{"id":27466,"date":"2020-03-19T09:00:49","date_gmt":"2020-03-19T13:00:49","guid":{"rendered":"https:\/\/crowdcontent.com\/blog\/?p=27466"},"modified":"2020-09-29T13:53:43","modified_gmt":"2020-09-29T17:53:43","slug":"make-ecommerce-email-marketing-effective","status":"publish","type":"post","link":"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/make-ecommerce-email-marketing-effective\/","title":{"rendered":"How to Make Ecommerce Email Marketing Effective"},"content":{"rendered":"\n

If you sell products or services online, effective eCommerce emailing marketing will be a critical component of your success. It\u2019s not surprising\u2014the distance between interest and a decision to purchase is shortest when a potential customer is already online, whether they\u2019re on your site or in their inbox. <\/p>\n\n\n\n

What\u2019s more, email marketing works across four phases of the customer life cycle\u2014Acquisition, Sales, Retention, Advocacy. In other words, it can capture new buyers, prompt a purchase, and retain connections to customers for future sales. <\/p>\n\n\n\n

ALSO<\/strong> – eCommerce Content Creation Made Easy<\/a><\/p>\n\n\n\n

Alexander Kehoe, Co-Founder & Operations Director at Caveni SEO<\/a>, says, \u201cFor our own business, email marketing has always been very important and it makes up roughly 12% of our overall sales. This includes both our outreach and additional factors like abandoned cart emails. Throughout our tenure working in eCommerce, we have seen these numbers vary wildly, but email marketing is very much essential for the early stages of business profitability.\u201d<\/p>\n\n\n\n

\"ECommerce<\/figure>\n\n\n\n

But not all ecommerce email marketing is equal. Done well, it produces great results. But when it\u2019s mediocre, it fails to reward the time invested in it. And done badly, it can even push buyers and potential customers away. <\/p>\n\n\n\n

How do you improve your open rates? And your conversion rates? How do you reconnect and get people completing purchases? And what can you do to build trust and win over customers?<\/p>\n\n\n\n

There is no one-size-fits-all magic formula for ecommerce businesses. Chances are, you\u2019re already juggling a bunch of work<\/a> and email marketing might have to compete for your attention. But following some simple rules can set you up for great results. Here\u2019s a quick guide to best practices that will  help you make ecommerce email a valuable component of your marketing strategy. <\/p>\n\n\n\n

ALSO<\/strong> – How to Create Killer SEO Category Pages<\/a><\/p>\n\n\n\n

Capture Email Addresses<\/h2>\n\n\n\n

We\u2019ll start with the blindingly obvious\u2014even the most creative, thoughtful email marketing campaign won\u2019t succeed if the subscriber list is small or untargeted. If you\u2019re just starting an ecommerce operation or email marketing is a new effort, you need to capture email addresses. <\/p>\n\n\n\n

Sure, you can buy a list of email addresses. But purchasing contact information, no matter what a provider may say, has many drawbacks.<\/a> Among other issues, these lists usually aren\u2019t truly opt-in, many email services won\u2019t send to addresses on these lists, and your account can be flagged for sending spam. Building your subscriber base organically will result in an audience that is not only targeted, but more engaged. <\/p>\n\n\n\n

\"Why<\/figure>\n\n\n\n

What\u2019s the most effective way to build your list? On-site email capture. After all that you\u2019ve invested in generating traffic, it\u2019s time to build more value by connecting with customers. <\/p>\n\n\n\n

When people visit your ecommerce store, offer them a first-time buyer discount, a special deal, a contest entry\u2014as long as they provide their email address. The reality is that most people will visit a site just once, and having a way to reconnect with them is your best tactic to engage and encourage a return. Pop-ups, sliders, header bars\u2014there are numerous features<\/a> you can build into your site that will attract the attention of a visitor and encourage them to share their email address with you. Test different approaches and see what prompts the most action from your audience. <\/p>\n\n\n\n

Whether you\u2019ve recently launched your own Shopify store<\/a> or you\u2019ve been selling online for years, your email subscriber list needs steady attention and constant cultivation. <\/p>\n\n\n\n

ALSO<\/strong> – How to Write Engaging Buyer’s Guides<\/a><\/p>\n\n\n\n

Follow up to Prompt Action<\/h2>\n\n\n\n

Now that you\u2019ve captured email addresses, you need to use them well. Think of your ecommerce email marketing like news about your company<\/a>\u2014you never want to underwhelm with information that the person is unlikely to find interesting. <\/p>\n\n\n\n

Follow-up emails, also called triggered emails or transactional emails, have a clear call-to-action and are valuable for any online retailer. You can use marketing automation to make this process simpler\u2014emails will be sent whenever a potential buyer visits your online shop and fails to make a purchase. <\/p>\n\n\n\n

Triggered emails can include:<\/p>\n\n\n\n