Setting up an eCommerce business is easy but it’s not simple to run and grow a successful online store.
One of the main disadvantages of running an online store is the lack of personal interaction with customers. This is where email marketing comes to the rescue by enabling an online store to build relationships with online customers through regular communication.
To grow your eCommerce business you have to invest in email marketing because it enables eCommerce companies to send relevant emails to the right people at the time.
The e-commerce industry is highly competitive so in order to rise above the competition, you have to establish and nurture relationships with leads and customers.
With the right eCommerce email marketing strategy, you can build a strong relationship with your customer and generate sales for your store.
E-commerce Marketing Strategies
Most visitors who come to your website are anonymous. You can also approach them through:
- Social media (organic and paid)
- Content marketing
- Affiliate marketing
All these methods are very effective for reaching your target audience, so do implement them in your business. But if you are looking for a platform that provides maximum ROI then email marketing is for you.
According to a study, every dollar spent on email marketing generates a $38 return.
Why use email marketing in your e-commerce
ROI is one of the metrics of why you should use email marketing. Other metrics are the open rate, click through rate, the overall performance of an email campaign, etc.
One of the main advantages of email marketing is that it caters to entire customer lifecycle, it doesn’t focus on only one stage.
Whether you’re looking to: acquire new leads, convert leads into customers, or retaining existing customers, email works perfectly to achieve your target.
Acquiring new customer
If you identified a visitor is in your site, make them provide you their email address by filling a signup form or use a landing page to ask visitors to stay in touch.
Once they provide you their email address, you can send them newsletters, educate them, update them about your offer, etc.
Now let’s see how email marketing can help in conversions.
Not all leads are sales-ready, you have to nurture them in order to make them sales-ready. You can send promotional campaigns or flash sale campaign on various occasions or holidays like Black Friday, Cyber Monday, etc,. This is called lead nurturing.
Lead nurturing or email drip campaigns are used to turn prospects into buyers by sending a series of messages at certain time intervals.
It costs 5-25 times more to acquire a new customer than retaining the existing one that’s why retention emails are equally important as sales email. In fact, it is easy to sell to your existing customers than to new ones.
Design re-engagement or win-back email campaign to make sure your customers don’t leave you. It helps in building long-term relationships between you and your customer.
Creating a win-back email campaign is a great tactic to re-engage your lapsed customers with your emails. According to a study, on average, win-back emails have an open rate of 12%.
7 Must-Have E-commerce Email Campaigns
Now that you know how email marketing can be used by e-commerce, let’s take a look at the e-commerce email campaigns that help you to build a strong relationship with your customer.
- Welcome email
- Onboarding campaign
- Cart abandonment email
- Product recommendation email
- Transactional email
- Re-engagement email
- Flash sale campaign
Tips for good email campaigns
In order to use email marketing to grow sales, increase customer lifetime value, and maximize ROI follow these tips.
- Segment your audience
- Map customer journey
- Personalized your email
- Design relevant and engaging content
- Optimize your campaign
- Trigger email campaign at the right time
- Make it shareable in social sites
- All device optimization
- Don’t over send, set the sending frequency
- Ask the customer for feedback or suggestion
This makes us come to an end. Hope this article will help you, if you have any queries or suggestions, drop to us in the comment box.