E-commerce is one of the fastest-growing industries in the world. However, it’s not enough to just have a great website and amazing products—you’ve got to keep your customers engaged if you want them to come back for more. That’s where email marketing comes in: it allows you to communicate with your customers on an ongoing basis, building rapport while reminding them of all the reasons why they should keep buying from you.
Importance of email marketing
Email marketing for e-commerce is different than email marketing for other types of businesses. That’s because when you send an email to your customer, it’s not just a “nice-to-have” message. It’s one that can help or hurt their experience with your brand, so you want to make sure each one is effective and trackable. This means that e-commerce companies need to make sure they’re getting the most out of each email they send and tracking its effectiveness so they can improve future campaigns. Email marketing can be used for so many things including but not limited to, email drip campaigns, email newsletters, and from time to time spontaneous messages to your customers. Because it’s such an effective way to communicate with your audience, it’s important that you follow proper email etiquette. Here are our top tips on how to start an email marketing campaign.
Collect the email addresses of your customers
First things first. As we already said email marketing is one of the most important tools to build a relationship with your customer. But before you even start your email marketing you need to collect your customers’ emails. That’s the most important thing you must do when people visit your site, even if they don’t make a purchase. How to do this? There are several ways to collect an email address but the easiest is by newsletter form. If you have a newsletter, collect email addresses by offering people a chance to sign up when they visit your site. Another way to collect emails is through opt-in forms and pop-ups on your website. They can also be used to redirect users to a landing page, where users will provide their email address as a requirement for a free download, access to a special offer, or other exclusive content.
Be creative and innovative with your emails
In your emails, you should be creative and disruptive. You can use humor, images, and videos—even different fonts, colors, and layouts to make your emails stand out from the crowd.
You should also include a catchy subject line so that people are intrigued by what they’re going to find inside the email itself.
Personalize the content
If you find that people are opening but not clicking through, your email may be beautiful but irrelevant, so you should personalize the content more carefully next time. In addition, you can use data about their purchase history and other information that they have provided in signup forms or contact us forms.
Add engaging CTAs
Include a call to action button in your emails that tells your customers exactly what you want them to do. You want to make sure that the call-to-action is clear, but don’t go overboard with a lengthy copy. Make it relevant and concise; don’t write a full paragraph explaining what you want them to do. There are several buttons available on most email templates, from simple buttons that say “Buy now”, “Reserve now” or “Get started” to more elaborate buttons with icons. You can also test other CTAs such as: Sign up for our newsletter or Download this free guide! Last but not least, make sure your CTA is easy to find by using an obvious color and placing it in a prominent position.
Ask your customers questions
Don’t be afraid to ask questions in your emails. It keeps things lively and may give you information you can use later.
Asking questions is a great way to show people that you care about them and their interests. If someone’s browsing your website, it’s likely that they’re interested in something specific. Here are some examples of questions you could ask:
What are you looking for? This will help you figure out what products they’re interested in and whether or not they have been able to find them on your site so far.
How can I help? Sometimes people don’t know what they want, but if you ask them this question, they may be able to think of something specific as a result (e.g., “Do you need more information on our shipping policy?”).
What do others say about us? Customers often tell each other how good a company is by word of mouth—and when those recommendations come from people who aren’t related or professionally connected, it can make an even bigger difference!
Offer value for signing up
People often don’t realize how many benefits they get when they sign up for an email list, so give them a clear benefit right at the start, and then remind them about it often.
Email marketing is a passive way of getting your customers engaged. You don’t have to do anything, but you’re still reaching out to them and providing value. The benefits are numerous, and they often don’t realize how many great things they get when they sign up for an email list. That’s why it’s so important to remind them of the benefits frequently, especially at the start of your campaign.
They get special offers that are only available through email
They’re able to learn more about products they’re interested in buying
They’ll save money on shipping costs when shopping from e-commerce sites (if applicable)
If you’re an e-commerce store owner, your customers are the lifeblood of your business. It’s important to keep them engaged and coming back for more. Email marketing is a great way to do this because it allows you to speak directly with customers in a personal way that builds trust, helps them feel like they know you better (and therefore might want to buy something more), and gives them another way through which they can reach out if they have questions or feedback. This means that if done right, email marketing can help increase sales by giving people more reasons why they need something from your store besides just price comparison shopping on Google. Start today by collecting email addresses from customers who visit your site and sending them relevant content that they’ll actually want to read and grow your business.