Email marketing is a really effective marketing channel for most businesses, delivered in the right way. But if you’re selling via your website, it should be one of the number one methods of communication with your customers, and potential customers.
There are a number of reasons for this:
- Email marketing is proven to provide an effective ROI, according the to Direct Marketing Association email report in 2013 it returns an average of £21.48 for every £1 spent.
- Email marketing is far more likely to reach its recipient than social media which relies on posts reaching their feed or being seen at that moment
- Most consumers accept that to purchase online they have to provide their email address and once you have that address as a result of a sales transaction you have permission to stay in touch
- Whilst their interest in your products and services is fresh in their mind, it’s a direct way to nurture their awareness
- If a visitor to your website has purchased from you once they’re far more likely to buy again and an email can encourage this
- Selling products online often means that there are simple cross-selling opportunities – email can serve up those “opportunities” in a personalised, timely fashion
- Continued brand awareness – opted in customers and potential customers want to hear from you (what a nice position to be in!)
The key is to make sure you have a plan; from auto-responder email messages when somebody purchases or abandons their trolley, to how often you will stay in touch afterwards.
For tips on the best email marketing techniques for eCommerce, part 2 will be posted later this week.