The Significance of Email Marketing for eCommerce Success

Posted on July 6, 2023 (Last Updated: October 12, 2023)

The Significance of Email Marketing for eCommerce Success


E-commerce email marketing is like having a secret weapon up your sleeve. It's an incredibly effective marketing strategy that harnesses the power of email to spread the word about the products available in your online store to both existing and potential customers. It can easily be utilised throughout your customer lifecycle to attract ad nurture leads, push sales and build loyalty if you are equipped with the right knowledge and have a clear strategy for what you are aiming to achieve.

Let's face it, emails are all the rage these days. They're one of the most popular forms of digital communication, and using them for marketing purposes can bring you immense benefits. Not only do they boost user engagement, but they also foster client loyalty, provide valuable information, showcase the best discounts, and ultimately drive deals.

So, why wait? Get on board with e-commerce email marketing and watch your business soar to new heights!

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Email marketing is crucial for business success. The advantages of executing efficient email campaigns are simply mind-blowing! Email marketing allows you to develop strong brand recognition, build trustworthiness, and establish genuine connections with your customers. 

We decided to bring some stats to prove to you the importance of email marketing for your e-commerce business before we share with you our know-how and list you the best practical tips and tactics we know. Approximately 99 percent of consumers check their email daily whereas 80 percent of retailers consider email marketing as the most effective way of customer engagement and therefore retention.

There are a couple of strategies that you can adopt to boost your sales. That can be lead nurturing, user onboarding, segmentation of mailing lists, reactivating passive users, cross-selling and upselling. In the section below we will dive into each of these a bit deeper and show you how to get started with each.

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Welcoming emails 👐 

Sending a welcome email is a fabulous way to show your fondness for new customers. You've got one chance to make a killer first impression, so it's important to grab their attention right from the start. And guess what? Getting a welcome email from a company boosts customer engagement by a whopping 33%! But wait, there's more! You can even tempt them to purchase by including a special discount just for first-time visitors in the email. Talk about a win-win!

To give newbies a head start, onboarding emails are often sent in a series of 2-3 messages. Marketers dish out helpful info to nurture potential customers. It could be a snazzy video from the CEO, a handy-dandy guide, or a quick checklist.

Fostering leads 🥰🤩

It's crucial to put in the effort to retain and foster leads, transforming them into loyal customers. One of the most effective strategies is to provide them with valuable educational information throughout their entire journey. Discover why leads are dropping off and lend them a helping hand whenever they need it. You can start building a newsletter list for different customer lists and start spreading knowledge. Establishing yourself as a value provider will keep your audience engaged.

Segmenting Your Mailing List for Maximum Impact 🧍🧍‍♂️🧍‍♀️

User segmentation is like the secret sauce to amp up your marketing. You know your clients and prospects are as unique as each human can be, having their own interests, desires and preferences. So, it's time to tap into that knowledge and categorise them based on what makes their interest engaged. Once you've got that down, you can whip up some thoughtfully tailored emails that will make each customer group feel like you're reading their minds and providing them with exactly what they need.

But, hold on a sec! How do you get all this info? Well, you can collect data through a subscription form, preference management centre, or by keeping an eye on how users behave on your website. Armed with this treasure trove of information, you can create emails that will hit the bullseye every single time. It's similar to having a hidden weapon in your marketing armoury. So, go ahead and take your emails to the next level with user segmentation. Your clients will love you for it!

Reactivating Passive Users 🕺

If your valued clients begin to lose interest in your services or products, there is no need to worry! We have an exceptional email marketing method that is guaranteed to capture their attention and entice them to visit your website for the latest incredible discounts and seasonal offers. Sending an email reminder with the latest offers can bring their interest back.

Upselling 🤑🤑

Get ready to upgrade your users' shopping experience! Upselling emails are a game-changer for eCommerce companies. After a shopper has placed an order or made a purchase, offer some exclusive goodies lined up just for that specific buyer. Let them explore your selection of premium alternatives and upgraded models with enhanced features. Trust us, the value you'll get after acquiring these upselling gems is totally worth it!

Offer exclusive gifts, free shipping etc. in case of a  second product purchase. Motivate your clients to buy more and or more expensive goods.

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We decided to go even further and share the best practices when it comes to Email Marketing for E-commerce.

To begin with, visually appealing designs are key to achieving high open rates on your emails. Creating email templates that are responsive and work on all devices is a must. Remember to also add any relevant social media links or necessary call-to-action buttons.

Testing is the mother of knowledge, so try different things. Run A/B testing to get to know what works well for your clients and what does not. Adapting to what seems to drive good stats is the path to crafting effective campaigns.

Building loyalty is sometimes underestimated side of the customer journey.  Sending extra discount emails to your loyal customer base is a good way to show your appreciation and give back to your clients. Building a brand image and relationship is vital.

Other ways of accelerating your email game are through a referral program or seasonal emails.

Closing remarks 🔚🚩

If you want to take your e-commerce business to the next level, email marketing should definitely be on your list. Luckily, there are numerous email marketing services out there that can give you a helping hand and get you started on the right track.

Written by Kamelia Pusheva

Topics:Product Feed ManagementProduct Feed OptimizationEcommerce StrategiesEmail Marketing

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