Even as new ways to promote your business online continue to pop up, one constant remains: email marketing, though in use almost as long as personal email addresses exist, still remains one of the most effective ways of reaching your audience.
Particularly in the ecommerce space, using emails can be a vital tool in helping to increase both your visitors and on-site purchases. Make sure the design of your emails complements your website, and you'll be sure to succeed. More specifically, here are 5 Ways E-marketing Can Drive Ecommerce Website Sales.
1) Prioritization is Key
In the face of rising social media and other digital marketing efforts, it's easy to forget about email marketing. But in fact, it performs nearly 40% better in acquiring new customers than alternatives like Facebook and Twitter. For your business, the takeaway is obvious: prioritize e-marketing in your digital strategy.
You can accomplish that feat in a variety of ways. For example, your website may help you collect leads from interested members of your target audience who are not quite ready to buy. Keep these leads engaged through relevant emails, making sure they remember you when they're ready for your buying decision. Once they do become customers, follow up with not just a purchase confirmation but a thank you email that offers further possibilities for engagement.
2) Focus on a Single Value Proposition
With email marketing, it's easy to get distracted. You can only send occasional messages, so you might be tempted to cram all of your marketing speak into a single email. In reality, though, the highest-converting emails keep it simple.
Focus only on content that is actually valuable for your audience, and keep that focus singular. Each email should only have one call to action, and every bit of content (text and visuals) in your email should be focused on that call to action. Your clicks, and ultimately your sales, will improve as a result.
3) Keep it Personal
In almost every study and test done across industries, personalized emails outperform their generic counterparts. To succeed, you need to make sure that every email you send to potential and current customers is customized to their needs.
Reference your audience's first name, as well as their specific past purchases and interests. Send emails from a relevant contact in your company, rather than a generic company address. The more you can personalize your email, the more likely your audience will become to trust you and ultimately improve your website sales.
4) Maximize Your Subject Line Impact
In a groundbreaking study, industry expert Neil Patel what digital marketers have long suspected: the subject line is the key to successful e-marketing. In fact, the subject line had by far the biggest impact on audience behavior, including follow-through web purchases after the click.
In other words, your subject lines matter for far more than just open rates. Improve this section of your e-commerce email, and the subsequent ecommerce sales will rise as a result. As a result, make sure that you have the right subject line, following best practices like these, before sending out any marketing-related email.
5) Re-Engage Past Customers
Finally, don't underestimate the potential impact that e-marketing can have on your customer retention. In fact, you can use it specifically to re-engage past customers, encouraging them for a future sale.
With existing customers, you can leverage one advantage: a significant amount of information about their interests and purchase history. Use it to generate more personalized emails, increasing the value of each message and magnifying the success potential for your emails.
Email marketing remains successful, and should be a core tool in your ecommerce marketing arsenal. But of course, you still have to execute it right in order to succeed. For help in that regard, contact us. We'd love to work with you in making sure that it becomes an integrated and successful part in increasing your ecommerce website sales.
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