With more and more businesses digitizing their presence, it is not easy to build and maintain a successful e-commerce business. According to statistics, there are more than 12 million e-commerce websites and range up to 24 million. However, half of the American small businesses do not have a website, leaving an open door for your company. As such, it is crucial to set your digital presence and create your own e-commerce website. Every business, physical or digital, has created, designed, and implements a marketing strategy to grow its audience, increase sales, and expand.
So what does your e-commerce need to start thriving and make your team and you proud?
The most important part of your e-commerce is your email marketing strategy, as it is similar to the employees of a physical store. Your email marketing strategy is the key to communicate with your audience, you provide information about your products and services, you inform them about sales and offers, you give extra value to your relationship.
So, let’s be real. If you wish to see your e-commerce grow, especially if you are B2B e-commerce, then you should nail your email strategy.
Definition of Email Marketing Strategy
Email marketing strategy is a set of tactics, procedures, tools that a digital marketer decides to use, combine, and leverage with the purpose of increasing brand promotion, conversion rates, and business growth, through email.
It is considered the most cost-efficient and effective strategy as for every dollar spent you can have an ROI of 32$ to up to 50$.
Thus, the more detail-oriented, target-driven your strategy is, then you’ll see your rates rapidly increase.
How To Start My Email Marketing Strategy
The first part of creating your strategy is to decide your email marketing service. This can be tricky, especially if you are a start-up or a company that has just gone digital. If you have clear goals and objectives, choosing your service provider can be simplified. You can choose a free email marketing service, which has all the features you need and take it from there. Your service provider should allow you to build and own your subscribers’ list, offer automation and personalization options, and provide great customer support.
For example, if you own a graphic design company, you should search for a provider that offers you freedom in newsletter design, so you can showcase the quality of your work at the same time.
Let’s see all the ways that e-mail marketing can help your business grow, what options it offers, and what you should leverage for your e-commerce design.
1. Design Your Brand Identity
No, we don’t mean that email marketing needs a new brand identity. What you need is to know the principles of your brand identity and use them for your email strategy. You should design your email templates, choose your colors, fonts, styling, based on your logo and brand.
For example, this Starbucks email is authentic, original, and sticks to the brand identity. The logo is clear and visible, the colors are earthy, and displays an iced coffee. So, if you have a design for e-commerce, then let your email campaigns show your strength and qualities.
2. Create Your Subscribers List
Probably, the most important factor in creating successful email campaigns. The list you own of your subscribers is the number of people that you reach with your campaigns.
So, before starting your email campaigns, try to grow your list of subscribers.
There are two things that you have to do.
Firstly, you need to upload a file with all the existing email addresses you have. Secondly, you need to make sure that you deduplicate your list of subscribers, so no person receives the same mail twice.
Let’s say that you run design e-commerce. Next week you plan to run an exclusive offer for SMEs for up to 60% discount. You create the campaign, make everything look flawless, hit the “Send” button. And you reach all your subscribers. Will that make your campaign work?
The answer is simple: no. To make your campaigns effective, you need to segment your market and know different variables about them. As such, your campaign will reach only your desired target audience, have better conversion rates, and you won’t spam people that are a priori not interested in this specific campaign.
Also, you can create segments of your subscribers’ list, based on different actions, details, and characteristics.
This is your magic trick. If you manage to personalize your email campaigns properly, then you’ll see your sales KPIs skyrocket. Personalization is not very difficult, and it’s not that tricky, but it depends on the email marketing service you use.
More service providers give you the option of adding personal details about your subscribers. There are cases where you can add personalized tags, rank your subscribers based on loyalty scores. Personalized emails are more likely to be opened by the receiver, less likely to end up in the spam folder. Also, your customers will feel valued and appreciated by receiving the appropriate information.
For example, whenever I receive such emails, I read them because I can see that my name is there.
This feature can grow your business more than you can imagine. Rather than trying to acquire new customers, automation features allow you to do whatever you want with your existing list.
You can create an automated workflow to re-engage people that have stopped visiting your website. You can set an abandoned cart email strategy to make visitors return to your site, after leaving products in their cart. For example, if you run a clothing store, you can set weather-based automated campaigns, so when it rains during the summer, your subscribers receive a special offer for this autumn jacket that you have in stock. Also, you can use an automated workflow for client onboarding if you are a B2B company.
Based on tracking systems, your email marketing provider can automatically set an onboarding workflow to re-engage your visitors. Make them come back from the stage they left your site and help them through.
6. Make It Casual
Well, your email campaigns reach a great number of people. But every single of them remains a human being. This means that you cannot create content (main text, subject lines, etc) that are soulless and seem robot-made. You need to twist it a little bit, make it more fun and campy, add some humor and spices. Besides personalizing your main text and subject lines, you can add emojis and images.
Also, you shouldn’t send email campaigns just for sales-driven reasons. You don’t want to be that cookie-selling scout child that most people tried to avoid. Your emails can be friendly, funny, add extra value to your products/services, educate and inform your subscribers.
7. A/B Testing
If you want to do your email marketing right, then you should leverage A/B testing. A/B testing allows you to check which variables of your email play an important role in your opening rater, conversion rates. Based on the service provider you use, there are many things that you can test. From the subject line of your email, the use of emojis, to the products recommended in your email. So, you set an A/B testing for your campaign to a small number of your subscribers, see which one works better, and use this one as your main campaign. You can try this as many times as you wish to make sure that it will work the way you want.
For example, if you run design e-commerce, you can run an A/B testing for your copy styling. You can create two different voice tones, styling, and fonts, to see which one brings better results with your subscribers.Pro Tip: Another thing you should do is to run an email deliverability test. As email protocols can be tricky sometimes, this will guarantee that your campaigns reach your subscribers.
Your CTAs (Call-To-Action) play a strategic role in the conversion rates of your email campaign. Your CTAs show what you want your audience should do next, after opening your email. You show a form of leadership, making sure that your target is clear. If your emails do not have a clear CTA, then your subscriber won’t know what to do next and move on.
As such, use the right actionable language, leverage the voice tone with active verbs, make it simple and central to your message. So, basically, an effective CTA is what will bring your subscribers to the next stage of the sales funnel.
For example, here you can see a very effective CTA. It is central in the image, it makes clear what you gain by clicking it, it doesn’t contain too much information. Also, the “exiting option” is there, but it doesn’t pop-up, and when you read it, you start thinking if it is the right option to not go through with the CTA.
These are the main ways that you can make your email marketing help your business grow. Stay true to your brand identity, have a long list of subscribers, and segment your audience to reach your desired target group every time. Then, you can use different features, like personalized email and automated workflows, to reach your audience at the right time, the right way, with the right offers and services.
Also, pay attention to your copy, content, and CTAs structure. This makes you more relatable, shows your viewer what to do. A/B testing different variables means you can recognize what works or doesn’t work, for your company.
So, this is all for now. I hope this information is helpful, valuable to you, and elevates your email marketing strategy.