Running a business today requires a strategic balance of marketing skills to bring in and keep clients. One of the best ways to do this is to build your email list.
An email list is your bond with customers, both current and potential. What you send in these emails demonstrates your value to the readers and builds relationships. If you want to convert your visitors into sales, you must use that email list well.
These nine ecommerce marketing tips will teach you how to strategize emails to maximize your client conversion rates.
1. Send Reminders of Abandoned Items
There are lots of legitimate reasons for people to add things they want to their cart and then leave. If you don’t remind them of what’s sitting there, you’re losing out on a lot of potential revenue.
A simple automated email reminder system is a polite way of getting your client to say, “Oh, yeah! I forgot about that.” On average, these emails have about a 1.5 in 10 success rate, but since they’re automated, that’s an incredible return on your investment.
Take a few minutes to use your CRM and set up an abandoned cart email reminder. Then watch the results pay for themselves!
2. Follow-Up Emails
Once you have established a relationship with a customer who has purchased from you, continue the momentum through follow-up emails. These can look like a variety of formats, depending on what your goal is.
- A product follow-up message checks on the client’s overall satisfaction with their purchase and the interaction during the sales process. You can request feedback and ratings while, at the same time, giving an upsell suggestion of other products you think they’d like based on their initial purchase.
- A receipt follow-up message is a legitimate way to get clients to open your email. You’ve professionally sent them their receipt, but along with it you can make recommendations for other products or give them a discount on their next purchase if they recommend you to a friend.
- A dedicated category follow-up message is used when a client makes a purchase from a campaign. You set up your email marketing system to automatically send a follow-up promoting other items from the same category they purchased from.
All of these are reputable follow-up emails you can take advantage of and not look like you’re spamming your client,
3. Promotional Alerts
Everyone loves a great deal, so if you’re sending them an email about your upcoming sale or discounts, it’s a win/win!
These promotional alerts could trigger a reminder to someone that they ‘needed’ to buy what you’re offering. The fear of missing out on a great incentive sends lots of people to their shopping carts, too.
Whatever the reason for their purchase, the fact is that promotional alerts have a higher conversion rate than most other email marketing techniques.
4. Come Back Emails
Once an email is in your list, it can stay there until they unsubscribe or as long as you’d like. You can set up a marketing campaign to flag those who have not been active in a certain time period.
Often called ‘win back’ emails, these invitations to come back and shop with you are informal. They check on the person’s wellbeing and offer a discount or reminder of what’s available if they want to shop again. They also should include the opt-out option.
5. Welcome Emails
When you get a new subscriber, you should always greet them. This can be done in a welcome email or a series of emails.
Use this content to let them know the benefits of shopping with you and what you have to offer. Be careful not to overload your clients with welcome emails, though.
One per week is usually sufficient to let them know you are a legitimate business source. They’ll learn your brand and build a relationship with you as they begin to trust that you’re not spamming them.
6. Customize Your Emails
Just setting up campaigns that send out emails isn’t enough to create engagement. You need to use a marketing tool to follow up on the analytics.
Who is opening their emails? Which campaigns get the best responses? How can you customize your emails to get better results?
With the right email marketing strategy, you can track the links that are being opened and narrow down each individual client’s preferences to better target their needs.
7. Make Your Brand Stand Out
If your emails look like everyone else’s, they’re going to be ignored. Creating unique, personalized templates that stand out from the crowd is the key to being noticed.
Generic, formulaic email content with the same old, same old is going to have a low open rate and lower conversion rate.
Have a strong call to action with specific products and let the clients know how you are different from everyone else.
8. Avoid Spam Filters
Spamming through phishing and other unethical methods is increasing every day. Now, spam filters are regularly becoming stricter.
Get and stay familiar with the requirements that toss a message straight to spam. If your email marketing campaign hits these checkboxes, your messages will never be seen by the client.
Watch your open rates regularly. If you see a decrease and aren’t sure why, you may be triggering the spam filters.
9. Make Your Purpose Clear Immediately
The average person will spend about three seconds checking out an email before they decide to trash or read it. That’s exactly how long you have to get your call to action to convince them to keep reading.
Make your call to action visible instantly so the reader knows the purpose of your message. Use that time to convince the reader they need your product or service and the email would be beneficial to check out.
E-commerce is the main shopping industry around the globe, bringing in trillions of dollars annually and growing. Email marketing to build your e-commerce business is a simple process once you learn how to do it.
With these tips, you can have your share of the multi-trillion dollar pie of global sales!
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