Email marketing is still one of the best ways to reach an exceptional number of customers at a time. So, investing in the right email marketing solutions for your eCommerce business could be the best way to nurture your audience. Our guide will lead you through while choosing the best email marketing software for eCommerce!
Despite the importance of social media seems to have overtaken digital marketing, email marketing continues to deliver strong ROI and value for retailers, online store owners and marketers. According to the survey conducted by Data & Marketing Association, the average ROI for email marketing is 122%, which is more than four times higher than other marketing formats including social media.
What are Email Marketing Services?
As email marketing covers a vast world of techniques and strategies, it is fair that brands can feel a bit confused in choosing the right email marketing platform.
Simply, email marketing services help send emails to the sheer number of subscribers in order to inform them about new products, discounts, and other services. These emails can be newsletters or transactional emails. Business owners get help from email marketing software to inform everyone in their contact list, drive sales and build a highly engaged community.
With the recent developments made in technology, email marketing software has been leveled up to a stage that segmentation and customization are at the forefront of email campaigns. In modern email marketing, AI-powered solutions while increasing revenue, on the other hand, significantly reducing costs.
Benefits of Using Email Marketing Software
Email marketing stands on the three key points: conversions, brand awareness and customer loyalty.
Businesses using email marketing services will be able to more easily expand their audience and increase their sales, as research shows that by 2023 the number of emails sent and received per day could reach 347 billion.
The key benefits that make an email marketing tool vital for eCommerce businesses;
- Creates automated email,
- Generates multiple email templates,
- Builds targeted profiles based on age, location or past purchases,
- Reduces marketing costs,
- Better interacts with customers,
- Makes sharable content.
Choosing the Right Email Marketing Tool for Your Store
Almost every store owners encounter difficulties when choosing the best email marketing platform for eCommerce. Although some businesses need specific features, the key features include;
- The built-in monitor to check email deliverability,
- Automated email journey to nurture campaigns,
- Personalized email creation easily with drag and drop builder,
- Detailed email marketing campaign end report,
- Seamless integration with current tech stack,
- Easily accessible 24/7 customer support.
After identifying these key features, the next step is to check out the pricing range. Luckily almost every email marketing tool offers different types of pricing plans to all needs. Additionally, free trials are also provided to experience the tool before fully investing in it.
If we are all clear on what we expect from email marketing services and how they will add value to your eCommerce business, there is only one step left: finding your best fit!
Top 5 Email Marketing Software for eCommerce
We have bunched up the best email marketing service for eCommerce to help you pick the solution that best meets your needs. Here are our best picks for you:
- Constant Contact
Let’s dive into each email marketing software in particular to lead more sales for your eCommerce business!
One of the powerful email marketing solutions Infobip is mostly known as a customer communications platform. As email marketing is also a part of this communication, Infobip offers particular solutions in this field as well.
Regardless of which eCommerce platform you use, eCommerce businesses effortlessly integrate Infobip into their omnichannel strategy. The email marketing tool offers a comprehensive dashboard in order to create and manage email campaigns. By benefiting from the personalization feature, users can create sophisticated and contextualized emails that deliver value to their customers.
Infobip helps store owners create highly personalized and well-automated email journeys that drive conversions. With the email validation feature, they can make sure that subscribers’ email addresses are valid or not. It helps get emails delivered to the right inboxes.
More importantly, the success of an email marketing campaign can only be measured if the metrics are analyzed and reported well. Luckily, Infobip provides an in-depth analysis to check how marketing campaigns are going on several platforms.
You can speak with one of their specialists to get the best potential pricing for your eCommerce business.
HubSpot offers various solutions and strategies to grow your eCommerce business through email marketing. Store owners, retailers or marketers can create and design personalized email campaigns without any coding need. As HubSpot provides a diversified amount of services in particular Marketing and Sales, it makes it possible to optimize and improve email marketing campaigns better. For example, the CRM feature helps customer data you are using is valid.
One of the best email marketing services for eCommerce HubSpot also offers a wide range of goal-based email templates. Users can customize the templates, CTAs and branding with a drag and drop editor easily.
Since personalized emails get more opens and click-throughs, HubSpot’s email marketing tool allows users to change relevant subject lines, links, attachments and CTAs.
Another point that is worth mentioning about HubSpot’s offerings is A/B testing. This feature will give insights on which subject lines get the most opens or which content drives engagement and sales most.
Good news! HubSpot’s email marketing software is free. For additional functionalities, the price increases.
Plezi is a powerful marketing automation solution that helps store owners create fully automated and intelligent email marketing campaigns. They can also build smart campaigns that automatically personalise and segment their audience.
If you are beginning your digital journey and looking for the best email marketing software for eCommerce, Plezi could be a great start. The email marketing tool offers customizable email templates that can be easily edited via the drag and drop builder.
Plezi shines out in analyzing each action of customers. Detecting the buying journey of prospects helps better understand their needs. The comprehensive reports Plezi provides make it easier to gain insight into all of the multi-channel interactions. Email deliverability, open rates, clicks and conversion rates are some of the metrics that reports cover.
Plezi offers different pricing plans that vary between £299 to £499 per month based on the number of your contacts.
BigMailer is a cloud-based email marketing tool that allows users to create and send emails in bulk, auto/drip or transactional. It also provides an extensive contact list that includes a sheer number of subscribers to manage them more effectively in a single dashboard.
BigMailer’s built-in brand management platform supports all types of email marketing campaigns and white-label options. Users can use the custom email templates as well as create new ones depending on their desires using the drag and drop editor.
If you are an Amazon reseller, BigMailer provides specific solutions only for you. Without connecting your Amazon SES account, you can import your contacts or use its email collection forms. From checking bounces, complaints and unsubscribers to email engagement tracking and reporting, BigMailer meets all your needs.
BigMailer offers four different pricing plans that charge based on the number of your contacts. Reach out to them to get more information.
The last mention goes to Constant Contact which is one of the best email marketing software for eCommerce. By using Constant Contact, marketers can create effective email marketing campaigns that meet their business goals.
Whether running physical stores or digital shops like Shopify stores, email marketing will remain vital. Constant Contact helps users at each stage of their email marketing journey. Creating and designing emails, customizing, segmenting customers, analyzing and reporting email marketing campaign metrics are just some of the benefits the email marketing software offers.
Constant Contact allows marketers to target new audiences and generate brand awareness by conducting substantial email marketing campaigns. Especially, social media ads, landing pages and website sign-up forms are great ways to seek new customers. Social media ads, particularly Facebook ads is one of the most effective lead generation channels as it targets extremely narrow audiences.
Last but not least, Constant Contact integrates numerous eCommerce platforms to grow your online store better.
Constant Contact provides two different pricing plans that vary between $20 to $45 per month based on the number of contacts.
Wrapping Up: Which is the Best Email Marketing Platform for eCommerce Business Owners?
Every business is unique. So, it will not be fair to point out only one email marketing platform that suits each marketer’s needs.
We have discussed above the tools that we believe could be the best solution for eCommerce store owners for easing their jobs. Depending on your business core needs and of course budget, you will be the one who has the final say.
If you are still undecided about which email marketing service best suits your needs, there are more solutions here to unleash the power of your eCommerce business!
What Not to do in Email Marketing
Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.
With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.
Talk About Yourself
Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.
Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.
Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.
One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.
It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.
Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.
Email Without a Purpose
While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.
Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.
Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.
Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.
Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.
Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.
It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.
Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.
Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.
Use Poor Subject Lines
Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.
As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.
A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.
However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.
However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.
Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.
The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.
That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.
You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.
A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.
Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.
You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.
Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.
By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.