Today, online businesses use various channels to communicate with their audience and promote products or services. Among all of them, email marketing seems to be one of the most cost-efficient and effective for online businesses. Why? First of all, it offers extensive reach, can be simple in operation and is extremely useful in sales.
This post will tell you how effective email marketing can be and what you need for an eCommerce email marketing strategy.
How Does Email Marketing Work
Email marketing is a marketing channel that utilizes email protocols to transmit information. The data you send goes from one server to another until it finds the box of the recipient.
Yet, in marketing, it works differently. Today, most businesses use email software, or email software providers (ESP), to proliferate their messages. That way, they can send email in bulk, having the email addresses and a wide range of templates at their disposal.
At the same time, additional tools, like scrapers or email verifiers, are essential for email deliverability. For instance, the following tool allows validating corporate emails: https://getprospect.com/email-verifier.
By using such a software, a marketer will know for sure that the email will be delivered to the recipient. The automation of email marketing for online businesses allows contacting people worldwide and spending less effort and costs than other marketing means.
As a result, email marketing is known as one of the most efficient methods in terms of ROI, offering excellent opportunities.
Email Marketing for Online Business: What are the Benefits
So, what can email marketing offer to the owners of online businesses? Email campaign strategies are effective for lead generation, improving sales, and raising awareness about an online business. What are the advantages that make digital marketers pick this method before others?
Direct communication. Email marketing offers a direct channel allowing to communicate with the prospects. With it, a marketer has control over the communication and can develop relationships with the customers, do research and be flexible. In this regard, email marketing best practices underline outreach as the way to generate leads.
Traffic increase. Many marketers use email marketing strategies to generate traffic. If your prospects have subscribed to the email, you can direct them to the blog posts. That will help in the promotion of your article, and, thus, business.
Ability to Nurture prospects. With business email marketing, the marketers can accompany the prospects in their customer journey, from awareness to conversion. Email marketing best practices contemplate making tests and tracking the click-through rate. In its turn, such a move allows seeing at what stage the customers are and sending them the subsequent letters based on their interest.
Retention and reengagement. Besides, effective email marketing is concerned with making people come back to your website and buy products. Whether in Saas or the retail industry, customers sometimes purchase products or services once in several months. In this regard, email marketing becomes a tool to re-engage with the customer and present value or add to the existing one, making people return to the website and make another purchase.
Targeted approach and personalization. As email marketing allows greater control over communication, while modern tools have developed templates, the marketer has room for designing the unique approach. Usually, it relates to improved personalization. For B2C companies, it is about after shopping experience and recommendations, while for B2B companies, it is concerned with personal approach and understanding of issues. In each case, the recipient can be approached with an individual offer backed by insights or advice.
Triggering and boosting sales. Lastly, email marketing results in higher conversion. For instance, marketing tools allow tracking the time that the customer spends on the website. By using them for sales or conversion, marketers can send emails regarding abandoned shopping carts to push people to finish the buying process. On the other hand, email marketing for online business operations means cross-selling. When a customer buys one thing, the following email may contain an offer or discount regarding another product that can be combined with the latter.
How to Start Email Marketing Campaign for Online Business
The benefits of an eCommerce email marketing strategy underline why it is so widely used and justify implementing one for your business. To make effective email marketing campaigns, you need a clear goal, a solid provider, a healthy email list, and a lot of practice. Let’s take a look at some of the crucial points.
Define a goal and proceed with a plan
To start with, you need to have a clear, defined, and measurable goal. It comes from understanding why you need an email marketing campaign. Is it aimed at traffic increase, is it to nurture customers, or to affect the conversion stage?
As soon as you have determined it, plan on whom to target and what to write. It can affect your choice of the service provider, as there are basic ones and comprehensive solutions, like Mailchimp.
Gather contacts and create a list
Creating a healthy list of email addresses is essential for effective email campaign strategies and the deliverability of emails. Why? If they are wrong or invalid, all your efforts will go in vain. One can use email finder tools to build an email list from scratch or have an email verifier to check the validity of the addresses of the available list.
Notably, the best way to get someone’s email is via the lead magnets. A lead magnet is an exciting piece, responding to the customers’ wants, that they would exchange for their email. It can be a guide or ebook with insights or a promo code on your website.
Pick a suitable template
Depending on your audience, the goal, and the available software, you should pick the template for your letter. The templates for welcome letters, offers/ promotions, and redirections to the blog differ. Welcome letters for new subscribers can have video or pictures; promotions may have a strong CTA, while emails leading to a blog can present insights or other value. In this regard, the design of the template can make a difference.
Produce relevant subject lines and text
At the same time, consider making clear yet engaging subject lines. They influence opening rates. Moreover, if you add spam words there, it will affect the deliverability. Be sure that they are presenting an offer and are personalized.
The studies underline that personalization is widely used nowadays in the e-commerce field. That is why you can add some personalized elements in the body texts. Most of the templates of email software allow doing it. Consider the prospects’ name, sex, pain points, and interests. They can be used to create the email.
Testing is important for storing the eCommerce email marketing campaign. Why? The target audience is unlikely to be heterogeneous. Some of the CTA are better perceived by the younger generation, others by the older people.
The same applies to subject lines and visual elements within the emails. If you place pictures, think of color and how it can be perceived. Lastly, make different test groups to check which version of the email works better.
After sending the emails, track the open, engagement, and click-through rates. They are vital for seeing whether your actions were successful or not. If the first ones are bad, then you can modify your subject lines. If they are good and you do not achieve the desired click rate, the issue may be with the CTA.
In the end, if your goal is measurable, tracking the results would make it possible to see whether your efforts result in an effective email marketing campaign.