Does your company have an online store? If so, this post is perfect for you! We present tips to implement an Email Marketing strategy in eCommerce and show how they complement each other.
Aligning Email Marketing with eCommerce is very important as it helps build a relationship with customers and share information.
We will then see how to implement Email Marketing in eCommerce.
1 – Create your contact list
Do not buy ready lists. As we have explained in this article, purchased lists have low return probabilities. Unauthorized messages are poorly viewed as well as risking going to spam. So create a list of people who are really interested in your products or services. Also, create quality content for your audience.
2 – Target your customers
To make your messages more personal and assertive, you may want to target your audience. You can target by age group, location, interests, behavior, etc. In this way, you can convey a more targeted message to each of these segments.
3 – Create Sales Campaigns
Create must-have campaigns that catch the attention of your contacts. Once again, create campaigns targeting each segment that have to do with the interests of the customers of those groups. Then trigger your campaign by email marketing and move to your online store. This is a good way to use Email Marketing in eCommerce.
4 – Maintain a relationship with the customer
Sending sales emails to the customer may be important, but you must first create a relationship with them. So send content that is not just for sales. You can send, for example, articles from your blog, tips on how to use a particular product, etc. Your brand will gain more notoriety and will be more valued.
5 – Abandoned trolleys
Imagine that a customer was logged in to their website, added items to the cart, then was interrupted by a phone call and left the site. What to do? She probably will not even remember that she added items to the cart. So send her an email reminding her that she left the cart and show you even the products she had added.
Abandoned car e-mail is one of the most commonly used Email Marketing strategies in eCommerce. This strategy can help your company sell more by reclaiming abandoned carts.
It’s worth pointing out that there are two types of these emails:
- Abandoned cart email: This is to encourage people to complete the purchase if they leave items in the cart. So it’s a reminder usually shipped 1 day after the abandoned cart.
- Abandoned Carriage E-Mail Series: These emails are meant to encourage people to complete the purchase with a series of reminders that left items in the cart. This is an extension of the first abandoned cart e-mail sent 3 to 5 days later and usually with discounts on articles.
6 – Use the up-selling and cross-selling strategy
These emails are sent to customers who have purchased something. The goal is to sell them additional items.
- Up-selling: it’s when we show more expensive items to the consumer, encouraging them to spend a little more, but offering a better product/service.
- Cross-selling: Cross-selling. That’s when you offer products that are complementary to those that are being bought.
7 – Send promotional campaigns
An Email Marketing strategy in eCommerce should include promotional emails. Show them a new product line or tell them if you have discount items.
Make sure you are talking to the right audiences. Again, the importance of segmentation, which can be done here as follows:
- Customers with High Average Sales Value (AOV): Use promotional packages, monthly subscriptions, and product recommendations, aligned with the typical buying cycle of this segment, to help customers buy all the items they need.
- Discounts Customers: These customers usually only buy when there are discounts. Send them discount updates and other ways to save money (earn points by writing a comment or uploading product photos, sharing with friends, etc.).
- “Face Value”: These customers do not buy the usual discounted items. They prefer new or exclusive articles. Therefore, send these customers emails with promotions of new lines or products as soon as they leave.