If you are starting as an eCommerce marketer, you should consider leveraging the power of email marketing.
With email marketing, you can carve out a piece of the lucrative online marketplace by reaching a targeted audience and sending them offers, discounts, coupons, and other enticing deals.
But how does eCommerce email marketing work?
This article will discuss and dissect three types of email marketing strategies you should consider launching if you want to drive sales to your online store.
The Welcome Email
The welcome email you send to potential customers when they sign up for your email list. Think of it as the first chance you have to make a good impression on your prospects.
These emails establish trust and rapport with the new subscriber and give a glimpse into what you offer and how it could benefit their lives.
They also generate a lot of engagement since the subscriber already indicated an interest in your product/service by signing up.
Welcome emails generate up to four times more opens than “regular” email marketing campaigns and five times more clicks.
While these emails are meant to demonstrate appreciation about a user joining your list, they are also a valuable tool for gathering data on who your subscribers are, what they’re interested in, and what content they’re responding to.
In the welcome email, you can share a little about who you are and what you do. You can also invite them to your website to learn more about your offer.
You can mention something they said or did on social media that made you think of them or tell them a funny story about yourself.
These are all ways to connect with your audience and show them you’re human.
Offering a freebie, contest, or special offer can bring your welcome email campaign to life.
The Cart Abandonment Email
Did you know that nearly 70% of shopping carts are abandoned before a customer completes checkout? This is a serious problem for online retailers, costing them an estimated $18 billion in revenue each year.
There are a lot of reasons why people abandon their shopping carts, ranging from:
- Overly complicated checkout processes
- Security concerns
- Unforeseen costs (taxes, shipping)
- Forced account creation… and so on.
And while you can’t eliminate cart abandonment, you can certainly recoup some of those lost sales using cart abandonment emails.
The cart abandonment email is a special email that aims to remind (and entice) customers to complete their purchases.
Like welcome emails, these emails typically have higher open rates and conversions than regular emails, which makes them a potent weapon for recovering lost sales.
Email automation software can quickly create an automated series of emails triggered when a customer abandons the cart.
The software will then send the cart abandonment email automatically after a certain amount of time has passed.
The email should be short, sweet, and to the point in terms of composition. It should include a clever subject line and convey a sense of urgency that will make the customer want to act.
Many marketers also use discounts or free delivery incentives to entice shoppers to complete their purchases.
The Re-Engagement Email
The re-engagement campaign is another staple of eCommerce email marketing. It is a campaign designed to bring inactive customers back into the fold.
It’s a well-known fact that email lists degrade over time. This is normal, as people change emails, companies, or internet service providers.
And while maintaining good list hygiene is very important, you shouldn’t be too quick to delete inactive subscribers. Customer retention is up to five times cheaper than customer acquisition.
With that in mind, you should take a proactive approach to retain customers by launching a re-engagement campaign.
Email automation allows you to monitor your subscribers’ activities, including important metrics such as open rate, click-through rate (CTR), and unsubscribe rate. CTR calculation, as explained here, is a good indicator of the effectiveness of your email campaign.
A good email list cleaning tool will also help you identify inactive users (those who haven’t opened your emails in the last six months) and allow you to send emails to these users to encourage them to return gently.
If they don’t respond within a reasonable time, you should cut your losses and move on.
We hope this brief article has helped you to understand the power of eCommerce email marketing in general and how it can help you to grow your business.
Powered by email automation, the above-mentioned strategies can skyrocket your brand to new heights and help you to achieve your business goals.
In case you have any questions about this topic or wish to share any thoughts on it, please leave a comment below. Thank you for reading!