Email Marketing For eCommerce Businesses

email marketing for ecommerce business
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Email Marketing For eCommerce Businesses

Email marketing is a tried-and-true marketing strategy that has been around since the dawn of the Internet. In 1978, Gary Thuerk, Marketing Manager at Digital Equipment Corp., launched the first mass email campaign. Thuerk distributed a mass mailer to 400 users promoting DEC machines, resulting in $13 million in sales.

Since its inception, email marketing has been recognised as one of the most impactful direct marketing channels. An email campaign is the most effective marketing tool for any eCommerce business. While social media marketing and Google Ads are popular these days, they’ll never be able to replace the original and most effective marketing strategy: email.

As we head into the new year, it’s necessary to brush up on marketing email best practices to give your business a head start.

Welcome Emails

Making new subscribers aware of your business and what to expect from the emails they’ll receive is an excellent way to begin their customer journey.

A subscriber’s first email is often the most critical. Recent data shows over 80% open rates and 22-25% click-through rates on welcome emails.

In your welcome emails add the double opt-in and give new subscribers the option to confirm they want to receive your emails. It’s the politest way to start a relationship.

Welcome emails also aid in keeping your email list current. Removing any incorrect email addresses from your list ensures you have valid recipients to target in your future email marketing campaigns.

Valuable and Well-Structured Content

If you want your email subscribers to look forward to your newsletter, make sure your content is current, valuable, informative and engaging.

Consider providing free resources such as templates or e-guides. Be inventive! Match your value offerings to your unique product or service ‒ this is what sets your company apart.

Your copy must persuade subscribers to act on the prompt or call to action featured in your email newsletter. That’s why it’s critical to use a deliberate information hierarchy — put the most important information first before going into detail and leading into the call to action. Create concise, easy-to-read sections with distinguishable links and clickable images.

Mobile Optimisation

As of early 2019, mobile email opens accounted for roughly 60% of all opens, and that figure is only expected to rise. Not to mention the rise of mobile commerce — shoppers are increasingly comfortable browsing and purchasing products on their mobile devices.

A booming trend in email marketing and design is Google’s Accelerated Mobile Pages (AMP) which speeds up your site’s loading time and prevents subscribers from being redirected to a third-party website or app. Subscribers can easily complete a form, fill out a survey, or make a purchase from an email.

Analytics and Testing

What works for one email recipient or segmented audience may not work for another, which is why it’s critical to monitor your email open and clickthrough rates. Monitoring the success of your campaigns allows you to gain a better understanding of your audience, and this data allows you to improve campaigns accordingly.

If your email blast opens and click-through rates aren’t growing, you can probably improve the content of your email campaigns using your email performance data to run A/B split tests. This involves testing variations of a campaign to see which performs better, and what your email recipients engage with. You can use these results to adjust your strategy.

Neda is a marketing strategy expert and one of our Digital Solutions advisors. Learn more about the program and how it can help your business here.

Looking to improve your email marketing strategies? Book in for a free 15-minute consultation with Neda

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