Want to boost your eCommerce sale?
Thee’s no doubt that email marketing is considered one of the most cost effective and successful ways to grow your eCommerce brand. In fact, it has proven to generate an average ROI of 4200%.
However, sending a great email is the most challenging part. Remember, you’re competing with several other brands in the same niche and so getting your emails opened must be your main goal.
While it may be difficult, but there are several ways to increase your e-commerce email marketing ROI. All you need is to study the best practices to know exactly where you can improve your campaigns for maximum benefits.
If you want to overcome this challenging part of your eCommerce marketing, you’re at the right place.
In this blog, we will have a look at some of the best e-commerce email practices that you can follow to grow your business.
Let’s first discuss what is e-commerce email marketing and its importance for your business.
Table of Contents
What Is Email Marketing For Ecommerce Business?
Ecommerce email marketing is a channel that enables business owners to send marketing emails to their existing customers and to the ones who are their potential buyers.
Your email marketing strategy should be simple and with multiple automated emails. The automated emails should include emails for cart abandonment, customer re-engagement, and checkout of the customer.
The primary goal of email marketing should be to increase customer engagement and get more conversions.
The 5 Ts of email marketing are:
- Target- Know the audience who are interested in your brand.
- Tease- Trigger curiosity among the readers.
- Teach- Offer informative content to the prospects.
- Test- Test your emails to connect with the audience better.
- Track- Track your email marketing campaigns.
You can include these five Ts (Target, Tease, Teach, Test, and Track) into your email marketing strategy to achieve your desired goal of growing your business.
Why Is Ecommerce Email Marketing Important?
Studies have shown that new visitors will never return to your store unless you do something to keep them coming back.
In such a case, having an email list and sending great emails is a useful way to retain traffic.
If you are an ecom store owner who hasn’t taken the time to adopt email marketing, you are missing out on a huge reward. Below are some reasons that show why email marketing is important for your eCommerce business.
- It lets you build customer relationships
- It effectively drives sales
- It helps you reach potential customers
- It is easy to measure
- It can increase your brand awareness
- It is a cost effective form of marketing
8 eCommerce Email Marketing Best Practices
Email marketing, being one of the most effective form of marketing is quite challenging. However, you can overcome this challenge by following some simple steps & best practices.
Before you start with the best practices, choose an affordable eCommerce platform that has in-built email marketing tools.
Then follow these 8 best eCommerce email marketing practices to increase your ROI.
1. Start with welcome emails
Everyone loves a warm welcome. Isn’t it?
Let’s turn it to your advantage. To have a great impact on your new subscribers, you must establish a welcome email funnel. In welcome emails, you can share your brand history, highlight your best products and even give introductory offers.
Welcome emails also help in creating engagement. You must keep three or four emails in the welcome funnel as a huge number of the same email can result in your emails landing in the spam folder.
When you use welcome emails, you get the chance to invite the customers to connect with your business.
The initial welcome emails should include emails like:
- Thanking the subscriber
- Welcoming them to the brand
- Letting them know what to look forward
- Focus on the value your products can provide to them
- Tell them why they should purchase your product
2. Add CTAs to your mails
Your customers should know exactly what should be their next step. A CTA is an instruction given to users on a website, or in a video. A CTA is usually a button that will help the user to take an action and help you achieve your goal.
Your CTAs should be clear and crisp. Some common CTAs that you can use in your emails are:
- Sign up & Save
- Book your next appointment
- Upgrade now
- Get a better offer
- Buy now. Pay later
- Get 50% off now
- Get free shipping
- Free gift with purchase
- Claim your coupon
- Claim your free gift
Always use the CTA that suits your content. Also, avoid using multiple call to actions in one email. This may leave your readers confused and lead them to take no step at all.
3. Personalize your email content
Who doesn’t love personalization?
When you get an email that has been curated just for you, there is a greater chance of it compelling you to act. Isn’t it?
To send personalized emails to your recipients, you must segment your email lists.
Personalization of emails can be done on the following basis:
- Contextual personalization depends on where a customer is in their buying journey
- Demographic personalization utilizes demographic information such as age, gender, location, and more to inform recommendations to the customers
- Behavioral personalization is the use of past purchases to advertise products
Make sure you always address the recipient with their first name. Personalizing emails has resulted an increase in ROI.
4. Automate your emails
Some surveys prove that automated emails create more revenue than non-automated emails. Therefore, automated emails can prove to be useful in your overall marketing strategy.
Be it welcome flow or cart abandonment flow, automated emails for e-commerce can level up your email marketing game.
If you don’t know much about the automation of emails, there are various blog posts on the internet that you can consider.
5. Focus more on abandoned cart emails
The abandoned cart email funnel is known to be the most profitable one. The abandonment emails have a great opportunity for conversion as the customer has almost made his/her decision to purchase. But unfortunately, due to some reasons the purchase was not done.
So, it’s your responsibility to understand the reason for this abandonment and try to find a solution for the person to complete his/her purchase.
While creating your abandonment emails, you must remember the following points:
- There should be three or four emails
- Send one email an hour after the customer has abandoned a cart
- Offer discounts in the abandonment emails
- Have attractive subject lines
- Add CTAs
Your cart abandonment funnels can be a great place to personalize as they are sent to only those individuals who come under the category of abandonment.
6. Don’t compromise on A/B Testing
If you want to know whether your email campaigns are as effective as possible, split testing is a must.
A/B testing or split testing is a strategy that shows two or more similar variations of an element against one another. The goal is to ensure that your emails have the greatest return on investment.
While split testing, you must test:
- Subject lines
- Body text
- Sending time
After A/B testing, once you have received the results statistically, you can implement changes in your email marketing strategy if necessary.
7. Offer rewards to loyal customers
When you segment your email list, you can easily personalize emails and reward your loyal customers.
One great reward that you can offer your customers is a discount coupon. Apart from coupons, you can also offer the below-mentioned things to your loyal customers.
- Offer passes to an event
- Virtual events
- Virtual Manual
- Special Discount
- Free trial
8. Optimize your emails for mobile
We all are aware of the excessive usage of mobile devices these days. According to various studies, it has been proved that 47% of all people across demographics open their emails in mobile devices whereas 26.9% of people still prefer desktop.
So, if you want your recipients to read your emails, you must optimize it to be mobile friendly as well. Reputable email providers have built-in mobile optimization features.
Make your emails mobile friendly by:
- Using mobile optimized templates
- Adding short subject lines. Not more than 25-30 characters.
- Selecting a single column template
- Using a large font size- preferably 14px
- Adding small images in your email that will take up less loading time
We hope that this blog proved to be useful for you. Refer to all the points mentioned above as you make your way through your email marketing journey for eCommerce.
Just remember to be patient while writing your email funnels and you can also take the help of several tools available online to revamp your email strategy game.
You can use the above points to seamlessly develop a full-fledged email marketing strategy and write the emails that work to get you more leads and conversions.
What’s your secret to successful eCommerce email marketing? Share with us..