Email Marketing for E-Commerce: Turn Leads into Sales
Email marketing returns $38 for every $1 invested in your strategy. Can you imagine what an ROI like this could do to your online store sales? That’s why this article teaches you how to use email marketing for e-commerce.
Are you ready to discover how to sell more with emails?
5 practical email marketing tips for E-commerce
Among the benefits of using an email marketing strategy for e-commerce, we can mention:
- the acquisition of new customers ;
- increased conversion and total sales;
- the increase in revenue.
Learning how to make all this happen is the key! So, keep watching and take note of our tips on how to use email marketing for e-commerce.
1. Create an e-commerce strategy to capture leads
If you want to put into practice an email marketing campaign for e-commerce, you will need to start by capturing leads.
For this, several e-commerce strategies are simple, such as:
- Exit pop-up, which appears when a user moves the cursor to the search bar or the “Close” button (the X in the upper-right corner);
- pop-ups throughout navigation;
- landing pages with special campaigns (such as, for example, “Register here and pick up a lipstick at the store closest to you”) and more.
Remember that to increase lead capture you will first need to take users to your company page, increasing traffic. To do this, invest in attraction actions such as sponsored links and social networks.
2. Segment your email list
Targeted email marketing campaigns have a 14% higher open rate and 100.95% more clicks.
Marketing actions prioritize customer segmentation.
This means that you must understand which persona of your business each lead corresponds to and which stage of the sales funnel they are in.
Email marketing segmentation for e-commerce is important so that you know what to offer in your message to the right lead at the right time. Segmenting your list and sending out emails will help you stay relevant.
To maintain the ideal level of segmentation, your team will need the support of marketing automation software. This tool will also help with qualifying leads and creating email automation flows.
3. Send encouragement emails
Abandoned cart emails are popular templates for incentive emails. They act with the clear objective of converting a lead that came close to becoming a customer, but for some reason, withdrew.
People abandon their online shopping carts 75.4% of the time. At the same time, 41.8% of abandoned cart emails are opened. This means that your marketing and sales teams need only a little push to score a goal.
You can also send an encouragement email if the automation tool notices that the customer is visiting the site too much.
This happens by analyzing the lead’s behavior about the emails you’ve already sent and also by a feature called Lead Tracking.
Welcome emails are also an example of incentive email marketing.
4. Write better subject lines
In an e-commerce email marketing strategy, your first concern should be getting leads to open your email. Without this, all your effort will have been wasted.
And look, only 15.66% of emails sent by e-commerces are opened.
There are many tips on how to create an attractive e-commerce email marketing subject line. To learn more about the topic, read the article “The science behind email marketing topics
5. Send after-sales emails
It costs 5 times more to acquire a new customer than to retain an old one. It is with this in mind that you must organize yourself to create an efficient after-sales service. Just as effective as the rest of the campaign. One study shows that you are 60-70% more likely to sell to an existing customer than you are to sell to a new customer:
For example, a customer orders shaving foam. Then he might get an email suggesting he buy a hairbrush, mustache wax, and beard moisturizer.
Create specific post-sales email flows and increase your revenue. To do this, just understand a little more about the behavior of your customers. With the right targeting, your chances of conversion increase.
Bonus: Collect your e-commerce data
Collect data to make the most assertive segmentation possible in your email marketing strategy for e-commerce. The purchase process already brings a lot of important data for customizing an email, but there are other points that, when well observed, allow changing the strategy. With that, the conversion only increases.
To start, evaluate the customer touchpoints and the information that your navigation leaves on the site as a trail. For example:
- customers who signed up but never made their first purchase;
- customers who abandon their cart frequently;
- pages that are most accessed;
- products that are most sought after;
- products that are normally removed from the cart before purchase.
There is valuable information in every step taken by your e-commerce users. Knowing how to evaluate these numbers will help you make decisions such as the best time to sell stock, and which products to add to a package, among others.
A great option is to create landing pages that offer some benefit to customers in exchange for registration. This tool allows you to request information other than that requested in a purchase process. With more data, the greater your chances of offering exactly what the customer wants.
Run tests and optimize your result
Applying the actions listed above, your business has everything to feel an increase in the interaction between your leads and your brand and an increase in the company’s sales.
However, before closing a bonus tip needs to be shared.
To ensure that your team is performing at its best, ideally, you should create a testing policy.
AB testing allows you to create two versions of the same material, fire them to a small portion of your contact base and collect information. With the return on which version originated the best result, you can send the “winning” model to the rest of your base.
As with other digital marketing actions, tracking email marketing indicators is essential for you to build a smarter strategy and create emails that generate better conversion rates.
How to combine technology with your e-commerce email marketing strategy
Do you already understand how and why you should create an email marketing strategy for e-commerce, but you don’t know how to capture emails and convert users into leads? Now is the time to access the article: “Checklist with 11 steps on how to create an email list ”.
With so many strategies available for email marketing and e-commerce, you must be wondering: “How do I have time to do all of this, and still take care of the other digital marketing actions in my store?” Simple, technology is your ally!
Having a complete Inbound Marketing solution by your side will guarantee good results, helping you to generate qualified leads, create marketing nurturing actions and increase the results of your email marketing campaigns.
To optimize your results with email marketing for e-commerce, contact email marketing specialists.