Ecommerce Email Marketing: How to Double Your Sales in Half the Time

Ecommerce Email Marketing

If you didn’t know that e-commerce email marketing is an art, we’re here to show you.

Email opening rates average about 20%. Everything from the subject line to the HTML coding is essential for a successful campaign.

It is difficult, but that doesn’t mean it is impossible. You can master ecommerce email marketing by consulting me as Email Marketing Manager for Immortal business.

Let’s look at how we can double our sales with ecommerce emails in half the time.

Ecommerce Email Marketing Terms to Know

Before we jump, let’s make sure we’re clear on a few key terms.

Marketing Automation

The goals of marketing automation are to create a marketing experience that is automated or personalized for your potential customers by leveraging Email Service Providers (ESPs) and other types of marketing platforms.

Marketing automation is usually used based on the actions that the user takes.

Audience Segmentation

Your subscriber list is not cohesive, and not everyone is as qualified as the ones who convert.

This is addressed by audience segmentation. Contacts on your list are filtered by audience segmentation. Typical segments include:

  • Identifying contacts who haven’t opened emails for several months
  • Removing bounced contacts during the sending process
  • Contacts who have unsubscribed should be removed

Why Email Marketing Is Important to Your Ecommerce Success

There are a couple of reasons why email is crucial to your ecommerce success.

Communication

You cannot communicate with prospects without an email address unless they visit your website. The likelihood that your brand will reach the top of a user’s mind long enough to make it to the browser bar is very high.

A successful email marketing strategy puts you in control of the conversation. It allows you to communicate important information to your customers.

In short, email is a way to build relationships with your audience.

Lead Nurturing

Visitors to your website are not necessarily sold on your product just because they visit it. Take a moment and consider your own experiences as a consumer. How often have you browsed just because you wanted to?

You have to be convincing to some people, and that’s okay.

To begin with, that’s why we have buyer’s journeys and content funnels. Email is one of the most effective ways to move people along your sales funnel. A person’s conversion rate increases the lower they are in the funnel.

Two Types of Emails That will Elevate Your Ecommerce Strategy Immediately

There are two types of emails I recommend using to boost your ecommerce email strategy.

You can use them in different ways to suit your brand’s needs, and each one contains a few types of campaigns you can try.

1. Broadcast Campaigns

Email campaigns sent to a segmented list of contacts are known as broadcast campaigns. In order to remain flexible with your content strategy, you can use different types of broadcast campaigns.

The promotion of your products or services via email is called a “broadcast campaign.”.

If you know what appeals to each segment of your audience, offering the right discount can go a long way to getting their attention.

PRO TIP: Keep your sales schedule unpredictable as much as possible. If customers know there will be another two weeks before a sale is made, they will feel less compelled to respond immediately. People act if they know there will be another two weeks.

Newsletter campaigns serve as more of an educational tool than a promotional tool. People are looking for more than discounts with newsletter campaigns.

If you send industry news, tips, or products that interest the reader, you will be providing value. Using this space will allow you to release news about your company, including announcements and changes to your products or company structure.

Essential Automations for Your Ecommerce Site

Email automation helps your brand nurture customers after they’ve taken certain actions.

There are several automations you can use if you run an ecommerce site. But four in particular will have a significant impact on your ecommerce email marketing efforts.

A Welcome Series Automation does exactly what its name suggests. Upon signing up for your newsletter or other series, they welcome the customer.

Usually, your store (or at least your email channel) is the first point of contact you have with your customer. This makes leaving an excellent first impression extremely important.

Sometimes, ecommerce brands will offer discounts or promotions to entice customers to sign up. You can provide a promo code during the welcome series if you adopt that approach. Your business may lose a customer if you fail to send the promo code.

A Browse Abandon Automation sends a message to contacts who have viewed a product but did not add it to their shopping cart.

The more time someone spends on a product page, the more likely they are to be interested in that particular item. You can capture their interest and nurture them further through your funnel by following up with a promotional or advertising campaign.

Your automations work best once you have earned the trust of your customers. You will be able to acquire their email address if they trust you. As soon as they are on your website, you can see what they are looking at and what they are doing.

Contacting these contacts will enable you to entice consumers with possible discounts or create urgency for a product you know they will be interested in. Your email should be sent within an hour or two after they leave your site, but not immediately after they leave.

Overwhelming them is bad form, so keep it to a single browse and abandon automation per 48 hours.

A Cart Abandonment Automation is triggered by shoppers who add items to their cart then leave the site.

Automations like these go beyond the browser abandonment automations. You can politely remind your contact that they forgot something if they add an item to their cart or go to the cart/checkout page but do not purchase. After the contact has left the site, this message is usually sent within an hour so that they may return.

Read more: How to Find a Profitable Blog Niche

The people who put products in carts are very close to buying, so sending them an automated email can be just the thing to get them over the finish line.

Automated Post-Purchase Series run after someone purchases a product. Customer loyalty is essential for achieving long-term ecommerce success, even if you think you have completed the process.

You should thank someone once they make a purchase from you. Thanking someone after a purchase is a nice way to show them you appreciate them. In addition, it is another way to encourage product or service reviews and to encourage referrals. Your average customer lifetime value (CLV) increases when you automate your post-purchase processes.

PRO TIP: Your customers will feel special if you send them a timely discount that comes from you. Repeat purchases will be encouraged as a result.

What It Takes to Improve Your Ecommerce Email Marketing

If you want to generate revenue for your ecommerce company, you need to have a defined and premeditated email strategy, regardless of whether you send clients a dedicated broadcast email or automated messages based on their actions.

The fact is this: Effective email marketing does not require a lot of time or effort. Get more sales, reduce your time commitments, and improve your ecommerce site with the right balance.

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