Ecommerce sites are essentially retail stores online. Rather than going to a brick-and-mortar location to buy what they need, consumers can shop from the comfort of their homes, offices, or anywhere they have access to the Internet. To turn prospects into customers, and one-time customers into loyal, lifetime customers, ecommerce sites rely on robust inbound marketing platforms, including email marketing.
What Makes Email Marketing So Great?
Email marketing can be one of the most valuable tools for any ecommerce business that wants to boost its revenue. Here are some of the advantages of regularly sending out emails to people who have expressed interest in your products:
You can build a relationship. Everyone knows that relationship selling works, and it produces a better sense of trust between the customer and your business.
You can position your company as a leader. It’s great to be seen as the expert in any field, and email marketing gives you a platform to showcase your expertise.
You can automate your emails. You won’t have to sit behind the computer and type out each email. After your email content is written, simply use programs to automatically send out the emails on your behalf.
You can track the response rate. How many people opened your emails? How many took the desired next steps, such as clicking through to a landing page? Email software programs offer many tracking options that allow you to become stronger at your email marketing.
You can predict revenue. Over time, you’ll become more comfortable with your email marketing and begin to see cycles develop. This helps you predict money coming into your business, which gives you greater peace of mind from a financial standpoint.
It can be used by small and big ecommerce sites alike. Even if you just opened your doors this week, you can still benefit from email marketing!
You can conduct A/B tests. Want to know which subject line is going to get you more customers? Conduct an A/B split test. You’ll get valuable information you can use in the future.
Excited to learn more? Next, we’ll talk about setting everything up.
How to Start an Email Marketing Campaign
The first step to developing an email marketing campaign for your ecommerce site is to map out the user experience (UX). For instance, it could look something like this:
User goes to your site and provides email address and name to get on your list.
User receives an email asking him/her to opt into the mailing list program.
User opts in and receives a second email with a special offer, such as a limited-time coupon or promo code.
User gets reminder email two days before coupon or promo code expires.
If user does not use coupon or promo code, he or she is placed on a prospect email list, rather than a customer email list.
User gets prospect emails monthly. When user finally makes a purchase, he or she is changed to a customer email list.
User gets customer emails monthly.
It’s easy to see that there could actually be many types of sales funnels. Mapping out each one will help you determine the path you’d ideally like visitors to follow.
After you have a basic idea of the email marketing flow, it’s time to start investigating email software packages. There are tons of available options, and all the strongest ones have their pros and cons. Research a few, or work with a web marketing firm to find out which they suggest.
At this point, you will have to either outsource your email marketing setup, or do it in-house. Don’t forget that you have to write emails for your email marketing campaigns, or have someone write them on your behalf. Keep them simple and informative, and make sure you link back to your site with a strong CTA.
When your email marketing campaign is underway, you can begin evaluating the analytics. These will help you make tweaks to increase your return on investment.
An Economical Way to Boost Ecommerce Sales
Email marketing is truly one of the most economical, practical ways to boost your sales. If you’re not satisfied with your revenue streams, it’s time to check out marketing through personalized emails.