The use of email marketing in the field of e-commerce can be extremely efficient and paying. Increased sales, customer engagement / prospects, increased loyalty, useful information sharing, etc. This versatile tool offers a multitude of benefits to online retailers, without paying too big sums. Here are the main points to know to develop an online business using email marketing.
Email marketing and e-commerce
The use of emailing e-commerce consists of sending couriers by way of Electronic to customers and prospects, with the aim of promoting a product / service and therefore generate sales for the online store. These may be general or targeted mail. The email is therefore offering a sales channel. Its use serves both to develop the active business activity concerned, to attract new customers, but also to retain the already existing clientele.
For the success of online business, integrating an email marketing strategy is essential. This will indeed make it possible to increase the awareness of the sign, to boost its sales and the traffic on its site, to generate prospects, to build a relationship of trust and especially continuous with its customers.
The three types of email marketing campaigns in e-commerce are:
- The promotional email, which aims to inform the specific offers subscribers available on the online store, the arrival of new products / services, exclusive promotions, brand information, etc.
- The transactional email, which aims to inform an individual client on a transaction made by the latter on the online store (confirmation of purchase, sending command, invoice, satisfaction questionnaire, etc.).
- The email concerning the Customer life cycle which is entirely automated. It is intended to follow the said customer in the different stages of the sales process (conquest, conversion, growth, loyalty, attrition and reactivation). It can for example be a welcome email, a promotional email, a reminder email following a basket abandonment, etc.
For optimal efficiency, it is essential to vary the type of emails sent, so as not to quickly tire customers / prospects by always sending them the same type of content.
Tips for Successful Email Marketing Campaign in E-Commerce
The message must be relevant and content must adapt to the target audience to which it is sent. To customize, first put the contact name in the email, address, offer to products corresponding to his preferences or those that have already bought from you, etc. Clearly, show that you know, that you are talking to him and no other, that you care for his needs.
Heal the content
After customization, including the name of the person and address, the email subject must be refined, because it’s mostly him that will tempt the person to open his mail. Feel free to spend time on both the content and the layout of your message.
The content must be interesting for the contact who receives. For this, you must perform an analysis upstream to better understand what makes your target audience react positively. It can for example be an exclusive offer, new products / services, but also of blog articles, explanatory videos, etc.
Also remember to insert a button call-to-action subtly, but clearly visible, in order to encourage the recipient to go further. Finally, your email should be easily readable on all devices (computer, tablet, phone).
Send the message at the right time
Like the email must be relevant, it is the same for the timing. Send the right message at the right time is a great way to keep the engagement of the target audience. Some shipments may result from an action as abandoned cart, for example, while others will focus on an event or a specific time period (out of a product, sales, event, etc.).
Segment your audience
Take time to analyze your audience and differentiate your customers / prospects (behavior, individual characteristics, etc.) to perform precise targeting. This will help you to better customize your shipments and increase their positive impact.
Always test your emails before sending
Because to err is human, but it can also be avoided, it is important to conduct A/B testing to narrow your emailing strategy and make your most effective campaigns. Take the time to try different versions of your message will let you see which ones work better and therefore to optimize the final shipment; which could then have a highly significant impact on your sales.
Get permission before sending contacts
Each person receiving email must be agreed in advance is a basic rule and also a legal issue. The customer / prospect must be free to accept, reject or cancel any contact with the sender. So you need to obtain permission, set up a registration form on your site. In addition, each email sent must include an unsubscribe link.
Each email campaign mailings must be followed by a precise analysis of the results to improve future mailings. You will therefore follow the open rate, click-through rate, the rate of churn etc.