Guide To Email Marketing For E-commerce Success (+5 Best Practices To Maximize Sales)

November 5, 2021

    Email marketing in e-commerce is one of the most effective ways of reaching and persuading people who are likely to buy your products. The revenue from e-commerce email marketing can reach up to 27% for some businesses. That represents about a quarter of their total sales!

    typing emails on laptop
    Image from Unsplash by Kaitlyn Baker

    Customer communication is a vital aspect of running an e-commerce business. As technology advances, customers increasingly communicate solely online.

    The best way to accomplish this is by using strong email marketing strategies, interactive tools to communicate with your audience, increasing website traffic, and, above all, improving conversion rates.

    The e-commerce industry is still exploring the power of e-mail marketing. It is a quick, easy, and cost-effective way of sharing the latest updates with your customers and generating more sales. An e-commerce email marketing campaign increases traffic to your website easily and efficiently.

    In this article, we will explore actionable steps that can help you to optimize your email marketing strategy so that you can drive conversions.

    Table of Contents

    TL;DR

    • Email marketing for eCommerce is a method to grow your business by developing brand awareness, boosting sales, promoting products and offers, and staying in touch with your customers.
    • The eCommerce email marketing strategy is not only one of the most popular methods of marketing but is also cost-effective, easy to implement, and effective.
    • Ecommerce email marketing can be classified into two sectors: Transactional emails and Promotional Emails.
    • Emails are customizable. You can keep in touch with customers and provide value by adding a personal touch to your emails.

    What Is E-commerce Email Marketing?

    E-commerce email marketing is the practice of using emails to drive sales for your online store. A primary purpose of e-commerce email marketing is to increase sales, increase traffic, increase brand awareness, or inform customers regarding new products and services.

    Welcome emails, transactional emails, abandoned cart emails, promotional emails, and advertisements can all be used in e-commerce as forms of email marketing.

    Here are some examples of effective email marketing campaigns for increasing e-commerce sales:

    • New product announcements via email.
    • Announcing special offers on special occasions by email to subscribers.
    • Notify shoppers when their shopping carts have been abandoned.
    • Promoting complementary products and cross-selling to customers through newsletters.
    • Using transactional emails to confirm shipping and orders.

    How Does Email Marketing Benefit E-commerce Businesses?

    The ROI of email marketing is the highest of all marketing methods, whether it be social media, native advertising, or Google Adwords. Let’s dive into the key reasons that make email marketing so relevant to eCommerce businesses:

    More Powerful Than Social Media

    Email marketing was found to be 40 times more effective than social media channels such as Facebook, Twitter, and YouTube. This proves how powerful email can be for businesses.

    While social media is a fantastic way to reach out to potential customers, it takes place in an open environment that can easily be distracted. Email lets you directly connect with your customers as you can reach them from their private inboxes.

    A Cost-effective Method

    E-mail marketing is one of the cheapest marketing solutions due to its effectiveness. In comparison to print and direct mail, email marketing is a highly effective and inexpensive marketing strategy that has a demonstrable high return on investment.

    Email marketing can be beneficial to e-commerce businesses of any size since it is an effective way for enhancing brand awareness and drive sales. It is the most affordable method of bringing in new customers and nurturing them.

    Greater ROI and Higher Conversions

    A marketing channel's efficiency is measured by the amount of revenue it generates. Email marketing is proven to drive higher sales than all other marketing channels. It proves that e-mail is the most effective tool for e-commerce businesses.

    Your customers can feel more connected to you when you send them emails. You can build a relationship with the customer and gain their trust with the help of emails by providing them with a personal experience. In turn, this trust has a significant impact on their purchasing decisions.

    Maintain Customer Relationship

    If you want to build strong customer relationships, you need an effective channel for communicating with the people who matter most to your business. Sending emails is an effective way to keep clients updated on your business during both busy and slow periods of the year.

    If you want customers to come back to your business, you need to do everything in your power to keep them engaged. Automated reward programs via emails are a great way to do that. Rewards customers when they reach certain milestones, such as buying certain amounts of products.

    Promote E-commerce Sales

    An email has a lot more uses than informing customers about your brand and getting them to buy. If you are an e-commerce provider, you can use it to keep in touch with your customers about their orders.

    Emails are a great way to send tracking numbers and thank-you notes. Make sure to ask customers for feedback on your products when you send these emails.

    When you have done an excellent job and if the customer is satisfied, they will be very happy to receive the mail package. You may ask for a testimonial or recommendation at this point.

    A timely order confirmation and a tracking email enhance the customer experience, which makes the brand more likely to be recommended.

    Targeted and Personal

    Sending an email to your customers is an ideal means of getting to know them and showing them that you appreciate them. Using customized emails ensures that each subscriber receives a message tailored to their interests.

    By segmenting audiences, delivering emails at the right time, and including relevant content, email automation has improved click rates significantly.

    Emails have many features as well - you can send videos, attachments, and more. The ability to build true customization and identification of target audiences, and to stay abreast of change, is a challenge, but automation is critical in today's email marketing.

    Types of Ecommerce Email Marketing

    A successful e-commerce email strategy includes two types of emails to enhance the customer's experience throughout the buying process.:

    • Transactional Emails.
    • Promotional Emails.

    1. Transactional Email

    A transactional email is an email sent to a customer to provide them with information about their needs and keep them up-to-date about ongoing transactions. The emails are generated automatically when a client's activity is detected.

    Transactional emails are crucial to maintaining customer relationships since online shoppers expect to receive notifications about their purchases after they buy from your store.

    Types of Transactional Emails

    Welcome Email

    Welcome Emails are the first e-mails that customers will receive from your business. You send these emails after a customer signs up for your email list, either by entering his or her email address on your website or by creating an account while placing an order.

    welcome email
    Source: smartinsights.com

    Taking the time to write a welcome letter shows how much you appreciate and are excited about new customers joining your list, making them feel valued.

    Order Confirmation Email

    An order confirmation email is typically sent after a customer completes a specific action on your website, typically related to an order.

    Email confirmations are required for e-commerce businesses. This ensures that customers are acknowledged and valued.

    order confirmation email
    Source: x-cart.com

    It doesn't have to be lengthy, so try not to overdo it with too many words. Simply include the order name, order number, contact information, and order value.

    Replenishment Emails

    When a customer runs out of a consumable item, replenishment emails remind them to buy it again.

    While this type of email may not be relevant for every business, it can lead to significant increases in repeat sales for those who sell products that require constant repurchase.

    A reminder will ensure that customers without good organizational skills stay on top of their orders before they run out of product. So don’t think twice before sending one!

    Review and Feedback Emails

    The e-commerce industry relies heavily on review and feedback emails. Customers' reviews are crucial to retailers' success. Product reviews translate directly to conversions on products pages.

    review email
    Source: edesk.com

    After a customer has received their product and has had the chance to use it, they are typically asked for feedback. An email review asks customers for their opinions regarding a product. Avoid any marketing content that might distract from this. Aim for simplicity.

    Ensure your customers know that the review process won't take a lot of their time in these emails to increase their conversion rate. In addition, a discount coupon for leaving a review would be a good incentive to encourage customers to leave a review.

    2. Promotional Emails

    Promotional emails are used as business advertisements to notify customers and prospects of the latest updates, important announcements, promotions, and discounts. The messages contain concise information and a strong call to action.

    Types of Promotional Emails

    Special Offer Emails

    The most effective email marketing campaigns are those which include special offers and promotional emails. They encourage your audience to take action.

    Consumers are always looking for sales and discounts. Engaging your audience with these emails will make them interested in your products. Provide them with membership perks if they are subscribers. That will make them feel valued for subscribing.

    special offer email
    Source: business2community.com

    Offering them special offers and promotional emails also entices them to subscribe to your emails and stay engaged.

    If you send promotions that are only available to your email subscribers only, they will be eager to receive those emails to see the promotions. It is even possible that they will persuade their friends to subscribe as well.

    New Stock and Arrivals Email

    An item a customer has added to their cart may not be in stock right now. You can increase sales by sending them promotional emails to let them know that a product is back.

    You can also send promotional emails to inform them about new products. It's not always possible to launch new products every day, but by reporting on what's trending and what's new, you can stay on top of your customer's minds.

    The value of promotional emails is to build the customer's confidence in the product you are promoting.

    Re-engagement Emails

    Re-engagement emails are sent to customers who haven't bought from you in some time. It is common for these emails to offer a small discount or other incentives for customers to make repeat purchases.

    With this type of email, you allow your customers to give you another chance or to remind you why they love your business, no matter whether they have completely forgotten about you or had a bad experience.

    How to Create a Promotional Email Strategy?

    Step 1: Setup Email a Signup Form

    Set up compelling signup or subscription form. It is possible to customize this feature to reflect your brand and include specific text boxes. Email marketing services frequently offer this feature. The button text can even be modified to say more than just "subscribe".

    Your website's signup form should be placed in a prominent location once you've designed it.

    The most popular locations are:

    • The homepage of your website.
    • Sidebar.
    • Website footer.
    • Individually dedicated signup pages.
    • At the end of blog posts or news articles.

    Step 2: Design Email Templates

    Prepare your email templates in advance so you can send them quickly whenever you need to. This will save you a great deal of time when you compose your emails, as you won't have to start from scratch each time. All you have to do is choose one of the templates.

    Create email templates that incorporate your company's logo and colors that can be used for different campaigns as well as your newsletters.

    5 Best Practices For E-commerce Email Marketing

    1. Send Dynamic and Personalised Emails

    The benefits of personalized emails cannot be overstated. Sync your email database with your eCommerce platform to ensure that it is up-to-date.

    Use the customer’s name in the email and add a touch of personality to make it feel like your business is having a one-on-one conversation with them.

    If you choose to personalize your subject lines, you may tailor them to match the recipient's interest or the products ordered. This will make your brand gain more credibility and people will feel more connected to you.

    2. Utilize Automation

    Marketing automation is the foundation of a good e-commerce email marketing program. Automation allows for quick segmentation and easy customizing of offers and delivery times.

    Developing an e-commerce email marketing strategy without marketing automation would be near impossible. You can't possibly handle writing and sending thousands of emails manually once you have thousands of customers!

    Marketing automation is essential for implementing many of the top e-commerce email marketing practices. Make sure that you choose a platform that offers all the features you need and devote time to mastering it.

    An essential part of getting started with email marketing is ensuring the deliverability of your emails. This is where email warmup comes in. You can automate the email warmup process with OutReachBin and make sure that none of your emails land in the spam.

    3. Create a Segmented Email Strategy

    Your target market must be segmented by those who are most likely to purchase your products. When you analyze market segments, you can determine who is most likely to be interested in your services.

    Segmenting your customers also enables you to send more personalized emails at the right time to the right people, so your conversion rates will improve each time you send an email.

    Here are some different ways to segment your list:

    • Type of customer.
    • Preferences for particular topics or products.
    • Geography.
    • Level of Engagement.

    4. Set up a Referral Program

    Marketing by word of mouth is an effective method of advertising. A referral program serves as an excellent marketing tool because it provides you with social proof.

    Make sure you set up a referral program so you can get leads from people they already trust through their own networks.

    5. Choosing the Right Email Frequency

    Scheduling and frequency are key elements of email automation. While you should tailor your emails to your target audience, you should also be careful not to overburden your clients with emails too frequently or too often.

    Choosing the right emailing frequency for your company is an important component of email marketing. There is no general recommendation for how often a company should send emails. Instead, it depends on an organization’s goals and needs.

    Bottom Line

    Email marketing has the benefit of helping your business grow revenue, build a brand, outperform your marketing goals, and become an expert without going over budget or taking up all your time.

    However, in some cases, emails do not reach the recipient's inbox. If you are concerned about your emails ending up in the spam or promotions folder of your recipient, OutreachBin can help.

    OutreachBin simplifies, expedite, and improves e-mail communication, allowing you to focus on what you're good at instead of worrying about email deliverability. Sign up with OutReachBin today and increase your opens, clicks, and conversions in no time!

    Article written by Maisha Abedin
    outreachbin
    Send emails that land in your prospect's inbox and get replies. Automate your emails, convert more prospects and grow your business
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