There has been a significant rise in eCommerce businesses ever since the pandemic. Being isolated seemed to make businesses realise that you don’t necessarily need a thrumming high-street store to sell your products and services. In fact, a good eCommerce website will help you continue to trade with your customers.
But an eCommerce website alone is not enough of a marketing investment. People still need to be reminded that you are there, especially if you’re shouting your wares out loud in a busy marketplace. Email Marketing, whilst being the oldest digital form of marketing, is still the most powerful way to bring back customers. You just need to know how to do it.
So, let’s start by getting a bit personal
When you sell through an eCommerce business website, you pretty much have all the data you will ever need to make a great email that speaks directly to the recipient. On almost every email marketing platform, there is no need for a generic “dear customer” greeting. If you have their name, then the platform can use it.
More importantly, you can use information such as the town they live in, and the services or products that have interested them. All you need to do is use custom fields and then every email you send sounds as though someone has specifically written it for them.
Because it’s all about segmentation
Let’s pretend you are a music store. You sell all sorts of instruments through your website to a variety of musicians all over the UK. Sounds idyllic, doesn’t it? If someone has bought a brand-new Ibanez Acoustic Guitar, they you have key information on them. They are a guitarist, and they would love to hear about guitars.
From their order, you can use the information to put them in a list only for guitarists. Or, you can have them in multiple lists if they have shown an interest in drums or bass. This way, when you have a special offer on a brand-new set of bagpipes, you know not to send it to your saxophonists and pianists. Sending irrelevant information is the fastest way to direct your customers to the unsubscribe link. Use your data to segment your contact list properly.
Wait you abandoned that cart
Sometimes, for various reasons, people get as far as the checkout and then stop shopping right now they would whip out their card and pay. It doesn’t matter why they have done it, but what does matter, is that you can email them and remind them that their product or service is right there waiting for them.
According to Shopify, abandoned cart emails, on average, allow businesses to receive about 3.33% of lost sales. Whilst this doesn’t sound like a bank-breaking amount, every sale matters, particularly for small businesses.
Make good use of automation and workflows
The good thing about email marketing platforms is that automation exists, and it has been helping eCommerce businesses for quite some time. See, writing individual campaigns and then choosing contacts can be tiresome. But you don’t need to do that. You can tell your email marketing platform to respond to specific behaviours.
For instance, if someone bought a guitar from you, a week later you can ask them how it is going. And you don’t need to remember to do that, your email platform can remember it for you. Automation and workflows will make sure you are sending out relevant emails without having to donate all your time to it.
Time saving, cost saving, business saving solutions
Email Marketing, according to Forbes, impacts the decision making of 59% of customers, has an average ROI of 3600%, and has been responsible for about $12 billion in sales worldwide. It is no wonder, then, that eCommerce businesses are investing in their email marketing platforms.
If you haven’t been email marketing and are ready to get started, now is the time to contact your local Marketing Agency for advice.
If you are looking for email marketing advice we can always meet for a coffee to discuss it. Contact us today on 01604 698 948 or email hello@tj-marketing.co.uk with any enquiries.
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