While email marketing for eCommerce stores may not be the most exciting form of advertising, it is undeniably one of the most cost-efficient ways to grow one. Email is the most successful channel for customer retention, according to 56% of marketers.
Building a successful eCommerce email marketing campaign takes time and effort, but once it’s up and running, it’s the safest way to reach new and valuable customers.
In contrast to a social media following on Twitter or Facebook, you have full ownership and control over your list of opt-in email addresses.
If you’re ready to level up your email marketing, here are 6 best practices for e-commerce email marketing that will help your company expand like never before.
1. Leverage Automation
Marketing automation is the foundation of any successful e-commerce email marketing program.
Automating the workflow allows for real-time segmentation, simple customization of products and services, and significant time savings. Thousands of customers would make it impossible to send emails one by one, making marketing automation a necessity for any e-commerce site looking to grow.
Many tips and tricks for successful eCommerce email marketing that you’re about to read about assume the use of marketing automation software. Identify a solid platform offering the functionality you require and invest the time into learning it inside and out.
2. Segment Your Mailing List
Revenue can be increased significantly through email campaign segmentation. To accomplish this, you should compile as much information as possible and examine your segmentation choices. Conventional demographics like age, income, education, etc., can be used as a starting point for list segmentation, but for the best results, focus on business-related criteria.
Analyze things like which pages and links people have visited. Maintain a log of where your leads are coming from and see if you can divide them up into distinct groups based on their likely interests.
Personalization is the next logical step after gaining a deeper understanding of your customers. By studying your customers’ habits, you can determine the best time to send emails to each contact, increasing the likelihood that they will read and respond to them.
3. Ensure Mobile-Friendliness of Your Emails
Being mobile-friendly is an often-overlooked best practice for e-commerce email marketing, even though more and more customers are accessing their inboxes from their mobile devices. Thanks to the preview features of many marketing automation platforms, you can see how your email will look on various devices before sending it.
Make sure your website, landing pages, and templates are mobile-friendly and load quickly. Conversion rates can be improved by testing your call-to-action and ensuring the ensuing process is as easy and painless as possible.
4. Use Welcome Trigger Campaigns
There is no limit to the types of trigger campaigns you can create for your eCommerce email marketing, but an excellent place to start would be with a welcome series.
The open rates for welcome emails are among the highest for any other type of email. Most marketing automation platforms make setting up a welcome series easy, and these initial messages can serve multiple purposes.
In addition to establishing rapport with new subscribers and providing them with background information about your company, a welcome series can help you determine how often they would like to receive emails from you.
If a new subscriber doesn’t bother to read one of your welcome series emails, they probably won’t be interested in receiving your business’s newsletters.
5. Develop An Abandoned Cart Series
When it comes to email marketing for an online store, one of the most important things you can do is create an effectively abandoned cart series.
Shopify reports that 88% of online shoppers do not follow through with their purchases. Just think about the potential sales you could make if you convince those people to buy from you. That’s why you should run abandoned cart campaigns.
Accordingly, however you decide to structure your abandoned cart series, a minimum of three emails should be sent. The first should happen within an hour of them leaving the cart, the second within 24 hours, and the third within three to four days.
To determine the most effective time to send those emails, you can perform A/B Testing.
6. Encourage & Request Customer Reviews
In today’s highly competitive e-commerce environment, it is essential to have social proof that your product is both desirable and practical. It demonstrates and strengthens faith in the brand for the specific buyer. 88% of consumers say they trust user reviews as much as personal recommendations.
Communicate with recent buyers, and automate the process for maximum efficiency. In addition to product reviews, solicit feedback on the ordering process and support staff’s performance.
Let The Marketing Strategy Group Manage Your Email Marketing Optimization
Consequently, uncoordinated promotion strategies, low customer volume, and a significant decline in business can result from misunderstanding what email marketing is and its best practices.
Your eCommerce store can’t afford to let this happen. Take advantage of email marketing services geared toward conversion from the top email marketing companies to make the most of your digital marketing budget and online advertising efforts.
Email marketing services from The Marketing Strategy Group can be tailored to your business’s specific goals, budget, and target audience. Contact us to set up a consultation and discuss how our services can help you reach your objectives.