In the recent statistics, it is shown that an average of 293.6 billion emails is sent and received every day, which leads to a potentially huge return of investment for marketers who use e-commerce email marketing to boost the brand awareness of a company and its products among customers.
Among others, e-commerce email marketing paves the way for boosting user engagement, customer loyalty, announcing the most recent deals, and of course—increasing sales. Due to the current pandemic situation, almost all consumers prefer to check their email inboxes every day just to stay in the know about the latest promotional deals which provide a clear opportunity for e-commerce businesses.
Employing e-commerce email marketing is a challenging task at first. But once you are already guided with the necessary tips, you will be equipped in having your next steps in embracing email marketing among customers.
Statistics highlight that 80% of market retailers consider e-commerce email marketing the most effective way of establishing further customer retention. With e-commerce email marketing, consumers get to be frequently updated with the most recent offers that the company has. Email messages tend to be more personal, and employing e-commerce email marketing ensures that the message is personalized.
In addition, email marketing is important for e-commerce businesses because this will further nurture the leads and re-engage the passive clients.
Here are some of the e-commerce email marketing tips that you should follow.
Know Your Target Audience
Knowing your target audience is the first and most crucial tip that you should observe in terms of email marketing for e-commerce businesses. In e-commerce email marketing, you try to target more than one target audience you seek to reach.
Make sure to take note of each audience segment that you try to target. Segment these target audiences and try to make personalized email messages tailor-fitted to their needs. Knowing your target audience ensures greater engagement and awareness among clients.
Taking note of demographic data, such as age, monthly or annual income, marital status, and gender of the clients is the first thing you should consider. In addition, taking note of their personality, values, attitudes, lifestyle, and preferences gives you an opportunity to know more about your target audience, which is an essential consideration in deploying email marketing for e-commerce businesses.
Create an Email Marketing Plan
After doing client segmentation, the second basic e-commerce email marketing tip that you should employ is to create an email marketing plan.
Once you get familiar with your target audience, make sure that you create an efficient and effective email marketing plan that addresses the needs of your target audience. Take note, deploying a great e-commerce email marketing plan is not done overnight; thus, a need to make concrete plans that put in place some strategies for implementation.
When creating an email marketing plan, make sure that you have considered the things you have taken into note when looking at the needs of your target audience. After that, validate your outcomes to ensure that you attain all the targets in deploying e-commerce email marketing.
Once done, include visuals of your company such as the products or services that you offer, and ensure that you include the expectations of your company towards the customers and a call to action to enhance the purchasing powers of the clients.
Check Your Competitor’s Email Marketing Strategies
Employing your own e-commerce email marketing strategy helps you engage further with your clients. It will help to examine how your competitors are currently doing it with their own strategies.
Looking at specific things like the products or services they are offering, their target audiences, their email message in terms of aesthetics and organization, the value they have added to the consumers, the way they enhance their identity, and how they encourage the customers to continually purchase their products and services are the things you should check on the email marketing strategies of the competitors.
After taking note of these important pieces of information, make sure that you screen at least three to five competitors with your same industry. Make certain to be careful in every single detail that they are highlighting, so that you can be able to determine where you should strengthen and improve.
Use A Personal Approach
This fourth basic e-commerce email marketing tip doesn’t literally mean that you send messages to individual customers. What it means is that you must carefully check that you send email marketing messages aligned to the data of your target audience.
With this tip, a need to use a personal approach impacts the engagement and experience of the customers. Should you want to ensure a faster boost in e-commerce email marketing, make sure to construct messages using a personal tone.
Generating email messages like “Dear Tyrone” and “Thank you for purchasing (based on the consumer’s previous purchase) always helps. “You might want these” make the email message a more personalized one.
Make the Emails Engaging and Interactive
There is no such thing as a dead and plain email marketing message. Sending email messages to your customers on a regular and frequent basis is a must in making sure that e-commerce email marketing is an effective strategy in enhancing engagement among customers. You must frequently verify that there is an effective way of stimulating further engagement among customers.
To do this, you can make use of polls, reviews, and surveys to ensure frequent evaluation of customer service done in the company. You can construct simple questions where you obtain frequent feedback from the customers in terms of the products and services that you are offering.
Also, you can make use of scratch cards that include privileges and special offers the next time they purchase a certain product or service. This will ensure that customers get to be prioritized because they already made a purchase or subscription with your company; hence, boosting retention and engagement.
Automate Your Email Marketing Campaigns
An automated email marketing campaign ensures that your campaigns will run with less effort coming from you.
This also helps you spend your time efficiently on other types of marketing strategies you need to employ on the side.
Automating your e-commerce email marketing message also ensures that your sales teams are able to work on other tasks without having to watch how the campaign runs from time to time since automation requires no intervention. And since campaigns will be automated, there are also features for automatic insights into every campaign.
Incorporate Promotional Offers in the Campaigns
The seventh basic e-commerce email marketing tip is about a strategic manner of encouraging the customers to keep on purchasing your product or service offers which are to incorporate promotional offers in the campaigns.
First, you must check that the value is added to your offer. Answering the question “What benefits will my customer get once they purchase a certain product or service?” is a great way to know which additional offers you need to add.
Since you advocate an increase in sales, the next thing you should do is to include appealing visuals in your campaign. Third, confirm that you include call-to-action buttons where they get to immediately enjoy the benefits you have emphasized in your email marketing message. Things like “Sign up for your free company account today to enjoy exclusive perks” are good examples.
Plus, don’t forget to celebrate the holidays and offer special discounts your customers will love.
Track the Progress of Your Campaigns
After having successfully employed an e-commerce email marketing strategy, carry out a plan to track the progress of your campaigns.
When tracking your progress, ensure to look at the specific metrics:
- Open rate
- Click-through rate (CTR)
- Conversion rate
- Bounce rate
- Unsubscribes
- Forwarding rate/email sharing
There are more metrics to watch out for but the point is that you need to keep watch of this information in order to measure the actual success of your campaigns and find out how to make the necessary adjustments.
