According to a study by Campaign Monitor, for every $1 spent on email marketing, $44 is made in return. Based on these numbers, it’s safe to say that email marketing is a very effective marketing channel for eCommerce.
However, it’s crucial to use email marketing correctly in order to make a considerable return on your investment. Like all marketing techniques, the first milestone in creating your email marketing campaign strategy is determining the segment that you would like to target. After that, you need to come up with an email marketing campaign strategy that fits both your eCommerce business and your target audience.
How to Improve Your eCommerce Email Marketing Campaign Strategy
With this in mind, we’ve compiled a list of six tips to improve your email marketing campaign strategy that we believe is efficient (particularly tip number four). Read on to find out more.
1. Add Referral Campaign To Acquire More Subscribers
The key to establishing a strong email subscriber base doesn’t necessarily depend on the total number of users or email subscribers but in fact on the quality of email subscribers. As an online business or e-commerce store, you should always make sure the leads/users you’re acquiring aren’t a waste of your resources and ones you might convert into paying customers in the future. This is why you should be targeting the right audience.
And what better way to do that than to let your current customers do the marketing for you? If you’re wondering how we’ll tell you.
Encourage your existing customers and users to have their friends and family sign up, and offer them a reward in return for every three sign-ups they bring. Like this, you are not only bringing targeted users but also bringing trust – the new sign-ups will already have trust towards your brand because their friend/family member recommended them.
While this is a great way to gain more subscribers, you should remember to make it easy for people to subscribe in the first place. You can achieve this by ensuring your website user-friendly, and by minimizing the number of clicks required for a person to sign up.
Creating compelling offers for new users can also result in an increase of your number of subscribers. Increasing the number of subscribers increases the probability of the email recipients being converted into paying customers, or better yet, repeat customers.
2. Focus on Improving the Content To Improve the Overall Result
We’re all familiar with spam emails – it’s likely you’ll have spam in your inbox right now. That’s why your content needs to stand out and relate to what the user wants or needs. As well as directing your emails to the right fragment, you should make sure that your content provides value. It should be clear, concise and free of spam-related words. If you would like more details on how to achieve this, check out our blog post “How to Avoid Spamming and Sending Random Emails.”
We cannot stress the significance of coming up with clear, friendly and occasionally entertaining subject lines enough. This in itself increases your email open-rate, and eventually results in a rise of the number of conversions. It is also important to personalize the content or subject line of your email. This could mean including a name, featuring products the user has looked at or a suggestion of similar products.
3. Showcase Customer Reviews, Ratings and Case Studies
One of the greatest hurdles for converting email subscribers in paying customers is overcoming a lack of trust. The most efficient way to build this trust is to include customer testimonials, feedback, reviews, ratings and case studies that your eCommerce store has gathered.
To solidify this point, an additional idea would be to personalize these reviews. To do this, choose reviews and ratings of products that the customer has added to their cart before, or looked at on your website.
These reviews will influence your potential customer’s purchasing behaviors, and eventually, convert them into paying customers.
4. This is Must in Your Email Strategy: Reward Loyal Customers
As important as it is to acquire new leads, you must not forget the importance of retaining existing buyers. These customers have already established a trusting relationship with your brand, and are familiar with your products. You could incentivize these loyal customers by offering them exclusive customer only discounts. For instance, “Receive 10% off your next $100 purchase.”
Also, and as mentioned in tip #1, your loyal customers are your best shots at marketing. This is why you should urge them to encourage their friends and family members to sign up by providing them with a reward in return.
5. Your Email Marketing Strategy Should Include Abandoned Cart Emails
It’s very common for a potential consumer to forget about a cart, or just postpone the purchase until they have completed their research and made their final decision. You shouldn’t give up on these leads, and do your utmost to encourage them to complete their purchase. In order to do that, it’s very common for eCommerce businesses to send reminder emails about these abandoned carts.
- You should send out the first email 24 hours after the customer abandoned the cart.
- If this doesn’t work, you should send the next nudge 3-4 days after the customer’s visit to the page.
- If your second attempt doesn’t do the job either, the last reminder should be sent after a week.
6. Incorporate Automated Emails In Your Email Marketing Campaign Strategy
This tip consists of following your customers on every step of the funnel. Note that it is very crucial to send them the right message at the right time.
320% more revenue is attributed to welcome emails than other promotional emails. This proves that these kind of automated emails are highly effective. Other automated emails could follow if the user has left the page open, hasn’t completed the purchase or hasn’t visited the website for a while. Automated emails are like “set and forget it” and it should be a part of your email marketing strategy.
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Combination of broadcasting emails and automated emails makes your overall eCommerce email marketing campaign strategy effective.
Now that you know what to include and what not to in your email marketing strategy, you can start working on building your very own eCommerce email marketing strategy or let RevTap do the hard work for you.
RevTap uses real human experts and AI to generate a weekly, behavior-based email marketing campaign strategy, ready-to-use email templates and content for your eCommerce store. On top of that, RevTap also analyses past data and recommends optimized email send dates and times accordingly.
Increase your eCommerce store revenues by up to 22%. All you have to do is invest 20 minutes per week and your email marketing is sorted.
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