Many marketing professionals turned their noses up at email marketing. But the stigma attached doesn’t bear itself out when it comes to the numbers: on average, we’ve seen email marketing campaigns deliver upwards of 39 percent higher ROI for clients.
In this blog, we talk about how your Shopify store can do better through smart email marketing strategies. We also discuss some of the tools you can use, and the things to consider when you are designing your email marketing strategy. Let’s get started!
One of the more common email marketing use-cases for eCommerce is to fight cart abandonment. This is a critical area. If you can convert a significant portion of abandoned carts to orders, it’ll have a direct impact on your revenue. Email marketing can play a great role here to push those customers to complete that transaction.
Adding items to a cart is a major indicator of purchase intent. An item that’s left in the cart is something the customer actually wants, making it just about the easiest sell if you can find the right trigger.
Assessing why carts are abandoned will help you understand and realize these triggers. What’s standing in between your customer and that purchase? Is it financial? Does it have to with delivery timeframes, or something else entirely? You can come up with interesting ways to incentivize your customer to make the purchase. Can you offer a one-time discount? Or free delivery? There are a number of positive and negative triggers you can use. For instance, letting your customers know that the items are running out of stock or that the prices are increasing might incentivize customers to buy now instead of waiting or shopping around for a better deal.
Make sure to include clear CTAs that push users to purchase when sending out your cart abandonment emails.
Emails are great ways to increase brand familiarity. Through targeted newsletters and email drip campaigns, you can do a great deal in terms of engaging and educating your audience. These newsletters can feature products, share content, and advertise offers you have running.
Email newsletters give you an opportunity to present your audience with more information about your brand and your initiatives. You will be able to build an engaged set of followers if you leverage newsletters the right way. How do you do this? Let’s find out.
Create a template that stays consistent. Remember to send m newsletters at a fixed frequency – weekly, fortnightly, or monthly. Having a specific frequency, schedule, and format helps build familiarity with your audience.
Provide real value through your newsletters too. Keep in mind that your customer is receiving 100s of emails like yours and it is important to provide users can actually do something with. There are plenty of ways to deliver value, from personalized product suggestions to reviews, to exclusive benefits and discounts. Remember to space out discounts and offers, though: if you always have a sale going on, customers will simply feel like your sale price is your regular price.
This content was originally published here.