[Guest post by James E. Hein]
In the world of social media marketing, do not underestimate the power and influence of email marketing. In fact, email marketing should be a vital part of your e-commerce marketing strategy. You should use all of the marketing strategies alongside each other to create the maximum effect on your e-commerce business’s sales.
Otherwise, you will find your e-commerce site at the back of the line with your competitors racing ahead of you towards the front line. To increase sales and become a success, you have to employ the following five email marketing strategies to convert your leads into paying customers:
1. Welcome Customers into the Fold
When the customer registers their email with your company, they will expect to see an email, welcoming them into the club of subscribers. You need to draft and send a confirmation email consisting of the following three things:
- Confirm to users that they have successfully registered to receive emails from your company.
- Communicate to users the several benefits they will receive such as being the first ones to news about latest products, special discounts, coupons, and more.
- Request them to click on the link in the email to confirm that they have opted for the email subscription service.
2. Check Back with Customers who Failed to Purchase
At times, customers fill the online shopping cart with items from the site, but do not make it to the payment step. You should send them an email, reminding them that you still have their shopping cart with their chosen items and it is waiting for them to check out and complete the last step. There is a chance they may reconsider purchasing the items and completing their transaction.
In order to entice them to check out the items, attach pictures of the items in the email. Send the email reminder the same day with an option to empty out the shopping cart and make the items available for other customers. If the customer does not visit the site to make the purchase, send them another email, informing them you will empty their shopping cart in 72 hours. You might want to offer them a discount to entice them to go through the purchase.
3. The Email after the Purchase
The customer spent their hard-earned money to purchase an item from you. The least you can do is thank them along with a few other things through email. Here is what you include in the email after the purchase:
- Thank the customer for choosing your business and send them an order confirmation. The order confirmation should list the items the customer bought, the amount paid, and links to other related items. For instance, if they bought shoes from your store, provide them with links to items such as socks or other items of the same brand or style.
- Follow up on that email by alerting the customer that you have shipped their product and provide them with information such as an expected delivery time, tracking numbers, and a link they can use to track their order. Again, here also you can promote related items and offer them to subscribe to future emails.
- After the product arrives to the customer, send them another email informing them of the delivery and asking them to review your company.
- After a week passes, send them another email, requesting them to provide you with any problems they encountered, if any, ask them to review the product, and provide them with a discount on their next purchase.
4. Entice Customers with Coupons and Other Incentives
Customers love a good deal with most looking for one they shop online. You can hold sales and offer discounts on items. To get more subscribers, tell customers they will get a special discount upon signing up with your email subscription service. Once they have subscribed with you, send the subscribers discounts and tell them about sales in advance.
In another to create brand loyalty and build trust with your subscribers through email is to remember their birthdays and give them a discount as their present from you. On special occasion such as Christmas, Thanksgiving, or any other holiday occasion send them coupons. Moreover, you can hold sales when a sports event or any other event is around the corner.
5. Optimize Click-through Rates using A/B Testing
A/B testing refers to generating more than one title for the subject line of the email. This is not a one-man job though, as it can take a lot of your time. If you have several people on your team, take their help to come up with different subject lines to see which one increased conversion rate. Moreover, create several types of content for the body of the email. Together, it will help you identify which type of email has led to you receiving a greater number of subscribers.
In order for this to work, you will have to send several emails and keep track of the emails to see who subscribed and eventually, decided to purchase an item from your e-commerce store. In your marketing emails, experiment with different cross-sells and up-sells along with A/B testing, especially when you send out your holiday newsletters.
If you want any technical assistance regarding A/B testing, you can hire an SEO expert. To make your search hassle-free, I have listed some reputed SEO companies on the basis of user reviews:
E-commerce websites need to convert customers into leads so they can effectively launch their email marketing campaign to convince them to make a purchase. You can send weekly or monthly emails to your subscribers as well. If you feel that a subscriber will not turn into a buyer, you can remove them from the list.