Email marketing is a tried-and-true way to increase engagement and revenue for your business. Here are some of the best practices you can start using now.
Email marketing is a great way to keep in touch with your customers and allow them to stay in the loop. E-commerce email marketing strategies are some of the best ways to do this. Here are 10 great e-commerce email marketing strategies that you should start using now. Read more in detail here: email marketing strategy for ecommerce.
Social networking, PPC, SEO, and network marketing are just a few of the e-commerce marketing channels accessible to help you build your company.
Email marketing, on the other hand, is one of the most lucrative channels accessible to e-commerce company owners.
Let’s look at “E-Commerce Email Marketing: What Is It?” and why it’s important for e-commerce companies to employ it.
Finally, we’ll go through the top ten e-commerce email marketing methods you can use right now to get amazing results.
E-Commerce Email Marketing: What Is It?
E-commerce email marketing is a kind of marketing that allows you to send promotional emails to present and prospective consumers.
The techniques you deploy might be basic, like sending a weekly email blast with highlighted items, or complex—with numerous automated email series for cart abandonment, customer re-engagement, and special membership promotions.
The end aim, in either case, is to boost consumer engagement and conversions.
Why Do E-Commerce Companies Need Email Marketing?
You’ve undoubtedly heard the sales pitch for just about every marketing channel there is as an e-commerce company owner.
You could even be dabbling in email marketing right now, but you may not realize how important it is to your sales plan.
Unlike social media or SEO, email marketing allows you to control every step of the funnel. Above all, you control the email subscriber list.
What is the significance of this? You can’t afford to lose out on this great potential, which will grow to 4.6 billion daily email users by 2025.
An e-commerce firm may profit from brand recognition, customer interaction, and high-intent consumers by using email marketing methods. We also can’t overlook the increased conversion rates that e-commerce firms receive when they adopt a smart email marketing plan, which has the highest ROI among marketing channels.
That’s a 3,600 percent return on investment, with an average of $36 generated for every $1 invested!
How to Market through Email
While the majority of this post will concentrate on email marketing tactics for active marketers, we recognize that not every e-commerce company is now set up for email marketing.
If that describes you and you’re new to email marketing, these are the initial things you should take:
- Set attainable and measurable objectives for your company, such as growing your email list or increasing client retention by X%.
- Choose MailChimp or Constant Contact as your email marketing software.
- Plan out your first campaigns (e.g., welcome series, abandoned cart series, or new product launches.)
- Choose a method for collecting email addresses. In return for email addresses, many e-commerce sites provide a minor discount.
- Create landing pages for campaigns as required.
- Set up campaign monitoring with the analytics vendor of your choice.
You’ll get off to a better start than many seasoned e-commerce enterprises if you take the time to lay a solid foundation.
Email Marketing Strategies for E-Commerce
Whether you’re new to email marketing or you’re looking to optimize your current setup, our Email Marketing Strategies for E-Commerce will provide you with a solid foundation to build your email marketing empire.
1. Begin with an introduction series.
Create a welcome email series to make the greatest first impression on new subscribers. This allows you to tell your brand’s narrative, promote your greatest items, and even provide a discount to encourage them to buy.
A welcome series also encourages serious involvement. A welcome series is a terrific aspect of your broader email marketing campaign, with an average open rate of 68.59 percent and an average click-through rate of 16.05 percent.
To begin with, a welcome series includes more than one email. Anything more than two or three emails is deemed “spammy” and may turn off potential new subscribers.
You have two emails to greet the consumer and ask them to engage with you. With three emails, you can accomplish the first two goals while also getting to know the consumer better.
Consider the following NewEgg welcome sequence, which greets customers and asks them to engage with the mobile app:
Whether you send two or three emails, be sure that each one has a few crucial aspects.
The first welcome email should include:
- Thank you for subscribing.
- congratulate them for joining the brand
- let them know what they may expect from future emails
If you promised a discount when you signed up, it must be mentioned as well.
The second welcome email should then include the following:
- provide users with more ways to engage through mobile applications or social media
- Concentrate on the benefits you or your goods can bring to their life.
- Describe why they should buy.
2. Make sure there’s a clear call to action.
What are your goals for your subscribers?
Your consumers should know precisely what you want, whether they’re reading your latest blog post, watching a promotional video, or purchasing your newest product.
In a newsletter, on a website, or in a video, a call to action, or CTA, is a prompt delivered to users. The prompt is frequently a button or hyperlink that directs the user to the desired action.
Unbounce claims that incorporating just one clear CTA in an email increases clicks by 371 percent and purchases by 1617 percent.
Clear and succinct CTAs are the way to go when it comes to successful CTAs.
For your email marketing efforts, create a compelling call-to-action by:
- Knowing what you want to achieve.
- Using terms that are action-oriented.
- Using the first person to address your audience.
- Keep your messages succinct and to the point.
- Using a conversational tone of voice.
A/B test your calls to action on a regular basis.
This entails experimenting with different versions of your most popular calls to action to determine which components your consumers react to the best. Verbs, button form and color, length, and word order are all factors to consider.
Simply altering “Start your free 30-day trial” to “Start my free 30-day trial” increased Unbounce’s click-through rate by 90%.
3. Segment Your List Using Personalization
When was the last time you got an email that was personalized for you?
If you’re like the majority of individuals, the email had a better probability of motivating you to take action.
Personalized promotional emails, in fact, increase transaction rates and revenue six times more than non-personalized emails.
Contextual, demographic, and behavioral marketing are the three types of personalized marketing.
- Contextual personalisation takes use of a customer’s current location in their trip. For example, you can be just starting your study or getting ready to purchase something.
- Demographic customization informs suggestions by using demographic data such as age, gender, geography, and family income level.
- Personalisation based on prior purchases or online activity is known as behavioral personalization (e.g., abandoned carts). Consider this Etsy email, which promotes things based on previous purchases:
You can even mix these categories to create intersections, depending on the size of your email list. Combine previous purchases with fresh location-based suggestions.
Marketing initiatives will get more tailored and, more often than not, effective as your segmentation grows more exact.
4. Automate as much as possible
Automated emails generate 320 percent more income than non-automated emails, according to Campaign Monitor.
As a result, automated email campaigns may be a crucial component of your entire marketing plan.
Automated emails for e-commerce may help you improve your email marketing strategy with anything from welcome series to cart abandonment to transactional emails to re-engagement campaigns.
Any email marketing software worth its salt will provide you with tips on how to automate your emails.
For example, Klaviyo includes a number of blog entries to explore, such as automated flows. It also comes with an automated user guide to help you set up your flows correctly.
5. Make a cart abandonment series that is dynamic.
One of your most successful series might be A series on cart abandonment.
Abandonment emails have a high conversion rate, with an average open rate of 41.18 percent and a click rate of 9.50 percent.
Consider the following while designing one:
- The series’ total number of emails is: Three or four emails are usually plenty.
- The frequency of emails and the time between them: Send one email an hour after the cart has been abandoned, another the next day, and a third three days afterwards.
- Offer discounts: If you want to close a transaction, give them a discount coupon for the items in their shopping basket.
- lines of inquiry: Your cart abandonment series’ lines of inquiry have a significant impact on the CTR, and they may ensure that your audience opens and reads your email.
- Calls to action: Your CTA must persuade potential consumers to return to their shopping carts.
Furthermore, your cart abandonment series is an excellent location to customise. The obvious choice is to add the items that were left in the cart, like Chewy does below:
6. Conduct split tests
How can you tell whether your email marketing are as successful as they can be?
You don’t have any without split testing!
Split testing (also known as A/B testing) is a marketing method in which two or more comparable variants of an element are pitted against each other.
A split test, for example, may compare the effectiveness of two CTA buttons, one black with white text and the other white with black font.
The objective is to determine the optimal permutations of common email parts, such as user experience design aspects, to guarantee that your emails have the highest return on investment.
This may result in 400 percent higher conversion rates.
Test the following:
- lines of inquiry
- text preview
- product photography
- picture dimensions
- the font size
- color of font
- color of button
- send time and date
- Discounts and price
- Icons of social media
There are basic ground guidelines to follow when executing effective split tests:
- Concentrate on one variable at a time.
- Determine your objective.
- Understand your “control” and “challenger.”
- Divide your groups evenly and at random.
- Determine the important parameters.
It’s time to make any required modifications after you have statistically significant (as assessed by you) findings.
7. Encourage participation through email
In the welcome series section, we briefly discussed engagement. Engagement emails, on the other hand, aren’t only for welcome email campaigns.
Email newsletters provide a one-of-a-kind chance to engage your readers. This is particularly true if the open rate is high but the click-through rate is low.
Segment your audience based on their level of involvement and send them relevant communications.
Subscribers who have converted in the past are 74.7 percent more likely to convert again.
You should use brand trust to your advantage here. Consider the following:
“Why did the consumer previously purchase from me?” Why should they do it once more?”
A product suggestion email based on their prior purchase would be a nice fit here.
A membership offer email is simple enough if the product is consumable. If the product isn’t consumable, a supplemental product email is a safe bet.
Focus on creating brand trust and offering incentives to make a purchase less risky for subscribers who have yet to convert.
8. Provide loyal subscribers with exclusive experiences and rewards.
Personalizing communications and rewarding loyal consumers is simpler with segmentation.
You may deliver a special experience to your email list by segmenting it by longstanding subscribers or the most money spent. This helps them feel cherished by your business.
I used the words “experience” and “reward” instead of “discount.”
Is it possible to thank someone with a discount? Absolutely. Discounts, on the other hand, have a disadvantage. They have the potential to devalue your brand, particularly in the eyes of committed consumers.
A satisfied consumer understands the worth of your goods.
Consider an experience reward instead of a discount. Millennial purchasing patterns also support this. After all, millennials want to spend their money on an experience rather than a product.
- Give away vacations of a lifetime.
- Offer brand ambassador meet-and-greet events.
- Create a fantastic rewards program.
- Create a top-tier social media group for hosting virtual events.
9. Set up Wishlist or Back In Stock Emails
We’ve discussed the value of automated emails and gone through two specific automated campaigns:
- A pleasant series.
- A series on cart abandonment.
The back-in-stock (or “wishlist”) emails are the next item on our list to emphasize.
With current supply chain restrictions, more brands than ever before have experienced item stocking and inventory issues.
You have the option of squandering a chance by deleting temporarily unavailable products from your website, or you may capitalize on client demand by sending back-in-stock emails.
Back-in-stock emails, as the name implies, notify consumers when a product they indicated interest in is back in stock and ready to buy.
A back-in-stock email option may be a product page feature or need further settings depending on your platform (and add-ons like an app).
Regardless of how much work you put in, the payoff is well worth it!
When compared to other post-purchase emails, back-in-stock emails received the greatest open rate (65.32 percent), according to a research by Barilliance.
10. Make Use Of Dynamic Content
Personalization is known to increase conversions.
The same can be true with dynamic content, a kind of personalisation that has been demonstrated to enhance email ROI by 100%!
What is dynamic content, exactly?
Dynamic content is tailored content that is created in response to user input:
- Product suggestions based on prior purchases or product views.
- Personalized calls to action based on the user’s browsing habits.
- For someone in the “research” stage of the buyer’s journey, free exclusive offerings (such as ebooks and white papers) are available.
Dynamic content will be an outstanding addition to most e-commerce email layouts, according to most major email marketing software firms.
Email Templates for E-Commerce
Here are a few Email Templates for E-Commerce to help you build your e-commerce email marketing campaigns.
1. Email Template for Greetings
This beautiful and eye-catching welcome email template blends clean lines with splashes of color. Use the wide “featured picture” area for a pleasant brand image or a highlighted product lifestyle appropriate to you while modifying it.
2. Email Template for Abandoned Carts
This abandoned cart email template’s imaginative, clean style is ideal for any e-commerce site. It’s simple to read thanks to stylized writing and a prominent product picture, which draws attention to the amusing description.
3. Email Template with a Discount
Make your big sales event known with this beautifully stylized email template. Featuring bold text and modules for product photography, your customers will easily see the value in your offer.
Recommendations for Products Template for Email
With this image-heavy recommendations email template, let your product suggestions do the talking. The fake navigation provides a unique touch that helps your visitors feel like they’re shopping on your site.
5. Email Template for Follow-Up
This follow-up email template features a clean, simplified style that’s perfect for getting post-purchase feedback from your consumers.
Frequently Asked Questions about E-Commerce Email Marketing
What might I expect to earn from e-commerce email marketing?
What you make from e-commerce email marketing is a function of how much you put in. With an average return on investment of $36 for every $1 invested, e-commerce email marketing is likely to outperform most (if not all) other marketing platforms.
What role does email marketing play in e-commerce?
E-commerce businesses rely significantly on email marketing to communicate with present and potential clients. It’s used to advertise new items, provide special bargains and offers, and connect with the target audience.
How can I get started with email marketing for e-commerce?
To start e-commerce email marketing, all you need is an email marketing software, some Email Templates for E-Commerce, and one or two fully fleshed-out campaigns. The rest will fall into place as you grow your subscriber list.
What role does email marketing play in e-commerce?
Any good e-commerce marketing plan must include email marketing. You might be losing tens of thousands, if not hundreds of thousands, of money if you don’t use email marketing.
Conclusion: Email Marketing for E-Commerce
Email marketing should be a big element of your entire marketing plan, whether you’re a novice or seasoned e-commerce company owner.
It’s simple to get started, and once you do, you’ll have all the tools you need to make your campaigns a success.
To summarize, here are the ten e-commerce email marketing methods you should implement:
- Start with A pleasant series.
- Include a clear call to action in your message.
- Segment your list with personalisation.
- Automate as much as possible.
- Make a cart abandonment sequence that is dynamic.
- Split-testing should be done.
- Encourage participation using email.
- Offer loyal members special experiences and prizes.
- Set up waitlist or back in stock emails.
- Incorporate dynamic content.
You’ll know you’re doing all you can to increase engagement and conversions with these techniques in place.
Which of the aforementioned email marketing methods are you most eager to implement?
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