The figures generated by eCommerce (electronic commerce) in recent years are increasingly amazing, many businesses see it more and more clear that the future is in the world of online sales.
Despite the fact that ecommerce still only represents 20% of card sales (2018), its growth faces the clear decline of traditional commerce. Therefore, we want to help you with your online business through some tips to improve your email marketing strategies for ecommerce.
In this article we’re going to give you the key to implement an efficient email marketing strategy, since, according to surveys, this channel of communication is still the preferred one by customers in their communications with brands.
Contenido del artículo
- Email marketing strategy: the basics
- Email marketing tips for ecommerce
Email marketing strategy: the basics
Before you start sending emails like crazy, you should create a good pre-launch strategy. If you don’t, you take the risk that a large percentage of your email marketing campaigns will end up in the “unwanted” folder of your potential customers.
To create this solid email marketing strategy for your ecommerce, the first thing you should do is to set your goals. What could these goals be? Some examples: increase sales, improve customer loyalty and communication, present your company and your points of sale, showcase new products or offers, etc.
When setting these objectives, you should keep in mind the saying: “biting off more than you can chew”. Therefore, we recommend that you choose a few objectives on which to focus your email marketing campaign. By doing this, you’ll be able to optimize your efforts and it will be easier to guarantee better results.
Email marketing tips for ecommerce
From Innovadeluxe, we want to help you improve your email marketing strategy for your ecommerce with a few simple tips. This article consists of six bullet points that we consider key when creating a good email marketing campaign. Let’s go!
Take care of the content and design of the email
When setting up our email marketing strategy, we must make sure that the content and design of the email is relevant and attractive to the potential customer. In this regard, the subject line and the preview text are very important, since they’ll be the first contact with the customer. If they’re not a good “hook”, subscribers won’t even open our email.
In ecommerce, it’s vital that the email has a clear call to action. Something that captures the customer’s attention and helps us direct them to our objective, for example, the presence of discounts or promotions.
Differentiate the types of emails: transactional, marketing and automated.
For a good ecommerce email marketing strategy, you must make the difference between transactional emails, marketing emails and automated emails. Doing this will allow you to be able to access different audiences and focus the objective of each email to different states of your subscribers/clients.
A transactional email will be sent to the customer after an action, such as a purchase confirmation. In the case of marketing emails, they can include coupons or information about new campaigns that make our subscribers take action. Finally, automated emails can be welcome messages, review requests, etc.
To avoid making mistakes, – although honestly, we all make them from time to time anyway – the best thing to do is to send a test email to yourself and your colleagues. This will help you to fine-tune those last details that may have been left out.
An important element before clicking the send button is that you don’t launch your email marketing campaigns from a “no-reply” address. This type of account gives the impression of not being interested in the response of our subscriber, and so, it doesn’t favor the two-way communication with customers.
Don’t beg for subscribers, try to attract them
You must make sure that your ecommerce customers have previously subscribed to your newsletter before sending any type of emails. A good method to get subscribers is through pop-ups on your website, inviting your visits to sign up.
It’s also important that you add an unsubscribe button in all your communications. Thanks to this, you’ll be able to purge your subscriber list, making sure that you only send commercial information to the most profitable ones for your business.
Collect and exploit the data
A good email marketing strategy for ecommerce should be based on the achievement of measurable data that will help us in future campaigns. These metrics indicate values such as the number of emails sent, the percentage of emails opened or how many have been clicked.
With this data we can find out: if the recipients have received the email, the number of people who have opened the email or how many times the customer has clicked on the links within your email since they received it.
Other valuable data are those that help us target specific customers through personalized and attractive emails. If we manage to make our campaigns more and more focused on our ideal target, we’ll achieve a better optimization of our resources.
With the help of this data, you can improve even your most successful campaign by adjusting the email content based on the answers to these simple questions:
- Which email subject line gives you the best open rate?
- Which calls to action work best with your target?
- What content has been most interesting to your subscribers?
All the information contained in these answers will help you thrive in future campaigns.
Improve your delivery rate
This is the key point of any ecommerce email marketing strategy. Therefore, it is important to work with a good mailing tool, which will help us to reach all the recipients successfully.
Apart from working with a good mailing program, we must also improve some elements that depend on us as users. Therefore, we must manage aspects such as the type of content of the emails we send (the quality of the HTML, the sentences of the email, attached links, etc.), the reputation of the sender (the domain name and IP address must be of high quality) or a high level of hard bounces.
In short, a good email marketing strategy will help your ecommerce to prosper. However, you must make sure that you work properly and with care on the aspects that we’ve mentioned in this article, so that the results are favorable for your business and you don’t waste your resources.
Does your ecommerce already have a good email marketing strategy and have you noticed an improvement? Leave us a comment with your experience or if you have more tips to carry out a good email marketing campaign.