Managing e-commerce can be like learning how to juggle. You end up being responsible for doing your inventory, sales, customer support, marketing… all at the same time! And then you may think to yourself, "do I really want to add email marketing to that list?"
Well, if you want a proven way to get people who visit your store to actually buy from you, then yes, you should use email marketing for ecommerce.
That's because it may seem tempting to focus on acquiring new customers, however, research has shown that it costs 5x more to win over new customers than to retain those you've already captured.
Therefore, we will show you the best way to do email marketing for ecommerce and turn leads into customers!
Getting started with Email Marketing for Ecommerce
Once distracted visitors stumble over your online store, you want to make sure they don't leave without buying anything - or that they'll come back to buy. That's what email marketing for ecommerce allows you to do.
Users will find you in different ways: be it searching for a product on Google, finding your store on Instagram or seeing one of your paid ads. It is your role to lead them through the buyer’s journey so that they effectively become customers.
The first step in this is to get them to sign up to your mailing list. That way, you'll have an effective communication channel - and one they've agreed to - to start a conversation. You can do this by placing a registration form at different points in your online store, such as:
- in a pop-up that appears before they leave your website;
- in a checkbox for consumers to accept when they buy from you;
- in the description of your pages on social networks;
- on your contact page.
Sending the right email for each stage of the buyer’s journey
Would you ask a favour from someone, whose name you don’t know? Probably not, right? Likewise, you need to gather some information and know the lead's interests before starting to present your sales pitch.
From the moment the consumer discovers you, what you tell him during his buyer’s journey makes all the difference in guiding him to make a purchase decision. And email marketing for ecommerce is a direct channel for communication with your leads.
The buyer’s journey consists of the following four stages:
Your email communications must be designed keeping in mind all of these stages.
For the first stage (awareness), your objective is to make the lead aware of who you are, what you do and leave a good impression of your brand.
For the second (consideration), the lead is collecting more information about the product he wants and comparing solutions. Here, you must convince him that your online store offers the best for him - whether be it price or other differentiating factors.
The third stage (decision) is when the lead makes the purchase. Post-purchase emails - such as sending the order number or tracking information - are also very important for building lasting relationships.
Finally, during the fourth stage (delight), you want to delight your customers so that they become loyal customers. Keep in mind what we talked about earlier: gaining new customers costs 5x more than retaining current ones.
Optimizing your email campaigns for e-commerce
E-commerce email marketing can offer an ROI of up to $42 for every $1 spent. Not bad, right? But, to achieve these results, you need to follow some tips to optimize your campaigns. Let's discuss them:
1. Personalize your emails
Every customer is different; so you need to treat them differently. Don't just send generic messages, which are not targeted at anyone in particular. Segment your email lists to groups of customers with similar interests, so you can further personalize your messages.
2. Engage your clients
As we said, email marketing for ecommerce is the best channel to create relationships with your customers. Sending emails to engage your customer base can help you reduce your churn rate and increase loyalty. Some examples of engaging emails include:
- Customer appreciation: a well-written thank you message can work wonders. As a bonus, you can even offer a special discount for new purchases;
- Birthday messages: Your customer's birthday has to be a special date for you too. Sending a message shows that you know your customer well and care about him;
- Customer recovery: there are always customers who are ready to leave you. With email marketing, you can show inactive users what they’re missing out on and get them back to your store.
3. Invest time in an effective subject line
Have you ever judged a book by its cover? Your leads do this all the time with the subject lines of the emails they receive. In fact, 33% of them open a message based on the subject line only.
Your reader’s inbox is probably full of different messages. You need to know how to stand out from the crowd; do check out this article on “8 Subject Line tips”. Creativity is key here, along with the use of powerful words (such as amazing, exciting, stunning) - words that evoke feelings in those who are reading.
4. Use an automation tool
Doing all of this on your own can seem challenging. Email automation tools help you by providing ready-made templates and with automatic sending of messages according to each stage at which the lead is.
For example, if a consumer visited the page for a certain product but did not buy it, you can configure your tool to send an automatic email reminding them of the product they left behind and offering a discount to close the purchase.
In addition to the automation tool, it is also important to have an email list checker. This will help you keep your contact list clean from those inactive, deleted or incorrectly typed email addresses.
There is no magic formula for success with ecommerce email marketing. The tips above will put you on the right path, but you need to test what works best for your specific market and audience. What is certain is that email marketing can definitely bring you the results you've been dreaming of.
Have any questions? Comment below and ask away!