Developing e-commerce email marketing strategies can be a challenging task. E-commerce is a place where there’s no face to face interaction between buyer and seller, unlike other regular retail stores. Here the regular customer interaction is being replaced by emails.
Being a digital marketing agency, building an email marketing strategy for your e-commerce client not only helps them to achieve success but also keeps them coming to you for more.
In this post, you will get to know how to design successful e-commerce email marketing strategies for your e-commerce clients.
Increase following with email campaign
Help your clients to build their email lists by creating effective email campaigns.
Build a list of loyal and genuine contacts
Whom your clients would send emails unless and until they don’t have genuine contacts. So before sending marketing emails, they need to have relevant email addresses to which they can send those emails.
To grow your client’s audience you should help them set up email opt-in forms on their website. These can be done in a number of different ways like
- A popup form when someone visits the website
- A checkbox opt-in during the checkout process.
By doing this you not only get the email addresses but you’ll get a chance to know more about your subscribers. At the time of signup, subscribers get a chance to tell more about themselves like their area of interest, preferences, etc.
Before asking for more information you should be clear what products your client sells, this will help you to dig out relevant information from subscribers and also helpful in building relevant email marketing segments. Such as:
- Birthday/anniversary
- Product category of interest
- Preferred email frequency
- Geographical /demographics information
Kick start with a newsletter
The best way to start your email marketing is by sending an email newsletter. A newsletter has a broader approach and it is more consistent in nature. Consistency easily builds trust among readers and generate interest in e-commerce offerings. In the newsletter, you can include either the original content of your client or you can curate the relevant content if there’s not enough regular content.
Keep contacts engaged with your client’s business
After building a following, one can move into a promotional phase. You or your client should send promotions to relevant segments including the information such as:
- Product updates for existing customers
- New product information
- Discount offers
- Add-on features on existing products
These promotional emails should be personalized to each audience.
Schedule email marketing task
Consistency is important. You should constantly be in touch with customers via emails. This will help you to stay at top of their minds but make sure that your constant touch doesn’t be irritating for your client’s customer.
Just maintain the right balance on sending frequency i.e. frequency of sending emails.
To do this, help your client to create a set standard of sending emails for e.g. one email campaign every 20-25 days. This standard can vary from customer to customer or segment to segment.
Optimized transactional emails
The next step in building an email marketing strategy for your clients is optimizing their transactional emails.
Send the right messages
Don’t make a blunder by sending the transactional email just like any regular email. Because transactional email is different from regular email. It is triggered by certain behavior of a customer.
Don’t overcrowd your client’s customer inbox, limit transactional emails to the most important messages only like:
- Order confirmation email
- Shipping confirmation email
- Delivery confirmation email
Test and analyze before hitting the send button
The final but one of the most important steps in an effective email marketing strategy for your clients is to show them how they can improve their email at the eleventh hour.
Always and always test your marketing campaign before sending it to your audience. Testing new ideas, monitoring the result is the best way to improve the user experience. Make sure your clients are testing these following areas:
Promotional offer: Try out different types of the offer to woo your customer (free shipping, special discount, occasional % off).
Timing: Suitable time to send a particular email. Different times can result in different levels of engagement. There is a difference in morning engagement and in evening engagement for the same message.
Fonts and design: Design is one of the factors which attract the user to open your email or not to open it. Thus fonts and design of an email can have a big impact on engagement and results will also vary.
Ending Note
Hopefully, these tips will help you to design a better email marketing strategy for your e-commerce clients.
If you have some more tips, feel free to write it down on the comment box. Wants to know more about email marketing then login to our website and follow us on Twitter.
