Last Updated on: 5th January 2022, 01:30 pm
Around 53% of the marketing experts say that email is a personalized communication channel with existing customers, resulting in a notable impact on revenue.
Customers may ignore social media posts and updates, but they cannot do the same with emails. Customers are more willing to click on an email to visit your online store than on social media.
Therefore, you must know your audience and motivate them for free signup for gaining offers. In this way, you can collect emails to send them exciting products with offers.
Moreover, it works better when you address the pain points. Problems that your target audience face. If you can address and solve those problems, then you are an eCommerce winner.
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Email marketing is the life and blood of e-commerce, but if you’re using it wrong, it won’t generate any sales. When you look at companies like Overstock do you know where they’re getting the majority of their sales from? Email marketing. That’s how powerful it is.
How many of you use email when it comes to e-commerce marketing? I know a lot of people do, but I’m curious, and if you do, what are your results? Because I’m about to break down seven tactics, and if you use these, your numbers will go up.
Top 7 Tricks to Drive Sales with Email Marketing:
The 7 tricks to drive sales with email marketing are as follows:
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1. Scrutinize your email list:
The reason you need to validate your email list is, too many people have e-commerce email marketing out there and they’re just like, yeah, my list is huge, I’m at 100,000, I’m at 200,000, and I’m going to keep emailing everyone.
Well, what you’ll find is your email’s going to the promotions tab. Why is it going to the promotions tab? It’s ’cause you keep emailing people that aren’t opening up your emails. If you scrub your list, only email the people that are opening it, your deliverability rates go up, you get into the inbox, and your open rates go up, your clicks go up, your sales go up. Scrub your list.
If you’re using a good email provider like ConvertKit, they automatically do it for you. Some email providers like Mailchimp may eventually end up changing it, they don’t like it when people scrub their list ’cause it makes their revenue go down, but if you don’t scrub the list you’ll notice that your emails will go more into the promotions tab and you won’t do as well.
2. Trigger-based emails:
You want to make sure you do trigger-based emails. If someone is on your email list, they add stuff to their cart, but they don’t complete their checkout, what should your email be to them? It should be how they can complete that checkout for those products. Heck, you can even put reviews in that email to show what it’s like if they bought your product or service, more so product, ’cause this is e-commerce.
That’s super effective. When someone goes to their checkout they have these products and they don’t check out, but then, you shoot ’em an email being like, check out our e-commerce store, here are all these products that we sell. Well, that’s a terrible email.
They already added the ones that they want to buy, but they just need that push over the edge. Maybe some testimonials, whatever may be to get them over the edge, that will help a lot, and you’ll notice a ton of sales from that.
3. Time-based emails:
You send out an email, people open it up whenever they do. If you have a ton of unopened emails in your inbox, what happens? You’ll find that you’re less likely to go through all the ones that are at the bottom and open ’em up. People get lazy, it’s not just you, it’s everyone.
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So you want to look at what time that person came to your site and put in their email. That’s when you should be sending them emails. I try to stick within that timeframe, usually within an hour, versus sending it whenever it’s my convenience.
4. Promotional Emails:
Discounts and servicing is not necessarily the best thing to do, but in e-commerce when you do things like Cyber Monday or Black Friday sales or a Christmas special or New Year’s special, you’ll see a whole slew of sales come in. So you want to make your campaign set up in advance.
You don’t want to be at the last minute writing these emails. If you can go and write them in advance and you leverage these promotional-based periods, you’ll notice a ton of sales. What we’ve seen in e-commerce is during these peak holiday seasons you can typically get 25, 30% of your sales. That’s a lot from a holiday season, even though there’s a whole 12 months in a year.
5. Short Email Content:
Keep your emails short, to the point, and try to use text-based emails. Most e-commerce companies love using image-based emails. Do you know what happens with image-based emails? They get pushed in the promotions tab.
Google and Gmail and Outlook, all know that when someone sends you an email with a ton of images, it’s usually a promotion versus when someone sends you a text-based email it’s typically a friend, hence, you want to use text-based emails.
6. Upsells and downsells:
Typically, when someone buys from your e-commerce product you’re going to have upsells and downsells on the checkout page. If you don’t, make sure you add ’em. But here’s the thing. Most of your audience will not buy the upsells and downsells right then and there, so what you want to do is look at the products people are buying, and then, send them those upsells and downsells in email.
Sure, you want to still have ’em on the checkout page right after they purchase, but you also want to follow up through email for all the people that don’t buy your upsells and downsells.
On your thank you pages where you have these upsells and downsells, usually, they’re short and to the point. Through email they can be much more in-depth, longer, and you want to space it out.
If they don’t buy right away, you don’t want to hit ’em the next day with an email being like, buy this upsell, buy this downsell. You want to give it a week or two after they receive the product, they get to use it. You want to follow up with all the other things that they can buy that can make that experience even better.
It’s very important to get the timing right. The moment you get the timing wrong, that’s when you’ll see that those emails won’t convert at all.
7. Send Emails with Push Notifications:
And last but not least, when you’re doing email marketing, it’s not just about email. It’s very similar to an email about the tactics that I’m going to break down. It’s push notifications. I use email combined with push notifications.
So when someone subscribes to my site through tools like Subscribers, I’ll let ’em know and push send ’em through their browser, hey, here are the products that you could end up buying. Hey, these products are now going on sale. Or hey, your cart isn’t complete.
If you leverage each of the seven tactics combined, you’ll start seeing your sales go up, that’ll allow you to spend more money on your Facebook ads, your Google AdWords, more on SEO or content marketing. And overall, email marketing, especially when it comes to your e-commerce site, will be much more effective.