In a world that has always been divided by geographical boundaries, languages, religious beliefs, cultural norms, political views, and so on, the Internet is the one thing that brings us all together, in a way. It’s the digital version of the Greek agora or the Roman forum, where people from all over the globe can connect, exchange ideas and conduct business, even if they don’t see eye to eye on most things.
Some of us spend more time on the Internet than we do in the real world, so it’s no wonder many of the activities that once took place exclusively in the physical space have moved to the virtual realm, and that includes shopping and marketing. Marketplaces like Amazon and eBay and ecommerce platforms like Shopify and Wix have changed the way businesses sell their goods and services and the way people shop.
The intersection of ecommerce and email
By the latest count, the number of digital buyers globally stands somewhere between 2.7 and 2.8 billion. At the same time, the number of people who use email is estimated at around 4.7 billion. Therefore, email easily becomes one of the best marketing channels to promote an ecommerce business. But if you’re in this industry, you know that the equation is not that simple.
Email may provide the perfect avenue to showcase your offer and connect with your audience, but you’re not the only online business using email to promote their goods and services to existing or prospective customers. All other companies are doing the same thing, which is why you need to get smart about it and know what type of emails you should be focusing on when building your strategy.
You should also determine which tools and apps work best for your company, so if you’ve started an ecommerce business on Shopify, for instance, you might want to look for the best email marketing for Shopify, and so on.
Welcome emails
It all starts with a proper welcome email, the first in a hopefully long list of messages that you’ll be sending to your subscribers. This one is important because it gives you the opportunity to make a good first impression and give your new subscribers a reason to come back. Thank the recipient for subscribing, introduce your brand, highlighting the value and the benefits it offers, set expectations about future communications, and consider including a reward at the end, be it a discount or a gift, to get them hooked from the very beginning, when their interest level is high.
Promotional emails
Promotional emails are the bread and butter of email marketing. They’re the ones that convince readers that your products/services are worth purchasing by outlining the advantages they offer, or by letting them know about the offers and special events you’re preparing. Customers appreciate a good deal, so this is a sure way to get their attention. Just make sure you don’t send these types of emails too often, as this can overwhelm subscribers and have the opposite effect to what you intended.
Post-purchase emails
What customers certainly don’t appreciate is getting radio silence after they’ve made a purchase. If you don’t follow up with an email after they’ve bought something from you, you’re missing out because that’s when you have the chance to build trust with your audience and encourage them to continue buying. As they say, you need to make hay while the sun shines, and in this particular context that means sending:
- confirmation emails to let clients know you’ve received and processed their orders
- shipping emails to keep them updated on how the delivery is going
- emails offering tips and suggestions on how to use your products
- feedback emails, asking clients to share their experience and tell you how you could improve your offering
Abandoned cart emails
Every now and then, customers will add things to their carts and then go MIA. That’s when you need to step in with an email to put things back into motion. Quick reminders about the purchases they’ve left on hold are usually enough to make them come back and go through with them. Mentioning stock limits and limited-time offers might also help.
Re-engagement emails
If somewhere along the way you and your clients begin to drift apart, re-engagement emails can help you rekindle your relationship. With so many competitors out there, you can’t really blame them for forgetting about your brand. But you can definitely remind them why they took an interest in your company in the first place and give them enough reasons to reconnect.
Offering an exclusive discount or presenting them your new offers can bring back the spark. But you might also want to ask them what made them stop buying from you, so you can understand what happened and how you can improve.
Recommendation emails
Sometimes, clients can be undecided and need a bit of guidance to make up their minds, and that’s where recommendation emails come into the picture to take some of the research burden off their shoulders and help with decision fatigue.
Use the information you have about your subscribers, such as age, gender, location or previous purchases, to offer personalized recommendations. This will show them that you’ve done your homework and you care about their individual needs, and will also make them more likely to explore your products/services.
Rewards emails
While acquiring new clients is always a priority, you should also focus on keeping loyal customers close because they’re the ones who are consistent and help your ecommerce business thrive in the long run. Sending them rewards via email, such as exclusive discounts, loyalty points, or gifts, is one way to show your appreciation and make sure you don’t lose them.
Educational emails
Not all emails have to promote something or be related to purchases. In fact, customers find it refreshing when a brand doesn’t always want something from them or tries to make them do something, but also focuses on giving back and helping them. That’s why educational emails should also be a part of your overall strategy. Tutorials, guides, industry news and content on topics that are relevant to them can help you create a stronger bond with your audience that is not solely based on sales.
Email can be an invaluable tool for your ecommerce business, but you need to understand the minutiae of it and learn how to use it effectively if you want to get the best results.
