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When it comes to promoting your brand and increasing sales, eCommerce Email marketing is considered the most viable option. So, to bring some more light on the topic, we are here with this blog. To know more, keep reading!
Table of Content
- What is Ecommerce Email Marketing
- What is the Significance Of Ecommerce Email Marketing
- Types of email marketing campaigns
- Ecommerce Email Marketing Tips To Increase Your Conversion Rate
What Is Ecommerce Email Marketing?
Ecommerce email marketing is an effective technique of sending compelling and attractive marketing emails to prospects to bring in more sales to your digital store. To quote it in simple words, email marketing is the art of increasing the conversion rate by using emails. In a wider sense, email marketing assists a business to attain its desired objectives such as boosting sales, increasing traffic, maintaining relationships and building customer loyalty.
What is the Importance of Ecommerce Email Marketing?
What does cheese do to your pizza? What does Ice cream add to your cold coffee? It adds to their taste, right? That's what email marketing does to your online store.
Also, do you know, approximately 99% of consumers have a habit of checking their emails daily? Furthermore, 80% of users think of email marketing as the most effective way of retaining customers. These statistics are enough to make you aware of the importance of email marketing for small businesses.
So, let's now dive in to learn about some points of significance of Ecommerce Email Marketing:
- Emails keep the customer well informed and connected with your business.
- Emails help in building good relationships with your prospects, leads and current customers.
- So many people have a habit of checking their emails regularly. That's why they are the best as they bring more conversions than any other form of marketing.
- Emails can be customised and personalised easily. You can add personalisation to your emails, which in turn will make your business more welcoming and warm.
- Emails increase brand awareness and make your brand visible to the public.
- Emails are comparatively cost-effective than other forms of marketing.
What are the types of email marketing campaigns?
There are different kinds of email marketing campaigns. We are going to discuss some of them below:
1. Promotional Emails
Promotional- as the word says, means the kind of email that promotes your business. They are promotional messages that are sent to the email inbox of the recipient. It is a type of advertising where businesses can send promotional content to their potential clients.
Promotional emails are sent to the prospects to make them aware of the new products and services available. The main purpose of these kinds of emails is to boost sales and to increase customer base.
2. Transactional Emails
Transactional emails are sent whenever any transaction is done between a business and a customer. They are automated emails that are sent from a business to its customers. Generally, they are related to any commercial transaction or activities in account.
Transaction emails are different from marketing emails because the former gets triggered by the interactions, events, or preferences within an application or service rather than by the marketing campaign of any company. This is the reason why transactional emails are also called triggered emails.
3. Lifecycle Emails
The other type of emails that a customer receives throughout his customer journey is a lifecycle email. They are the emails that are sent to the buyers during different stages from the subscription to purchase.
These emails are generally dependent on the behaviour of users. Also, they interact with your business to assist you in retaining the customers, increasing revenue and improving customer engagement. Some of the examples of lifecycle emails are welcome emails, special offers/discount emails, onboarding emails, coupon emails and many more. If you are wondering which type of email you should choose for eCommerce email marketing then let me help you with this. All three types of emails are important for ecommerce marketing strategy and you have to use them strategically according to your needs.
Ecommerce Email Marketing Tips To Increase Sales
1. Begin with a Welcome Email
If you shop online from Amazon, then you must have noticed the way they email you at every point in time. Yes, big brands such as Amazon and Levi's realises the significance of sending a warm and impressive welcome email.
Welcoming someone is a warm gesture and you must do it in a way that makes the other person want to stay and feel good. Also, it is truly said that "First impression is the last impression". That's why you must try to put all your efforts into curating a welcome email for each of your new users. Because if you don't welcome a new user, they might feel unknown and insignificant at your place.
But what exactly is a welcome email? A welcome email is a message that is sent automatically to the new user as soon as they put their feet in your store. They are a sequence of emails that are sent to the user to thank them for subscribing or signing up to your online store. It includes all the other basic details such as what they can expect from your store and at what time.
Also, the purpose of welcome emails is to make the first best impression in front of the customers and to increase the conversion rate. In addition to this, you can insert the links of your social media handles and a call to action to increase engagement.
2. Design Responsive and Appealing Emails
You must curate and design your emails in such a way that they catch the attention of your customers. That means, all the emails that are being sent by your eCommerce store to the prospects must be well designed and responsive.
Wait, this doesn't imply that you have to attach GIFs and images in every mail. Talking about facts, if written properly with full attention, the text-only emails can do wonders too. To make them more appealing, you can add bullet lists, headings and make the content easy to read.
Moreover, your emails should be simple and understandable. Also, they should be able to catch the attention of the reader. So, make sure to start with a killer introduction that makes the reader move further.
3. Personalise Your Emails
What is the difference between "Good Morning" and "Good Morning, Rachel"? The difference of feeling and belongingness, right? The latter is always the best way to greet someone because it makes the other person feel like you are talking to them.
That's why you must always personalise your emails in such a way that makes the recipient feel warm. Try to add as much personalisation as you want. You can add their name, their most favourite products, reminders, and you can even greet them or offer them special discounts on their birthdays or special days.
Believe us, things work the best when they are personalised. Try talking to them using their language, which means curate the emails for different generations. Alright, it will take more effort and time but we bet, it's worth it in the end. Notable examples of companies that do personalisation at a crazy level are Amazon and Myntra. There isn't a single email that they send without personalising it. It is delightful for the customers to get emails like " You have pending Myntra credits, why not buy some clothes, Sam"?
4. Offer Discounts
Offering discounts is one of the best strategies to keep the customers coming back to your business. So, make sure to offer discounts to your loyal customers to increase your customer retention rate.
Loyal and constant customers are the life of your store, they help your business to grow. That's why you must reward them by making a special loyalty club. And you know what? By seeing all these special discounts and offers, customers will get attracted to your store. So, it's a win-win, right!
5. Deliver Back-in-Stock Emails
Influencer marketing is one of the effective ways for product promotion. Influencers are the god of social media platforms like Instagram, Facebook, LinkedIn with a good number of followers. Their content is watched by many users and if brands shake hands with this influencer then the product promotion campaign can become a huge hit.
According to the report, influencer marketing generates 37% customer retention. There is this belief that when it comes to influencers, it is best to go with one with the highest number of followers. That’s not at all true, you can pick influencers based on your niche.
Niche influencers might have a little fewer followers but they will surely have the targeted audience you are looking for which will be far better than an expensive influencer with many followers.
Other than this, niche influencers are quite inexpensive too.
6. Send Abandoned Cart emails
Do you know that almost 88% shopping carts were abandoned in the year 2020? That means, 99 out of 100 people decided not to buy a product after putting it into the cart. Sad, no? That's why it has become so important to send abandoned cart emails to your customers.
By sending abandoned cart emails to your prospects, you can offer your customers the push to come back to your eCommerce store to complete their buying.
Most importantly, by sending abandoned cart emails you can recover your lost revenue. Also, if your mail is good enough to bring the customers back to your store, then revenue will increase too. In turn, the user experience of your store will also increase.
7. Send emails at the right time
Timing matters the most! That's why, make sure to send the emails at the right time, so that the users can read them. For example, do you know the most appropriate time to send a marketing email is between 5 am to 7 am, or from 12 pm to 8 pm? Also, Tuesdays and Wednesdays are said to be the best days to send emails.
Well, you should properly analyse and decide the best time that will work for you. Also, you can set automated triggers as well, they will deliver the content at the correct time.
Automated trigger emails ask you to set some rules. Depending upon the objectives, these triggers will differ. But, they can be as easy as the customer taking an action on your website or as tough as a customer spending some time on that page. The idea behind this is that as soon as an action is taken, it delivers the message to their inbox.
For instance, if a person looks at a particular product in your store, but doesn't buy it, then you can send an abandonment email automatically. This mail will show your customers all the products they were seeing with some other recommendations. These emails remind the customers of all the things they were looking at and bring their attention back to the products.
8. Segment Your Audience
Another important email marketing strategy is segmentation. Moreover, segmenting your email list is considered the best email marketing strategy. For instance, if your eCommerce store deals in drinks and snacks, then there might be some users that are interested only in buying drinks. Likewise, there might be some people who are interested only in buying snacks. So, those people who like snacks won't like the emails about drinks and vice-versa.
That's where the role of segmentation comes in! Segment your customers according to their preferences. You can deliver personalised mails that fulfil their specific needs and interests. This way, your product recommendations would be targeted in a better way and then you are likely to get more repeat customers.
9. Upsell-Cross sell
Upselling and cross selling is also an important and effective strategy of eCommerce email marketing. Cross sell and upsell emails focus on the customers who already made a purchase from your store. The main intention behind these strategies is to increase the purchase. They both push people to buy more and more.
To be specific, a cross selling email is sent to the customer to buy a complementary product along with a product they already bought.
Whereas, an upselling email is sent to make the customer buy more valuable product compared to the product they are buying.
Both of these strategies must be personalised with appealing designs and CTA buttons. If you want to learn more about this, check our blog where we have discussed in detail what is upselling and how you can upsell your products.
10. End With A Thankyou Email
Endings must always be beautiful! That's why you must send a thank you email to your customers as soon as they make a purchase.
Thanking your users isn't only limited to thanking them for subscribing or making a purchase. Rather, it is about letting them believe that whatever you are, it's all because of them!
However, we must give something back to our customers, right? This way, the customers will feel belonged, warm and much more connected to your business. The goal is to make them feel at home.
So that's a wrap! Here comes the end of this article. We believe this guide will help you out in learning about the significance of eCommerce email marketing.
To conclude, we would say, email and social media marketing for small businesses has a lot of potential for eCommerce stores. You can make use of the top strategies to retain old clients, attract new leads and increase sales. Whether you are a beginner or an expert in the field, you can take your business to another level by making use of the best eCommerce email marketing strategies. So, give it a try and watch your brand grow bigger and better!
Also, if you are still confused or worried, then we at RVS Media Limited are here to help you out.
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