Running an ecommerce business is no easy feat. That is why brand owners need every help they can get to stand out from the competition.
One of the most important aspects they need to consider is their email marketing strategy. Without one, it can be difficult to develop meaningful relationships with your ecommerce customers. They’re also goldmines for boosting revenue.
The good news is that you do not need to brainstorm with your own ecommerce email ideas. There are email marketing strategies that have stood the test of time and have proven to be effective every year.
Here are the top 3 email marketing strategies ecommerce brands need to win and retain more customers.
Email Strategy #1: Personalise Your Emails
Personalisation is about so much more than just using the “Hey [FirstName]” tag for personalising email messages. Recipients expect more these days.
Instead, ecommerce brands should treat these emails like they would a relationship. You don’t always greet someone with their name when you already know them well, right? Sometimes you can just jump right in because you already know that what you send is something that is relevant to them.
Sending content that the recipient cares about is more important in email marketing today than ever before. Although some readers still prefer seeing their names at the start of the email, if you fail to provide them with content that is interesting to them, then you’ll eventually lose their attention.
That is why you should communicate with your contacts just like you would to people in real life. You want to provide them with value in every message you send.
Once the recipient engages with a specific product, make sure you send them more details about it. By personalising the choices offered and providing your audience with what they need, you show them that you care, which eventually builds up trust. This also leads to customers that become more loyal to your ecommerce brand.
Email Strategy #2: Offer Valuable Content
Although this may seem counter-intuitive, giving stuff away to your target audience can actually lead to more revenue down the road.
Customers that already know which brands like giving away freebies and discounts will most likely open emails from them than others. Whenever a contact opens a message, there is a probability that they will see something else that might interest them.
The only problem with giving away these items and promos is that it is not always sustainable to do regularly. Instead, you should choose to also provide something that you can sustain such as information.
Providing your contacts with free content like news, insights and advice can give them great tips on how to work through their problems while guiding them towards your products. One way you can do this is to repurpose content from your blog. This also doubles as a means to promote your site.
The more valuable the information, the higher the chances that your contacts will open your emails. This is especially true once they realise your messages can actually benefit them.
However, this does not mean you should shy away from providing things that are more financially enticing. Offers such as free shipping and discount codes are a few examples of things that you can give away that can be sustained when used in the right way.
Email Strategy #3: Optimise for Mobile Devices
Since mobile devices are responsible for the opening of 77% of emails nowadays, you can miss out on a huge opportunity if you fail to optimise for these devices.
A lot of ecommerce brands make mistakes by not knowing how to optimise for mobile or are making mistakes with formatting due to using the wrong tools.
For instance, emails that are formatted using two columns can appear stacked when they are viewed on mobile. Based on how the copy and content are arranged, this could drastically affect the appearance of the email. Usually, it has a negative impact on the flow of the message.
These three email marketing strategies have the potential to bring your email campaigns to the next level.
Although taking full advantage of each one is no walk in the park, following through with these tips can help you win and retain more customers for your ecommerce business.