Last updated on August 3, 2022 Still do not understand what email marketing or ecommerce email marketing to be more precise? don’t fret about it. Let’s dive right in and find out what is email marketing and the best email marketing strategy for ecommerce in 2022.
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What is ecommerce email marketing?
Email marketing is a way of marketing your business or brand to your audience or potential customers directionally via a mailing platform. It is one of the most important digital marketing tools these days that lets you build a connection with your prospects immediately at a much lesser cost.
Through this strong marketing strategy, you can promote your products or services, and share any latest update with your existing or potential customers. Email marketing may seem like a simple way of marketing your brand or business on surface level, but that’s not the reality. Modern email marketing and especially ecommerce email marketing is dependent on many factors such as segmentation, consent, business goals, objectives, etc.
Where email marketing is a general term for a marketing method for any business type, ecommerce email marketing is specifically about the marketing method of ecommerce businesses. As the name suggests, ecommerce email marketing focuses on marketing your product for an online store.
Why is ecommerce email marketing important?
When a customer shops from your online store, he or she is coming with a certain mindset shaped or influenced by external factors. They might have seen your product somewhere else and liked it or someone from their friends circle or family recommended them. This is what email marketing works on. It influences the mindset of your potential customers which means if you show them your top selling product directly in their emails, they would immediately click on it. So in a way, email marketing is playing a huge role in influencing your customers’ decisions of visiting your online store and perusing it.
Best Email Marketing Strategies of 2022
Last two years have changed the digital world significantly with everything acquiring an online presence. This naturally influenced the way in which businesses and brands marketed themselves. However, this change did not end with the end of the pandemic, it has extended beyond that and has now become a regular practice. Where many on ground marketing strategies used to work wonders, now experiential marketing requires coalition with online marketing to work effectively, all thanks to the rise of digital marketing in pandemic.
So let’s see what are some effective email marketing strategies that you can use for your ecommerce business to hit the bullseye in your marketing campaign.
1. Segmentation
If you run an ecommerce business, your audience can never be uniform. There will be people that are already your loyal customers while there will be people who are your potential customers. There will be youngsters and there will be elders. There will be customers with strong purchasing power and there will be customers with average purchasing power. In short, your audience can be easily divided into segments based on demographic, sales funnel, engagement, and financial situation. So the very first strategy in your email marketing should be segmenting your audience.
2. Designing
Sending a plain text email may work for you but it won’t be as effective in attracting conversions as the email having been properly designed. So construct a structure of your email and include subject line, body text, CTA, relevant graphics, and a footer. Once your template is ready, incorporate a readable font to make reliability easy for your subscribers.
3. Personalization
With the increase in customer centric approaches, personalization has become a top requirement in any marketing campaign. It is expected that it will continue to play a major role in future campaigns as well so better to practise it now then later. To personalise your emails, all you have to do is:
- Include recipient’s name
- Generate emails using your customer’s behaviours, such as sending your customer a ‘continue shopping email’ when they abandon the shopping cart after filling it
- Give recommendations based on segments
4. Credibility building
The first thing that comes to our mind when we think about buying something, is checking out what others have to say about it. Be it any restaurant or a fashion brand, we immediately log into our social media platforms and see reviews, ratings, and recommendations from others. So why not use this user-generated content to your advantage?
You can highlight customers reviews, testimonials, and ratings in your email and send them to your potential customers to help them take that last step and make a purchase. Show them how you are credible.
5. Testing
Before you mass-send your email to all the subsets, generate more than one variation of your email campaign and send each variation to a different subset of your subscribers. The goal of A/B testing is to establish which email variation will garner the best results.
6. Use of Artificial intelligence
AI is becoming a jack of all in almost every industry. It is being used in visual curation, content creation, and personalised shopping experience, so why not use it in triggering effective email marketing. By using AI softwares, you establish data based on behaviours and trends. Some AI tools will go to the lengths of giving you suggestions on how to improve customer engagement.
7. Filter out your list
Filtering out your list is as important as sending your email in the first place. We would suggest you filter your list twice a year to remove inactive subscribers so that you don’t waste your budget where there is no need for any marketing.
8. Timings
Let’s say you have created the best email template, crafted the most compelling copy, and created accurate segments of your audience, but if you haven’t figured out the time on which you should send emails to your subscribers, all of your hardwork will be fruitless. Yes, that’s right. You won’t be able to generate great revenues per subscriber and even worse, you won’t be able to increase Click Through Rate (CTR) and Open Rate. So establish the right time and day for sending out your email, and follow that to ensure success.
9. Incentivize
CTR rate is always more for those emails that promise any sort of reward or incentive. So create a strategy involving freebies and rewards, and you should be able to generate more leads.
10. Be Reliable
The practice of collecting email addresses through sneaky ways is as old as the email marketing itself. We have some advice for you. Don’t indulge in such practice. It is never a good idea to deceive your audience into signing up for your email marketing and you will only send them away if they are bombarded with unwanted mail in their inbox. Make this process as transparent as you can and leave it on your audience to decide if they want to subscribe or not. That way you will be able to generate a pool of prospective customers who will be more engaged than you can imagine.
- Familiarity with Audience
Lastly, know who your audience is. In fact, not just know. Get familiar with them on a level that determines their preference when it comes to marking that tick.
Conclusion
In this fast paced digital space, your email marketing should be able to hit the mark. The important factors are audience segmentation, email template, and your campaign design. By following the above-mentioned strategies, you can ensure the best email marketing ever.