Does email marketing for e-commerce work? Of course, it does!
A study by McKinney revealed that email marketing is 40 times more effective than even social media marketing, especially for gaining new buyers.
If you’ve ever wondered if you should give email marketing a try to grow your e-commerce store, then read till the end to see why it's a great idea.
The point is that e-commerce email marketing works, and you should leverage it to boost your store’s sales. Not sure how? Allow us to enlighten you! Shopify is one of the best eCommerce platforms for businesses of all sizes.
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Top Tips to Drive Ecommerce Sales Through Email Marketing
Here is how email marketing can supercharge the growth and grow the sales for your e-commerce brand.
Your Subject Lines Will Decide If You Make It or Break It
Subject lines are key in making the perfect first impression. You obviously want your prospects to open your email. Then, give them a compelling reason to do so! Craft subject lines that pique their interest and have them quickly clicking to find out what your email says - and if you can’t do it, hire an expert copywriter who can!.
Here are a few tips for writing brilliant subject lines that get opens:
- Make it concise. Ask yourself, how long should your subject line be? A study by Backlinko found that subject lines that do not go beyond 16 characters recorded significantly higher open rates.
- Be clear about what you want to say, but not too pushy.
- Stay away from the “[email protected]” sender name.
- Get the timing right. No point in selling Christmas trees online on the first day of January is there.
Check out these examples of some sticky subject lines that are bound to have stellar open rates.
Without Personalization, You Don’t Really Stand a Chance
Long gone are the days of generic emails announcing sales and discounts. Today, customers want to receive marketing messages that are relevant to them.
Not personalizing your emails can be like selling ice to Eskimos. No matter how great the pitch, they won't open the email because they don't need the product.
How do you begin personalizing? Start small - address your audience by their first name and not "Dear customer" or any other such outdated and impersonal variant.Make sure you always follow landing page best practices to increase your conversion.
These days most marketers use email marketing software to get personalization right. Why? Because it directly impacts sales! A study by Accenture revealed that a staggering 91% of customers admitted they are more likely to shop with a brand that pitches them relevant product recommendations. It's a no-brainer! If you want your audiences to open your B2B email marketing mail and click on that CTA, start personalizing.
Make your emails more personalized and user-friendly with a wide range of email template tags. Add more details to email campaigns easily With the help of Easysendy Pro
Don’t Bombard Your Prospects with Too Many Mails
Sounds like common sense? You would be surprised how many e-commerce brands make this mistake. Often, they feel that reinforcing their brand name or product offering by sending a constant barrage of emails to their prospects will lead to conversions. This is a myth. Refrain from sending too many sales emails to your prospects.
Indeed, it is critical to follow up on qualified leads who did not respond. But there is a fine line between communicating proactively and being pushy. As a rule of thumb, send a marketing email to a warm lead once a week. However, if you feel they are engaging with you by responding quickly, you can use your judgment and send emails as often as you think is right.
Other than this, one sales email per week is good enough. Wherever possible, synchronize your sales emails with festivals, special occasions, or upcoming events.
Get a Feeler For Your Audience’s Tastes by Sending Test Emails
Test a pilot batch of emails with a sample set of customers to gauge their initial reaction. Why? Because you never know which email template, format, and messaging will work best for your target audience until you test their efficacy individually.
Varied email elements like CTAs, embedded GIFs, videos can increase your subscription and open rates. But, which video or CTA works best with your prospects? Find the answer to this question through A/B testing of your email pitch.
Make Sure Your Landing Pages are Mobile-Responsive
I mean, at this point this should be quite obvious, isn’t it? A recent study reveals that 1.7 billion people check their email on their phone while 0.9 billion do it on their computers. Therefore, your audience must be able to read your emails on their phones easily.
When you design a mobile-responsive email that adapts to a variety of screen sizes, users find it easier to read and interact with it. The last thing you want your lead to do is to constantly zoom in and out just to read your message.
If your emails often carry CTAs that link to purchase options on a landing page, mobile responsiveness is a must. You don't want your customer to pinch in and out and miss your CTA button.
Here is an example of a responsive vs. a non-responsive email.
Sending an Ecommerce Email without a Punchy CTA is a Crime
You want your customers to take action after reading your marketing email. It can be to check out your website, purchase a product, RSVP to an event, or any other engagement activity. To engage your audience effectively, make sure your reader has something to do after reading your email. Make sure there is an action they can take through a CTA. It could be a text or a button, but a CTA is must for every email you send!
Place one or several CTAs at the right place with the right wording. You could send an email without a CTA, but that would be email marketing suicide. Bear in mind that the ultimate goal of your email is conveyed through your CTA.
Check out this example for two different types of CTAs for the same service.
Relying on Email Automation is a Good Thing
There is not much point in generating content if you only do it periodically just to run your marketing campaigns. Creativity doesn’t just happen when it’s time to roll out your quarterly e-commerce email marketing campaigns. A great idea can hit you any time. And when it does, be sure to make a note of it. Draft your emails in advance and automate it to reach a special list of prospects belonging to a specific demographic, geography, etc.
Email automation allows you to complete a host of tasks like sending bulk emails, follow-up emails, reminder emails to people who abandoned their carts - the possibilities are many. Rather than figuring out the logistics behind sending out emails, concentrate on drafting the content and let email marketing automation do the heavy lifting.
Working with contacts and implementing email campaigns are standard tasks for digital marketers. If you use the email marketing platform in your work, then you have probably faced the task of transferring data from one system to another. Using the ApiX-Drive online connector, you can set up automatic uploading of contacts from the online service you need to the email marketing platform.
Any experienced PC user can create an integration. Programming knowledge or API knowledge is not required. The ApiX-Drive service offers a simple interface and a clear setup procedure.
Educate Your Customers on a Variety of Topics Related to Your Offerings
Sending emails and newsletters only when you want to launch a new product is a strict no-no. Invest in generating quality content about the benefits of your offerings and share them with your leads. Creating awareness around why you sell what you sell is just as critical.
Hire content creators to create blogs, articles, and newsletters on topics like:
- What can your product line do for your customers?
- What are the latest technology trends within your industry?
- Best practices you follow
You can also share research materials, case studies, and other valuable resources with your potential buyers to keep them engaged. Sending interesting and valuable content over email can also help you establish your brand as an authority.many businesses design poster through poster maker and visualize their content along with their brand logo to just keep their brand memorable in customer's mind
Ecommerce Email Marketing Benefits
So, what happens when you employ the tips mentioned in this article? Sure, you drive up sales, but here are a few other advantages that come with effective e-commerce email marketing:
- If leveraged well, e-commerce email marketing comes with the potential of earning you an ROI of 4300%. This marketing medium is indeed low cost and gets you incredibly high returns.
- With e-commerce email marketing, you mostly get to target the people who are reasonably interested in your business offering. They are either opt-ins, or you added them to the list after verifying their purchase propensity.
- If you are using email marketing software, you can easily track your campaign’s success. You can figure out your open rates, click-through rates, etc.
- This medium offers flexibility. Meaning, you can either send bulk emails or email only a handpicked few.
- E-commerce email marketing appeals to impulse purchasing. If you manage to personalize an email and send it at the right time, your chances of conversion go up.
It’s Your Turn to Do The Magic
If you are an e-commerce retailer, email marketing should be your number one channel to appeal to prospects and customers alike. Email lets you reach your audience anytime you need to. When used effectively, email marketing gets you better results than all your other marketing efforts combined.
And once you’ve cracked the formula of what type of emails work for your e-commerce brand and store, then it’s only a matter of iteration. Get busy exploiting this age-old medium today and start raking in sales for your store!
Author Bio
Crispino is a professional digital marketer, with a love for design, art, literature, and everything in between. Experienced in content writing he intends to captivate your imagination with his work. He dedicatedly takes care of social media management, blog strategy and editing, email marketing, content marketing and community management in her current role at Wishup.co.
