Why Does Email Marketing Matter for E-Commerce Businesses??

Emails foster trust elements among the customers. Tapping on this human belief, send out emails to make shopping easier for them from your E-commerce brand store.?

The online marketing strategy involving the use of emails for reaching out and engaging potential new and existing customers by online businesses is E-commerce email marketing. For promoting their new products, discounts and deals, sending out transactional information, abandoned cart reminders, order updates and updating the subscribers – E-commerce marketers use email marketing strategies.?

E-commerce marketers send these emails as one-time campaigns or automation on the basis of consumer data such as interactions, behavior, earlier purchases and so on to fulfill business objectives like engagement, awareness, cart recovery and sales.?

Why Is Email Marketing So Important To the E-Commerce Marketers??

Before we state the statistics demonstrating the significance of email marketing, first, let us find out why email marketing is so important to E-commerce marketers.?

1. Ability to Earn Highly Focused Audiences

When the audiences are subscribing to your newsletters, it means they are interested to engage with your content. These ate the highly targeted audiences consisting of verified leads.?

2. Better Personalized Communication

A consumer-centric message suitable to specific audiences is the heart of communication strategy to take the brand a long way.?

3. Simple Yet Effective Strategy to Implement

Email marketing is globally accessible and can be easily executed. With less, a lot more can be acquired. Email marketing is a direct and more effective business communication platform.?

4. Collecting Data Analytics

E-commerce marketers can collect comprehensive data analytics from modern email marketing platforms for identifying the pros and cons of their email campaigns in real time.?

The following statistics clarify how significant email marketing is for E-commerce success.?

??? On a daily basis, more than 99% of consumers check their inboxes.

??? According to more than 80% of retailers, email marketing is the affordable method to retain customers.

??? Emails have influenced purchase decisions for 59% of consumers.?

What Are the E-Commerce Email Marketing Campaigns To Implement To Earn Better Results??

Different email campaigns and triggers are important to E-Commerce retailers for keeping high customer engagement.?

1. Abandoned Cart Emails

Abandoned emails are proper for new and repeat customers who, after logging in, add products to their basket but have left without completing the purchase. That is to say, they have abandoned their cart. These customers need conversational emails with psychological triggers to be converted into loyal purchasers. At this stage, social proof and scarcity play a good role.?

2. Up-Sell and Cross-Sell Emails

The customers who have purchased an item should receive the up-sell and cross-sell emails. The overall goal is to sell additional products to them for increasing the average order value of your store. Here is how you should go ahead -?

a. Following Up With Any Product?

After a customer has completed the purchase, send a follow-up email. These email series should contain similar product/s be often bought with the product the customer has purchased. Consider this strategy as a "Frequently Bought Together" selling opportunity.?

b. Following Up With Categories?

After a customer has purchased from a specific category, then the related items can be promoted in a series of emails. These emails hold if the customer has purchased from a campaign. They can be shown the other options to make them realize they might need other products from the same category.?

c. Following Up With Receipts

Purchase receipts are backed up by the highest open rates on the web. These emails attract more than?70% of customers to open. So, using the receipts and implementing offers and discounts for recommendations will be showing a better customer response. Request for a review after they have received it. Ensure they are having access to your returns and exchanges policy.?

3. Promotional Offer Emails

Promotional offer emails are applicable for varied customers in multiple ways. Use the promotional offer email series to inform the customers about site-wide discounts, new products launch, and special incentives during the holiday seasons. Whatever might be the purpose, speak directly to your audiences in the emails. The best is to?segment your customer base according to categories like –

??? High Average Order Value Customers –?

These customers can easily find to buy all their needed items at once when you use the promotional bundles, monthly subscription boxes and product recommendations aligning with this segment’s typical buying guide.?

??? Discount Customers?

When any of your brand items are on sale, then these customers typically purchase the products. Email the updates on sale opportunities and more money-saving methods which include refer-a-friend, loyalty programs and more.?

??? Face Value Customers?

When the customers buy at face value, then they are not influenced by discounts. The products' newness or exclusivity gives them a better sense of trust. So, these customers are to receive first-access promotions emails to the new products or lines.?

For personalizing the on-site experience for your segments, use the customer groups. With customer groups, you can alter the products and prices for certain groups for showing discount prices to the discount customers.?Before others, the Face Value Customers can see the new product lines.?

4. Customer Loyalty and Re-Engagement Emails

The prime focus of customer loyalty and re-engagement emails is building up a relationship between the brand and the customers. Nevertheless, all emails ought to contain an element of reciprocal exchange, but the customer loyalty and re-engagement emails emphasize strengthening a bond with the customers and winning back the customers who did not purchase from your E-commerce brand's store within a?given time frame.?

Follow these loyalty and re-engagement email examples –?

a. Life Event Emails?

Be attentive to your category for collecting information from customers to successfully develop significant future relationships. Say, include a discount in birthday emails during the customer's birthday month to wish them and provide a personalized reason for purchasing.?

b. Win Back Emails?

The greatest instance of the Win Back emails is the "Your Cart Misses You" and "We Miss You" subject lines in the emails. Typically, these include a conversational message, a discount code for re-engaging the customers, and an opportunity of opting out of communication.??

c. Replenishment Emails

When a product being sold is having a defined usage period, then send emails at a re-purchase time for driving re-orders.?

5. Transactional Emails

After someone has transacted on your website, then the transactional emails are sent out. In the transactional emails, the crucial information related to the purchase orders, thanking for purchase and encouraging for further purchases are mentioned. Typically, the transactional emails comprise the order number, payment receipt, shipping details and relevant links.??

6. Trigger Emails

Triggered emails are sent to the customers based on their online activities, specific behaviours, and actions they take when they are interacting with the brand. Say, after a customer completes a purchase, then to thank him/her, you have to automatically reach out to them. With trigger emails, you can email discounts or promotional offers. With behaviorally triggered emails, you can nurture the prospects and drive them up into the buyer's journey and develop a relationship with them.?

The Best Practices to Implement For E-Commerce Email Marketing?

You can improve your E-commerce email marketing strategies by following the best practices we have summarized here for you –?

1. Come up with fully responsive email design templates for the audiences to easily read on any access device. So, carefully choose from the list of fully optimized and customizable email templates.

2. Perform A/B testing to gain better and deeper insights into your customer base. Likewise, you can better discover all the needs of your customers. Then proceed to make more effective and sales-driven email campaigns.

3. Send exclusive and extra discount offers and reward points to nurture customer loyalty and build up brand image.

4. To encourage the customers to visit your E-commerce website, notify them regarding major announcements like holiday deals, sales, hot offers, end-of-season discount offers and more.

5. Make sure each user is receiving relevant behaviour-triggered emails and highly personalized emails from you. These include shipment status emails, review request emails, order confirmation, and order delivery emails.

6. You can generate new leads by introducing a referral program. In this way, you can nurture loyal relationships with your customers. Human beings have a tendency to believe what their close ones are recommending. This chance is really favourable for your brand promotion.

Thus, email marketing is indeed so essential as a part of your E-commerce marketing strategy. Begin with proper planning as the gateway to successful email marketing campaigns. Make sure not to overload your customers' inboxes with emails since they might turn out to be spam. Segment your customer list and target your subscribers from different angles for expanding your customer base, raising purchase frequency and increasing average order value.?