Email marketing is arguably the most popular digital marketing tool across industries and organizations due to its simplicity and effectiveness.
For ecommerce businesses, it becomes even better since email is an important component of their value chain. Email marketing is a personalised communication channel that enables transparent correspondence along with a targeted approach while also seamlessly facilitating transactional messages.
Given its staggering high ROI of 44 USD, there’s no way you shouldn’t take full advantage of the opportunities provided by this vintage yet relevant platform. Here’s what an email marketing specialist has to say about leveraging it for ecommerce. Let’s get started.
Most Effective Email Marketing Strategies for Ecommerce Businesses
Let’s look at some of the most efficient email marketing methods for increasing sales, attracting new consumers, and re-engaging old ones.
Begin With A Sequence Of Welcome Emails
New subscribers expect to hear from you when they join up for your ecommerce newsletter. A welcome email is an excellent step to show new clients how you feel about them. Thus, you must consider how to resonate with readers’ intent. The optimum time to contact new subscribers is shortly after they sign up, as this is when they expect to get an email from you.
Send a three-part welcome email series to new subscribers so they may get to know you before joining your regular mailing list. You may set expectations for your subscribers and even segregate them so that future conversations with them are more effective. Welcome emails have an open rate of 86% higher than other emails and earn up to 320% more revenue per email than promotional emails.
Cater To Diverse Audience Segments with Personalization
You could be attempting to reach out to more than one target demographic. It’s not unusual for a product or service to be appealing to multiple target audiences. But it is difficult to reach your entire audience with a single message. Here comes the personalization and segmentation duo, the most widely used email marketing strategies. Personalization can boost open rates, click-thrus, and engagement while decreasing bounces, unsubscribes, and spam complaints. You should start segmenting your list and customizing your emails right from the beginning.
Sending emails with information customized to each group of your audience is a wonderful way to keep your subscribers happy, and happy subscribers are more inclined to buy. You might begin by separating your list by age, income, education, and perhaps gender identity if it is relevant to the products or services you’re selling. But that’s only peeling the first layer of the onion. While demographics provide you with immediately accessible information on your subscribers, psychographics delve deeper into their beliefs, personalities, and interests.
All of this adds up to a comprehensive and quite useful image of your subscribers and how to connect with them.
Re-Engaging Passive Subscribers
If you don’t stay relevant and meet your customers’ demands, 50% of them will switch brands, so make sure your brand is offering people fresh and personalized marketing communication.
You may direct your clients’ attention to your website and urge them to check out the newest discounts or seasonal deals by sending this type of email. You may ask inactive users if they still want to receive emails. Ensure that users have the option to unsubscribe at any moment. Disengaged subscribers will only lower your deliverability rates, so it’s a good idea to bid adieu if things don’t work out.
Upselling And Cross-Selling
Upselling and cross-selling are two of the most effective marketing tactics for ecommerce stores, with emails being the best channel to integrate them. They encourage customers to purchase more frequently and fulfill the maximum of their requirements from a single vendor that happens to be you.
Upselling and cross-selling ensure that you are constantly evolving your email marketing strategy to meet their updated demands, and it also implies that your brand is the first to cross their minds when they need to buy something. These emails are based on the data generated by previous marketing email response rates, purchase history, and website activity, thus ensuring a high degree of personalization at the individual level.
Best Practices For Ecommerce Email Marketing
Below are some suggestions for effective email marketing strategies for an ecommerce business.
- Make your emails stand out by using eye-catching designs and responsive email templates.
- To get a deeper understanding of your consumers, use A/B testing. It will assist you in identifying your client’s demands through response rates and improving the effectiveness and conversion rate of your email marketing.
- Send your loyal customers more discount emails. Emails help boost brand awareness in ecommerce by facilitating constant communication and providing a platform to share discount offers that are highly sought-after in the ecommerce industry.
- To attract customers to visit your website and make a purchase, keep them informed about upcoming sale seasons, holiday-themed discounts, and sizzling discount offers.
- Send emails with behavioral content. These communications are extremely customized and tailored to the specific needs of each customer. They are provided in reaction to the actions of the user. An abandoned shopping cart email, order confirmation emails, shipping status emails, feedback request emails, and so on are examples of these emails.
- Set up a recommendation system. It’s a crucial step in attracting new leads and nurturing long-term connections. People are more likely to believe their peers’ suggestions, so this is a wonderful way to market your business and acquire new customers.
This is how emails impact ecommerce outreach programs, but as a seasoned email marketing specialist, I would like to add one more thing. If you are not Amazon, chances are, you may need to reach out to your customers more often. Emails provide an inexpensive tool for new ecommerce businesses to target their audiences regularly, which helps strengthen your mutual connection while also ensuring that your brand name crosses their minds as they frequently see it in their inboxes. I hope this article adds to your understanding of using emails for your ecommerce business.
Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing full service email marketing agency that specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.