Running an eCommerce business is not easy, as a seller needs to identify the most efficient marketing methods for reaching their audience and connecting with consumers. One of the most valuable aspects of running a successful eCommerce website is your ability to build your email list.
Many marketers consider eCommerce email marketing one of the most effective solutions to reach customers. Due to the rapid growth in mobile technology across the globe, today, you will find almost every individual owning a smartphone, and most smartphone users spend many hours every day checking their inboxes. According to the updated figures released by the Radicati Group in early 2019, the number of active email users has jumped to 3.9 billion. It could have risen to 4 billion or more, which is more than half of the global population. Considering these factors, we can conclude that email marketing is one of the most effective channels for running eCommerce businesses successfully.
Why Email Marketing Is Important in Ecommerce
Let’s look at some reasons that back up the idea that email marketing is crucial for a successful eCommerce business.
- It is cost-effective and provides high ROI. Unlike traditional marketing, you don’t have to pay for print, postage, or ad space for email marketing. This makes an eCommerce email marketing strategy a relatively cheap marketing solution. When it comes to generating high returns on investment, emails outperform all other marketing channels.
- Customized emails provide a personal touch. Customers are bombarded with several promotional emails every day, so standing out by personalizing them can make them remember you better.
There are various options to customize and personalize your emails. Customized emails are an opportunity for you to be informative, creative, and bring value.
- It allows you to develop compelling and engaging content. “Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis (Author & Keynote Speaker).
Generating excellent content for your email helps you get the desired result. The subject line is one of the most crucial parts, after which you can focus on the email’s text and calls to action.
- It increases the conversion rate. Emails are one of the greatest ways to communicate with customers. You can cross-sell products by setting up a post-purchase email sequence.
Key Strategies to Take Your Ecommerce Marketing to the Next Level
To achieve the best results, you need the best strategies. Following are some key eCommerce email marketing strategies to help you achieve the desired result.
- While sending an email, you need to keep in mind that if you are not providing your customers with relevant content they want to engage with, you are losing their attention. Therefore, provide value in everything you send. Show your customers that you care about providing them exactly what they need. This will build trust and gain more loyal customers to your brand.
- An effective email may not help you achieve the desired result if it is not sent at the right time. Email platforms like Mailchimp have a feature called “Send Time Optimization,” which analyzes your subscriber click activity history to see when they’re typically the most engaged in your campaigns. This data is then compared to every other subscriber on your list. From this, the “Send Time Optimization” feature calculates the time when subscribers on your list are most likely to interact with your campaigns. This feature provides maximum engagement and takes the guesswork to determine the best time to send an email.
- Today, the majority of people are reading emails through mobile devices. Unfortunately, if your email is formatted with two columns, they will appear stacked when viewed on a mobile device. Therefore, you need to optimize for mobile; otherwise, you miss out on selling opportunities.
Most Effective Ecommerce Emails
Following are some of the most common types of emails that successful eCommerce businesses use in their email marketing strategy.
- Transactional emails. A transactional email is an automated, personalized email between a sender and a recipient triggered by events or interactions within a service or application, such as a subscriber making a transaction on your site. Some examples are order confirmations and receipts, shipping notifications, and password resets. Unlike other email forms, these do not require a customer to opt-in, as they are not market-oriented.
- Broadcast emails. These singular marketing emails include newsletters, announcements, etc., and are sent to specific segments of your list.
- Lifecycle emails. These automated emails help in building your relationship with customers. Based on a purchase or any other customer action, they are sent automatically or at specific times. Welcome emails, thank you emails, feedback requests, cart abandonment emails, win-back emails, and milestone emails are some examples of these.
Remember that email marketing allows you to directly reach your customers without relying on social media algorithms or search engine rankings, making it crucial for eCommerce businesses.
Andy Beohar is VP of SevenAtoms, a Google and HubSpot certified agency in San Francisco. Andy develops and manages ROI positive inbound and paid marketing campaigns for B2B & Tech companies. Connect with Andy on LinkedIn or Twitter.