Email marketing is a HUGE part of any ecommerce business. We all know that the majority of people that visit our stores don’t convert the first time round. Email marketing allows us to follow-up with these people and build a relationship with them that pays – quite literally.
Email autoresponder sequences are responsible for millions (if not billions) of dollars in sales for businesses all over the world. It’s what enables lifestyle business owners to earn passive income in their sleep. Many people have had the ability to build multiple passive income streams thanks to the automation that email marketing provides these days.
Here are eight tips for creating email campaigns that drive more revenue for your business:
When it comes to discovering the best strategies, testing is mandatory.
A three pronged approach to email marketing works best. Before even thinking about creating an email campaign, you need to know the following information:
- Know your audience – Who are they? How old are they? Where do they browse and hang out online? What are their big pain point and issues?
- Understand your brand – What’s your brand voice and personality? Why do customers stay loyal? What can you offer to build trust with your subscribers?
- Know your goals – What are your goals for email marketing? Is it to drive more direct sales? Grow brand awareness? Drive more traffic?
All these questions are so important to answer before even thinking about email marketing. If you have an e-commerce store that’s making money and you don’t know the answer to any of those questions, you’re really just leaving money on the table every day.
Once you have all this stuff figured out, you want to start thinking about the types of emails you’ll be sending to your prospects.
Email types can broken roughly broken down into five sections:
These are the emails that most of us are very familiar with. They’re the ones we receive after we order something online. They are trigger-based messages that get sent based on specific actions people take on your website. Transaction emails should always include links back to your site because it can be help boost sales.
This is an order confirmation email from Beardbrand…
2. Welcome emails
These are emails you send to people to receive product/blog updates and special offers. People signing up to your list from your blog also receive these emails.
Welcome emails can be a great way to make a good first impression on your prospect, which is why they’re also very important. These emails are usually comprised of things like, first-time offers, info about your brand and social proof about your products/services.
It’sa great way to build that initial level of trust and authority with your prospect. The length of these email series is completely up to the seller. Some businesses will have a simple three email segment while others will have a never-ending one where the prospect stays on a particular list segment until they make a purchase.
Here’s a welcome email from the awesome mattress company, Casper…
3. Educational emails
Educational emails help to inform and (obviously) educate your prospects on the problems you know they have. These problems relate to the products you offer them. You’re the solutions to all their problems!
This type of email can consist of blog posts or original email campaign content. The goal with this type of email is to position yourself as a trusted brand in the industry. It’s also a great way to maintain regular communication with your subscribers, helping to nurture and build further trust and confidence in your prodcuts/services.
4. Cart abandon emails
The notorious cart abandonement. We all hate it and wish it would happen less often but the good news is we can reduce the rate of revenue loss by following up with prospects that abandon their carts.
These emails are sent to people who adds something to their shopping cart but leaves your site before finishing the order. The purpose of this type of email is pretty obvious – to get your prospects to finish what they started!
Many e-commerce brands entice people to finish what they started with special offers and discounts. Other brands use urgency messages to get people to buy now instead of next week, or never.
Here’s an abandon cart email from Huckberry…
5. Customer loyalty emails
These are emails that people don’t typically expect to receive from you. They’re essentially a “thank you” to your customers and usually include some form of reward. The goal with this type of email is very simple, to boost customer loyalty.
You want your customers to be excited about your products and sending them little rewards is a fantastic way to make them feel special. It also helps them support your brand by staying loyal and consistently buying your stuff over your competitors.
Building email campaigns to drive more sales
Now that we’ve covered the fundamentals of email marketing in an e-commerce business, we can take a lot at increasing your sales.
Here are five steps to growing your e-commerce business with email marketing:
Which emails do you want to test?
Testing is paramount of understanding your market. Review the types of emails above and decide which ones you woulds like to test over the next couple of months.
When considering the various email types, think about the answers to the questions I asked you above. Your customers, your brand and your goals will help you decide on the best email strategy for you to test.
2. Calendar planning and workflows
Once you’ve decided on the type of email(s) you want to test, it’s time to create your war map! Build out your email calendar with every campaign you intend to test over the next couple of months.
Consider the things that need to be done in preparation for your campaigns. Do you need product photos? Special graphics? New copy?
You’ll most certainly need most of those things.
Your workflows are the series of emails you want to send your customer once they buy something from you. These are your transactional and re-engagement emails. Ensure these are all included as part of your automated workflow.
3. Using the right technology
When it comes to email marketing, having the right software at your disposal can make a massive difference. Have a think about the tools you want to use to automate your email tasks. Your e-commerce platform may already have built-in tools to send emails to your customers.
A platform like Shopify has thousands of apps that can be used to automate various tasks in your business.
4. Growing your email list
Growing your subscribers list is crucial to growing your business. There are plenty of methods to increase your number of daily subscribers.
Here are two:
I – Write a checklist that solves a problem for your customers and promote it on your blog as well as social media. For example, if you sell dumbell weights, write a weight gainers nutrition checklist. Offer your ebook in exchange for a name and email address.
II – Add discounts throughout your blog, enticing people to subscribe in exchange for 10 or 20% off your products.
5. Segment Subscribers
Segmenting your leads is a fancy term for putting your leads onto different lists. Doing this can help you send much more targeted emails to your customers in the future. You can segment your list is so many ways such as by location, brand advocate and repeat customer.
6. Test, test and test
Once you’ve got your campaigns ready, get ready to test the shit out of everything. This will help you get the most ROI from your email marketing efforts. Without doing this, you’re just guessing, and guessing in business is just dangerous.
You can run A/B tests on literally everything these days. From subject lines, to graphics and email copy.
Doing this will help you understand how your customers respond to your content and ultimately lead to more sales for your business.