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Email Marketing Automation - How to Elevate Your E-commerce Brand

May 29, 2023 | Author:  Rachel Go
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Automation is the name of the game, particularly when it comes to email marketing for your e-commerce business. Marketing automation has many benefits for an e-commerce business. And there isn’t a steep learning curve–it can start with something as simple as automated emails. 

You’ve probably heard the statistics that 97% of visitors to an online store do not buy anything. A mere 3% sales conversion rate is considered to be successful in the e-commerce space. For new and expanding e-commerce stores, a great conversion rate is a must to survive in this competitive industry, and you cannot rely exclusively on organic traffic.

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This is exactly why e-commerce marketing automation is essential for businesses, as it will help send automated emails to both new and existing customers that you can retarget. By using email marketing automation, you can set up automated emails customized for each type of customer. These emails can also be sent out at the appropriate time, helping to maximize your conversions and boost sales.

What is Marketing Automation?

Automation is the name of the game, and email marketing for your e-commerce business can benefit from it greatly! Marketing automation has a number of benefits for an e-commerce business, and marketing automation can even be as simple as automated emails!

You probably heard statistics that 97% of visitors to an online store are unable to buy anything. And a  3% sales conversion rate is already considered to be successful in the e-commerce space. However, for new or expanding e-commerce stores, a great conversion is a must to survive this competitive industry and you cannot rely exclusively on organic traffic alone.

This is exactly why e-commerce marketing automation is essential for businesses as it will help send automated emails not only to new customers but as well to existing customers that you can retarget.  By using email marketing automation, you will be able to set up automated emails that are customized for each type of customer and send them out at the appropriate time, helping to maximize your conversions and boost sales.

What is Email Marketing?

Email marketing or email campaigns are the process of using email to send out specific messages and offers to your customers. Email marketing is a powerful way for e-commerce businesses to reach potential customers, build relationships with loyal customers, and even generate more sales. In fact, companies who use email marketing experience a $36 return on investment for every $1 they spend.

When used correctly, email marketing can help you optimize your e-commerce business and take it to the next level. In essence, you can create emails in advance that will be sent out automatically at certain intervals. This saves you time, which can be better spent on other areas of your business, such as creating content or optimizing product pages.

Email marketing automation also lets you quickly adjust your messaging based on customer data, such as purchase history and engagement level. In addition, it can also provide personalized experiences for your readers by including dynamic content, such as product recommendations based on their past purchases. Automated emails in an e-commerce email marketing strategy make it easier to target the right customers and get higher conversion rates.

To sum up, this form of marketing automation is the perfect solution to elevate e-commerce businesses by reaching more customers, saving time and energy while providing personalized experiences for each customer.

The good news is that there are a plethora of automation tools and other AI-related tools that can help elevate your e-commerce brand through email marketing campaigns. Some of these can even be integrated into your e-commerce platforms.

So without further ado, here are some tips on how you can set up your e-commerce email marketing for success.

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Powerful Tips on Email Marketing Automation

 

Handle a Growing Email List

Email remains the main way to generate leads for e-commerce brands. A sophisticated email marketing campaign will usually include three types of email: blasting, nurturing, and drip campaigns.

Rather than email blasts that offer information to the entire database, lead nurturing emails focus primarily on contact behavior. On the other hand, a drip campaign is planned strategically to target subscribers with personalized content. It is more effective to set up automated emails that are segmented according to user criteria like age, geo-location, and purchase history. This will help ensure that subscribers are only sent content about their interests, making it more likely for them to open and act on the emails.

A scalable email automation platform must have enough flexibility to handle everything — particularly on nurturing and drip campaigns which are significantly more effective.

Personalized Subject Lines

Your subject line is your hook, line, and sinker for your email marketing campaign. And ecommerce marketers utilize this as a catchy way to grab your reader’s attention and make them more likely to open your emails. Try using subject lines that are tailored to each customer and include their name or other relevant information. There are a lot of marketing automation tools that can also help you craft a catchy subject line for your email marketing campaign in case you need help with some creativity.

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Automated Welcome Emails

If you've ever purchased a subscriber list, you know what happens when you send an email. This is much cheaper than the marketing email and offers welcome only. This welcome email is sent not simply through purchase confirmation, email subscription confirmation, or expressed thanks, but rather because it enables a faster engagement with customers. They are supposed to send them automatically, particularly at the point when you are still fresh in a consumer mindset. This email should also include clearly written calls to action.

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Include Engaging Content

With a strong hook, your email content should also be interesting, engaging, and informative. Focus on providing helpful tips, product information, coupon code, and other useful advice. Promotional emails or welcome emails are also great marketing emails that you can send out to your customers to boost revenue. You can also include dynamic content such as product recommendations generated by AI-driven personalization tools or other marketing automation tools.

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Segment Customers

Customer segmentation may seem like an extra step, but it is an important step in e-commerce marketing automation. This allows you to send emails that will be more relevant to each individual customer group. This can help encourage customers to open and engage with your automated emails, increasing the likelihood of conversion.

Follow up on Customers with Triggered Emails

When customers express an interest in your product, especially through your online shop, you should keep it until it leads you to a sale. E-commerce marketing automation strategies can also be implemented using email notifications. A triggered email is based on a predetermined behavior—such as a purchase, an abandoned shopping cart, or an unsubscribe request. Since they are sent in the course of the action of the consumer, they perform more accurately. Make your emails persuasive and well-written, so the customer will follow through.

Automated Re-Engagement Email Campaigns

Re-engagement emails aim to bring back an old friend and attract customers back. Automate the incoming re-engagement campaigns so that they send automatically when the customer is more likely to convert. Several sequenced emails are designed to re-engage the consumer in delivering educational and policy update messages or smart recommendations.

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Test, Track and Analyze Results

Evaluate your email campaigns with tracking systems to measure the success of each campaign. It’s important to continually test different versions of your emails in order to see what works best for your readers. A/B testing is a great way to compare two versions of an email and determine which one performs better than the other.

By using email marketing automation, you can increase engagement and conversions from existing customers, reach more potential customers, save time and energy, build relationships with loyal customers and even generate more sales. So get creative and make sure to utilize this powerful tool for your next e-commerce venture!

The Benefits of Email Automation

If you still aren't sold on how e-commerce marketing automation can benefit e-commerce brands and increase sales revenue, here are more benefits that you can get for your e-commerce store.

Email Marketing Reduces Customer Acquisition Cost (CAC)

Customer acquisition costs are a key measure for e-commerce businesses. CAC is the amount of money a company spends to acquire new customers. Email marketing automation reduces CAC as it can automate the process of follow-up, allowing you to easily approach potential customers at an affordable rate.

Email Automation Improves Customer Retention

The most important thing for any e-commerce business is customer retention. When you use email automation to send out targeted emails with relevant content and offers, customers are more likely to stay engaged with your brand and come back to purchase again in the future. As a result, customer loyalty increases and customer lifetime value rises, leading to higher profits for your business.

Email Automation Optimizes Your Time & Efforts

Since automated emails are sent out automatically according to predetermined triggers and criteria, manual efforts are reduced significantly saving both time and money. This allows you to focus more attention on the strategies that will actually drive conversions, such as improving the website design or adding new features to the shopping experience.

Email Marketing Increases Average Order Value (AOV)

So while you are trying to create an email to drive sales, it's logical to use email marketing to increase order value. The average order value is a measure of how much money someone spends each time they purchase something in your store. Email automation can help you increase AOV by targeting customers with personalized offers or upsells that are tailored to their individual needs and interests.

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Automation isn't lazy, it's smart, and worth the money

Some might look at marketing campaigns and e-commerce marketing automation as an extra cost, but it's worth it. Email automation tools can be a powerful tools for any e-commerce store if used effectively. Through email automation, e-commerce brands can increase customer engagement, optimize their time and efforts, reduce CAC, and improve customer retention. So if you're looking for a way to elevate your e-commerce brand, email marketing automation is definitely the way to go!

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