As online merchants we’re constantly looking for ways to improve the user experience and push the good ol’ conversion gauge up. One of the best ways to get that done is by improving your eCommerce email marketing user experience. So I must ask, how many emails are you sending out to your customers each week? 1? 5? 50? Does it matter?
For eCommerce store owners and managers, what matters isn’t how many emails are going out the door each week, it’s how many customers are coming in. Quantity is not inclusive of conversions—it’s the quality, consistency, CTA and creativeness of emails that will yield positive revenue streams.
Where many eCommerce / online marketers mistakenly assume that more is better, it’s important to consider a different tactic when trying to boost email marketing effectiveness. Take a look at 5 different strategies you can take to do more with less when it comes to your eCommerce email marketing:
1. Set up triggers:
Trigger emails serve the dual purpose of being automated and targeted—if X trigger occurs, Y email is sent. Most eCommerce platforms have basic triggers already set up: order confirmation emails, account signup emails, etc. It’s critical to go beyond this, to set up sophisticated triggers that send targeted, quality emails to customers. For example, if X product goes on sale and a customer has previously ordered product Y, send them email Z.
2. Explore cross-selling:
Cross-selling emails are your first and best way to expose customers to new products and increase their advocacy for your brand. Pull data from past purchases, examine abandoned carts and leverage data patterns from similar shoppers to find applicable sales that could stimulate buyers, and send these emails in conjunction with sales or specials for maximum effectiveness.
3. A/B testing:
Figuring out what works and what doesn’t in terms of content and messaging is key in raising the effectiveness of your emails. A/B testing is the first and best way to learn more about what stimulates clicks and gets the attention of your customers. Running A/B testing against different customer groups, in regards to different messages, is a great way to improve the effectiveness of your eCommerce email marketing as a whole.
4. Target inactive customers:
Just because a customer hasn’t made a purchase in 30, 60 or even 90 days doesn’t mean they’re gone forever. Instead of relegating inactive customers to afterthought campaigns, put them in a pathing cycle to reactivate them. Drip emails, incentives and targeted suggestion emails are all important in coaxing inactive customers back to life—general prompts aren’t going to do it. Identify these shoppers, craft a strategy and leverage email as a way to re-open the lines of communication.
5. Personalize incentives:
Which is going to net you more sales: sending 10% off to a thousand customers or 20% off to a hundred shoppers? Which will garner more total revenue? The trick in maximizing your decision to offer an incentive is targeting the right shoppers with the right deal. Segment your email list based on shopper frequency, average checkout total, purchase tendencies and more, to determine which shoppers will best leverage certain promotions, rather than blasting one list with one incentive.
eCommerce email marketing is more than pairing lists with campaigns—it’s about understanding the customers on the receiving end of your email. Speaking to individuals with a message they want to hear means helping them see the value in the product(s) you’re offering. Give the above 5 tips a try and see for yourself how smarter emails can be more effective marketing tools.
Find out how Remarkety can help set up your email marketing: Request your free demo today.