I bet we can agree that it seems like we can never get caught up with emails. Our inbox is flooded with random people or businesses trying to gain our attention. As we skim past every subject line and choose which emails to open, which ones to actually read, and which ones to simply delete, we quickly determine the ones worth our time. If we do it, your potential customers do, too. Your ecommerce email marketing strategies need to be focused on what’s going to attract your consumers to open, click, and buy your products. Here, we outline the efforts you should prioritize to increase ecommerce sales via email.
Whether you need to create a plan or revise the one you have, an effective ecommerce marketing agency can help increase revenues while you tackle the rest of your business. The first step to doing this is integrating your ecommerce store to your email marketing platform correctly. The data you need to increase future sales will then automatically populate. You’ll begin capturing customer purchase history, following their path to your website, and learning more about prospects & leads such as demographics, geographic location, and interests. But before you start seeing an impact on your ROI, you need to learn what to actually do with the information you now have.
Simply because you sent out an email, doesn’t mean you will actually get every customer to open it. We know this. Find out what makes them more inclined to open and interact with your email. A/B testing is the perfect way to do so. This is when you change one variable of an email and see which one performs better. You can test the sender’s name, subject line, send time, copy inside the email, and imagery (videos, gifs, etc.). Does a more blunt, factual approach work for your customers or do they enjoy more humor? Whichever email generates the most sales is your winner!
In a study completed by eMarketer, it was found that B2C marketers who leverage automation have seen conversion rates as high as 50%. Automated emails are reminders and follow-ups of a recent consumer interaction. One of the most important automated emails is an abandoned shopping cart reminder. Hubspot also reports that an email notification about an abandoned shopping cart receives a 40.5% open rate. You know they’re interested, so tell them they need it and don’t let them forget.
Your ecommerce email marketing strategy needs to align with your larger ecommerce efforts. For example, is your current site optimized as an ecommerce website? Have you considered integrating user experience research into your design to increase ecommerce conversions? Do you practice ecommerce SEO best practices? And perhaps most importantly, if plan to run expensive ecommerce PPC ads, are your landing pages consistent with your ad copy? If not, you could be building (quite expensively) a house of cards atop a shaky foundation. Make sure your email plan aligns with your overall ecommerce strategy and goals.
Whether you’re sending an individual email or an entire email campaign, it’s important to analyze the results. How do the open rates and click percentages compare to industry averages (sample of industries provided below - click on the graphic for all industries)?
Source: Campaign Monitor
Besides open, click, and bounce rates, how many unsubscribed from receiving your emails? How much in sales did it generate? What was its average dollar sale compared to your other emails? Is there a lifetime value calculation to be included, or are most transactions from one-time purchasers? You need to find out why a certain email performed better (or worse) than another. Constant analysis allows for constant improvement. Don't put off your ecommerce email marketing efforts any longer.