Your email marketing strategy is a critical part of your overall eCommerce business. Email marketing is a cost-effective way to reach a wider and more relevant audience than many other advertising options.
An effective email marketing strategy can help you to engage with your customer before, during, and after they make a purchase. It can help you to build relationships, increase awareness, add value and educate your customers to build trust and foster loyalty. Email marketing also allows you to take advantage of customer data that you have been given consent to use so you can respect your customer’s privacy while connecting with them in a more meaningful way.
There are a few different kinds of emails that you can use to engage with your customers and learn more about their preferences to build relationships.
Welcome Emails
This is your first chance to establish a relationship with your customer. You can use these to offer exclusive discounts, share more detailed information about what you offer and make an impression that will hopefully result in long-term, loyal customers.
Newsletter Emails
Newsletter emails allow you to provide insight into what you do and who you are on a more regular cadence. This is a unique opportunity to offer value to your customers without asking anything of them. This can help you build trust and nurture lasting relationships that will lead to conversions down the line.
Lead Nurturing Emails
This is an important opportunity to start really building relationships that will help to guide your customers throughout their journey with you. These emails can address pain points, answer pressing questions, and build trust throughout the customer journey. This is a great time to use personalized content to humanize your brand and increase customer loyalty.
Dedicated Emails
These emails can be helpful to keep your customers from choosing a competitor over you. They can highlight a specific product or encourage a precise action. This is where you are most likely to see conversions, so make it count! These messages should be the most personalized and relevant to each individual as they will be sent to those who are already likely to convert and just need an extra push.
Retargeting and Promotional Emails
Abandoned cart emails that offer a special discount or promotional emails with exclusive offers for your most likely to convert customers could be just what your customer needs before choosing to make a purchase. Sometimes the cost of your product is the only thing holding a potential customer back, promotional emails can be highly effective in maximizing conversions.
Re-engagement Emails
Re-engagement emails will be sent to inactive subscribers who may be looking for a reason to stay engaged. This can result in inactive customers becoming active ones, while it can also help you to create a more precise subscriber list for future email campaigns.
An email marketing campaign could be the strategy that sees real results if used effectively. Now that we’ve discussed the different types of emails you can use to boost engagement and grow conversions, let’s talk about what you can do to get started with your first email campaign today.
Set Goals
Identifying your target audience will help you to understand how to move forward with building out your strategy. Understanding your customers’ preferences and behaviors will help you to create a strategy that really works. With your customers in mind you can then decide what it is that you seek to gain from your campaign. You should determine your goals based on the needs of your business and the needs of your customers.
Choose Platform
You will have to have a medium with which to send emails in large quantities. You may also be interested in how you will measure the results of your campaign and automating certain aspects of your efforts as well. These are all capabilities of many email marketing platforms. Consider your goals, the size of your audience and how much you are willing to spend when choosing a platform. It can be helpful to read reviews to help you make the right decision.
Choose your List and Campaign Type
Now you have to decide who will be receiving the email and what type of email it will be. These factors certainly inform each other, so it’s important to understand your customers and what they will be the most likely to respond to. A newsletter email might be a good choice for inactive subscribers who might need more substantial content to feel engaged while a customer who is highly interested might respond to a lead nurturing email or promotional email with a call to action. You can segment your lists of customers so you can easily target specific groups.
Test Email
Once you’ve written your email it’s important to test whether or not it appears the way you intended it to in your customer’s inbox. You can also run A/B testing where you change only small factors to measure the results and make changes accordingly. As email marketing is a much cheaper option compared to other advertising strategies, you can have fun with it and try out lots of different things to see what works and what doesn’t.
Measure Results
Now that you’ve successfully published your first email marketing campaign, the final and most important step is to monitor the results to see if your campaign was successful. Compare the results to your goals. Key metrics you can track include open rate, click-through rate, bounces, unsubscribes, device statistics, and spam score. This data will help you to understand how you can manipulate your strategy to better reach your goals for future campaigns.
Email marketing can be successful for your brand’s engagement and awareness while helping you to see the revenue you’ve always dreamed of. If you’re looking for ways to boost engagement, streamline your marketing strategy, or optimize your website, your eCommerce platform could be holding you back from focusing on key tasks. Rather than spending valuable resources and energy on custom integrations and complex eCommerce integration challenges, leave all of it to the eCommerce experts at Virid so you can focus on what really matters. Team Virid is here to help you succeed, we’re your one-stop-shop for any and all eCommerce integration challenges and so much more. Our eCommerce platform marketAgility 7.0 was designed to help you reach your goals. Schedule your consultation today!
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