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Start Leveraging Your E-Commerce Brand with Strong Email Campaigns

June 02, 2023 | Author:  Andrew Maff
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In e-commerce, an effective email campaign is vital to reaching potential customers and boosting your brand’s visibility. It's important to keep in mind that customer engagement isn't a one-and-done deal– it requires continued attention and upkeep. With carefully crafted emails, you can create targeted messages that drive conversions and build relationships with your customers.  According to Barilliance, almost 18% of businesses that used email marketing campaigns were able to generate a return on investment of more than $70 for every $1 invested.

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To get started, be strategic about your message and what you offer customers. Your emails should be tailored to the right audience, incorporating relevant visuals and exciting content to keep them clicking through to eventually make a purchase.

E-commerce email marketing is a crucial component of a well-rounded communication strategy for direct-to-consumer (DTC) businesses. When executed well, email marketing helps you turn leads into buyers, nurture long-lasting relationships with existing customers, increase engagement, boost revenue, and stay top of mind. 

In this article, we'll discuss the importance of email campaigns and how to create effective ones that stand out from the crowd. We'll also provide some helpful tips to ensure your emails hit their mark every time. So, if you're ready to jump into email marketing for e-commerce success, read on!

What is E-commerce Email Marketing?

E-commerce email marketing is the practice of sending messages to potential customers or existing customers via email. It builds relationships and increases sales by boosting your brand’s visibility. For e-commerce businesses, email marketing allows them to cultivate relationships with customers while also keeping these customers up-to-date on the latest promotions. It can also boost customer loyalty, increase customer engagement, and ultimately, drive sales.

Email campaigns are typically sent in series, with each message containing information relevant to that particular customer. For example, you can send welcome emails to new customers, promotional emails offering discounts and special offers, or educational emails providing product information.

Benefits of Email Campaigns for E-commerce

There are numerous advantages to using email campaigns for your e-commerce brand. Here are just a few:

1. Cost-Effective

Email marketing is one of the most cost-effective marketing strategies available. It’s a great way to reach a large number of people for relatively little money.Target-message-man-using-mouse

2. Targeted Messaging

With email campaigns, you can target specific customers based on their purchasing behavior or interests. This allows you to personalize messages and create more meaningful interactions with your customers.

3. Increased Engagement

Email campaigns help increase engagement with your brand by engaging potential customers and keeping existing ones interested in what you have to offer.

4. Greater Visibility

Email campaigns make it easy for customers to find out about new products, discounts, and other offers from your e-commerce business. By sending emails regularly, you’ll ensure that your brand is always top of mind.

Life Cycle of E-commerce Email Marketing Campaigns

An e-commerce email marketing campaign usually follows a particular life cycle. It begins with the initial contact and continues through to providing customers with follow-up messages about their purchase or other related content. Aside from transactional emails, promotional emails also lay a crucial role in the email marketing cycle.

The life cycle of an e-commerce email campaign typically looks something like this:

1. Welcome Email

This is the first email you send to new customers. When customers sign up for your email list, they should receive this message first. It’s important to make a strong first impression, so use a welcome email to introduce customers to your brand and provide them with helpful information or offers. Interestingly,  welcome emails have a high open rate of 68.6% compared to the  average open rate of 19.7%. Some welcome emails contain a discount code for the first purchase.

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2. Onboarding/Post-purchase Email

This type of email is usually sent after customers have made their first purchase. These types of emails are sent after a customer has made a purchase. They often contain follow-up surveys or links to relevant content that could help the customer get more out of their purchase.

The goal here is to educate customers about your products and encourage them to purchase again. Onboarding emails should include additional product information as well as tips and tricks for using the product or service.

3. Nurture Email

Nurture emails are sent to build relationships with customers and keep them engaged in your brand’s offerings. These messages typically focus on educating customers about products or services or highlighting specific features or offers.

4. Promotional Emails

Promotional emails are used to promote new products, discounts, and other special offers. It’s best to use them sparingly to ensure that customers don’t feel bombarded with too many emails from your business.

These messages should also include clear calls to action and direct people to specific landing pages where they can learn more about the offer or take advantage of it.

5. Re-engagement Email

Re-engagement emails are used to keep existing customers interested in your brand. These messages can contain special offers, discounts, or reminders about upcoming seasonal promotions and events. Re-engagement emails can also include surveys or polls to get feedback from customers about their experience with your brand and products.

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6. Cart Abandonment Email

Cart abandonment emails are sent when customers leave items in their cart but don’t complete the purchase. These messages can be used to remind customers of what they left behind, as well as provide incentives or discount codes to encourage customers to come back and finish the purchase.

7. Thank You Email

When a customer completes a purchase, it’s important to thank them for their support. Thank you emails should include a personal message of gratitude as well as additional content or offers that could help the customer get more out of their purchase.

In essence, an email marketing strategy is tailored to fit the customer lifecycle. It starts with the first contact and continues through post-purchase follow-ups, nurturing messages, promotional emails, re-engagement emails, cart abandonment emails, and finally thank you emails. 

Following a strategy can help ensure that customers stay engaged with your brand throughout their journey. With a well-thought-out email marketing strategy in place, you can increase customer engagement, drive sales, and build relationships with existing customers. Start using email campaigns today to take your e-commerce business to the next level!

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Tips for a Strong and Effective E-commerce Email Marketing Strategy

Not all e-commerce emails are effective because the success rate of an email marketing campaign depends on many factors such as the industry, the business, target customers, and the message but regardless of these variables, there are some general tips that can help you create an effective email marketing campaign for your e-commerce store.

Write interesting subject lines

Email marketers know that the email subject line is often the most important part of any email. It’s what gets your message opened and read, so it should be interesting, engaging and relevant to the recipient.

Personalize emails

Personalizing emails with a customer’s name or other details can make them feel special and more likely to open and read your message. Personalized email marketing is also more effective than generic emails. Customers engaged with your brand appreciate the effort of personalized messages especially in the world of commercialized e-commerce emails.

Plan for segmentation and targeting

Segmenting and targeting emails will help you send more relevant messages to appropriate customers, which is your target audience. For example, if you’re selling women’s clothing, you can create separate email campaigns for different types of customers such as new subscribers or existing customers who haven’t made a purchase in the last 30 days. Repeat customers, for instance, could receive emails offering special discounts or loyalty rewards.

Include visuals

Visuals help make emails more interesting and engaging. Use visuals such as high-quality images, GIFs and videos to draw customers’ attention and keep them interested in your message. Other e-commerce brands even use a dedicated landing page for emails which helps to increase conversion rates and sales.

Include your referral program

Including your referral program in your email marketing campaigns can be an effective way to increase conversions and attract new customers. Offer incentives such as discounts or rewards for referrals, so that loyal customers are encouraged to share their experience with their friends and family. This will help you build relationships with existing customers while also bringing in new ones.

Use drip campaigns

Drip campaigns are automated emails sent to customers over a period of time. They can be used in different stages of the customer journey, such as onboarding new customers or re-engaging inactive ones. Drip campaigns allow you to send timely and relevant messages to users without having to manually monitor them.

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Automate your email marketing for e-commerce with an email marketing software

E-commerce brands can benefit greatly from automating their email marketing campaigns. Automation allows businesses to send emails at the right time, without having to manually create and schedule messages. Email marketing automation tools also enable you to track customer engagement and responses so you can optimize your campaigns and adjust your email marketing efforts according to the results.

Test and optimize your e-commerce email campaigns

Testing different email subject lines, content, design elements, offers and other factors will help you determine what works best for your email marketing campaigns. For example, you can do A/B testing to see which version of an email performs better. This will help you optimize your emails and make them more effective, which means understanding what approach is generating revenue for your e-commerce business.

Track your email marketing performance

Tracking your e-commerce email campaigns is key to understanding how effective they are. You should track metrics such as open rates, click-through rates (CTR), bounce rate, unsubscribe rate and revenue generated from emails. This will help you identify what’s working and what needs to be improved in order to make your e-commerce email marketing strategy more successful.

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Start Launching Your Marketing Emails Today!

Email marketing for e-commerce is a great way to increase sales and build relationships with customers. With the right approach, techniques, and tools, your e-commerce business can leverage its email campaigns for success. And by following these tips, you can create an effective e-commerce email marketing strategy that leads to increased sales and revenue for your business. So start leveraging the power of email marketing today and see how it can benefit your online store!

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