A successful email campaign means everything to an eCommerce business. First of all, emailing your visitors is the way to go to keep them coming back. No matter where your customers come from, whether that be Google or social media, email is the best way to keep in touch. It builds a relationship with your customers and keeps them engaged.
According to nielsen.com, 60% of consumers prefer to buy products from familiar brands and email is a great way, if not THE greatest way, to get familiar with them. Secondly, and as I’m sure you know, repeat business is important in keeping the average cost of customer acquisition down.
In addition, email is a safe place away from pesky algorithm changes and unplanned tweaks that could cause problems like other third-party platforms. So I’m sure you can see why this is an effective and awesome way of marketing that every business, not just eCommerce, should embrace.
While there are many different ways to make an email campaign successful, here are some tips you can consider so your next campaign will go as profitably as possible.
I’m sure you’ve heard this one countless times but you decided not to skip over this one because you realize how important this is for a successful email campaign. Good for you. As I’m sure you know, if you don’t have a system set up for getting new email subscribers, you’re going to go belly up real fast!
With eCommerce, customers come and go so you want to take this fact into consideration. Besides, the one rule of business is if you’re not growing, you’re dying.
So how can you keep a steady stream of leads? Create opt-ins across your whole site!
No one is going to just hand out their email like candy. You must earn it and a great way to do that is with lead magnets. These can sometimes be found in the sidebars and footers of websites but usually as a big, giant pop-up as soon as a user enters a site. And that’s probably because it’s the most effective. Sometimes they even take up the entire screen so the viewer sees it only once.
So what do you do with a giant pop-up asking for people’s email addresses? You give them a present. And obviously, it has to be something relevant to what they are searching for and what you offer. For eCommerce, something like a discount, free shipping, a shopping guide, a free gift, a giveaway, or a contest is a great way to get people’s emails.
People love personalization and that’s exactly what quizzes do. This can be especially fun when you run an eCommerce store. Some of the things you can do with a quiz are: match their “personalities” with products you offer or match their preferences with a product if your product has many options. In the end, you can collect their email to give them their results. It’s a tailored experience that’s good for the customer, for you, and for your email campaigns.
Collect emails from people who purchase from you. But if you do this, be sure to give them a heads up that they’ll hear more from you and what they can expect. Along with irrelevant emails, this site https://www.autopilothq.com/blog/why-people-unsubscribe-from-emails/ says people will unsubscribe because they didn’t know they were subscribed in the first place and I suspect it’s probably from tactics like this.
This is super important, and that’s why it’s the second tip. And just so you know, the fancy term for organizing your audience is “segmenting” so I will use that from here.
Why is segmenting important? Because personalization is key. The more personal you can make this, the more satisfied your customers will be and the more sales you’ll generate in your email campaigns.
There are several ways you can segment your audience and it can be based on factors like where they live, where they are in the buyer journey, engagement, and behavior. It’ll be different for every business but here are a few important categorizations every eCommerce business should consider and the types of campaigns you can launch with them.
Have an email campaign that welcomes new subscribers the moment they sign up. They are expecting an email from you and these are hands down, the most opened promotional emails you’ll send.
Therefore, it’d be smart to take advantage of this kind of attention while they have it! It‘s also a good idea to let them set their email preferences at this point.
These people are the players who have a “one night stand” with you and then leave. Most likely they are never to be heard from again. In translation, they bought one thing from your store and left for good. But you don’t have to let them slip through your fingers.
And I know, this can be problematic because of customer acquisition costs but if you look at your customers, this is probably most of them. It’s from repeat purchases that you make your money so it’s important to go after them. Look into using bounce back campaigns or an email campaign that offers a product that complements their original purchase.
Besides, if you convince them, they might come back and marry you (become a repeat customer).
These would be the customers that made the biggest and/or the most purchases from you. They are PRECIOUS and you should show them you value them! Keep them engaged with email campaigns specifically for them. Keep them buying and start customer loyalty programs.
These are the people who changed their minds for whatever reason, and put their product back on the shelf and left.
The eCommerce industry warns you all the time about how detrimental cart abandonment is. You’ll hear a lot about how you’re leaving “millions of dollars” on the table and losing money and doom and gloom and all that, but don’t worry, the sky isn’t falling.
The good news is these are exaggerated claims and instead you should see cart abandonment as a conversion rate optimization opportunity. Don’t get me wrong. These prospects are still important and it IS worth serving them because you can still win the purchase 10-15% of the time.
Have an email campaign directed towards them that gives them the incentive to buy, such as giving them a little discount. When writing the copy for these emails, it's best to remind them of the benefits and showcase the product they were looking at.
This can be hard for eCommerce stores because they want to show off all their products but you must keep it to ONE. People can easily get confused and overwhelmed so a crisp, clear and enticing CTA is one of the best things you can do for an email campaign.
By crisp and clear I mean there needs to be a very big, obvious button or link (but buttons are better) that stands out in glorious, loud color. Don’t take this lightly. Color matters a lot. Green and orange appear to perform the best according to cxl.com but don’t let it clash with your background colours. Use what’s best for you. This colorful CTA button can appear multiple times in the email, but it should always be consistent.
And when I say enticing, I mean the words you use in your CTA have to say something other than “Buy Now” and “Sign Up”. Can you feel the boredom from your readers? Versus, can you feel the excitement of CTAs such as, “YES! I Want X!” or “Send Me X Now!”
When your campaign is over and you’ve collected the results, it’s time for the last step. Get a survey out. I know, I know. The first thought you have around the word SURVEY is possibly “Ew…” and your customers probably think the same thing. People HATE filling out surveys but they LOVE giving you a piece of their mind.
So when you send this email out, try and word it differently with words like, “Ok, enough messing around, what’s YOUR opinion?” Or “What do you think of THIS?” and give them a present for taking the time to fill this out for you.
And be prepared for some harsh feedback. People can be really mean when they give feedback! I can guarantee you it’s going to happen, so expect it. Don’t take it personally though, it’s not you that they will be insulting, it’s the idea.
You’ll have to make the call whether their criticism is valid or not. The best thing you can do is look at it from a third-person perspective as if you have nothing to do with the business and you overheard a bystander complaining. If you do that, you might even think, “Huh, I guess that would make me pretty mad too.”
The feedback your customer gives you can be life-changing. In fact, if you take anything away from this article, let it be this. Hear out your customers and watch what they do. Let the marketplace be your guide…or end up like Blockbusters and the Ford Edsel.
If this all looks too overwhelming, guess what? You don’t have to take it on all by yourself. Hire on a copywriter to handle your emails and watch how much time you free up! They will also take care of an important part of a successful email campaign. They will write compelling copy. As your next step, you can get to meet some copywriters right here at Copywriters.com.
Here are four tips on making sure you have a successful email campaign for your eCommerce business.
First, you must constantly grow your email list by collecting emails through lead magnets, quizzes, and purchases.
Second, segment your audience so you can deliver more personalized email campaigns. You can divide them into segments that involve new customers, one-time buyers, loyal customers, and cart abandonment window shoppers!
Third, use a very clear Call-To-Action that makes them want to purchase.
Lastly, get feedback from your audience so you know what they need. This is a very important part of a business to keep it afloat and profitable.
Victoria Bandi always gives it her all to make sure that both her clients and herself are growing and generating the revenue they need to live the life they deserve in the most pleasant way possible. Victoria believes in living life to the fullest.Hire Victoria