How to Use Email Marketing to Boost Your eCommerce BusinessReading Time: 6 minutes
This article was last updated on October 20, 2021
Anyone running an eCommerce business knows how difficult it can be to stand out amongst every other eCommerce store. The best way for your eCommerce business to stay competitive is by using email marketing. Implementing this strategy is an organic method of reaching out to your customers that doesn’t rely on search engine rankings and complicated social media algorithms. Email marketing is cost-effective with a high return on investment, and the data is easy to analyze.
However, creating a successful email marketing campaign for your eCommerce business requires a thoughtful strategy. The best email marketing campaigns leverage timing, segmentation, and engaging, optimized content for the best results possible. Here are the basics of how you can use email marketing to boost your eCommerce business today.
What is eCommerce Email Marketing?
eCommerce email marketing is the best marketing strategy to promote your online store, drive sales, and raise brand awareness. Email marketing is also an excellent tool for building and maintaining customer relationships. For example, a simple email marketing campaign could entail sending a welcome email to all of your new subscribers or informing your entire email list about your latest product. A more complicated email marketing campaign might require sending personalized messages to your subscribers, reminding them about abandoned shopping carts or products that might interest them based on their previous interactions with your site.
How Email Marketing Benefits Your Ecommerce Business
Given that email marketing is known to have a $42 return on investment for every $1 spent, eCommerce businesses cannot afford to neglect using this marketing powerhouse. Email marketing is without a doubt the most cost-effective method of expanding our eCommerce business and generating sales. Online companies that choose to implement a strategic email marketing campaign can expect to reap benefits including:
- An increase in sales-ready leads
- Strengthened customer relationships
- Improved customer retention
- Better customer service
- Improved brand awareness
How to Use Email Marketing in eCommerce
Email marketing can be a little tricky at first! Once you develop an email marketing strategy that works for you, it’ll get easier. Here are a few tips for creating the perfect email marketing campaign for your online business.
Send Your Emails at the Right Time
The time at which you send your emails is crucial to a successful campaign. Ensure that you do your research and have a good idea of when your audience will likely check their emails. According to studies done by Campaign Monitor, the ideal time to send your emails is from 9 a.m. to 11 a.m. The same study concluded that 53% of emails are opened from 9 a.m. to 5 p.m. Take your time to run a few tests and analyze the data to pinpoint the time of day that your subscribers are the most responsive to your email marketing campaign.
Segment Your Email List
Your email marketing strategy isn’t complete without email segmentation. Email segmentation is the process of dividing your subscribers based on your preferred criteria, whether it be their geographic location, interests, or previous interaction with your site. With email segmentation, you can deliver your subscribers personalized content, and it is much more effective than sending the same email to all of your subscribers. MailChimp concluded that segmented emails receive 14.3% more opens and 64.78% more clicks than non-segmented campaigns.
Use Captivating Copy
It’s common for marketers to get so caught up in the design of their campaign and analytics that they forget how crucial compelling copy is. Before your subscribers see any other part of your campaign, they read the subject line, so this should be your starting point. Keep your subject line simple. Depending on your brand, you might want to go with a subject line that’s funny or even shocking. After that, work on your preheader and header. Both of these need to support your subject line. Next, craft your call to action. A great call to action will possess a tone that commands leadership, with a focus on the goal of your email marketing campaign. Copywriting is an art in and of itself, so don’t be afraid to hire an expert on the subject if you feel overwhelmed.
Make Your Content Engaging
The first step in the creation of an engaging email marketing campaign is understanding your audience. Are customers most interested in items that are on sale? Do emails that feature certain products garner more clicks than others? Or perhaps they’re most interested in customer reviews and testimonials? Integrate your email marketing service with an analytical tool like Mailtrack or Google Analytics and look at the data. Once you understand which content sparks your subscriber’s interest, you can cater to them better than ever before.
Optimize Your Campaign for Mobile Devices
In 2021, your email marketing campaign must be optimized for mobile use. 85% of people use their mobile devices to check their emails, and 72.9% of online purchases in 2021 used a mobile device. Luckily, this is pretty easy to do. A few actions you can take to optimize your email marketing campaign for mobile use include:
- Shortening your subject line
- Balance the size of your images
- Use smaller paragraphs
- Use mobile-ready landing pages
Optimize Your eCommerce Marketing Campaign
With optimization on your side, you can increase your conversion rate and lay the foundation for a solid relationship with your subscribers. First, you need to analyze the data that you already have. Carefully monitor your metrics, including the click-through rate, open rate, conversion rate, and unsubscribe rate. You should be able to view this information using your email marketing service. Next, use the data to run A/B tests, which is the process of sending one version of your campaign to a group of subscribers and sending a different version to another group of subscribers. Your campaign results will allow you to optimize your campaign and understand what content best resonates with your subscribers.
We hope that our post clarifies email marketing and how you can boost your eCommerce business.
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