarly is an online helper that can identify typos and mistakes in grammar and make your written material more readable. Why is that important? Even if you have a great email marketing approach, if your emails are illegible then they won’t be as effective as they could be.
Best E-Commerce Email Marketing Strategies
No matter if you are just getting started with email marketing or you are seeking to improve what you already have, our top e-commerce email marketing strategies will give you a strong footing to create your email marketing powerhouse.
1. Start With a Welcome Series
To make the most favorable impression with new subscribers, set up a welcome email sequence. This presents you with an opportunity to communicate your organization’s message, showcase your most excellent items, and even provide a markdown to provoke sales.
Beyond that, a welcome series drives serious engagement. On average, 68.59 percent of people open a welcome series as part of their email marketing campaign and 16.05 percent of those people click through to the desired page.
2. Be Sure to Include a Clear Call to Action
What do you want your subscribers to do?
Your patrons should understand precisely what it is you want them to do, whether that is perusing your most recent blog entry, viewing an advertising video, or obtaining your most recent item.
An invitation to perform an action referred to as a CTA is given to people who are on a newsletter, website, or are watching a video. The button or hyperlink usually serves as a motivation to assist the user in reaching their objective.
Unbounce has reported that emails with just a single CTA generate a threefold increase in clicks, as well as a more than sixteenfold surge in sales.
When dealing with compelling call-to-actions, brevity is key.
Create a compelling call-to-action for your email marketing campaigns by:
- Knowing the end goal.
- Using action-oriented words.
- Addressing your audience in the first person.
- Keeping your messaging short and snappy.
- Adopting a conversational tone.
It is recommended that you implement experiments in which you compare two different versions of a call to action on a regular basis.
Examine the different forms of your most frequently accessed calls to action to determine which elements generate the strongest reaction from your users. This encompasses verbs, button form and hue, length, and the sequence of words.
3. Use Personalization to Segment Your List
What was the most recent email you got that was personalized to you?
For the majority of people, the email was more effective in eliciting a response.
Personalized marketing emails yield six times higher transaction rates and revenue than emails without any customization.
Personalized marketing has three categories: contextual, demographic, and behavioral.
- Contextual personalization utilizes where a customer is in their journey. For example, just beginning to research the topic or being ready to make a buying decision.
- Demographic personalization utilizes demographic information such as age, gender, location, and household income level to inform recommendations.
- Behavioral personalization is the use of past purchases or website behavior (e.g., abandoned carts). Consider this email from Etsy that advertises products based on past purchases
4. Automate What You Can
Investigations carried out by Campaign Monitor have revealed that automated emails generate three times as much income compared to non-automated messages.
Thus, by utilizing automated emails in your marketing strategies, you can gain tremendous benefits.
Automated emails for eCommerce can make your email marketing strategy stronger by implementing features such as welcome messages, counteracting cart abandonment, sending transactional emails, and creating re-engagement campaigns.
Any worthwhile email marketing software should provide advice to enable you to set up automated emails.
5. Create a Dynamic Cart Abandonment Series
A cart abandonment sequence can be one of your most profitable ventures.
Abandonment emails have the potential of a high conversion rate due to their average open and click rates of 41.18 and 9.50 percent respectively. When creating one, consider:
- The number of emails in the series: Three or four emails typically work best.
- The frequency of and intervals between each email: Try sending one email an hour after the cart abandonment, another the day after, and your final one three days later.
- Discounts to offer: If you want to secure a sale, try offering a discount code on the products they have in their cart.
- Subject lines: Subject lines strongly influence the CTR of your cart abandonment series, and can make sure your audience opens their email and reads the information you’re providing.
- Calls to action: Your CTA needs to convince your prospective customers to return to their carts.
In addition, it could be very advantageous to customize your cart abandonment series.
6. Leverage Content
Content has an immense impact when it comes to bringing in new customers or preserving existing ones.
Think to yourself if you have an adequate starting point of material. Do you agree? If so, how can you implement that in your e-mails?
You can begin by selecting applicable material that you have created on your blog or by using social media and adding it to your emails for additional value.
After completing that task, it is possible to program the content in an efficient manner that caters to your viewers when it is suitable and assists them in progressing.
For example, if you are in the business of selling coffee beans, you can put out content for your followers which instructs them on how to grind the beans to come up with distinctive taste experiences.
7. Decide What Your Promotional Mix Needs to Be
Finally, you should consider what kind of marketing action is required.
Ask questions like:
- Are we going to introduce a new product every week? Or is it going to be every quarter?
- What is our process and cadence for creating value-added content?
- Are we creating content every week, every month?
- How frequently can we maintain that drumbeat of content?
- What do our sales and promotion windows need to look like?
I always cringe when I see an email strategy that starts off with:
- Week 1 – 10% off
- Week 2 – 15% off
- Week 3 – 20% off this week…
That is not a strategy. It is a race to the bottom.
First of all, nobody wins. Put some thought into how frequently you can send messages. How do you get that cadence right?
Beginning with little steps and gradually growing is an organized method to create steadiness in your routines.
8. Pay Attention to Your Products
At this point, you must decide which items to list in your Shopify online shop.
Are you planning to offer products that can be restocked or supplementary items?
You can quickly sign people up for a renewal service through your email-promoting campaigns.
Products that go well with what customers have bought can be offered to them alongside their purchase.
Determine how often your products are purchased and the size of the product selection.
This allows you to spend less time and energy on other tasks so that you can concentrate on the activities that are bringing in the most money.
Three Essential Types of Emails for E-Commerce
Prior to looking into email marketing strategies, let’s first get an idea of the various types of emails you will be employing.
- Campaign/Thrust emails
- Triggered emails
- Transactional emails
Campaign/Thrust Emails
Emails sent for a particular campaign are direct and addressed to a specific group of people for a certain goal. Our aim is to generate emails which focus on a particular product, requesting customer feedback or anything further.
Emails related to your advertisement can include the firm’s bulletin, product suggestions, and comparable types of messages.
Triggered Emails
Emails that are activated automatically as the result of a particular action taken by a potential or existing customer are known as triggered emails.
Let’s consider the cart abandonment issue, for instance. If someone has placed some items in their shopping cart but has not made a purchase, a triggered message via email can be sent to them in order to encourage them to finish the purchase.
Transactional Emails
These types of emails termed “transactional emails,” are sent to customers following a purchase.
These emails that are controlled by a machine can be sent from the store you use for your business (Shopify) or can be linked with Klaviyo or some other email service provider for even more personalized options.
Emails are typically sent in response to a transaction such as the shipment of goods, requesting a password change, etc.
These emails will be guaranteed to arrive as they are meant to confirm a legitimate transaction.
Final Thoughts
E-commerce email marketing is an excellent choice because it is a low-risk platform where you can experiment and refine until you discover the perfect system.
However, email marketing for e-commerce is not something that can be easily done. You will encounter obstacles, make errors, and gain insight from the situations.
Don’t let the need to achieve perfection keep you from making progress.
So test, iterate, and have fun. You’ll be shocked by how rapidly you can attract more views to your website and, most significantly, begin earning a profit for your company.
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