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eCommerce Email Marketing Strategy (Automation & Examples)

E-commerce email marketing is critically important to building your e-commerce business.

Oct 16, 2018 - By Skirmantas Venckus

ecommerce_email_marketing

E-commerce email marketing is critically important to building your e-commerce business.

You have to account for the fact that most visitors will leave your site within 10 to 20 seconds if you don’t have a great value proposition, according to Neilsen Norman Group.

Even if you do have a great value proposition, the average user will only stay for 4 to 5 minutes before they are off to the next site. That means you have to have a strategy that captures people and builds a following in an ultra-fast-paced environment.

If you want to build a successful e-commerce business you have to map out a solid e-commerce email marketing strategy.

The following guide provides a basic e-commerce email marketing strategy that everyone should implement whether you have an e-commerce business or any other sort of web-based business.

Ecommerce Email Marketing Strategies To Boost Sales

Numerous ecommerce marketing channels are available to help your company grow, including social media, SEO, PPC, and network marketing.

However, successful ecommerce entrepreneurs understand that email marketing is one of the most profitable channels available.

Whether you’re new to email marketing or looking to improve your current setup, here are some ecommerce email marketing strategies to give you a solid foundation to build your email marketing empire:

  • Establish a welcome email series for the best impression with new subscribers. This allows you to tell your brand’s story, highlight your best products, and even offer a discount to increase sales.
  • Have a clear call to action. Whether that’s watching a promotional video, reading your latest blog post, or buying your newest product, your recipients should know precisely what you want.
  • Use personalization to segment your email list. This will give customers a compelling reason to act. 
  • Automate your email campaigns to level up your email marketing strategy.
  • Perform split testing to find the best variations of common email elements and ensure that your emails have the greatest return on investment.

Also read: Behavioral Segmentation Definition & Examples 

Ecommerce Email Marketing Automation

Automation is a crucial thing to do in email marketing if you want to skyrocket your sales and make it one of your biggest sales channels. Here are six ways you can automate your ecommerce emails:

1. Building the Email List

The first step to building your successful e-commerce business is to start viewing each page and post on your website as a landing page. In other words, you need to see each page on your website as the only possible page a visitor will land on.

Secondly, you have to be honest about the fact that most first-time visitors to your web store will not buy from you. So then, if you want to win them as customers knowing that they statistically won’t buy from you when they just learned about your site, what’s the best way to follow up with them without having to spend money on retargeting ads?

Invite them to sign up for your email list. Of course, you need a smart approach to this. Nobody will be enticed to sign up for yet another newsletter that clutters their inbox with junk mail. But if they land on your site to learn more about how to ease their joint pain with your magical joint relief cream then perhaps they would be interested in a free one or two-page guide to natural joint pain relief methods they can try at home.

In order to collect this free report, they give you their email and first name. This could be a good start to building a relationship with them via email.

Another thing that everyone has to consider adding to most pages on their website is a pop-up box.

Whether the pop-up shows up within the first 10 seconds that they are on the page or just before they try to leave your page, pop-ups can help you convert about 3% of your website visitors to email subscribers. This is based on research on website visitors. These new subscribers give you a chance to tremendously boost your sales and profitability as you convert subscribers into customers.

Read more How to Build Your First Email List (8 steps for Best Start).

2. Welcome Sequence

A welcome sequence is a series of emails you send to people who sign up for your email list.

Your new subscriber is most excited right after they opt-in. As a result, a welcome email series is your best opportunity to introduce yourself, demonstrate how you can help, and even make a sale.

When someone subscribes to your mailing list, they’re introducing themselves. When you send a welcome email, you’re extending a handshake. 

A welcome sequence is your best chance to say hello and convert leads into customers when done correctly.

If you only send blog posts to people who sign up for your email list, you’re missing a massive opportunity with your email strategy.

3. Abandoned Carts

According to a 2018 report by Barilliance.com, abandoned cart statistics go from anywhere between 55% to 80%, based on various studies noted. Whether 50% of people abandon the purchase of your products or up to 80% of people abandon their carts, that’s a huge chunk of change taken out of your potential sales.

That’s why your e-commerce email marketing strategy must include abandoned cart emails. The goal of these emails is to remind prospects of the products they are interested in and persuade them to complete the purchase. Adding these emails to your overall e-commerce email marketing strategy could dramatically increase sales if you recovered just half of those lost sales.

4. Weekly Newsletters

In addition to abandoned cart emails, as a part of your e-commerce email marketing strategy, you should consider offering a weekly newsletter.

This weekly newsletter may include special offers or discounts, value-added content, and more. It should be engaging to the desires and interests of your target audience.

5. Running Promotions

Running special promotions is another vital aspect of a solid e-commerce email marketing effort. This gives you a good opportunity to generate good sales that you otherwise would not have from your email subscriber list.

All you need is a good reason behind the promotion, in other words, a good story that spurs the promotion. Sometimes, this is as easy as a holiday. Every e-commerce business should run special promotions centered around holidays and special times of the year.

Holidays including New Year’s, Valentine’s Day, St. Patrick’s Day, Easter, Mother’s Day, Father’s Day, Memorial Day, Fourth of July, Labor Day, Halloween, Thanksgiving and the whole Black Friday weekend, and Christmas are easy wins for your promotional calendar.

This does not include special times of the year such as prom, winter sales, spurring sales, the last day of school, summer sales, back-to-school sales, fall sales and more. And let’s not forget about days that are special to each subscriber such as their birthday and wedding anniversary.

If you struggle with writing engaging email campaigns then consider hiring a good copywriter to do the work for you.

6. Getting Feedback After Purchases

It’s important to get customer feedback for reviews, testimonials, before-and-after pictures, and case studies. It’s also important just so you can interact with each customer on their level of satisfaction, so you can make any grievances right and improve the quality of your service for the future.

But one of the biggest things that future customers will look for is peer reviews of your company and the products you sell. So having a follow-up email campaign to get this feedback from buyers is important.

7. Creating Repeat Customers

All of the above e-commerce email marketing strategies will help you create repeat customers. Still, there are other things you can do as well. When a customer buys a particular type of product you can have emails that attempt to upsell them to bigger packages, cross-sell them to complementary products or services, and even offer them a recurring membership to your site.

Implementing a loyalty rewards program, or points system, also known as gamification, a great way to generate recurring sales from customers. There are certain businesses I frequent instead of their competitors because I love the rewards program that these companies provide.

You will be well on your way to growing a successful e-commerce business by implementing these e-commerce email marketing strategies. Take your time and start with one piece at a time, but make it an end goal to incorporate all of the above into your business.

Creating an email marketing automation should be one of the most important things in your marketing strategy but sometimes it might be hard to know where to start. That’s where Sender comes in.

If you are someone who wants to take it for a spin before shifting over from your existing email tool or want to start with zero financial commitment, the FREE Forever plan can help you do just that. Send up to 15,000 emails a month to up to 2,500 contacts absolutely free of cost!

automation_SMS_Email_steps

Best Email Marketing Platform for Ecommerce

Sender is an increasingly popular tool for ecommerce stores looking to establish a strong email presence. The platform simplifies everything such as automating transactional emails. The email marketing software also has popups with beautiful images, great styles, and high-converting text that helps you to grow your audience quickly.

You don’t need any HTML knowledge to get started, and there are plenty of awesome templates to choose from. You can also include custom elements such as videos, images, and text. 

Sender has a powerful analytics feature that enables you to analyze metrics, including who clicked and opened your emails. You can also integrate Sender with a host of integrations, including Zapier. 

Another great feature that Sender nails is segmentation, ensuring you can deliver more personalized content to everyone on your email list.

Ecommerce Email Examples

Ecommerce email marketing messages can be divided into four types:

  • Welcome emails
  • Promotional/offer emails
  • Cart abandonment emails
  • Transactional emails

Let’s look at some specific examples of each type of email.

Welcome Emails

Image source:reallygoodemails

Nothing beats receiving a warm welcome when you join a company’s mailing list. This Massdrop email provides users with a lot of information about what they can do next.

They can contact the company, provide feedback, participate in community discussions, or research a wide range of product categories. Welcome emails should serve as a comprehensive launchpad, with multiple click-through options and minimal text.

Promotional/Offer Emails

Image source:reallygoodemails

Presentation is everything when it comes to showing off special offers and products. Taylor Stitch’s email grabs your attention right away with sleek product images. There’s also just enough text to show how much money you’ll save with this offer.

This email is fantastic because it perfectly balances appropriate images and necessary information while remaining simple enough to allow the products to speak for themselves.

Cart Abandonment Emails

Image source:reallygoodemails

No one wants to see customers abandon their carts, but it’s possible they had a browser issue or got distracted and forgot to complete their transactions. Abandoned cart emails can be sent when a product is left in a cart for a set period without the customer completing the transaction.

This email from Food52 has a simple format, combining one basic image with a small amount of text. It serves as a gentle reminder rather than a lengthy plea for the customer to complete their purchase.

Transactional Emails

Image source:reallygoodemails

Transactional emails are emails sent automatically in response to a specific trigger. They can include order and shipping confirmations, billing emails, and account creation.

Besides great products, customers value certainty. Taylor Stitch’s shipping confirmation email takes the guesswork out of things for your buyers. This ecommerce email example demonstrates when simplicity and a text-heavy presentation are appropriate.

Consumers want to know their order was received and completed with all the information, including the product, shipping method, shipping/billing addresses, and price. With options to track or initiate a return, this email provides recent shoppers with everything they need.

How To Build an Email List for Ecommerce Email Marketing Campaign

The first step to building your successful e-commerce business is to start viewing each page and post on your website as a landing page. In other words, you need to see each page on your website as the only possible page a visitor will land on.

Secondly, you have to be honest about the fact that most first-time visitors to your web store will not buy from you. So then, if you want to win them as customers knowing that they statistically won’t buy from you when they just learned about your site, what’s the best way to follow up with them without having to spend money on retargeting ads?

Invite them to sign up for your email list. Of course, you need a smart approach to this. Nobody will be enticed to sign up for yet another newsletter that clutters their inbox with junk mail. But if they land on your site, for example, to learn more about how to ease their joint pain with your magical joint relief cream, then perhaps they would be interested in a free one or two-page guide to natural joint pain relief methods they can try at home.

In order to get it, they give you their email and first name. This could be a good start to building a relationship with them via email.

Another thing that everyone has to consider adding to most pages on their website is a pop-up box.

Whether the pop-up shows up within the first 10 seconds that they are on the page or just before they try to leave your page, pop-ups can help you convert about 3% of your website visitors to email subscribers. This is based on research on website visitors. These new subscribers give you a chance to tremendously boost your sales and profitability as you convert subscribers into customers.

Read more:
12 Effective Newsletter Signup Examples & Popup Form
How to Build Your First Email List (8 steps for Best Start).

Best Email Marketing Tool for Shopify and Other eCommerce Platforms 

Sender offers various automated workflows aimed at different stages of the customer journey (cart abandonment, browse abandonment, order confirmations, etc.), as well as some very cool email features such as gift boxes and other incentives.

Beyond email, Sender also allows you to send push and SMS notifications, making it one of the best email marketing software for Shopify.

Submitted by Connor Gillivan. Connor Gillivan is the CMO and co-owner of FreeeUp.com, a rapidly growing freelance marketplace making hiring online simpler. He has sold over $30 million online, has hired hundreds of freelancers to build his companies, is a published author, and is the owner of ConnorGillivan.com. He currently lives in Denver, CO.

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