Here is a short but effective guide to put you on the right track with your eCommerce email marketing. Whether you’re having problems raising your monthly sales or to keep old clients fidelity, maybe the problem is you are not using this powerful communication tool the right way.
Maybe, you aren’t sure about how to define your strategy to send effective emails to your clients. Well, do not worry you are in the right place!
The Importance of Email Marketing for eCommerce
First, email marketing is not necessarily about sending tons of emails to your clients — or potential clients, informing them about the products and services you provide
It is an art and a science all at the same time. It is not rocket science but it has its own methodology too it, and you must learn it if you want to get good results.
Think about it:
How many times per day do you check your email?
Every three hours? Hourly? Every 30 minutes?
But among all the “legit messages” you receive in your inbox, which ones do you click on?
Compare those legit messages you click on, with the messages you receive in your SPAM folder.
Can you see the difference?
When you do email marketing the right way, you:
- Get an ROI of about 120%
- Get fidelity from your clients
- Can recover abandoned sales carts
- Can automate your marketing campaigns
- Can see and control the success of your campaigns
On the other hand, if you do it wrong, you:
Could get a bad brand reputation and have all your emails hit the SPAM folder.
Ecommerce Email Marketing Strategies
Before you begin with an aggressive email marketing campaign and send tons of emails to your clients, it’s important that you define the objectives of your strategy.
You must ask yourself:
What do I want to achieve?
And this could be:
- Convert new clients
- Increase your sales
- Receive positive reviews
- Increase client trust
- Increase communication with your clients
- Offer fresh info to your clients
- Show what your company has to offer and…
- What makes it different
Obviously, you can target several of these objectives in a single campaign, but to simplify things, it’s better that you focus on only a few of them.
If you can focus on the objectives that are more important for your business at the present time, you can save a lot of time and resources.
Try to adapt the campaign to the needs of your business and define a clear objective that you can modify along with the duration of your campaign.
Once you’ve defined your basic objectives, make a mini-plan where you also define:
Your ideal client
If you want your emails to be effective, you need to know very well who are the people you want to reach. The more specific you are, the better.
You can create your “customer avatar”, where you can define: name, age, job, interests, etc. of the people you want to target. When you understand your customer demographic you are able to target them in a more effective way.
The frequency of your campaigns
Prioritize quality over quantity. Although this is something you can modify depending on how your campaign is performing, it’s a good idea to avoid being too intrusive.
A good idea is that you define a sales funnel you can automate with an autoresponder software.
The frequency of your campaigns depends on your business and your business goals.
For some business, around once a day will be perfect and for some, that will be too much. Figure out what is best for you and your business.
The objectives of your emails
Although the ultimate goal is to sell your product or service, every email must have a different objective, for example.
- Add value: you can empower your content strategy when you send quality content with each email.
- Gain trust: a key element in internet-based businesses. Try telling the story of your business and showing who makes up your team; engage emotionally with your audiences.
- Segmentation: there are several tools you can use to automatically filter your subscribers and divide them according to their interests.
- Drive your traffic: when you send a newsletter, for example, the objective is that everyone can click a link to your website, either to the store or to a post on your blog.
The appropriate software
Another key factor is to choose the right email marketing provider.
It is important and convenient that the software includes the option to implement an autoresponder, so you can program a series of emails, allowing you to sell automatically and save a lot of time.
One of the best and more popular options in the market right now is MailChimp. More on this later.
ECommerce Email Marketing Tips
Now that you have a basic guideline on how to create a good and effective eCommerce email marketing strategy for your business, there are some additional factors you should bear in mind in order to improve your results.
Dedicate some time to your email’s content and design
Poor text and presentation can throw away all your hopes of getting clicks on your emails.
The first step is to optimize the subject line and the preview texts because these are what people see first.
The content of the emails must trigger curiosity and make people think that they are missing something really good. Your subject line is one of the most important factors in determining whether someone opens your email or not. Spend time brainstorming a good subject line before moving on.
Know the different types of emails
You must be diverse and creative with your email marketing. Different types of emails are for different types of audiences, and this ensures efficiency in the marketing strategy. There are:
- Transactional emails: you send them after a client completes an action like confirming a purchase.
- Marketing emails: massive quantities of emails you send to incite clients to buy.
- Automated emails: these are automatically sent after a simple action, like giving thanks to a customer for their purchase.
Depending on the type of email you send will change the content of the email completely.
Optimize Your Marketing Strategy
You can even improve your best performing campaign. You can do this by asking questions to yourself, like:
Which are the emails with the best open rate?
Which CTA (Call To Action) are generating more clicks?
Which content is resulting in less engagement for your audience?
Analyze this and give the answers to yourself by performing actions over the factors you want to improve.
Go here if your business needs help with their email marketing.
Mailchimp: The Best Email Marketing Platform for eCommerce
Mailchimp is a cloud-based service that allows you to create, manage, send, and analyze email marketing campaigns — an Email Service Provider or ESP.
But in short, Mailchimp is the best email marketing software for eCommerce — 10 million clients can’t be wrong, right?
There are a lot of things you can do with Mailchimp, besides sending tons of emails to your clients:
- Capture data from the visits to your website
- Send email campaigns both automated or in real-time
- Send sequences according to your preferred criteria like demographics, age, sex, etc.
- Segment your campaigns by activity, responses from previous posts, etc.
- Perform A/B double tests to compare and improve elements that could affect the efficiency of your campaigns…
And much more.
Mailchimp is also suitable for every type of business and profession that can benefit from email marketing campaigns, including freelancers, traditional businesses, and online businesses.
- A simple and easy to use interface
- Great variety of options for segmentation
- Easy to understand analytics
- High ISP reputation
- Good and strict practices to avoid SPAM
- Powerful autoresponder software
- High integration level with other platforms
- Backup copies system
- Frequent updates
- Excellent customer support available 24/7
And much more…
Mailchimp also has several plans that adapt to your business needs, starting with the “Free Plan” to help you get started, and continuing with the “Essentials”, “Standard” and “Premium” plans at a price of $9.99, $14.99 and $299 respectively.
There is an option for every type and size of business.
Best Email Marketing Service for eCommerce
There is no doubt about it: email marketing continues being the preferred communication channel between brands and clients; in fact, about 70% of people prefer it, including millennials and teenagers.
Now that you have a general idea of what you need to improve your eCommerce email marketing, it’s the time to decide which path you are going to take.
Work With Us
At JohnFSchuster Ecommerce we have a team of professional strategists that are passionate about working with startups and small businesses.
We will create and implement the perfect marketing plan for your eCommerce business needs. Learn more about our email marketing services.
At JohnFSchuster.com, we also offer several services including Search Engine Optimization, website development, consulting, Facebook ads, and more! We can grow your business to the next level together.
For more info contact us here.
I hope this advice helps you a lot in reaching your goal of growing your business. Good luck!