Email Marketing Guide for E-Commerce

By Soko Directory Team / Published May 18, 2022 | 3:28 pm

KEY POINTS

Each of your clients receives an average of 121 letters per day. As a result, if you do not devote enough time to developing a strategy, your emails will be lost in crowded inbox folders or, worse, sent to the Spam folder.

KEY TAKEAWAYS

Email marketing in e-commerce is one of the online marketing tools for businesses that uses email to communicate with potential or existing customers.

It is difficult to find a business owner who does not want to outperform his rivals and thrive in the field. Nonetheless, not all of them maximize their potential to reach the top. Email marketing is one of the most successful strategies for growing a client base and earning more money. Do you know how to make use of it?

It is no longer enough to send letters to customers offering new products. Today, this should be done in such a way that the potential customer is compelled to use your service or purchase your goods. However, few businesses prefer to invest in email marketing. Let’s find out why it is worth it right now!

What Is Email Marketing In E-Commerce?

Email marketing in e-commerce is one of the online marketing tools for businesses that uses email to communicate with potential or existing customers.

Email marketing is a powerful tool. It enables you to reach a large number of people. Although not everyone uses social media, almost everyone has access to e-mail.

Email marketing employs a variety of letters, including:

Advertising (for direct sales);
Autoresponders (customizable letters, auto links);
Information letters (with useful information for the user);
Letters of announcements (event messages);
Transactional (in response to user actions on the site).

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The following are the primary email marketing indicators:

The number of subscriptions;
The number of opened letters (open rate);
The clicks indicator;
The number of unsubscribed users;
Clicks on the “spam” button;
Conversion to purchasing on the site.

The most popular way to build a subscriber database for email marketing is to include a subscription form on an online store’s/service website.

How Is Emailing Useful For E-Commerce?

E-mails can (and should) be used for a variety of purposes in E-commerce:

Relationship development. Personalized messages help to engage more people.
Brand recognition. Regular sending of emails helps people make a decision faster when choosing a product/service as your company and your services are the first to come to mind.
Content promotion. Emailing draws the attention of potential customers to an interesting blog post or useful material.
Obtaining new leads. Persuade your subscribers to give you their personal information in exchange for material (video, brochure, e-book, online course) that they will find useful.
Commodity marketing. Promotion of products and services.
Prospective customer education. Provide your customers with helpful content to assist them in resolving their issues.

How To Start Email Marketing

Before delving into the broad scope of email marketing, let us look at some key points that will assist you in developing the right marketing campaign.

Creation Of An Email Marketing Strategy

Nonetheless, you can learn how to create an effective mailing strategy and send letters only to those customers who are interested in reading them. You only need a plan to accomplish this. When developing your email marketing plan, you should focus on the following phases.

#1 Determine Your Target Audience

A relevant distribution is one that is effective. As with any marketing activity, you should begin an email marketing campaign by developing a consumer profile, understanding what people want, and then creating an email campaign suited to your target audience’s demands.

#2 Identify Your Primary Goals

To define your marketing goals, you should collect common mailing data for your industry and use it to help you set goals.

#3 Make It Possible For Prospective Customers To Sign Up Or Register

To conduct an email campaign successfully, you will need to have a customer database. It is a list of people who have agreed to receive new content from you regularly.

You must provide multiple ways for potential customers to sign up to receive letters from you to create such a list. Do not be disheartened if your initial list only contains a few names.

It may take some time to grow. When you treat each subscriber and potential customer as an individual, you will notice how your list grows naturally.

#4 Decide On An Email Campaign Type

Email campaigns are unique. Therefore, deciding on a single strategy is often difficult. Would you like to create a weekly newsletter? Is it necessary for me to send updates to my product? What blog posts should I share?

These are difficult questions for any marketer, the answers to which are always subjective. You can begin by experimenting with various types of email campaigns and then determine which ones work best for your customers.

You should also create separate lists for different types of mailings so that your current and prospective customers can only sign up for the letters that are of interest to them.

#5 Set Up A Schedule

Determine how often you plan to contact the clients on your list. Inform the audience ahead of time so that they are prepared. Maintaining your schedule will help consumers remember you and develop trust.

#6 Assess Results

Measure your email marketing campaigns as if you were a marketer. When evaluating the efficiency of an email marketing campaign, there are four essential KPIs to consider:

Deliverability – reflects the percentage of emails that arrive in the inbox of the receiver;
Openness – the percentage of people that opened a letter after it arrived in their mailbox;
Response rate coefficient (RRC) – the percentage of users that responded on a call-to-action message;
Unsubscribed users – the number of people who unsubscribed from the mailing list after getting a letter from you.

Create A Mailing List

At this point, you should contact a list of potential customers who have indicated an interest in receiving emails from you. There are a variety of creative approaches to this, which can be reduced to two key elements that, when combined, allow you to increase the number of subscribers. These are:

Lead magnets (eBook, brochure, infographics, checklist, template, video webinar, online course, etc.).
Registration forms (should include only the most essential fields like name and email).

How to Improve Mailing Outcomes

KPIs are influenced by a variety of factors. Experiment and analyze to determine which changes in letters have the greatest impact. If you are not getting the desired results, experiment with the following variables to improve your mailing efficiency:

Deliverability

To avoid spam filters, follow best practices;
Remove inactive subscribers from the distribution list, leaving only those who are actively interacting with your emails;
Determine which addresses are receiving hard returns and remove them from your list.

Openness

To entice people to click on your email, experiment with different speech styles in the subject line;
Change the distribution day and time to find the best option.

RRC

Check your offer again to ensure that it is valuable to the people on your segmented list;
Rewrite the main text so that the reader understands what needs to be done;
Compare various call-to-action options, such as graphic and text format, bold and plain font.

Unsubscribed users

Check to see if the email sent is consistent with your brand;
Use the “disappearing bait” when they promise one thing but deliver the other;
Before offering additional sales, ensure that your emails are useful to your target audience.

Summing Up

There are many rules to follow when sending marketing emails, but the most important is to remember that your subscribers are people. You will be able to achieve all of your goals by running an email marketing campaign if you keep this rule in mind whenever you create an answering machine, lead magnet, or writing topic.

Subscribers want to hear from you and engage with you. Make yourself a valuable resource for them, and they will eagerly await letters from you as a best friend.

About Soko Directory Team

Soko Directory is a Financial and Markets digital portal that tracks brands, listed firms on the NSE, SMEs and trend setters in the markets eco-system.Find us on Facebook: facebook.com/SokoDirectory and on Twitter: twitter.com/SokoDirectory

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