Want To Multiply Your Conversion Rates Using Ecommerce Email Marketing? Here Is How.
Email marketing is an effective way of increasing conversions on your ecommerce site. By following the right practices, you can build and grow multiple proprietary contact lists that can help you better segregate your target users. It also helps increase customer loyalty and customer lifetime value (LTV), allowing you to constructively predict the growth of your ecommerce brand.
Keep reading for detailed insights on ecommerce email marketing 101 practices that you must follow to increase your store’s revenue.
Send Cart Abandonment Emails
Most ecommerce stores face the challenge of customers abandoning items added to their carts. This is a recurring reality for both new and existing customers. You can time abandoned cart messages to remarket products to users who’ve logged into your site, added items to the cart, and then bounced off the website.
According to the latest data, cart abandonment follow-ups exhibit among the highest rate of conversions as well as click-to-conversion rates. You can set up two types of abandonment emails:
- A single email that reminds customers of the items that they had left in the cart, usually sent within a day of the abandonment, and
- A series of reminders to notify customers. This is usually done by sending a series of targeted messages and follow-ups within three to five days of abandonment. Retailers generally offer discounts for the products through a series of emails
Send Cross-Sell And Up-Sell Emails
Up-sell and cross-sell are two definitive techniques that yield results when implemented correctly. Normally, these emails are sent to customers who’ve already purchased a product from your online store. The idea is to sell these customers additional products and increase your ecommerce store’s average order value (AOV).
Sending cross and up-sell messages can take multiple formats including a product follow-up email wherein you can recommend related products. Alternatively, you can suggest products that belong to the same category. You can also send after-sales feedback and offer discounts and codes for repeat purchases and referrals.
Send Promotional Emails
Another important fundamental of ecommerce email 101 is sending out promotional messages. Your store may have a lot of products, but it’s of no use until the target audience is aware of them. You can use promotional emails in different ways for a variety of products and categories across your store. For instance, imagine you launched a new line of products. You can send out promotional announcements to your customers informing them of the launch.
You can send these emails to existing and new customers alike. Just make sure that these messages are personalized and align with the typical buying preferences of your target audience. Add in some discounts and promo codes to witness an even sharper rise in conversions.
Target Different Segments Using Personalization
Segmenting your target audience is the holy grail of ecommerce email marketing. Unless you’re able to distinguish the needs and preferences of your customers, you’ll find it very difficult to generate results from email marketing campaigns.
When you segment users, you’ll be able to better personalize emails, which in turn will improve your open rates, clicks, and engagement. It’ll also help lower unsubscribes, opt-outs, spam reports, and bounces.
Personalized messages help tailor content matching your customer’s preferences, thus keeping your subscribers engaged and happy. Most importantly, a happy customer is more likely to buy from your store repeatedly.
Send Loyalty Discounts And Re-Engagement Emails
If you want to increase brand loyalty and propel repeat purchases, sending out loyalty discounts and re-engagement emails is a must. Both of these campaigns help build and nurture a long-term relationship with your customers. These mails concentrate on creating a stronger customer relationship and winning back customers who haven't bought from your store in a while.
Store owners can reconnect with dormant customers by sending event-related messages (birthday wishes, anniversary, etc.), win back emails, and replenishment emails to drive repeat purchases.
Always Optimize Your Emails For Mobile Devices
Given more and more customers are using mobile devices to shop and browse, it’s extremely important for ecommerce stores to adapt. Brands should ensure that designs are clearly visible and compatible with every type of mobile device. This will help reach more users, which will increase clickthrough rates.
All emails that you send out should be responsive and visually appealing. You must ensure proper formatting, use of the right colors, fonts, and text layouts to make your emails easy to read. Moreover, before sending, test the email’s look on mobile screens before you start sending them.
Send Emails Asking For Feedback And Reviews
As a store owner, your responsibility doesn’t end at just selling a product. Instead, you need to ensure that customers were satisfied with the delivery and the product. Following up with the customer after the order is delivered and asking them to review your brand helps build trust. This allows you to underline that you care about and value your customer’s experience.
Reviews and feedback help you generate social proof. Furthermore, they help improve your services for enhanced user experience. Finally, you’ll also be able to increase your brand’s net promoter score (NPS) using feedback and review emails.
If you own an ecommerce store and aren’t utilizing email marketing, you’re missing out on a whole lot of profits. Follow the ideas listed above, test your messages, and analyze the results of your campaigns to improve your brand while increasing engagement, loyalty, and conversions.