Introduction to the use of email marketing in eCommerce
In Gowtech email marketing tool has evolved to become one of the indispensable pillars of the digital marketing of any ecommerce.
The role of email marketing in attraction and loyalty
Email marketing is not really a phase attraction tool 1: Attraction as discussed in our digital marketing but is a good tool of phase 4: conversion and phase 5: loyalty for the possibility of carrying out segmentation and customization actions on contacts that previously attracted. However, in this case, we will understand how to attract a contact again from which your data was previously achieved to make it a client.
Importance of consent and respect for data
Let us keep in mind that the registration of contact data must always be under the consent of the user, this is important for respect for the recipient who also intends to be your client, to comply with the data protection law and for the success of the campaign. If we did not meet these points we would enter an inappropriate use of the tool, sending contacts that do not expect or interest them the mail, giving a negative image of the brand and ending in the black lists to finally be marked as spam domain.
The tool in good hands is very effective, if you have doubts, attention to this data:
Email marketing effectiveness: data that speak
Studies on email marketing as a digital marketing point that:
- 80 % of users claim to have received messages about marketing in their personal emails.
- 70 % of users use discount coupons they have received through their email.
- And 60% of people claim to have received special offers in their mail, the main reason that they subscribe to Ecommerce email lists.
With these data, you will not miss reasons to incorporate email marketing as a essential sales strategy of your ecommerce and even less when you understand that it is a very good digital communication strategy.
But doing a good email marketing campaign needs behind a great job to do, in Gowtech we know very well, by magic you will not get subscribers or results. If you want to develop a good email -based digital marketing strategy , you should start planning your strategy.
EMAIL MARKETING FOR ECOMMERCE Tips
Next, we give you the best email marketing tips for eCommerce that will allow you to make the maximum benefit of relationships with your customers.
1. Create personalized promotional campaigns
Personalization towards your contacts can improve interaction rates. Sending emails with content adapted to the recipient is a safe way to be happy to your readers and get a purchase.
The first thing you should do is segment your contact list in groups with similar interests; Gender, age, shopping history, commercial sector, etc. Sending emails based on established gender preferences is a good starting point to make your more attractive emails.
Study the purchase history of your contacts and use it to find out what kind of products they could be interested in creating more convincing emails. It is very likely that if a customer buys a certain type of product, you are willing to buy similar or complementary products in the future.
Have prepared messages of different offers for customers who interact with previous emails, depending on how they have reacted with your emails in the past.
2. Captures reader's attention
If you want your opening rate to increase, the subject line of your emails is the starting point to get it.
The subject lines and the previous view text create the first impression of an email and the most important, so try to optimize them. They have to be seductive enough to awaken the reader's curiosity without sounding as spam. They should be used to capture attention with an original and relevant text, to suggest what your email is about.
Once you already have the care of the reader, the text that appears in the preview can act as a trigger for a client to decide to open your email. Ded time to properly choose these words, convince your recipients to decide to open it. The optimization of the previous view text can make a big difference when opening or not opening an email.
3. Reward your faithful subscribers
It encourages the good relationship with your subscribers, mimic them as much as possible to continue buying in your store. No business would survive without faithful customers.
Create a loyalty program so that they can benefit from exclusive offers and reward those customers who make 3 or more purchases, or what you consider as a criterion to consider a loyal customer.
4. Always keep in mind the calendar
Take advantage of seasonal opportunities . Email marketing campaigns at Christmas, summer, sales or Black Friday, usually attract additional customers to your ecommerce.
A fact, almost 25% of the annual sales of an ecommerce are made in the months before Christmas and a large part of them is the result of the promotions sent by email.
5. Keep your customers informed
About the products or services that may be exhausted at a given time, but that will soon be available.
We recommend the creation of a subscription form where the client leaves their data as interested and can be warned at the time of having stock. Thus you make sure you inform the customer and that you can make the purchase of the replacement article. Actions such as this favors that customers are happy with your service and keep them aware of the products they really want.
As you already have your email address, you can also use it to send notifications or newsletter regularly with novelties according to your previous searches and thus redirect your website again.
6. Take care of your transactional emails
Transactional emails are those that are automatically sent to the customer, after making a purchase in your ecommerce. These have much higher interaction rates compared to the usual emails, since they are not invasive when they are expected by customers.
Take advantage of this type of email to introduce your brand and make sure that the style and design are similar to the rest of the emails sent, you can give a fluid and light experience to your readers.
You also have to pass the opportunity to offer them similar or complementary products or services to the one you have just acquired, this time with special offers of your store or discounts on items for your upcoming purchases on your website. For example: "10% discount on any article if you make an order before 30 days."
7. Automates your email marketing
The objective is to improve customer relationships through the sending of important messages at the right time.
For example:
- Prevent you from going without buying , send emails to customers when you see that they have abandoned the purchase cart.
- It notifies customers when an item goes on sale from which they were previously interested, which has dropped in price, or that is again in stock.
- Question spent a certain time, to those clients who have been inactive, if they still want to receive your emails.
8. Recommend the recommendation!
You must take advantage of your current customer network to try to attract new high quality customers. There is no better advertising than a customer speaks well of you to a friend, familiar or known.
Upon receiving good references from your services or products from a trusted person, the potential customer will be much more receptive to the idea of buying in your company, than any other user who has heard of you through an ad.
And to encourage these actions, it is best to offer special discounts to those customers who recommend you . In this way, not only do references reward, but also encourage customers to recommend to return to your website and make a new purchase with that discount. Two in one!
But if you want, you can also go further and offer discounts to both the sender and the recipient of the recommendation . This will provide a small additional incentive for new visitors to make their first purchase.
9. Facilitate subscription to your emails
Enter forms in the sidebar, the footer or the emerging windows of your website, to facilitate the registration of your newsletters, which collect the basic information of the user, often with the email it is sufficient.
And above all, take advantage of the ideal moment during the payment process in your ecommerce to get potential clients to subscribe to your emailig list. Once the client has acquired an article on your website, the value of your business is already undeniable for them, it is the best time to propose to receive promotional emails or your newsletter.
Surely you are now much more convinced of the importance of email marketing in the sales strategy of any ecommerce and it is not for less! We have given you 9 good reasons to include yes or yes this tool in the digital marketing plan for your online store.
But if you still have any questions to clear to improve the relationship with your customers, do not stop consulting the other digital marketing that in combination with it will make your ecommerce grow significantly.
