Email marketing is a wonderful way to build relationships with your customers. In a world where privacy is becoming harder to come by, an inbox is like an online safe haven. It’s a place where strangers can’t see your messages and posts like they can on social media. While social media marketing has its place, email marketing balances it out. There’s a lot of information out there on email marketing and not all of it will be relevant for a small ecommerce shop. So, we’ve created a useful guide for small ecommerce businesses on how to get started with email marketing.
Create an irresistible offer in exchange for an email addresses
The first thing you should do is brainstorm offers that you can give customers in exchange for their email addresses. Types of offers include: a free downloadable ebook, coupons, discounts, and the promise of product updates. You don’t have to give an ebook or other type of product in exchange for their email addresses, but you DO have to provide value of some sort and let them know specifically what value you’ll provide. For example, you could promise to keep subscribers updated on new releases when they sign up for your newsletter. This leads us to the next point…
Tell subscribers what they can expect BEFORE they sign up for your newsletter
One of the keys to retaining subscribers is being clear about what they will receive when they sign up for your newsletter. They need to know how often you’ll email them, what type of content you’ll send them, and if you’ll send them discounts. If you fail to mention an important component of what they’ll receive, they’ll become agitated and possibly unsubscribe. The opposite is also true: if you don’t deliver on your promise, they will be unhappy. For example, if you told them you’ll email them every Monday and Friday, but no email shows up in their inbox on Friday, they’ll notice. They may lose trust in you as well because you didn’t follow through on your word.
Write a follow-up email
If you’ve been wondering how to get started with email marketing, you’ve probably contemplated whether or not a follow-up email is necessary. After a person has subscribed to your ecommerce email marketing list, he should immediately receive an email from you thanking him for subscribing and covering in greater detail what he can expect from being a subscriber. You’ve probably noticed that when you subscribe to an email newsletter, you receive one of those follow-up emails that also serves as an introduction to the business. As a smaller ecommerce shop, you should introduce yourself in the follow-up email to help build a relationship with your customers.
Understand how to measure your email marketing success
Most autoresponders come with analytics, so that business owners can monitor their progress and find areas that need improvement. It’s important to measure your email marketing success because you need to know what’s working, what isn’t working, and where you can improve.
Conversion rates, click through rates, and open rates are three metrics you should look at in your email marketing. Your open rate is what percentage of subscribers clicked on your email’s subject to read it. Your click through rate is the percentage of people who click a link in your email. Your conversion rate is the number of people who made a purchase after recently receiving your email.
Main takeaways on how to get started with ecommerce email marketing
To get started with email marketing, you must create an irresistible offer in exchange for email addresses, tell subscribers what they can expect to receive, write a good follow-up email, and understand how to measure your email marketing success. These are several of the most important tasks you should complete first when you decide to create an email newsletter. If you already have an email list, but aren’t seeing success with it, then going back to the basics can help. Never forget the simple things you learned on how to get started with email marketing because they make a difference.
Do you have any questions on how to get started with email marketing? Contact us if you need help setting up an ecommerce email marketing campaign and we’ll let you know what we can do for you.