The best eCommerce email marketing techniques

Posted under Email

Ecommerce email marketingWe’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:

  1. 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.
  2. 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
  3. 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
  4. Personalise wherever possible – more relevant emails will capture interest and without segmenting ROI will be lower
  5. By personalising you can cross-sell where possible (you bought this so you might like this…)
  6. 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.
  7. 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
  8. 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!

Karen McNulty

Karen joined Media Matters in 2007. She is an accredited trainer and Chartered Marketer (with the CIM) and has worked in the sector for over 20 years. She is passionate about technology and loves to keep up with new innovations and trends around Digital Transformation, digital marketing and cloud computing. A strategic, dynamic and innovative senior digital marketer, Karen has a rich and varied portfolio of experience in a variety of disciplines, industries and verticals.

Karen actually left us to pursue her interest in IT for a two year spell but couldn’t keep away! She has returned full of beans to raise the profile of digital and cloud marketing opportunities for business. Her role as operations director covers all things “techie" both in house and with on-boarding clients.