12 ECOMMERCE NEWSLETTER BEST PRACTICES THAT WORK
People that sign up for your ecommerce emails want to hear from you, so take use of it. One of the most effective strategies to build your ecommerce website’s audience and lead clients directly to purchase is to implement an email marketing strategy.
How do you identify and define these target markets? By keeping track of your purchase analytics data and creating a successful email marketing database that segments customers based on product interest and purchasing patterns.
With the correct messages and promotional offers, you can cultivate your email audiences. Here are 12 email activities and campaigns that will help you engage clients and entice them to make additional purchases.
At Signup, Pre-Segment Ecommerce Email Audiences
Each section should receive a stream of tailored emails that speak directly to them. Knowing who you’re talking to allows you to better target items and offers down the road. This is easiest to accomplish during the signup process.
When a visitor creates a user account on your website, strive to collect as much information about them as they will allow. At first, it might only be their address and other demographic information, but to help construct a profile, provide a list of product categories they’re interested in. Always acquire their permission before collecting this information, and make sure they agree to receive regular promotional pitches from you.
Improve Your Welcome Email Strategy for Ecommerce
Make newcomers feel welcome – the impact of a welcome email for ecommerce subscribers can never be underestimated. Offer a voucher to new email signups in exchange for a polite welcome newsletter. It’s the thought that counts, and it sets the tone for your customer’s dialogue.
Congratulations On Your First Purchase
Some of your customers may be making a purchase on their first visit to your website; in that case, congrats! Keep the excitement of this transaction alive by sending a quick thank-you note.
Some of the greatest emails from e-commerce businesses, big and small, include a thank-you letter and an invitation for customers to provide feedback. A passionate Thank You from the company’s owner or CEO can generate a lasting first impression.
All Ecommerce Purchases Should Be Confirmed With Pleasant Transactional Emails
This isn’t a viable choice. This is one, or possibly several, emails you must send to confirm (a) that an order has been made, (b) that money has been received, and (c) that the product will be dispatched with an approximate date and time. This provides a breakdown of the order, the transaction’s total cost, payment information, and delivery information.
Transaction emails allow you plenty of room to provide helpful and fast support to your customers. Do you want to provide some product care advice? What are the phone numbers for customers who want to make a transaction? Is there a connection to a tracking service for shipments? Remember to include contact information, such as phone numbers, email addresses, links to your official website, and social media accounts.
Assist all of your customers in completing their orders.
All it takes is a gentle prod now and then. Cart abandonment is prevalent in a crowded online environment, and customers may be waiting to complete their purchase from the comfort of their own homes or from a more secure Wifi zone.
Writing a well-targeted email for this ecommerce consumer can boost your sales significantly. Send them an email to remind them of what’s in their cart, and do the same for products they’ve viewed but haven’t added to their basket.
The most efficient way to move the transaction ahead is to remind them of the product they were looking at – via a complimentary PPC remarketing campaign if you’ve set up the correct tags in Google Tag Manager. If your ad budget allows it, casual browsers looking at high-value products can be worthy of a retargeting campaign.
Purchase Product Reviews
Send pre-designed emails to your consumer after they receive the product to make the review process easier. It’s one of your biggest chances to turn customers into brand and product evangelists right away.
Do you use a star or a number rating system? When choosing a purchase, many customers look for these customer satisfaction indicators. They consider the quantity of reviews as well as the overall score of the product. Then they read the real reviews and take a look at any photos that may have been included.
Product review emails might help to streamline this process. Some people may merely leave a star or a numerical rating and be done with it. Others who were extremely pleased with their purchase will go out of their way to submit a positive review – because satisfied, happy customers want to spread the word.
Make New Product Suggestions in Ecommerce Newsletters
Once your new consumers have started making purchases, maintain their interest by providing them with information about your current products on a frequent basis. You can start sending a regular stream of new product announcements that will bring customers back to your site, depending on the depth of your inventory base and the product categories you know they prefer.
You have two options for completing these tasks. The first method is curation, which entails creating emails that include a selection of your products organised by category. The upsell is the second strategy, which offers products that are relevant to their previous purchase.
Publish Holiday Promotions or Event-Based Announcements on a Regular Basis
Work on event- or holiday-based promotions that are regular and well-timed. Request that your email marketing services provider create mailers for these events or modest celebrations, and provide a discount that is appropriate for the occasion.
Payday weekends, Labor Day, or famous date-based promotions (10.10 for October 10, 11.11 for November 11) are simple ways to capture customers’ attention, especially when accompanied by many email reminders.
Thank Your VIP Customers For Being Your Most Valuable Clients
It’s simple to filter your ecommerce email subscribers over time and create a VIP mailing list for the highest-spending customers. Invite them to VIP pre-sales events designated for your most loyal customers – and show them how special they are by including a limited-time offer.
Offer Discounts for Referrals
Do you want to increase the number of buyers in your database? Allow your current customers to spread the word about your business by offering a referral discount. If the referral is successful, you can sweeten the deal by providing an additional discount voucher.
Repetition of this cycle with freshly acquired customers – and the customers’ referrals.
Provide Graymail Subscribers With A Chance
Your ecommerce email marketing plan will not always be successful. It happens to everyone’s email list at some point.
You’ll notice that some of your email subscribers aren’t opening your emails, aren’t clicking on any offers, and aren’t making any transactions at some point. In any database, these “graymail” subscribers are the most difficult to maintain. Many email marketers think long and hard about the criteria and approaches that will help them locate consumers who can be revived.
The win-back email is one way to get them back. Send them an email asking if they’re still interested in getting your emails, along with a one-time discount voucher worth 10% to 15%. If they buy something after clicking, that’s fantastic! If they don’t, it might be time to send a delicate “break-up” email, asking if they want to receive emails from you in the future and offering them the option to unsubscribe if they don’t.
Ask for Recommendations
It’s nice to contact a customer every now and then to get information regarding your service. It might be a simple, 1-2 question survey that asks customers to vote on a feature or service you’re testing or previewing, or it could be a survey with a link to an external form.
Two Final Thoughts On Best Practices In Ecommerce Email Marketing
Email marketing is an integral part of your digital marketing strategy for ecommerce. It’s your direct channel of communication with the customer, as well as a way to nurture that relationship in the months and years ahead.
Keep these two factors in mind as you plan your ecommerce email marketing strategy: Analytics and the brand voice
The tone of the brand
Your brand voice is an extension of your email conversation with all of your customers. As a result, it’s critical to establish the tone of your conversations from the start. It could be the real voice of your CEO or president, or it could be the voice of your brand in general. It should have a distinct and genuine tone — the voice that your consumers hear all of the time.
Your client behavior and purchase data are priceless. Knowing how your consumers act on your website, what they buy, and what they don’t buy gives you access to a wealth of information.
Segmenting your clients into more specific groups and tracking them with analytics of your choosing will help you improve your ecommerce email campaign.
You could, for example, create new groups for those who have made a given amount of purchases or who have average buy baskets within certain price ranges. You might personalize advertising and discounts based on their expected spending patterns. You might also make limited-time discounts based on region, or introduce a new line of products from a recently launched brand.
Many businesses underestimate the value of email marketing in cultivating their customer base. Ecommerce email campaigns that are well-crafted can help you stand out from the crowd, listen (and truly listen) to what your consumers have to say, and reward them for their continuous commitment.
Do you need assistance promoting your e-commerce website and items, or following best practices for e-commerce newsletters? Contact Stridec to understand how our email marketing services can assist your consumers in completing their transactions.