For E-commerce brands, Email marketing is one of the best channels you can ask for. If you run an online store, you would have quickly learned that getting users on the platform is only half the battle. There is still a lot to do to make that sale happen.
Your website design, ease of use all are important parameters in converting a visitor to a sale. But an e-commerce website is full of pitfalls that trap these visitors and you end up not making that sale. This is especially true if you are an up-and-coming brand and people are trying your products for the first time.
The key is engaging with the users progressively. The experience a customer has on your site matters. Email marketing is your savior in many cases. By using smart strategies, you can make sure that your visitors have a complete experience on your platform.
Email marketing can help you convert visitors into loyal customers who keep coming back to you for products. Here are some email marketing best practices and ideas that help your e-commerce brand stand out among the clutter, and deliver a complete user experience.
Start with the user at the center
Often, we tend to jump into action as soon as we come across a new tool or a new channel. Taking some time before this to design the campaign in as much detail as possible will help you in the longer run. Think about your user. What are the characteristics that define them the best? What are they looking for? What are the problems that they face which your products can solve? What are some of the concerns they may have about your store?
Once you have these answers, it becomes the canvas on which you will design your email marketing campaign. A lot of information about what to send and when to send will come out of this process. The needs and problems could be good hooks to attract new customers and to engage with the customers whom you want to target again. The concerns they have can be scheduled as mailers when they are in the process of making a purchase.
More the segmentation, better the results
Segmentation is the silver bullet in e-commerce email marketing. Segment your user base as narrowly as possible so that you can deliver the most relevant messages to your users through your emails.
Email marketing is meant to convert. So you have to make sure that you are putting your best foot forward in your emails. Sending emails related to makeup products to someone who is not likely to buy is not going to get you the results you want.
Play around with subject lines and content
Landing the campaign that works best for you takes a bit of trial and error. Don’t be afraid to experiment with your subject lines and your content to get the best fit. Using emojis and user’s names in the subject lines are effective ways to boost open rates in emails.
You can also play around with content in these emails. Try referral campaigns, cross-sell products, product usage videos, and other forms of content. A/B testing your email campaigns will also help you get the best results.
Beyond just segmenting, personalizing the emails will also help you convert users to loyal customers. Configure your email marketing to regularly engage the visitors with products and offers for products that they are interested in. Related products, customers who brought this also brought these products – these are all interesting formats you can try out.
Personalizing the communication also makes the customers feel valued. This is a great bonus when we are talking about engagement.
Don’t forget cart abandonment emails
If there is one mail that you should begin with, it’s cart abandonment emails. I’m sure that cart abandonment is one of the major problems that’s keeping you up at night. Cart abandonment emails help you convert these into sales. Giving special offers, discounts, free delivery- all or some of these ideas can help you land that sale.
Invest in technology
If you are starting up, or in an early growth phase, it is likely that you will be working on tight budgets. Email marketing is one of those areas where you shouldn’t hold back. Investing in good email marketing software is critical for your success.
You will need to use a lot of features that are not available in the free software that you find. You can use these free tools and free trials to experiment and design the campaigns but as you grow, investing in a good product will help you in the long run. You can also o
Let data guide you
The best bet you can make is to rely on data to tell you where to go. Keep a close eye on the open rates, click rates, and conversions. Over time, you will see clear patterns emerging. This would give you ideas on what’s working and not working. Analyzing the data regularly will help you keep the campaigns fresh and optimized.
Experiment, fail fast, move on
This is perhaps the most important part because more than a technical aspect, this is an attitude. You are not likely to get it right the first time. Be willing to try new things, see how things are going and learn from your mistakes. Progress over perfection should be your mantra when it comes to email marketing.
Having a flourishing e-commerce business is about making a lot of moving parts work cohesively. Email marketing is sort of the grease that keeps the machine running. Putting your user at the center of your design will create a wholesome experience.
Email marketing is all about communicating the right information to the right users at the right time. Pay attention to the content you send, user profiles you are sending it to, and also when you are sending each mail.
Each small communication adds value to the overall user experience. But also remember to not bombard them with emails. Finding the right balance is going to be the key to success in email marketing for e-commerce.
Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.