Email marketing is one of the best ways to target customers in doing e-commerce business in today’s world. If promoted correctly, it can generate good ROI, increase conversion rates, and still enable the company to foster long-term relationships with the customers. This guide will help you learn the fundamentals of B2C e-commerce email marketing-from writing the appropriate message to building a good campaign.
What Is E-Commerce Email Marketing?
E-commerce email marketing is an attempt to avail or sell a product over the internet through email correspondence, or improve customer relations for increased sales. This may comprise emails, newsletters, promotional emails, random product recommendations, and abandoned cart reminders. The purpose is to maintain customers’ interest in the brand and encourage repeated purchases.
You can also improve your marketing efforts further with tools such as the Snov.io email finder to locate the right contacts for your list and hence make improvements on the results of your marketing campaign.
If the e-commerce store is able to segment audiences and provide personalized content to the recipients, then it can help the customers receive relevant and timely information that may satisfy their needs and result in sales.
Tips for Crafting the Perfect E-Commerce Marketing Email
To maximize the impact of your email marketing campaigns, it’s important to focus on several key elements. Here are some tips for crafting the perfect e-commerce email.
Subject Lines Matter
The creation of the email’s subject line is the first thing that your customers will be able to see. A good subject line can really boost the level of open rates by a huge margin. Short and to the point, simple yet informative and leave a taste of the topic telling more in the context. Do not use the language that readers would find you intrusive, and try to stimulate the interest and interest of the readers. Another way of increasing interest is by using the customer’s name in the subject line.
Balance Copy and Design in the Body
The content and design of your email should complement each other or at least should be in a very consistent harmony. Always make sure that your message and information is as straightforward as it is possible. Subdivide your text with pictures, lists, and most importantly, CTA buttons. Keep a good and appropriate layout of brochure that matches brand or company image but ensure that there is too much information} that fills up the mail. Make the design mobile friendly because the majority of the users access their emails through their mobile devices.
Treat Customers As Individuals
Yet, e-commerce branded e-mailing is a very personalized way of consumer approach. Add value to your e-mailing recipients by directly addressing them, including their first name, suggesting which products they might like based on previous purchases or sending them a birthday discount. This contributes towards development of a loyal customer base since the company establishment is able to grant individual attention to each particular customer.
Refresh and Update Older Emails
Thus it is optimal to consider updating your email templates frequently to help keep your marketing campaign unique. Review the performance of the email campaigns – some emails would have resulted in high response while others would have yielded little or no results at all, so change your content, design or call to action to reflect this. By keeping your content well updated, there would always be renewed interest from your customers.
Get Feedback
Customers should be encouraged to provide feedback on their experience of your given email campaigns. Regardless of whether the collected data comes from the surveys or the questions posed in the email, customer insights will help you make the necessary adjustments in your further campaigns. Engaging your audience also improves your relationship with them, and they will know you appreciate their opinion.
How to Develop an E-Commerce Email Campaign
The complete process behind creating a great e-commerce email marketing campaign is complex. Here’s a step-by-step approach to developing your next campaign:
- Define Your Goals: Who is the target audience? What do you want to achieve with the help of your email campaign? Do you want to create demand, introduce a new product, and sell, or does your client want to sell more to his existing customers?
- Segment Your Audience: Like in most forms of marketing, you should strategically split your fan base into categories according to demographic information, previous actions, or inclinations. This will mean you send more relevant and targeted emails. The first is that the emails that you will receive will be varied depending on which ones people sign up for.
- Create Compelling Content: Be sure to use language that will be understood by your target consumers. Tell your subscribers what they can expect to get out of your email – in terms of a benefit such as a discount code, a piece of content, or tailored product suggestions.
- Design for Mobile: Make sure your email treats mobile as a relative of desktop and is easy to interact with on all platforms. Mobile responsiveness is also important, as more and more users use their handheld devices to access email.
- Use Automation: Send certain emails fully automatically, for instance, welcome emails, abandoned cart reminders or follow-up after purchase. They let you remain connected with your customers without having to personally email them every time.
- Track and Analyze: To track the effectiveness of the results of your campaign you need to regularly track such parameters as the open rates, click-through rates and conversion rates. Employ the strategies and recommendations for you during the future campaigns.
Examples of E-Commerce Email Marketing with Emarsys
For you to have a clear view of what some of the best practices of email marketing are, we are going to illustrate some basic real-life examples of the brands that use Emarsys – the omnichannel marketing platform.
Welcome Email for Crabtree & Evelyn
The example of Crabtree & Evelyn, welcome email is one way to create that first good impression. Their email’s content starts with a greeting, then an introduction to the brand, and ends with a 10% first-time use discount. Such an email is very important in establishing a good working relationship with subscribers who are newly subscribed to a particular website.
Abandoned Cart Email (Bamboo Clothing)
Bamboo Clothing has incorporated abandoned cart emails where once certain items are left in the cart, the company or store sends an email to the customer. Their emailed reminder is a simple picture of the forgotten product along with a gentle prod, reminding the buyer what it was and urging him to go through with the purchase. This serves the purpose of recovering possibly lost sales.
Order Confirmation Email (ROMAN)
The post purchase communication from ROMAN is quite good and is the order confirmation email sent to the consumer. It can contain Order summary, Shipping and tracking details and a Thank You message to the customer to let him/her know that their order was received. It also goes a long way in making the customer trust the brand as they are using the product as meant by the manufacturer.
Conclusion
One of the most successful types of email marketing is still e-commerce promotional campaigns. The key here is to work on creating really compelling mailing and building matched campaigns. It helps to keep clients engaged and ready to purchase again.
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