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How to Sell Your eCommerce Business With Email Marketing

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Email marketing can be your best friend when it comes to promoting your eCommerce business. But to make it happen, you need to make sure you’re doing it right — and that you’re taking advantage of all the various email opportunities available to you.

There are four billion email users around the globe, and that number is expected to jump to 4.6 billion by 2025. That’s a huge advantage for eCommerce businesses, and especially small ones, since, with just one marketing tactic, you have the ability to reach a huge pool of potential customers. And in an age when the competition is both fierce and constant, it’s important you’re putting to use any tool you have for staying top of mind with — and converting — your audience.

Ready to make the most of your email marketing strategy? Here’s what you need to know about email marketing for eCommerce businesses, including helpful tips for making every email count.

What is eCommerce Marketing?

eCommerce marketing is any sort of promotional activity that your business does for the purpose of selling your goods or services. Email marketing is just one type of eCommerce marketing, with other tactics such as social media, print media, and blog articles all contributing to this same overarching goal.

As for why emails are such a popular marketing medium (about nine out of every ten marketers use them for organic outreach), there are two big reasons: emails are inexpensive and extremely effective. For every $1 that your eCommerce business spends on email marketing, you can generate a potential return of up to $42, which is probably why 80% of marketers say that if they had to choose, they’d keep email marketing over social media.

See also  5 Steps For Using Facebook Ads To Grow Your E-commerce Business

Of course, while selling products and services is the ultimate goal of email marketing and eCommerce marketing in general, it’s not the only one. eCommerce businesses rely on their marketing efforts to achieve a wide range of other benefits, from increasing brand awareness to building loyalty in existing customers. Regardless of your primary objectives, you’ll have to nail it if you want your business to grow, and it’s definitely not something that any eCommerce business can afford to neglect.

7 Essential eCommerce Email Marketing Tips

You know that you have to hit it out of the park with your emails, but do you know how to do it? There are lots of tricks and tactics for helping your emails go the distance, as well as tried-and-true strategies for creating emails that connect. Whether you’re new to email marketing for eCommerce or you’re just looking for ways to improve, try out these tips to better sell your brand.

1. Stay Consistent with Promotional Emails

Promotional emails — i.e., emails offering discounts on certain goods — are an excellent way to build buzz with your audience. Use automation software to roll out promo emails on a regular basis and include a call to action in each of them to encourage your readers to pull the trigger.  

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2. Optimize Your Transactional Emails

Transactional emails serve a key purpose, which is to keep your customers updated from checkout to delivery. Keep them from going to the spam folder by using a different sender and IP address for transactional emails than you do for promo emails, and encourage future purchases by including personalized recommendations in the email body.

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3. Personalize Your Messages

Speaking of personalization, it’s one of the best things you can do to build strong relationships with your subscribers. Non-personalized emails are a major turn-off for more than half of customers, and 82% of marketers report seeing an increase in open rates after working personalization into their strategy.

4. Segment Your Contacts

Batch-and-blast emails are rarely effective. If you want to make the biggest impact, segment your contacts and separate customers into various lists based on demographics, behaviors, and/or where they are in the buyer’s journey. From there, you’ll be able to send the right content to the right people, which should increase conversion rates and lead to more sales.

5. Embrace the Welcome Email

Be sure to send a welcome email to all new subscribers. Welcome emails get four times as many opens and five times as many clicks as other marketing emails, making them one of the single most valuable types of emails that you can send.

For eCommerce businesses, welcome emails are a great way to thank a new subscriber for joining your list and assuring them that they’ll be the first to know when discounts, promos, and sales roll out. 

6. Start a Loyalty Program

Loyalty programs can increase customer engagement and keep your customers coming back. Use email to build out your loyalty campaigns, sending promos, offers, and updates that keep customers aware of the value they get out of the program. You can (and should) also recruit new customers to the program as part of your transactional email content.

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7. Follow Up with Abandoned Cart Emails

Nearly 70% of carts will be abandoned. And while you can’t turn all of them around, you can get some customers to come back and pull the trigger on their purchases. How? With abandoned cart emails that remind customers what they’re missing. Use A/B testing to figure out how soon you should send them, starting with one hour after abandonment and stretching it out from there if necessary based on your results.

Selling more starts with streamlining your email marketing efforts. Try out the tips above and discover what works with your audience so you can market your eCommerce business more efficiently and, hopefully, see your products fly off the digital shelves.

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Seen at: Benchmarkemail.com

EMAIL MARKETING

Best Email Marketing Practices to Generate Leads

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Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 

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Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
See also  The Ultimate Guide to Social Media for E-Commerce

First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

See also  Why No One Is Opening Your Emails

Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.

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The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!


See also  How to Create a Company Email Newsletter in 10 Simple Steps

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