How to sell more with Email Marketing
The world of e-commerce is dynamic and competitive and online store owners are always looking for new ways to increase their sales.
Although it may not be as striking as trendy social networks, such as TikTok , email marketing is still one of the most powerful tools to attract customers and achieve conversions.
In this article, we'll explore why this is and how you can implement an effective email marketing strategy for your eCommerce business.
Why Email Marketing is essential in E-commerce
1. Build Trust
Email marketing is perceived as an intimate one-on-one communication channel, making it an excellent tool for building personal relationships with customers.
It allows you to get closer to your audience and humanize your brand by showing who is behind the store.
But, it is important to note that for this strategy to work, it is not enough to send a simple newsletter from time to time promoting your products. You must create a constant flow of communication that responds to the needs of your target audience.
2. Personalization and Segmentation
Email marketing gives you the ability to personalize and segment your communications . You can create campaigns targeting specific segments of your audience with highly personalized content and send them at the right time.
This customization significantly increases your chances of getting better results. Furthermore, compared to other digital marketing channels, email marketing is an economically efficient option.
3. Excellent Results
According to the Direct Marketing Association, companies see a return on investment of $38 for every dollar invested in email marketing. Additionally, emails have higher conversion rates compared to organic search and social media.
Email marketing is a powerful tool that can boost your sales and increase the profitability of your business.
Implementing an Email Marketing strategy for E-commerce step by step
Now that you understand why email marketing is essential for your eCommerce business, let's look at how you can implement an effective strategy step by step.
1. Select the Right Email Marketing Tool
Choose an email marketing tool that suits your current and future needs. Consider the size of your mailing list, the scale of your campaigns, segmentation options, tagging, and especially marketing automation capabilities, such as creating automated workflows.
2. Design a Lead Magnet
A fundamental step in capturing email addresses is to offer valuable content in return.
This content is called a lead magnet and must solve a problem or satisfy a need for your potential customers. Make sure it is related to the products or services you offer and provides differentiating value.
3. Define your First Sequences
Before launching your landing page with the lead magnet, it is important to have at least the first email sequence defined, generally the welcome one.
In this email, you can send the lead magnet, welcome the subscriber and explain what type of content they can expect. Other key sequences include activation, sale, and abandoned cart recovery.
4. Subscriber Acquisition Strategy
The main objective is to get users to subscribe to your newsletter.
You can use various tactics to achieve this, such as pop-ups or subscription boxes on the most visited pages of your website, affiliation strategies, advertising campaigns on social networks that redirect to the landing page with your lead magnet, and the organization of workshops online to attract new users interested in your brand.
5. Send a Periodic Newsletter
In addition to preconfigured sequences, sending a periodic newsletter with news about your brand is important.
This helps you maintain a regular relationship with subscribers and integrate into their daily lives. The ideal sending frequency depends on the characteristics of your brand and your audience.
6. Automations for Special Moments
Take advantage of special events like birthdays, subscription anniversaries, or milestone dates to launch campaigns that drive conversions. Offer discounts or exclusive offers to encourage subscribers to make purchases.
7. Apply Good Email Marketing Practices for E-commerce
For best results, follow these recommendations:
- Define a single objective for each email.
- Use the power of storytelling to create an emotional connection with your customers.
- Avoid overusing images in your emails to avoid them being filtered as spam.
- Measure, test and optimize your campaigns regularly to continually improve your results.
- Pay attention to the subject of the email, as it is essential for users to open your messages.
5 Essential Email Marketing Campaigns for E-commerce
To maximize the potential of your email marketing strategy, here are five essential campaigns you can apply to your e-commerce business:
1. Welcome Sequence
This sequence focuses on sending the promised lead magnet and explaining what subscribers can expect from your newsletter.
2. Purchase Confirmation Email
Send this email after a customer makes a purchase from your online store. Be sure to include relevant information such as the shipping tracking code, invoice, and payment method used.
3. Product Reminder
This campaign is activated when a user visits a product page but abandons the purchase before completing it. Send a reminder to remind them of their interest in the product.
4. Upsell and Cross-sell Emails
These sequences are activated based on the user's previous purchases. The goal is to increase customer lifetime value by offering improvements or complementary products.
5. Abandoned Cart Recovery Emails
This campaign is highly effective in increasing sales. Identify users who have abandoned products in their cart and send them an email reminding them of the pending purchase, offering discounts or other incentives.
We hope this article has given you a solid understanding of why email marketing is essential for your eCommerce business and how to implement a successful strategy step by step.
With the right tools and a well-planned approach, you can make the most of this powerful marketing tool and increase your online sales significantly.
Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.
If you want more information on this topic or are looking for other options to profile your ideal client, at MHA you will find the solution you need. Schedule a call.