In a saturated digital space, building an effective email marketing strategy can be difficult for brands. For consumers, the ever-growing volume of promotional emails they receive is often overwhelming, and many messages get lost in the shuffle.
Despite this, email remains a primary communication channel. According to Statista, in 2024 an estimated 361.1 billion emails were sent daily. When used strategically, email marketing is still a powerful tool to amplify your brand and grow your business. In fact, according to Litmus, 35% of companies see a $10-$36 return for every $1 spent on email marketing.
Below are key benefits of email marketing and how to leverage them correctly:
Retargeting
You can use retargeting strategies through your email campaign to keep your potential customers from abandoning their carts and choosing a competitor instead of you. Combining retargeting emails with other methods can be revolutionary for your conversion rate as well. If your customers do abandon their carts, you can automate retargeting emails so they work in the background to get customers back to the items they loved—but weren’t ready to buy just yet—without additional work from you or your team.
Personalization
Wherever your customers are on their journey, you can meet them there with a personalized experience. Personalize email subject lines to get your customer’s attention, deliver more value by segmenting customer lists, and build relationships by humanizing your email sequence with personal details like product preferences.
Analytics
A big plus for email marketing is that it’s simple to measure the performance of your campaign. You can track metrics such as open rate, click-through rate, bounces, unsubscribes, device stats, and spam score to understand what’s working and what’s not. With this data, you can control the direction of your campaign and pinpoint reasons why your customers might not be engaging.
Brand Awareness
Since many people use email every day, you have an increased chance of getting noticed by your customers if you can deliver a valuable message directly to their inbox. Ensure your email provides value (news about ongoing sales, a discount code, a loyalty promotion, etc.) and strengthen brand awareness by using consistent templates. Also, check that all your emails include links to your website and social media channels so customers can connect with you on multiple platforms.
Key Takeaways
By properly utilizing email marketing, you can strengthen customer relationships and nurture future customers on their buying journey. Your future customers are much more likely to provide their email address rather than make a purchase, so this is a low commitment way to get them engaged and one step closer to converting.
Email marketing is also more affordable than many other marketing strategies and allows you to reach a wider and more relevant audience. An effective email marketing strategy can help you engage with your customer before, during, and after they make a purchase. It can help you build relationships, increase awareness, add value, and educate your customers to build trust and foster loyalty.
Check out our blog post to learn how to develop an email marketing strategy. And if you’re looking to switch to an eCommerce platform with powerful out-of-the-box integrations (including leading email providers), or facing an eCommerce integration challenge that you don’t have the skills or bandwidth to tackle on your own, contact Virid. Our eCommerce platform marketAgility 7.0 helps retailers increase eCommerce sales, streamline operations, and scale their business with confidence. Schedule a consultation today!
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