Email marketing has been around since quite a while now, and being one of the most cost-effective method- almost every eCommerce business owners have adopted it in their promotional campaigns.
There can be many reasons to send an email to your customers, however does your campaign really churn better sales for your eCommerce business?
Running an email marketing campaign is easy to start, however performing the correct ones, is crucial for experiencing excellent results.
So, how can you ensure you are performing the best of best email marketing campaigns for your eCommerce business? Confused!
Below in this article we will highlight five must-have email marketing campaigns that every eCommerce company should abide:
1. Behavioral email campaign
Running an email marketing campaign and offering the same content to all your customers will make it look alike an automated one. Bringing a life to those emails by tracking your customer’s website behavior and offering relevant content, will encourage them to engage with your brand. Also, you will automatically increase the chances of sales for your eCommerce business.
Trick: Alert abandoners
According to a latest research by Smart Insights, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales.
Therefore, tracking abandoners browsing behavior and targeting them with email content that they would like, you’ll not only remind them about their incomplete purchases but also make them feel that you are concerned about them leaving your site.
Great example from a leading brand
2. Personalization email campaign
Gone are those when standard email content would get your customers click-through your website link. Today, modern customers expect a little more than simple way of promotions i.e. personalization. And, to make your customer’s stick with your brand, you need to offer content that has emotions.
Trick: Loyalty rewards
Sending personalized emails as per customer’s liking and with frequent loyalty rewards, will help you build stronger relationship every time you do it, encouraging them to stick with your brand for long.
Great example from a leading brand
3. Customer service email campaign
It important to offer your customers with the services they would like. You can always expect a modern customers to stay on your eCommerce site for long, if it offers a unique browsing experience. So, how can you make the most out of e-commerce website?
Trick: Encourage feedback
Adopting a customer service email marketing campaigns and sending an easy-to-access feedback links will give you a chance to know their ever-changing demands. This will make it easy to optimize content and offer an excellent shopping experience to every customer who visits your eCommerce store.
4. Lead generating email campaign
It is always important for any eCommerce business to encourage existing customers for making repeat purchases in order to make them stick with to the brand. So, what can the most effective way to make the most out your lead nurturing email campaign?
Trick: Up sell
When a customer places an order from your eCommerce store, send them an email a few days later with items relevant to their previous purchase behavior. This method also known as up sell, will increase the chances of sales orders from your existing customers.
Great example from a leading brand
5. Re-targeting email campaign
You’ll have many customer who has made purchases earlier, however it been a long time they haven’t returned to your eCommerce store. Targeting such customers becomes equally important as they have already given you business. Re-targeting such customers can help you bring back those customers who were loyal in the past.
Trick: Hard-to-deny purchase offers for dormant customers
To encourage dormant customers, re-target them with email offering special discounts. And, to make even more potential, include an urgency to ensure they take actions before a specific date in order to avail such one-in-a lifetime benefit.
Great example from a leading brand
Adopt the above 5 types of email marketing campaigns and tricks to use them, so that you engage your customers, encourage repeat business, and most importantly, to get your customer happy interacting with your brand and listening to what you have to say.
Apart from tracking your customer’s website browsing behavior, having real-time stock scenarios will help you even more confidently send out promotional e-mailers to your customers. An inventory management system in place, will help you sync all your stock (across multiple channels) in one centralized place, allowing you an easy access to your stock happenings from anywhere, anytime.
Holidays and year end is round the corner, and you're are probably looking for higher click-through rate of each email marketing campaign. But the question is, are you getting what you want from your email marketing?
Email marketing is an ideal method to boost website traffic and increase conversion rates, but to make that happen - recipients first need to click the hyperlink you include in your email. It feels so bad when you implement an email marketing campaign and you realize that you are not getting the number of openings that you expected. The reason why you're not getting as many opens and click-through rates from your email marketing, is either you don't understand how does it or you are unaware what can be achieved.
Below are few tips that will help you improve click-through rate
1. Quality email list
This is the foremost thing you need to keep in mind before you plan other tactics for your email marketing campaigns. Check your email list to ensure that you are targeting relevant people whom you feel would open the email, read the content, as well click the hyperlink provided in the email. Now if you are one of them who purchase email list from any third-party source it may not help you get potential click-through rates. Instead, preparing your own list that includes subscribers or recent shoppers. By doing this you the chances of them opening your email and clicking the hyperlinks increases as such people will always be interested to know more about your products and brand.
Shooting the same email to everyone in the list is not the correct way to run an email marketing campaign. Your content will no doubt be relevant to your brand and offerings that you wish to promote, but not all recipients are same. Segmenting your email list will not only prevent you from annoying recipients with offer that they would not like, but also helps you target each of them with relevant content that would make them click-through the link provided.
You email headlines/subject line will determine whether the recipient will open the email or not. Ensure the headline you create has something for your recipients is engaging that will encourage them to immediately open the email and click-through the hyperlink. Come up with headline that is relevant to the objective of your email marketing campaign. For instance, if the email campaign is sale-oriented or you are promoting a new products, then clearly state the value offered in the email with an appropriate worded headline/subject-line.
- Seasonal headlines
Holidays are round the corner, hence apart from focusing on relevant headline for your email it becomes equally important and beneficial to create one as per the mood or add reference events to the subject line. This will make your email look very timely and relevant that creates a positive impact on click-through rates.
You tactics have worked for you and your email headline has encouraged the recipients to open the email, but that's not your main objective. Your goal is to increase the number of click-through rates and email content will determine whether the recipient will click-through or not. To be safe, ensure you offer:
- Relevant and target content
Make sure you offer content that addresses your objective and engaging to attract recipients focus till the end. This is why you segment your email list. You can easily target recipients with content they want which in turn will automatically encourage them to click-through.
Without personalization, recipients will consider it to be an automated email that you've sent to many. This creates a negative impact and may encourage recipients to discard the email immediately. By segmenting your email list and tracking customer's past history you can design an in-depth personalized email that will receive more click-through due to the targeted nature of your email.
- Avoid distractions and force content
Ensure the content your offer in the email should have no distractions like words or phrases that are not relevant to objective. Try and include multiple offers to create a hope that at least some may compel the recipients to click-through. But, never offer content that will make recipients feel that you are forcing them to click-through. Send emails only when there is something worth to your niche audience.
5. Allow social sharing buttons
Today, billions of people have their presence on social networking sites (Facebook, LinkedIn, Twitter, etc.), hence it crucial you take and advantage of this effective source. Allowing social sharing buttons will be added advantage, because if your recipients does not want to redeem the offer, they might know someone who does. And by allowing social sharing buttons they can immediately share it with ones who are interested. Allows social sharing buttons and watch your click-through rates rise.
6. Focus on call-to-action button
To improve click-through rates, all it takes - is to have an appropriate email list and call-to-action button. So, once you have a quality email list focus on the call-to-action buttons as mentioned below:
Some recipients will have a clear idea about your offerings by reading the subject line, for them placing a call-to-action button at the top of the email will save their time. Some will first read the entire email and are more likely to click-through at the end of the email, while some get an exact idea about your offer in the mid of the email. Therefore, positioning the call-to-action button at the top, center and bottom of each email will help you carter different recipients behaviors.
- Influencing text
Apart from putting up content relevant to your offers, even more important is to infuse influencing text that should inform recipients how they could benefit from clicking the link. But, ensure you keep the influencing text crisp.
- Ensure the link leads to relevant landing page
The basis motto for organizing an email marketing campaign is to have recipients click-through and engage with the content, product or information that your offer. However, if the link does not lead to the relevant landing page as per mentioned in the email, is of no use. Also, it may create a negative impact for your brand who may never click-through in future. Make sure you keep users engaging even after clicking.
- Give something for free on every click
Try and offer a cash reward if possible on every click-through as this will act as psychological push that may encourage recipients to click-through the link provided.
7. Choose the time
Selecting the time to run your email marketing campaigns becomes very important. Because, considering email marketing campaigns during the days and hours when your target audience are available makes no sense. Therefore, it will be an advantage if you can research the best time by either asking email subscribers or tracking their past click-through rates timings. However, weekend are the best option to run an email marketing campaign.
8. Ensure your emails are mobile optimized
With more and people switching over to smartphones, it makes it easy to access emails over the phone. And, research shows that millions of users across the world are opening emails using their smartphones, as it allows them an immediate access to it. So, if your emails are not mobile optimized, you are leaving a huge amount on the table. Ensure your emails are compatible to any smartphone that will allow mobile readers to click on call-to-action on the go.
To end with, keep on testing your email components that include headlines, content, CTAs, timings, and implement the ones that create a great impact on click-through rates.
Email marketing is considered to be one of the oldest marketing strategy, even followed today. When it comes to results, marketers have learnt that email marketing have a significant impact on the entire sales cycle, from lead generation to conversations.
Many online ventures rely on email marketing and considered it to be the best way of communicating with their customers. For them, it's a way of sending effective message that they can be sure will be received, as well as saving capital on other direct marketing methods.
As we all have moved into the new year, and like any other business owner, you would expect to see an immense growth and improved ranking for your site this year. Therefore, it’s important to take a look at the email marketing trends we can expect to see during 2014, so that businesses can get a jump on what their customers want to see in their inboxes.
Make use of videos
Use of videos in an email marketing have grown in popularity, even over the past few months. You Tube is a booming search engine, and more and more videos have been shared on social media daily. Videos, when done in a proper way, can add a lot to your email marketing strategy. But, there are many email programs which may not support videos, but you can always add a link to your video that is posted on You Tube or your website. By doing this you will engage your customers and at same time spread your message across much more quickly. This concept will help you track and see who is viewing your links, which in turn will help you segment your list for a more focused future broadcast. Whether you choose to create entertaining videos, or you go for informative pieces, your customers will appreciate them, and will probably go looking for more.
Use of mobile technology
Did you know that 48% of emails are accessed through a mobile. The mobile trend will never fade, hence mobile technology is increasing in importance. Your marketing email will contain links to your website. Hence, through mobile technology, it becomes easy for anyone to access your site's link where they can place an order or get more information about your products and services. Make sure your website is up to date regarding mobile responsive web design to ensure that you don’t lose any customers who might get frustrated after viewing it on a mobile device.
Use of images
Same as videos, images have also taken over social media sites as being a valuable way of advertising. Social media sites like Pinterest has grown in a popularity this year, reason, all due to their focus on images to grab people's attention. This image that you use in your email can be a product image, humorous image or any other image that can engage your customer. The important thing is to use them as much as possible.
Make email sign-ups seamless
Ensure that your email sign-ups forms are easy to locate and easy to use. It is always recommended to add a sign tab to all your social channels. Keep fields limited!
Automation allows businesses leverage a fusion of both email and social marketing power to create and endure deeper, more profitable customer relationships using less time and resources. All you need to do is set it and forget it. Schedule social shares to email automatically. Set a trigger to keep your customers well informed.
By following the above latest trends in your email marketing you can be well on your way to a very successful email marketing campaign in 2014. You may even find that your innovative thinking regarding the coming trends puts you well ahead of your competition, resulting in more revenue for your business, and a growing customer base.
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