Ecommerce email marketing is one of the most successful and efficient marketing methods available, enabling online retailers to maintain touch with both current and new customers while increasing sales, enhancing customer retention, and fostering strong customer engagement.
Despite the growing number of channels available to e-commerce businesses to engage their customers, email continues to be the most promising. According to statistics, when utilized properly, email marketing ecommerce continues to yield an excellent return of $36 for every $1 invested.
Brands need to reconsider their email strategies because client acquisition prices have increased by over 60%. Standardized email marketing for ecommerce automation is no longer sufficient!
Having said that, prosperous e-commerce entrepreneurs are aware that one of the most lucrative avenues available is e-commerce email marketing.
We’ll talk about targeted email techniques, how to utilize email marketing for e-commerce, and the benefits of using them for online businesses today.
Along with sharing some email marketing for ecommerce examples for you to study, we’ll also go over the top tactics that you can use right now to get fantastic outcomes.
Table of Contents
What is Email Marketing?
Email marketing is a marketing tactic in which you send emails to prospective clients. Examine the ways that a well-run email campaign may assist you in accomplishing your e-marketing objectives.
In order to better engage target audiences, modern email marketing has shifted from one-size-fits-all bulk mailings to one that emphasizes permission, segmentation, and customization. To build enduring partnerships, you must comprehend your customers’ interests. That is why you must know what email marketing is before knowing about ecommerce email marketing.
Although creating customized campaigns may seem time-consuming, software & marketing automation which takes care of most of the work for you. Over time, a well-thought-out email marketing plan increases revenue and fosters brand community development.
Email marketing is frequently a low-cost, high-impact strategy in the realm of Internet marketing that may boost revenue and consumer engagement. It is, therefore, a key component of many modern digital marketing campaigns.
What is Ecommerce Email Marketing?
With e-commerce email marketing, you may send out emails to your consumers promoting your goods and services. It’s an effective strategy to maintain their brand engagement, loyalty, and knowledge.
E-commerce companies use this email marketing to send transactional emails, like order status updates and information on abandoned carts, promotional emails with exclusive deals and product discounts, and frequent instructive and informative newsletters.
To achieve business goals, including awareness, cart recovery, commitment, and sales, these emails can be delivered as one-time campaigns or automated programs depending on customer data (activity, interaction, past purchases, etc.).
Email is a digital marketing channel “owned,” meaning that the sender has complete control over the content and delivery. It usually functions best when used to send relevant, personalized messages to recipients on segmented lists.
Because it may be used to deliver transactional, promotional, and lifecycle communications, email is a handy tool in e-commerce. Connecting with consumers on their mobile devices is a clever method to maximize the effectiveness of your marketing campaigns. An ecommerce email marketing agency can help your business grow more if you don’t know anything about email marketing for ecommerce.
Different Types of E-commerce Email Marketing
Ecommerce email marketing has 3 major types to explore. Let’s discuss in detail:
Transactional Emails
Transactional emails are sent when a customer checks out and makes further purchases. They are more practical in that they provide important details to specific clients.
Transactional emails, like order confirmation emails, are more than just alerts; they improve customer satisfaction, foster trust, and open doors for more interaction and sales.
One study found that transactional email open rates are over 60%, much higher than the average of 37.65%. Why? Transactional emails are anticipated rather than merely expected. Consumers look for them.
These transactional emails also include the following:
- Order confirmation and email receipts
- Shipping confirmation email
- Check-in email
- Thank you email
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Promotional Emails
The purpose of promotional emails is to spread the word about a particular offer or—you guessed it—promotion.
Your whole subscriber list or, more frequently, a specific subset of your email list receives broadcast emails. New product releases, monthly email newsletters, subject-to-time promotions, seasonal sales, and content updates are a few instances of broadcast emails.
Give careful thought to your underlying aim, offer, and subscriber group. You may consider these emails as communications you send when you have something noteworthy to contribute.
These promotional emails also include:
- New products (or services)
- Time-sensitive deals
- Subscriber-only discounts
- Seasonal promotions
- Newsletter
- Content update
- Upsell email
- Cross-sell email
Lifecycle Emails
Lifecycle emails are operative because they have personalization and only send pertinent messages to a select group of your subscribers, depending on their activity. Because they are delivered according to the activity a client performs, and where they are in the customer lifecycle, they are sometimes referred to as “triggered” emails. It is an essential type of ecommerce email marketing that can potentially hold valuable clients.
These lifecycle emails also include the following:
- Shopping cart abandonment emails
- Welcome email series
- Second order emails
- Win-back email series
- Referral email campaigns
- Survey emails
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Top 9 Ecommerce Email Marketing Best Practices
Now it is the time to discuss email marketing for ecommerce best practices to apply if you want to win big in digital business. Here we go:
Construct (and Expand) Your Email List
Establishing who your target audience is the first step. Which clients or prospective clients do you wish to contact with your marketing emails? Your current customer is an excellent place to start. After that, think about getting in touch with people who have had any interaction with your company.
Make A Series Of Welcome Emails
If you want to convert a shopper into a loyal client, you must make an excellent first impression when they sign-up for your ecommerce email marketing services. Additionally, you will need more than one welcome email to do this, which, incidentally, many new subscribers find overwhelming due to its often excessive amount of information.
On the other hand, a welcome email series is an excellent approach to presenting your ecommerce business brand, establishing customer expectations, and highlighting your unique selling points. This will assist you in exposing your e-commerce brand to them regularly, which will lead to the development of trust and several beneficial relationships with your new subscribers.
Utilize Double Opt-In For Subscribers
You have to be confident that a customer wants to hear from you because of the growing number of regulations companies must adhere to. As you employ various tactics to expand your email list, we advise putting up a double opt-in.
When a customer joins an email list and is contacted via email to confirm their subscription, this is known as a double opt-in. This customer must confirm their membership before the e-commerce company may contact them. This customer must confirm their membership before the e-commerce company may contact them.
Automated Email
You can send timely, customized emails at every point of the client journey without having to do it by yourself, thanks to e-commerce email marketing automation.
Imagine if your staff didn’t have to send follow-ups or welcome letters by hand. Instead, these are managed automatically, which minimizes the possibility of human error and saves hours of work.
Automated workflows, which are preset sequences that incorporate triggers and actions, are provided by ecommerce email marketing automation software. You may provide your clients with a multi-step automated trip by arranging these components in a specific order.
Divide Up Your Audience
Sending the appropriate message to the relevant recipients is a crucial component of any e-commerce email marketing campaign.
In order to do this, you must first divide up your audience and then modify your message to suit their requirements and tastes. List segmentation allows you to create personalized content for your subscribers by classifying them according to shared traits.
Geographical elements (location), demographics (age, gender, etc.), personality qualities (interests, views, lifestyle, etc.), patterns of behavior (buyer journey phase, brand loyalty, etc.), and other criteria may all be used to segment your audience.
Practice Segmenting Emails For E-Commerce
As a marketing tactic, e-commerce email segmentation entails grouping your subscribers according to certain criteria. This gives you the chance to use email messages that are specifically suited to each group to offer sophisticated customization. This will raise your email engagement rates and, eventually, your sales income since you are more likely to convert if you can get more eyes to read your emails.
But in order for email marketing for ecommerce segmentation to work, make sure it takes into account both the psychographics (lifestyle, behavior, interest, etc.) and demographics (age, marital status, geography, etc.) of your e-commerce email marketing subscribers.
Also Read: High Ticket Digital Marketing: Maximizing Profits in the Online Realm
Make a Series of Dynamic Cart Abandonments
One of your most lucrative series may be a cart abandonment series. Although 69.9% of e-commerce carts are abandoned, there is some positive news for ecommerce email marketing as well.
With an average click-through rate of 9.50 percent and an open rate of 41.18 percent, abandonment emails have excellent conversion prospects.
When making one, take into account:
- The series’ total amount of emails: Usually, three or four emails are the most effective.
- The number of emails sent and the time between them: One email should be sent an hour after the cart is abandoned, another the next day, and the last one three days later.
- Offer discounts: Try providing a discount code on the items they have in their cart if you want to close a deal.
- Subject lines: Subject lines may guarantee that your audience opens your email and understands the information you give, and they have a significant impact on the CTR of your cart abandonment series.
- Calls to action: You must persuade potential buyers to return to their carts.
Reward Devoted Clients
Gaining new clients is a wonderful thing; in fact, your e-commerce business should always be gaining new clients. However, any successful online company owner knows that it is hard to succeed without recurring consumers. According to research, your loyal clients spend more than 65% more than your new ones. It is, therefore, not surprising that they might anticipate receiving different treatment.
You may still encourage loyalty with ecommerce email marketing if you cannot develop a full-fledged customer reward program. You can do this by delivering special previews of new items, extending discounts on your favorite products, commemorating their join and birth dates, and more.
Use a Calendar to Keep Your Emails Organized
Use an ecommerce email marketing calendar to organize your email campaigns so that you may efficiently target various consumer groups with diverse demands. You can stay focus on the track with your campaigns by using this tool to plan your emails and follow-ups.
You may use different programs like Microsoft Excel or Google Sheets to make your email calendar. When creating your calendar, be sure to include things like:
- Name of the campaign
- Email type (such as welcome, win-back, and newsletter emails)
- The subject line
- Features and offerings of a product or service
- The intended audience
- CTAs, or calls to action
- Provide the time and date.
- Status (such as dispatched, pending, or scheduled)
- The owner (the one who oversees the email)
- Objectives (such as creating leads, welcoming new subscribers, and re-engaging dormant clients)
Conclusion
Ecommerce email marketing is, without a doubt, one of the best ways to advertise your online shop. Its numerous advantages include increasing sales through focused marketing to cultivating client connections that encourage loyalty and repeat business.
Recognize that maintaining an engaged email list is more challenging and rewarding than expanding your list. You will be wasting money if you don’t keep an eye on your e-commerce email marketing efforts since you won’t identify which aspects of your campaign require improvement.
FAQs (Frequently Asked Questions)
Q#1 Is Email Marketing Good For Ecommerce?
Despite being one of the more traditional types of e-commerce marketing, e-commerce email marketing continues to yield the greatest return on investment for online store owners who properly use it.
Q#2 What Is The Best Email Sequence For Ecommerce?
Four email sequences that are essential for each eCommerce shop
- Greetings, series. The first email sequence new subscribers should anticipate from you is a welcome series, sometimes called an onboarding email sequence.
- Procedure for recovering an abandoned cart.
- Series of follow-up after purchase.
- Sequence of a re-engagement effort.
Q#3 How Is Email Used For E-Commerce?
To send out tailored communications about new items or deals, e-commerce companies usually compile email lists for their clients. Reaching customers who might not be interested in traditional types of advertising can be accomplished with the help of email marketing.