Email marketing strategies are the key to e-commerce success. For many businesses, a majority of their website traffic is returning customers. There are also many website visitors who are visiting the website the first time and will not come back unless you do something.
Building an email list and campaign will help drive repeat traffic back to the website. The different marketing strategies communicate directly with the visitor and provide them an incentive to return to the website.
Different Types of Emails
Businesses make use of different types of emails to drive sales and traffic. Emails have the potential to communicate messages to different segments. You can make use of emails to reach customers in different ways.
- Welcome Emails
Welcome emails are sent to the customers immediately after they signup the email list. Most customers will not be familiar with the benefits, so adding a free shipping offer will provide an immediate incentive.
A welcome discount is also a great way to start a conversation with a new subscriber. The welcome email provides your business with a great opportunity to connect with the customer.
- Reward Most Loyal Customers
For most e-commerce websites a large proportion of their revenue is usually driven by a small group of loyal customers. Categorize customers based on loyalty and engagement. It can help you target certain categories of customers with a gift card and other incentives.
Rewarding your most loyal customers is a good email marketing strategy.
- Reactivate Old Customers
Businesses should focus on reactivating dormant customers using different email strategies. The process to reactivate dormant customers can be automated for better results. Event-based triggers can be used for this purpose.
- Seasonal and Holiday Newsletters
A creative email marketing strategy with holiday and seasonal newsletters will ensure that your business stays one step ahead of the competition.
Build a 12-month newsletter calendar. Include events and retail holidays specific to your business.
Different Types of Opt-In Forms
Opt-in forms that are strategically placed will be able to drive opt-ins on the website. There are many good places that you can consider placing opt-in. The many good places to consider include:
- Header/Navigation Bar
It can be an email field with text such as get exclusive discounts, get updates, get our free fashion guide, join, sign up, and subscribe.
It can be a name and address field or email field with a sentence. The sentence can be about what the mailing list will offer or a free incentive.
- About Page
Get visitors to learn more by connecting and subscribing. It can be a name and address field or email field with a few sentences that specify how visitors will benefit when they subscribe.
- Bottom of the Blog Posts
If visitors to the website make it to the end of the blog posts, it means they have enjoyed reading it. They are now ready to take action. A strategically placed form will give them an option of what to do next.
- Website Footer
If the visitors make it to the website footer, it shows that they are interested. You can get them to subscribe.
- Checkout Page
The best way to make an email list is through sales. You will be able to add customers to the email list after they make a purchase.
Different Types of Incentives
Capture the attention and loyalty of your customers with different types of incentives.
- Free Content
Customers get access to free content that is related to the product they purchase. Ensure that the content is interesting and adds value to the customers.
Running sweepstakes on the website will provide customers an incentive to visit the site again.
- Exclusive Deals
Provide exclusive deals to the customers who have subscribed to the email list. The exclusive deals can be provided when launching a new product or before the sale season starts.
Email List Segmentation
Email list segmentation is important as it will increase email revenue, increase open rates and enable businesses to achieve their revenue target. List segmentation helps businesses target subscribers with personalized emails.
- Geographic Segments
Creating an email list segment based on customer location is valuable. You can choose to send a personal invitation to customers who live in the area. Sending targeted messages (announcing a sale) is a great way to activate subscribers.
If you don’t know where the subscribers are located, you should determine how they got onto the email list. If they had signed up for the email list when in the store or when they made an in-house purchase, it is safe to assume that they are a local customer.
- Purchase Patterns
If you want to convert users using email, then list based segments based on purchase patterns are useful. Purchase patterns include frequency of shopping, how much customers spend in a single transaction, and where the customers like to spend money.
The purchase pattern groups include first-time customers, active customers, and inactive customers. The messages for the different customer’s groups will vary. The different messages will help in capturing their attention.
- Product Based Segments
Product based segment will vary depending on the product variety and line. If customers had bought specific brands and products, segment them into different lists to make sense.
It is best to send content that is related to the different products and brands.
Transactional emails are automated messages. They are triggered after the customer makes a purchase. The automated message contains details about the order, expected delivery time, and other related information.
- Shopping Cart Abandonment Email
After the customer enters information and leaves items in the shopping cart without purchasing an email is sent to the customer. The email is a reminder that there are still items waiting in the cart.
Shopping cart abandonment emails can be improved by putting the main message in text format. It will enable the customer to see it immediately. Remind the customer about items in the cart.
Communicate a specific incentive like a discount or free shopping so that the customer returns to the cart and completes the purchase. Use a clear and compelling call to action.
- Order Confirmation Email
If the customer has already made a purchase, the chances of selling your product again to them is high. This can be done by using the order confirmation email as a marketing tool.
The order confirmation emails reassure the customers that the order is complete and it is on the way. For repeat customers include options such as accessory or add-ons. This will help extend their relationship with your business.
- Shipping Confirmation Email
Shipping confirmation emails are important. The customer is excited about receiving the product and this provides an opportunity to engage with them. The emails can be improved by making it easier for the customer to track their order.
Forward a link to the customer suggesting to them to refer a friend. Product suggestions that match the purchase made by the customers can be included in the email.
- Customer Feedback Email
The customer feedback email is sent after the customer has received and used the product. The focus of the email should be on customer satisfaction and not sales.
The survey and review form can be placed on the website. This will enable the customer to see other related products and offers when submitting the feedback. The review can be included on the product page.