E-Mail marketing accounts for over 7% of all ecommerce transactions, making it the second most powerful ecommerce promotion station behind search (15.8%) according to an 2013 study by Custora.
Despite e-mail being around for over 21 years, we have never had the chance to segment and personalize email marketing in the scale we can now. With behavioral-triggered email marketing and also the capability to segment customers down to the best possible distinctions, it’s no surprise that email marketing is growing in effectiveness.
In this post, I am going to share ten strategies which you can implement in your email marketing to significantly boost the sales of your ecommerce site.
It’s important that you’re using email marketing software that will not hold you back before we go into these hints.
A lot of the advice in this post demand email list and integration between your shopping cart, automation, and list segmentation. In my own opinion, these aren’t ‘nice to haves’, but essentials for ecommerce promotion that is highly effective.
Which Email Software Is Better For Your Ecommerce Store?
There is no general consensus or one-size fits all solution as it pertains to e-mail marketing applications. Characteristic requirements budget, and personal taste all play a crucial role in determining what is best for you.
Nevertheless, there are some email marketing tools which are much better than many others, and when it comes to ecommerce promotion you’d be well advised to look beyond these traditional email marketing tools at marketing automation services designed with ecommerce in mind.
It will become clear throughout this post why features like automation and event-triggered efforts are so useful for ecommerce promotion, so I will not go into too much depth here. If you’re are using one that doesn’t offer these features, or yet to choose an email marketing tool, I’d strongly recommend looking into them.
Let us start with that covered.
#1 Incentivize Customers to Review the Product They’ve Purchased via E-Mail
There are countless case studies highlighting the positive impact of product reviews. After running an email-based review promotion on 90,000 products, Argos found that products with reviews had a 10% than those that was higher conversion rate without.
Interestingly, additionally they found an 83.85% increase in conversions on products with 20 reviews.
Assembling reviews is easier said than done, while these numbers speak for themselves. Among the strategies that are very best to encourage them would be to offer a competition-based incentive via email, similar to this dazzling example from Boden.
This strategy works best when set up as an automated personalized email that is scheduled to customers a couple of days when they receive their product.
You will want to experiment together with the timing of this e-mail, together with the prize to get the most number of product reviews. This leads us nicely onto our next tip; A/B testing.
#2 Use A/B Testing To Optimize Open & Click-Through Rates
In most cases, when we talk about e-mail A/B testing, we are referring to creating multiple variants of either body content or the subject line to identify which one has conversion rate or the greatest involvement.
In a perfect world, you had A/B evaluation every e-mail you sent out. This can be rather time consuming, so you will must find out which emails would possess the greatest impact in your bottom line if they had a higher conversions.
For ecommerce sites, an apparent example would be to experiment with distinct upsells and cross-sells in your e-mails that are transactional, in addition to A/B testing any major retail vacation newsletter efforts.
If you are considering knowing more about email A/B testing, I Have shared some more in-depth and innovative techniques in a post here.
#3 Set Up Shopping Cart Desertion Emails To Improve & Identify Bugs Your Checkout Conversion Rate
Enhancing cart and checkout abandonment is typically one of the best value areas to concentrate on when it comes to conversion rate optimization. After all, if someone has added an item to their own shopping cart, they are an extremely well qualified potential customer.
So, how can you use email marketing to reduce cart abandonment?
If you’re using applications that enables automation, it is possible to quite easily setup a rule that detects whether a person sees with the cart or checkout page, but not your confirmation / thank you page.
When this criteria is met, an electronic mail may be sent to them (providing you have already gathered their email address) asking them why they didn’t finish their trade.
#4 Benefit Your Most Loyal Customers
Customers revenue. total and, an 80/20 connection exists between for most ecommerce websites In other words, a comparatively modest variety of loyal customers usually drives a big proportion of revenue.
Howard’s Storage World discovered that by categorizing their customers into five classes based on loyalty and betrothal, and targeting specific categories with gift card bonuses, they could boost their short-term sales by $250,000.
Their loyal number of customers had a gift card redemption rate of 34%, representing $105,000 of the total revenue driven from this effort.
#5 Reactivate Your Customers that are Inactive
Interestingly, in exactly the same study as above, the results from the semi-inactive portion of the customer base were more notable than their most faithful customers.
There are a couple of great lessons for the reason that individuals could take away from this case study. Target them with campaigns which are related for their degree of activeness and the foremost is to segment your customers by faithfulness.
The second lesson is the fact that, rather surprisingly, it is sometimes more profitable to concentrate on reactivating inactive customers than incentivizing loyal busy ones.
If you wish to take this one step farther, you could automate this entire process using event-based causes. For instance, if a customer spends 25% above your average order value, you could add them to a sequence of ‘reward’ email addresses.
#6 Be Ready For Merchandise Seasonality & Retail Vacations With a Newsletter Calendar
Too often, marketers wind up writing their valentines day effort on February 13th, and their Halloween effort on October 30th. Considering how much commercial and creative potential there’s in these occasions, it’s very important to have a procedure that ensures you are always one step ahead of the opposition.
One of the easiest means to make certain you are never hurrying to send an effort out will be to construct a 12-month newsletter calendar that includes both retail holidays (there is an excellent instrument for locating these here) and events particular to your very own business’ seasonality.
I prefer using a free tool, while many email marketing tools possess a calendar feature built-in.
Below is a screenshot of the editorial / newsletter calendar we use for Qosy. What I find especially useful with Trello is that different members can easily add suggestions and ideas for forthcoming newsletter efforts. On top of this, you can also set automatic reminders to make sure that you begin taking care of campaigns well ahead of time of their send dates.
#7 Make Your Transactional Emails Count
Your e-mails that are transactional should chiefly tell the customer the status of the order. This does not, however, mean that they can’t be used by you as an opportunity to engage the customer or upsell other products.
#8 Setup Landmark Efforts For Birthdays & Anniversaries
Trade rates for anniversary mailings were almost six times higher than bulk mailings that are conventional.