Under the impact of advanced technology, the "Marketing" term is no longer as simple as it was in the past. With the increasing appearance of digital marketing techniques, some strategies may have worked in the past but now only make your business look obsolete.
However, email marketing is one of those standing the test of time to become an indispensable part of eCommerce businesses' sales strategies.
If you are still in doubt about it, this post will explain why email marketing is considered as a considerable contributor to today's eCommerce sales.
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In essence, the primary purpose of any business is to maximize profits for its owners. With a well-planned strategy and a little bit of grit, it's not difficult for you to develop an email campaign that drives sales.
Email marketing is on the top of strategies that have the highest return on investment, standing 4300%. It means that for each dollar you invest in email marketing, your company gets back $43.
There are 4 main reasons behind this impressive figure:
The truth is email marketing is one of the most extraordinary measurable forms of marketing. All the stats like open rate, click-through rate, to bounce rate give a clear view of your email.
Furthermore, with the support of advanced analytics, you can even check:
With this data, eCommerce businesses can identify the most and least engaged subscribers as well as which campaigns are well-performing and which are not. Then, pinpoint areas that require improvement to deliver better results.
Moreover, these metrics illustrate valuable insights into your subscribers' behaviors and interests when applied to particular segments. You can define the kinds of content that groups respond best to, then use them to steer your marketing efforts.
Even the most well-known brands have to deal with cart abandonment rates. To someone, it seems not a big problem; however, an increasing number of customers abandoning their carts can be a massive loss to businesses.
In fact, approximately 75.6% of carts are abandoned , according to SaleCycle. One of the most effective ways used by most marketers to regain that loss is sending emails. Why? Look at these statistics below:
Not only can emails regain customers who leave their carts, but they also remind those who go inactive for a while.
The purpose of sending reactivation emails is to remind customers about your brands. Even though they open the email without making any purchase, you still create some thoughts about your brand in customers' minds.
If sending reactivation emails doesn't work, you might consider removing inactive ones from your email lists in order to focus on genuinely potential customers.
Needless to say, a business without its customers' support is nothing!
One problem that happens to most brands is building up a successful relationship that repeatedly brings those individuals back.
Email is probably the most suitable channel for a business to launch their loyalty program because of its personalization. You can reward customers who have reached a particular milestone, for instance, sending more than $100.
Unlike the experience when shopping offline, sending appreciation emails to your beloved customers gives them a sense of reassurance while still showing your brand's human face.
Look at how Scout & Co sends regular reminders to their members about how close they are to the next reward.
User-generated content has always been a highly-concerned topic for digital marketers over the past few years. Especially when it comes to the eCommerce industry, the influence of this kind of content is far more significant than physical stores.
This is understandable as for online shopping; purchasers have no choice but to assess a product's quality via its comments and feedback. In fact, according to Podium.com , up to 93% of customers admit that their purchase decisions are affected by online reviews.
Other significant advantages of user-generated content:
The most widely used tactic to get these kinds of reviews, feedback from customers is via email. And the best time for this action is after someone experiences your products.
Below is an example of Chapelle Jewellery's review request email delivering great personalization using a signature message - a nice touch can increase conversion even better.
In other words, the action triggering the requested email should be purchasing your products. However, you should let your customers have time to actually use what you offer.
So the ideal time to send emails asking for feedback should be 3-7 days after customers received their parcels.
The functionality of email on a business's strategy doesn't stop at reminding customers about your brand. It's also a powerful tool you have as an eCommerce business to keep in touch with your customers about their orders.
Online merchants can use email to send track numbers, thanks notes, an order confirmation sales event announcement, and more. Emails can be used in different ways to strengthen the relationship between brands and customers.
Some kind of emails that mostly used to boost engagement with the brand's existing customers:
Navigation links are text links that show up for your product pages and categories across your website.
The truth is 61% of today's customers take email as their most preferred method of communication from the business. However, automation now becomes a trend that is widely used by digital marketers on email marketing because of its effectiveness and convenience.
6 mains reasons why email marketing automation is indispensable:
Not all brands are ready to incorporate automated email marketing into their marketing strategy to fear that their message will be less personalized or the email service can be wasteful spending.
However, with email automation software, marketers and merchants can get more effective ways to gather their subscribers' information. Furthermore, make your email strategy more personalized.
If you connect your store to Magento 2 Follow Up Email extension , you can own a powerful email creation system to create exact customer segments and make a chain of automated emails based on customers' activities.
Furthermore, it also comes with a powerful A/B testing feature and detailed reports to manage and monitor each email campaign with high effectiveness.
So what can you do to leverage your email campaigns? Below are 7 tips you should know for more effective eCommerce email marketing campaigns: