With the birth of new digital marketing channels and tactics, the traditional strategies about email marketing for ecommerce are over. Making way for a new marketing funnel that combines the pre-purchase and post-purchase phases.
It requires marketers to master the full path of the customer lifecycle and not only to touch-base. The end goal is no longer just to convert a lead into a customer.
But to deliver personalized and relevant omnichannel experiences that address the unique needs of prospects to maximize the value of the entire customer lifecycle so they can repeatedly come back.
In this article, we will cover the following topics:
Despite the developments in technology and the spread of new communication tools, email marketing remains one of the most powerful communication channels.
This channel achieves excellent performance both for acquiring new customers and for building relationships with existing ones.
But why should you use an email marketing for your eCommerce business? Isn’t it enough to invest money in advertising campaigns or to rely on commercial agents?
Email marketing: Why it matters
Emails are the most communication tool used around the world. Let’s take a quick look at the data :
Almost 105 billion emails are sent, every day, and by 2020, the number is set to double.
- 86% of business professionals prefer to use email than other tools for promotional purposes
- Customers who purchase products via promotional emails spend on average 138% more than those who do not receive offer emails.
- 77% of people prefer to receive promotional content through emails, compared to other channels (social media, SMS, phone calls);72.9% of young people, between 18 and 24 years old, use smartphones to check their emails.
If you are still not convinced, then perhaps these four reasons will make you change your mind, or at least make you understand the potential of email marketing for eCommerce.
4 reasons to start implementing email marketing strategies
Once you plan and set your email marketing strategy, the marketing automation will take it up from there. What’s this?
- Marketing automation is a technology that allows you to automate some repetitive marketing activities, including sending emails. Convenient.
- Target users, depending on gender, location, demographic data, and the percentage of CTR of email marketing.
- It has been repeatedly shown that email marketing is the direct marketing channel with the best ROI (Return On Investment). Therefore, compared to the invested capital, it is the strategy that brings more earnings.
- Low activation costs
These automated emails are timely, immediate, personalized, and extremely relevant to the recipient.
Attracting new customers
No business can move forward without an effective strategy for attracting new customers, and in the case of eCommerce, this is super important. In fact, as an e-commerce entrepreneur, your goal must always be to find and serve as many customers as possible.
How to attract new customers with email marketing?
One of the most direct ways is to create email marketing campaigns by inviting your website visitors to leave their emails or subscribing to your newsletter for updates, information, or just to stay in touch.
Remember that customers will not always arrive at your online store convinced and ready to purchase immediately.
Obtaining the email address of these visitors will allow you to stay in contact and remind them of the item they were thinking of buying. Alternatively, you could offer them a discount or free shipping on their first purchase.
Whatever type of message you send, if well structured, will increase the chances of turning that visitor into a customer.
Increase the conversion rate
Speaking of turning visitors into customers, another significant advantage of email marketing is the incredible possibility of increasing your online store’s ROI. One way is to advertise promotional campaigns for Black Friday or Cyber Monday, for example.
Build brand loyalty
Attracting new customers and converting visitors into customers are two of the main benefits of email marketing, but don’t underestimate your current customers.
Making sure customers don’t just make one-time purchases should be one of your top priorities. How is that possible? By having a robust customer base.
Under the term email marketing, there are several types of communications, serving one specific purpose: to provide your service to an interested user. They can be of two types:
1. Promotional emails:
This type of emails are content-oriented and more commercial. Some examples can be: presentation emails, sending a catalog, sending coupons or offers, newsletters, press releases, event registration, and polls.
Advantages of promotional emails:
- Build customer loyalty
- Acquire new customers
- Strengthen the brand
2. Service emails:
These are the emails you generally use in daily activities, which can be a great indirect way of marketing. Some examples: the welcome email, registration confirmation, alerts, follow-up, account information, billing updates.
Service emails, also known as transactional emails, are a type of wide-spread communication that is often overlooked.
Although receiving a registration confirmation email can be unopened because they are usually expected, but certainly, they won’t be considered as spam or unwanted, right?
Then consider adding a call-to-action, as well as a simple text to highlight a new or a different product you offer.
What types of email you can send to your customers?
- Welcome email
- Onboarding email
- Email for the abandoned cart
- Tips for shopping
- Flash deals
- Email for a VIP list
By now, it should be clear that email marketing allows e-commerce businesses to have a 360-degree view of lead activity, allowing them to reach every potential customer at the right time and with the right content.
If your automated emails aren’t generating at least 25% of your revenue, it’s time to make some changes.
Just like any strategy, an email marketing strategy must have its objective and must be well-placed to transform contacts into potential customers ready to buy your products.
eCommerce marketing funnel
It is the path that a customer takes during a purchase process. It contains 3 phases: awareness, interest and purchase. Email marketing is part of the last two stages.
The interest phase
Generally, people who have decided to leave you their email are interested in a specific product, but that doesn’t mean that they are ready to make a purchase. Here is when you need to implement your email marketing strategy and give them a good reason to make their first purchase on your site.
What is the most effective way to do so? Through a series of emails with personalized content based on their interests.
The purchase phase
At this stage, the person who left you his email has already taken the next step and purchased your product, and you are satisfied because you have achieved the goal and can move to the following contact. Well, that’s not the case.
Customers already acquired should not be forgotten or abandoned; your reputation first, and your sales later.
You must continue to replenish your relation with promotions, events, and information content without being too “salesy”. On the contrary, consider offering them valuable content for free so they won’t think twice and will be more than happy to be back in your arms.
So, how to use email marketing for your eCommerce?
- Use email marketing to attract new customers.
- Send emails at the right time to increase your conversion rate.
- Communicate with your customers to create brand loyalty.
- Send your emails at the right time.
- Personalize your emails.
- Optimize your emails for mobile.
- Leverage email marketing to collect feedback.
- Do not use a “no-reply” address.
Once you’ve optimized your email marketing strategy, you will have a system that works for you, continuously generates revenue, and expands your contact list. Isn’t it fantastic?