Email Marketing Strategies: How Strategic Email Campaigns Can Be Used To Accelerate Sales
Email marketing campaigns are essential to every ecommerce shop’s arsenal.
When it comes to promotions, there’s really no better way to keep your current customers, rescue old ones, and gain new purchases.
The problem is that countless automated emails flood customers’ inboxes daily.
That’s why there are innumerable articles online all about how you can unsubscribe from all the noise and clean up your inbox.
So, unless you’re handling your email marketing smartly and creatively, it’s going to go unread and be a waste of your time.
But good newsletters can make all the difference, keeping your audience engaged, building strong customer relationships, and expanding your reach.
The key is crafting impactful messages and email marketing campaigns that your customers want to read. If you can do this, you’ll increase sales and promote your brand like never before.
In this deep dive article, we’ll cover:
- What email marketing is.
- Why it’s crucial for online shops.
- How email marketing can be beneficial (statistics).
- The steps to set up an email marketing program.
- How to build your email list.
- The best email tools to use for your next campaign.
- How to take your email marketing campaigns to the next level.
- Best practices for email marketing.
- Beautiful examples of email campaigns from B2C experts.
Let’s get started helping you create email marketing campaigns that are a slam dunk when it comes to boosting your sales.
What is Email Marketing?
Many online businesses rely on email marketing, which is the act of sending promotional materials through email. It’s an effective digital marketing strategy that reaches your customers via their inbox.
Emails for cart abandonment, sales, and product announcements are common, but they can be sent in almost any situation and to any customer or potential customer.
Recent customers and potential customers on a newsletter list can be nurtured and encouraged through email. It’s all about how you set up your email marketing campaign.
Why Email is Crucial for Online Shops
When you want to communicate something about your online shop, email marketing is one of the most effective ways to do so.
Your customers already spend a good portion of their day in their email. And when they’re ready to buy, they’ll often turn to their email to find information from their favorite stores.
Below are some of the benefits of email marketing for online shops.
1. Access to customers.
Most consumers have an email address, and they’ll use it on your site to check on their order status or to sign up for your newsletter.
Once you have a customer’s email, you have a direct channel to them; this is key for reaching out personally, which is far more effective marketing.
2. More conversions.
According to Barilliance’s study on email conversions, some 17.75% of clicked emails results in a purchase.
Email marketing offers a fantastic ROI (return on investment) that’s better than social media, blogging, and almost every other marketing tactic — depending on your business.
In particular, customers tend to love email offers.
3. Segmentation.
Email is easy to segment since you completely own the list. That means you can split up the emails you send by where your customers are in their journey or their demographics.
For example, you can send emails based on most recent purchases, age, gender, email domain provider, recent engagement, or abandoned shopping carts.
As long as you collect the right information alongside your leads, there’s no end to how you can refine and segment your marketing list.
4. More personal promotion.
Compared to social media, blogging, or website landing pages, emails can be personalized to the customer. You can add first and last names to the email greeting or link back to shopping cart items they abandoned.
If you have the information, you can use it to personalize your emails.
5 Email Marketing Statistics
Yes, email marketing really does work. It delivers exceptional results for ecommerce businesses of all sizes.
Let’s dig down into exactly why email marketing is so successful and what you can do to get the best results.
1. 99% of consumers check their email every day.
Your customers check their email every single day, according to the Data and Marketing Association. So, if you’re looking for a way to reach them where they live, email is it.
2. Email’s ROI Is $38 to $1 spent.
According to Email Monday, email marketers are seeing huge returns from their email spending dollars. For every $1 you spend on crafting a quality email marketing campaign, you can expect $38 in return via sales, conversions, etc.
3. Mobile users read emails.
According to Litmus, mobile opens accounted for 46% of all email opens. That means optimizing your emails for mobile gives you an even higher chance of success.
And that’s essential considering a 2018 Mobile Web study by Forrester found that smartphones will be used in over one-third—more than $1 trillion—of U.S. retail sales.
4. Personalize your emails (and add a discount).
Campaign Monitor reported that “consumers are just slightly more inclined to open an email offering a discount (72%) than one with a personalized subject line (62%).”
Emails that are both personalized with your customer’s name and offer a coupon of some sort will get you the best results.
5. The average industry open rate is 20.81%.
One in every five emails will be opened, according to Mail Chimp. The key to being successful with your email marketing campaigns is to craft emails that don’t wind up as spam, but that get opened by expectant customers.
Next Series read: How to Setup Your Email Program
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