As an eCommerce store owner, you are constantly in search of new customers. You have an active social media page consistently publishing engaging content for your target audience. You have also invested in a website that is well-furnished with information. But these steps are not enough to convert them into loyal customers. Identifying potential prospects is just the first step in the sales cycle. Now it is up to you to effectively connect with your leads, nurture them and convert them into customers. Email marketing is one of the most effective tools for this. One reason why emails have outperformed all other marketing efforts is that they are more personalized and exclusive.
How do you develop a mailing list?
The best and most effective way is to start capturing email addresses on your website. If you want your prospects to share their email addresses with you, then there should be a compelling offer for them to do so. A discount for their first order, notifications and special offers on new products are some of the baits eCommerce stores use to get customers to sign up.
If you have a physical store you can collect email addresses at the store. Today most point of sale (POS) systems allow you to collect email addresses at checkout. A discount on next purchase or a loyalty program often encourage a customer to share their mailing address.
The next step is to get your active followers on social media to sign up and be a part of the mailing list. For example, if you are looking to get Instagram users to connect with you, an attractive bio on Instagram with a link to your website is the most obvious step forward. You can also create an email sign-up landing page on your website and promote it on Instagram with the ‘Swipe Up’ feature. Social media contests that require people to enter email to participate are yet another way to build your mailing list.
What works best in email marketing?
Email marketing programs help build customer relationships that will lead to sales over the next few months or years. Here are a few tips on what works best in email marketing.
- Once a customer signs up, the most obvious thing to do is send out a welcome email. Try combining this with a discount and you have a very good chance they will visit your site for a repeat purchase.
- Identify relevant occasions to shoot out emails that resonate with your customers. A birthday wish with an exclusive offer is very effective, or if the holiday season is around the corner you can send an email with gift ideas for various age groups. Customers are more likely to respond to emails that offer some value – it need not be a price off at all times. You can even put together some relevant information that your customers will find interesting and helpful.
- The subject line in the email can increase the open rates, so make sure to spend some time crafting lines that are catchy and offer some value.
- Simple designs with concise text and high quality, relevant images work best.
- Every email should have a strong call to action. It could be to visit the website for more details, download a report or connect with the sales team for more information.
How can emails be used to drive traffic to the website?
Cross-promotions – Emails can be an effective tool to cross-promote products in your store. Most stores send out product recommendations based on a customer’s past purchases. Information on new product launches and pre-bookings all fall under this category of emails.
Cart abandonment emails – Studies show that the average cart abandonment rate across all industries is ~70% percent. eCommerce store owners are struggling to get these customers to return and complete their purchases. Reminder emails help to gently nudge the customers to visit the site and complete the purchase. eCommerce store owners can automate these emails and send them out within an hour of cart abandonment to maximize response rate.
Stock replenishment emails – This is often used in consumer perishable goods where there is a repeat purchase often. Emails are sent out to customers reminding them to replenish their stocks depending on the shelf life of the product. For example, Amazon has the popular “Subscribe and Save” model. Once a customer signs up for this facility he/she does not have to reorder the product. The product is shipped automatically to the customer based on the timeline they chose.
Emails designed to collect feedback – These emails help build a relationship with the customer. They are used to get the customers to leave a positive review of your product on your website or social media platforms. These emails are also an opportunity to address the complaints and grievances of customers if they have had a bad experience with your product or the purchase experience.
If conceptualized and executed well, these emails can improve customer experience and help boost your conversion rates.
Popular email marketing platforms for eCommerce
Here are some of the popular email marketing providers platform providers.
Klaviyo is a platform dedicated to email marketing and SMS. It’s a must-have tool for eCommerce stores looking to grow their business. Klaviyo comes with an intuitive drag-and-drop email builder. This feature makes it easy-to-use even for a first-time user. It also comes built-in with a provision to A/B test your emails with different content, subject lines, offers and timings. Today over 50,000+ businesses rely on Klaviyo for their email marketing efforts.
MailChimp is one of the very first names in the email marketing space – over 14 million customers are using MailChimp for their email marketing efforts. It is very popular with small and medium-sized businesses and boasts well-designed email templates and opt-in forms. It also integrates well with eCommerce platforms such as Shopify, Magento, BigCommerce, etc.
SmartrMail is an App designed exclusively for eCommerce businesses. The email composer is remarkably easy to use and enables you to develop and shoot out emails quickly. Welcome emails, Winback emails, Abandoned Cart emails – SmartrMail has templates for all these and much more, making it easy for you to shoot out emails automatically. It also comes with a host of tools and features that will help you drive sales and traffic to your website – integration with Facebook custom audiences and A/B testing are some of them.
Some other popular players are HubSpot, Constant Contact, and Active Campaign.
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