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The beginner's guide for more sales with e-mail : E-COMMERCE MARKETING

If you want to build a sustainable, scalable and competitive e-commerce business today, you need to be ready and able to invest in e-mail marketing. With a well-executed e-mail strategy, you can increase brand and product awareness, qualify and prioritize leads, and become more proactive in maintaining authentic relationships with current and potential customers, increasing traffic in your business Promote sales and build a stronger presence, with time more profitable e-commerce business.

Here's the problem: If you're new to the world of ecommerce entrepreneurship or are generally inexperienced with e-mail marketing, it's not always easy to know what to focus on or how to get started. You can waste a lot of time and money introducing tools and implementing tactics that do not translate into real ROI for your business.

This guide provides actionable tips, hands-on examples, recommended tools, and additional resources to help you develop an effective and profitable email marketing strategy for your ecommerce store.

The case for e-mail

Before you begin developing the right strategy for your ecommerce business, it's important to first understand the possibilities that e-mail currently has for businesses like yours.

To succeed in the world of e-commerce, you need to focus on your existing and potential customers. In the end, to persuade them to buy, you need to maintain, inspire, and communicate with them on a regular basis. The problem is that you are unable to work like a traditional retail store. You can not look your customer in the eye, you can not shake hands with them, and you can not build relationships with them based on personal interactions. You need to think of other ways to build meaningful relationships with people in your audience, and sending emails is one way to do that.

Why an e-mail? Despite the increasing popularity and use of social media sites like Facebook, Twitter and Snapchat, email is still one of the best and most effective ways to reach and engage with your customers on a one-to-one basis.

Consider the following statements and facts about the value and effectiveness of sending e-mail to people to persuade them to buy from you:

  • Consumers are confident in the level of personalization that they can offer in emails. In fact, 53% of marketers say that continuous, personalized communication with existing customers leads to moderate to significant revenue effects – Source: DemandGen & campaign monitor
  • Consumers may ignore or even miss the social media updates you publish, but they will be aware of and open the transactional emails you send. Transactional emails have 8x more open and clicks than any other type of email and can generate 6x more revenue. – Source: Experian & campaign monitor
  • Consumers are more likely to click on a call to action to visit your online store, which appears in an email, as if they see similar action requests in social media updates from you. It's 6x more likely that you'll get a click from an email campaign than from a tweet. – Source: campaign monitor
  • Consumers who have never bought from you are more likely to buy a personalized e-mail directly to their inbox if they take the time to do so. E-mail is 40 times more effective than Facebook or Twitter in attracting new customers. – Source: McKinsey & campaign monitor
  • Young consumers want you to get in touch with them by sending them emails. 73% of millennials identify emails as their preferred means of communication. – Source: Word stream
  • You have a much higher return on your e-mail spend than other marketing channels. For every dollar spent, email marketing generates a $ 38 ROI. – Source: campaign monitor

Of course, if you do not seriously invest in e-mail marketing for your ecommerce business, you will lose an enormous amount of potential revenue and revenue each month.

The question is how to develop an e-mail strategy that best suits your business and your target audience.

Build an e-mail strategy for your ecommerce business

To get more email revenue, you need to develop a tailor-made strategy that resonates with your customers and aligns with your brand. In order for your audience to be able to open your emails, engage with your campaigns, and buy your products, they must feel that the message you send is authentic, meaningful, written especially for them, and for the unique voice and style of your brand is representative. If your emails look and feel like those of others, you can never get the impact you want.

How do you ensure that you develop the right email strategy? You can start with the following list of questions:

Step 1: Know your audience

  • Who is your audience? How old are they, where do they live, how much money do they earn, how much education do they have, what are their hobbies and interests, what are their hobbies and interests, how are they spending their money? Do you buy products etc.?
  • What motivates you? Which offers, specials or deals are you most attracted to? Which language do you normally use to inspire?
  • What are your pain points and problems? What are your problems and how do your products address or solve these problems?
  • How do you currently communicate with your customers? What other channels do you communicate with customers and how do you deal with communication on those channels? How do you promote your products and your business to your customers elsewhere?
  • When were you most likely to engage with you on other channels? Can you browse data from other channels, like Facebook and Google Analytics, and find out what days of the week and what times of the day your audience is usually most interested and most responsive?
  • What data do you collect about your prospects and customers? Can you use data to send personalized emails to your customers (using information such as full name, date of birth, location, age, etc.)?
  • How do you currently segment your customer and prospect list, if any? Can you divide your list into different groups depending on whether they were purchased, how often they were purchased, when they were most likely to be bought, what products they bought, etc.?

Step 2: Know your brand

  • Do you have a unique voice and personality for your brand? What brand voice and style does your audience recognize instantly when they see it in an email from you?
  • What should people feel when they interact with your brand? How would you like to make her feel? What impression do you want to leave?
  • What makes your brand and your products unique? How do you differentiate yourself from your competitors? Why are you interested in your products over others?
  • What does your brand look like and how can you translate these standards into emails? What colors, images and graphics do you use to promote your business and products? Which language do you use?
  • Why do your customers buy from you more than once? Do you know what drives your loyal customers to buy products from you over and over again? Do you know what prevents them from buying from you again?
  • What value can you offer your subscribers and potential customers to build trust and put them in the background? Do you have original content that can help you educate and enhance your e-mail list (ebooks, tips, videos, infographics, podcasts, etc.)?

Step 3: Know what you want and what you need to get there

  • What are your specific goals when investing in email marketing? What do you hope to achieve with your emails? Do you want to drive more traffic? Increase brand awareness? Boost instant sales? Convince people to recruit friends? Can you assign specific numbers to these types of goals? (eg how many sales, how much traffic, how many recommendations?)
  • What resources have you reserved for e-mail marketing? Do you have the time to manage e-mail marketing for your business? If not, do you have someone in mind who can help you with the administration? What is the budget you plan for emails in the next quarter? What is your budget for emails if you invest in them for a full year?

The answers to these questions will help you to develop an e-mail strategy for your ecommerce business, but your work is not yet complete with this exercise. Now that you've taken the time to think more about your audience, your brand, and your goals, you'll need to think about the types of emails you'd like to send to your list in the first place for more revenue.

Understand the different types of emails you might send out to increase sales

As you develop your ecommerce strategy, you need to think about the types of emails you want to send to your list to increase sales. At the very least, you're probably already sending emails that automatically go out when someone buys a product from you, and you may even occasionally send emails with promotions, but you also have a number of other types of conversion-based emails could take advantage of convincing people to buy from you.

Here are the 10 most common types of emails that ecommerce brands send to subscribers and customers today:

Transactional emails

These are the emails that you are probably most familiar with both as an e-commerce entrepreneur and as an online consumer. Transactional emails These are trigger-based messages based on specific actions you take on an ecommerce site. Examples include order confirmation emails, shipping confirmation emails, customer feedback emails, and account creation emails. Standard transactional emails typically include links to your website that can help you generate additional revenue.

How to increase your revenue with transactional emails

An order confirmation e-mail from Bart brand

Increase conversions with transactional emails

Shipping confirmation & customer feedback E-mail from Bananenrad

Optimized transactional emails

These are transactional emails that are sent using an ecommerce CRO tool such as: B. specially optimized for repeated purchases Spently, Optimized transactional emails have strategic messages, graphics, and CTA buttons designed to direct users back to other product pages. More brands are streamlining order confirmation and delivery confirmation emails than ever before, as transactional emails, as previously mentioned, have 8 times more clicks and openings than any other type of email and 6 times generate more sales (Source: campaign monitor).

How to optimize transactional emails

Example of an optimized email created with Spently

Optimized e-mail example

Example of an optimized email created with Spently

Welcome series E-Mails

These are emails that you send to people who subscribe to updates, offers, and blog content. Welcome emails can help you make the right first impression, and enable you to build and maintain relationships with potential customers. A welcome email series usually consists of a mix of educational content, initial offers, product focus, stories about your brand, and social proof of your products (ratings and reviews from other satisfied customers). The purpose of a welcome email series is to build trust and get people excited about your products. The number of emails you include in this type of series is up to you. It can be a 4-part series or a never-ending series (that is, you continue to send emails to subscribers in this list until you buy a product from you and move it to another email list segment (from "Lead "to" customer ", for example).

Increase your sales with welcome emails

Welcome e-mail from Punch

E-commerce store welcome email sample

Welcome e-mail from Kate Spade

Education-based emails

These are emails that you send to individuals to inform them about the vulnerabilities you have identified, the vulnerabilities that are relevant to your industry and products, and the products (solutions) you offer. Education-based emails may contain misappropriated content from blog posts or original content that you created specifically for your email campaign. The goal of education-based emails is to position yourself and your brand as a trusted resource. This type of email also gives you the ability to communicate regularly with your subscribers. In this way, you can continue to build trust and win potential customers for conversion.

To create an education-based email sample

Education-based e-mail from Bart brand

That's how you get more revenue from education-based emails

Education-based e-mail from The connecting rod

Abandoned shopping cart emails

These are emails that are automatically sent to anyone who places an item in their shopping cart, but leaves your website before making the purchase. Canceled shopping cart email campaigns can usually be created and activated through the ecommerce platform, which lets you sell products and send other types of transactional messages. Obviously, the purpose of abandoned shopping cart emails is to trick people into returning and completing the ordering of their products. To encourage potential customers, many ecommerce brands offer unique promotions (eg, free shipping) or discounts (5% off) in their discarded cart e-mails. Other brands will include emails with urgent messages (available in limited quantities, for example) in their discarded shopping cart emails to trick Fast customers into converting sooner than later.

How To Get More Sales With Abandoned Shopping Cart Emails

Abandoned cart e-mail from Huckberry (Source: SmartrMail)

Abandoned cart email sample

Abandoned cart e-mail from Fab (Source: Shopify)

E-mails to reconnect

These are emails that you send to customers to convince them to buy from you again. The most effective re-bind emails are emails that send specific, personalized product recommendations based on past purchases. These types of e-mail promote products that you know will love the recipients of your e-mail. To increase the number of conversions for this type of email, some ecommerce brands also include special time limited VIP voucher codes that the recipients can use. These e-mails can also be effective campaigns that are included in your e-mail strategy when you sell consumption-based products that you know will eventually be inadequate and replenishable (for example, beauty products, groceries , Drinks, etc.).

Increase your revenue with emails for reconnection

Email confirmation from Rockin 'Wellness

Emergency / Scarce emails

These emails contain messages that help subscribers understand they need to act fast, otherwise they run the risk of missing something. The most common emails with emergency / scarcity issues include various types of messaging, e.g. B .:

  • Limited quantities available!
  • Time is running out!
  • Act fast, before it's too late!
  • Limited time offer!
  • Offer expires today!
  • Get them before they are gone!

The purpose of these e-mails is to get subscribers to take action immediately when the e-mail arrives in their inbox.

Increase conversions with scarcity

Emergency / E-Mail from Myntra (Source: VWO)

Upsell & Cross-Sell Emails

These are emails that you send to customers to make them buy related products that you know they will love. For up-sell and cross-sell email, the emphasis is on personalization. Show your customers that you know who they are and what they need. Use a tool like the following to integrate this type of email campaign into your email strategy Spently This allows you to easily integrate the recommended product containers with the transactional emails you are already sending to your customers.

How to increase conversions with upselling

Upsell / Cross-selling e-mail from Dollar Shave Club (The full email can be found in this blog post from Emma)

Customer delight emails

These are emails your subscribers and customers are not expecting. They usually contain some kind of gift or offer that rewards them as a customer. The goal of customer loyalty emails is to increase customer loyalty. They want people to enjoy buying their products and sending them small, inexpensive "gifts" that make them feel special and committed to supporting your brand and products in place of their competitors and their products.

Seasonal and holiday emails

These are emails that you send to advertise certain holidays and seasonal topics that you know are important to your customers. Examples include Christmas, July 4th, Black Friday, Cyber ​​Monday, Valentine's Day, etc. The best e-mails with holiday motifs are the best match for the products you offer. For example, if you sell chocolate in your ecommerce store, the weeks before Valentine's Day are the perfect time to send targeted email campaigns to customers for more sales.

Example of seasonal & holiday emails

E-mail with holiday motives from ModCloth

Now that you have a better idea of ​​what types of emails you can send to get more revenue, it's time to put your strategy into action.

To create and send e-mail campaigns that help you get more revenue

You've taken the time to think about your audience, your brand and your goals, and you've reviewed the different types of emails that you could incorporate into your email strategy.

The question is, what's next? How do you put everything you have learned into practice?

Here are 8 steps you should follow to email the actual ecommerce sales:

Step 1: Think about the types of emails you want to test

To complete your e-mail strategy, read the list of the above types of e-mail and decide which ones you want to test or implement over the next 30, 60, and 90 days. When evaluating the different email types described above, remember the answers you wrote about your customers, your brand, and your goals. Which types of emails do you think would best answer your target audience? Which type of emails would you enjoy the most? What are your goals for the next quarter? Do you have the resources (time, people, money) to implement any kind of email in this list? If not, can you prioritize those who you think are worth trying?

Step 2: Create your calendars and automated workflows

After deciding what types of emails to send to subscribers and customers, you'll need to create your calendar and automated workflows next.

Your master email calendar should list every campaign you'd like to send in the next 90 days. As you build this offer, consider the upcoming holidays that you can take advantage of and consider the seasonality of your store. Try to work backward from the day a particular campaign expires, and determine what you need to do in the coming weeks to prepare. Do you need custom graphics? New product photos? New landing pages to which subscribers should be sent? Use your calendar to find out what work and resources you need to send e-mail campaigns on time.

Your automated workflows consist of the lifecycle emails that you want to send to each customer who buys a product from you. These are your optimized transactional emails as described above. Resale emails and up-sell / cross-sell emails should also be included in your automated workflows.

Step 3: Invest in the right tools

Think about the tools you can use to automate your email marketing tasks. As mentioned above, your ecommerce platform may already have native tools that you can use to send transactional emails to your customers. If you're using a platform like Shopify, you probably already know they exist Thousands of apps You can test different tactics and automate tasks related to your business. For example, if you want to tune the transactional emails you're already sending, and you'd like to add some emails to re-bind, consider including them Spently in your Shopify account.

Step 4: Expand your list

To turn subscribers into customers, you need to expand your email list. Here are three ideas you can work on this month to persuade more people to receive email updates from you:

  • Idea # 1: Write a short eBook and promote it on social media and in your blog. Think of the flaws your ideal customers are aware of and write an e-book that will provide readers with answers to their questions and solutions to their problems. Concentrate on using yourself and your brand as a trusted resource. For example, if you sell sports shoes, write an e-book about how to improve your running style. Put your ebook behind a landing page of your website and offer the resource as a free download for an e-mail address.
  • Idea 2: Start a viral contest. Give away one of your products. Start a contest with a competitive software tool like Shine, Make additional entries available to other people to visit your site, answer a question, or pass the contest on to another friend.
  • Idea 3: Add registration forms to your website. Offer a discount of 10% or a voucher code to everyone who subscribes to your list for the first time. Note: Make sure you have a welcome email or a welcome email series before adding this form to your website! There's nothing worse than asking people to sign up for your list if you're not ready to reward them with the gift you promised.

Step 5: Segment your subscribers

When you start creating your e-mail list, segment your subscribers. In this way, you can send targeted email campaigns in the future. Separate your list by subscribers, customers, repeat customers, enthusiastic fans, abandoned shopping cart leads, and more. To learn more about segmenting your e-commerce list, Take a look at this article by Klaviyo,

Step 6: Create your campaigns

Take time to build the scheduled email campaigns in your 90-day email calendar. This may require the use of several different tools. Remember that you want to create manual campaigns to test different types of email and create automated workflows that send emails to customers based on specific transaction triggers.

Step 7: Go live with A / B tests

Plan and send your first email campaigns. Consider setting up A / B tests to get the best possible ROI from your efforts. For example, you can test different subject lines, graphics, copy and CTA buttons in each email you send. In this way you will learn more about your customers and how they react to different messages.

Step 8: Evaluate the performance

Once your emails are online, you can track performance in real time and after the end of your campaign. Use these insights to make changes and improvements to future campaigns. For each e-mail you send, you should track opening rates, click-through rates, conversion rates, bounce rates, and overall ROI. To learn more about these metrics and to learn why they are important, read them through This blog post from Hubspot,

Over to you

What e-mail tactics do you use to increase sales? Have you tried any of the strategies contained in this article?

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