Email is one of the most effective marketing channels for driving customer engagement, sales and lifetime value. In fact, a study by Custora found that email marketing accounts for over 7% of all ecommerce transactions. That makes it the second most effective ecommerce marketing channel behind search.
Every marketing channel has an important role to play within the digital conversion tunnel. Email marketing sits right at the heart of conversion, playing a vital role in getting customers to purchase from a brand. Generating more conversions than any other marketing channel, it’s time for you to take email seriously.
So, what is ecommerce email marketing?
E-commerce email marketing is a great way to engage with your new and existing customers. Not only can it be used to confirm orders and send delivery updates, it’s also perfect for sharing new products, special offers, company news and more.
Though regular communication, you’re able to effectively build relationships with your customers. The start of a long-lasting relationship can be as simple as sending an abandoned cart email, encouraging them to purchase an item they’re interested in.
Here’s the a few of the most common email types used for ecommerce:
Transactional emails are automatically sent out when a command has been triggered. These commands could be anything from a customer creating an account, placing an order or even not completing a purchase.
Let’s say one of your customers places an order. You’ll not only want to send an email to confirm the order has been placed, but also a series to keep your customer up to date for when the order has been dispatched and once delivered. Each one of automatically triggered by an action.
Transactional emails generate 8x more opens than any other type of email, according to Experian.
Newsletters are an easy way for you to keep in touch with your customers and to educate prospects on your brand. They can include anything from company news and events, to a selection of your most recent blog posts.
For example, a cinema may send a fortnightly newsletter featuring the new films that will be screened and a ‘last chance to watch’ update.
Marketing emails promote new products and special offers. A finely tuned marketing campaign can lead to higher engagement rates and sales, as people are interested in the content that’s inside the email.
So, your new beachwear collection is hitting your store today and you’re giving 20% off for a week. How will people know about this offer?
By sending a marketing email to your customer database, your 20% discount will encourage opens, clicks and even sales, with many customer not wanting to miss out.
To get the best conversion rate, your emails should be based on previous shopping habits. That’s because 81% of online shoppers who receive personalised emails based on previous purchases are more likely to buy again with you.
Email Marketing Platforms
There is a range of email marketing platforms for you to choose from. At Star Digital, we mainly use Bronto, a leading platform for e-commerce and marketing automation. Bronto also allows you to connect your data with a Magento and Shopify Plus site.
The second main platform we use is SendGrid. This is a very similar platform to Bronto however it is more user friendly due to its simple interface. SendGrid allows you to have multiple API links and share a single platform with your entire team by allowing you to create sub-user accounts. You’re also able to customize emails and optimize your inbox delivery and engagement.
If you want to learn more about email marketing platform, read our thoughts on SendGrid v IBM Marketing Cloud here.
There are so many different aspects in succeeding in email marketing, from the simplicity of your from name or subject line, to the complexity of your email template.
If you are interested in using email marketing with for your business, please get in touch with our friendly team on 01604696385 or email email@example.com.