We’ve established why email marketing is important for ecommerce websites. Now here are some of the top e-mail marketing techniques for ecommerce, all of which improve the probability of potential sales:
- Capture email addresses on the website regardless of whether visitor are purchasing. Provide a compelling email sign up box with a reason to sign up like on Interflora’s website:If you do this, you can start to push offers, new collections and content to keen visitors who have “opted in” to hear from you.
- Make sure you have automatic emails set up for signing up, purchasing and delivery. They’re all opportunities to stay front of mind and build relationships
- Have a plan – a content plan for future emails will mean that you can schedule messages regularly and customers will know when to expect to hear from you
- Personalise wherever possible – more relevant emails will capture interest and without segmenting ROI will be lower
- By personalising you can cross-sell where possible (you bought this so you might like this…)
- As long as individuals are subscribers, you should keep in touch. Ideally this will include a regular newsletter with product promotions and offers, reinforcing the offer that signing up to hear from you means they will be the first to hear about new products, promotions and news.
- Use the data from your email marketing activity (opens and click-throughs) to segment mailing lists and tailor new messages to specific interests. This is one of the most powerful techniques and often under-utilised by online retailers
- Measure and test everything to achieve the best possible conversion rates. With ecommerce email marketing you can easily track sales success and work out the best techniques to keep your customers interested
For an ecommerce website, email marketing is proven to be one of the most effective marketing techniques and you can see why – what a perfect opportunity to encourage new and repeat business. The only caveat to this is to make sure you do it well!