Did you know, more than 290 billion emails are sent every day and it’s predicted that this will reach 347 billion by 2023?
Those are some pretty staggering figures!
And while email strategies have certainly changed and evolved over the years, it’s clear that for many businesses email is still very much a key player in their digital marketing strategies.
When implementing an email marketing strategy for your e-Commerce business, there’s a lot to think about.
There are a number of techniques you can apply to help you generate leads and make sales, as well as boosting your brand presence – you just need to decide which ones are going to work best for your business.
To help you do this, we’ve pulled together a list of six email marketing strategies that are perfect for e-Commerce.
Use the list below to inspire your next email marketing campaign.
You might find there’s one, or perhaps a combination of several, that really helps to drive your business forward.
Create an Online Subscription Form
One of the key priorities for any successful email marketing campaign is going to be building a high-quality email list, and the best way to do this is through a subscription form.
In the case of your e-Commerce business this could be used for giving exclusive offers or keeping customers up to date on your latest products or services.
But whatever you do, you need to make sure your forms are GDPR compliant and that you’re asking for explicit consent to collect this information.
You must also clearly state how this information will be used in the future.
While following GDPR guidelines might seem like extra work, it can actually benefit e-Commerce businesses.
How? By asking customers to explicitly opt-in to receive your marketing materials you’ll build a database of high-quality leads that are more likely to convert to sales.
So if you haven’t already, be sure to get a subscription form up on your website right away.
Welcome New Subscribers
As soon as someone has subscribed to your mailing list, why not send them a welcome email?
You will be able to set up an automation rule so that this is done automatically and they receive the email in a timely manner.
This is a great technique because it acknowledges them as a new subscriber and gives your brand a chance to start building a relationship with them.
It can also act as an additional checkpoint for GDPR confirming that they did in fact sign up to your services.
Just be sure that in all your emails – your welcome email included – there’s a clear unsubscribe button for those that no longer want to hear from you.
Create Mobile-Friendly Emails
Making your emails mobile-friendly is absolutely crucial in 2020.
That’s because as many as 61% (and rising) of people opened marketing emails on their mobile device last year.
What’s more, in 2019 alone, around two billion people made a purchase from these devices.
These figures show just how popular mobile is and why it needs to be considered at every stage of your marketing strategy.
As such, your emails need to have a mobile-friendly layout and be easy to read on a smaller screen.
In todays digital world people have become impatient and slow loading times and the need for zooming/rotating the screen will probably mean your email ends up being ignored or deleted.
For e-Commerce businesses, multi-column layouts are preferred as they tend encourage browsing.
Don’t Let Them Forget Their Cart
An estimated 65% of people that place items into their online shopping cart will abandon the site before they check out.
There are a number of reasons for this, they might get distracted, find a better price elsewhere or decide that actually they don’t need another pair of shoes!
Whatever the reason, hope is not lost just because they’ve left the site.
Implementing an abandoned basket process can help to re-engage shoppers and bring them back to your site to complete the purchase.
In order to do this, you’ll need to:
- Capture their email address as early as possible if they’re not an existing customer
- Put an automation process in place to send them an ‘abandoned basket’ email – this is best if done within 24 hours
- Create engaging emails that encourage them to return and make the purchase
Create Persuasive Upsell Campaigns
Sales professionals will tell you that it’s much easier to up-sell to an existing customer than it is to make your first sale to a prospective.
There are a number of reasons for this, one being that if they’ve had a positive experience with your brand before, they’ll be less influenced by other companies and have a shorter buying cycle.
Your email marketing campaigns give you the perfect opportunity to upsell to these customers.
You don’t want to jump straight in and target them with the confirmation email from their first purchase, but in time you can use targeted and creative email campaigns to show them other products they may like, offer them exclusive customer discounts and persuade them to make another purchase from your company.
In order to get the best results and really target their interests, it’s important to integrate your e-Commerce with back-end purchasing so you can show them products they may like based on their previous buying habits.
Alternatively, you could use relevant, dynamic content to offer them tips, advice or news and get them once again engaging with your brand.
All of this can help to run very effective upselling email marketing campaigns.
Use Analytics to Re-engage & Reward Subscribers
If someone signed up to your mailing list six months ago, but since then has rarely opened your emails or engaged with your brand (you’ll be able to find out who these people are using your analytics), it’s time to re-engage them.
You could do this by incentivising them to make a purchase, offering them a discount or a freebie.
Finally, for your loyal customers who have made a number of purchases and always click through your emails, it’s a nice idea to reward them for their loyalty from time to time.
Again, discounts or freebies are a great way to get people making multiple purchases and recommending your brand to their friends.