With the bevy of emails arriving to every inbox day in and day out, ecommerce email marketing has become more cutthroat than ever. Over 144.8 billion emails are sent every day so, without an effective email marketing strategy, your emails may land right in the trash folder. While traditional email marketing may be dead, it’s still possible to get to the top of your customers’ inboxes. Here are 6 modern email marketing strategies that work for ecommerce businesses like yours.
1. Would you open and read your email?
This is the single biggest question you should ask yourself before sending any ecommerce email marketing campaign. Would you open your email? And, if so, would the message inside make you want to either a) read more or b) buy your offer?
2. Create content that is easy to digest.
Given the volume of email flowing through inboxes, your emails need to be short, catchy, and to the point. Gone are the days where readers when readers were willing to consume multiple paragraphs of text and images. Today’s readers just don’t have time.
Most readers will scan the email briefly to determine if they are interested in digging further or want to send it to the trash. If you want your email marketing strategy to work, focus on concise messages with a clear, single call to action. Emails with images are also more popular, so let your photos do the talking. Just be sure that the image format you choose will work for all of your recipients.
3. Send useful emails.
In addition to making your content easy to read, make it useful for your customers as well. One of the best ways to do this is by giving something away for free. This can be anything from a coupon or discount, to a template or ebook. But, make sure that this is high quality content in order for your email marketing strategy to work. When they see the value of your free content, they will be curious about the level of quality of your paid content as well.
4. Optimize your email send time.
In order to ensure that you have an email marketing strategy that works, you need to optimize the time that you send your emails to coincide with the highest open and conversion rates. Experian Marketing Services released a report on email marketing that showed that the hours of 8:00pm to midnight received the best open rate. Not only were open rates highest at night, but conversion and clickthroughs were highest as well.
Although this is the general result of the study, you need to spend time figuring out what time works best for your and your customers. Conduct tests by sending the same email to different groups at different times of day. In this way, you control for content and can see which times are most effective for your audience’s response.
5. Focus on the right metrics for your email marketing strategy.
When tracking success or progress in your email marketing, it can be easy to start to focus on the number of opens and clicks that you receive for each email. While these are markers of progress in your email crafting abilities, it should not be the primary metric you focus on when evaluating your ecommerce email marketing strategy.
If getting sales conversions is the primary goal of your email marketing, focus on the conversion rate first and foremost to turn potential customers into paying customers. This metric can show you your progress and your opportunities for improvement. Specifically craft your emails to be sales focused and drive those conversions through to your ecommerce website.
6. Find new ways to personalize.
The final key to an effective email marketing strategy that works is figuring out ways to personalize your ecommerce email marketing. Personalization no longer means putting a customer’s name in the email. In fact, with the abundance of scams and phishing going on, this might actually be a turn off to someone opening your email (and get you caught in inbox spam filters).
In order to personalize effectively, you need to have data on your customers regarding their past purchases, their website browsing history in your store, and any abandoned items in their shopping cart. Personalize your emails based on their needs, demographics, or past purchase history. These are more meaningful (and less creepy) than an email that simply includes your customer’s name.
If you’re ready to take a step forward with your ecommerce email marketing, reach out to Bizzy today. Then let us know in the comments – what strategies have worked best for your email marketing? What are you looking to explore next?