Ultimate Guide to eCommerce Email Marketing (with 6 steps)
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.
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.
2. 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.
3. 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.
4. 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.
5. 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.
6. Creating repeat customers etc.
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.
Onward & Upward,
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.