With a lot of e-commerce marketing channels out there, some of which are very expensive to run, email marketing has remained a constant and highly effective means of connecting with customers while keeping costs in check. When executed strategically, e-commerce email marketing can drive sales, foster customer loyalty, and significantly boost your online business.

Email Marketing is the act of sending promotional messages to both potential and loyal customers using emails. Emails are the lifeblood of online communication, and therein lies their strength in the world of marketing. Statistics show that there are about 4.3 billion email users in 2023, and 99% of them check their email every day.

E-commerce email marketing takes on various forms, from simple messages aimed at customers who’ve abandoned their shopping carts to multi-faceted campaigns designed to skyrocket sales. The beauty of it all is that you have creative control. The way you wield your email marketing campaigns depends on your business goals, your target audience, and your growth aspirations.

Best Ecommerce Email Marketing Strategies

At its core, e-commerce email marketing is about fostering trust and building robust, long-lasting relationships with your customers. Here are some best practices to make your ecommerce email campaigns a resounding success.

Start With a Welcome Series for First Impressions

A welcome email is the first communication customers receive when they provide their email to an online store. These emails are crucial for making a positive first impression. Studies show that welcome emails enjoy an impressive 90.09% average open rate and a 27.06% average click-through rate. Furthermore, automated first-purchase emails tend to generate three to six times more sales than regular promotional emails. They offer an opportunity to engage customers from the start, with 33% of clients becoming more attached to a brand when they receive a welcome email. These emails often come in a series, providing educational content to ease newcomers into the brand experience. They should not be mere sign-up receipts but purpose-driven messages that excite and initiate action, possibly with a special discount as an incentive. It’s a unique chance to showcase what your business represents and reward new users for joining.

 

Apply Customer Segmentation and Personalization

In today’s world, receiving a personalized email can be a rare and impactful experience. Such emails, designed specifically for you, tend to drive action more effectively. Studies show that personalized promotional emails can boost transaction rates and revenue sixfold compared to generic ones. Consider where a customer is in their journey and analyze past purchases or website activity to tailor content accordingly. Also, consider demographic factors like age, gender, location, and income to inform recommendations. User segmentation is the key. Collect data through various means, including subscription forms and preference centers, to craft personalized emails that resonate with different customer groups. The era of one-size-fits-all emails is over; personalization is the foundation of effective e-commerce email marketing.

 

Abandoned Cart Recovery

Cart abandonment is a significant challenge in e-commerce, resulting in approximately $18 billion in lost revenue each year. Implementing an abandoned cart email series not only aids in recovering potentially lost income but also enhances the overall customer experience. These emails are targeted at both new and returning customers who have logged into your site, added items to their cart, and then left without completing the purchase. Abandoned cart emails have the potential to recover up to 15% of the revenue that would otherwise be lost. Some businesses have even reported a remarkable 50% increase in online revenue and substantial sales recovery thanks to these emails. They boast the highest average conversion rate (2.63%) and click-to-conversion rate (21.78%) among all triggered e-commerce emails. There are two types of abandoned cart email options: the single abandoned cart recovery email, which serves as a reminder, and the abandoned cart recovery series, which includes follow-up reminders, often featuring discounted rates. To optimize the series’ impact, maintain a conversational tone in your emails and employ psychological triggers like scarcity and social proof to drive conversions. Include images of the abandoned items, a clear call to action, and possibly a time-limited discount to sweeten the deal.

 

Reward Customer Loyalty

In the world of e-commerce, acquiring new customers is undoubtedly important, but the real key to success lies in retaining and nurturing your existing ones. Research has revealed that returning customers tend to spend more, a substantial 65% more than newly acquired ones. Therefore, it’s imperative to treat loyal customers differently and inspire their continued support. One effective strategy is to implement a customer reward program, but if that’s not feasible, you can achieve the same goal through ecommerce email marketing. This entails sending enticing discounts on their favorite products, providing exclusive previews of new items, celebrating significant occasions like birthdays and anniversary join-dates, and more.

 

Re-engage Passive Users

In e-commerce, it’s common to have a group of disengaged subscribers who haven’t interacted with your brand for a long time. These individuals are familiar with your products but have exhibited unusual behavior, such as not opening your emails or making purchases. Re-engagement with this warmer audience is crucial. You can do this through compelling offers tailored to their preferences. Personalization is key; phrases like “We miss you!” can remind them of their previous connection with your brand. This email marketing strategy helps rekindle their interest and draw them back to your website, where they can explore the latest discounts and offers. The goal is to make them feel special and wanted again, giving them a reason to re-engage and potentially make a purchase.

 

Promotional Emails

Promotional emails are a potent form of email marketing, often announcing special offers tied to holidays or seasons, enticing subscribers with deals like Black Friday sales or post-Christmas clearances. Unlike transactional emails that relay order or account information, promotional emails aim to transform subscribers into customers and customers into brand advocates. They serve as a versatile tool for promoting products, services, offers, and campaigns, with various types yielding different conversion rates. Create a sense of urgency with limited-time offers and flash sales. Highlight the exclusivity and time-sensitive nature of these deals to prompt quick action from your subscribers.

 

Other Email Marketing Practices to Inculcate:

• Showcase social proof by incorporating customer reviews and testimonials in your emails. Positive feedback from satisfied customers can instill trust and prompt hesitant buyers to make a purchase.

•  Ensure that your emails are mobile-responsive. Your customers should have a seamless experience whether they’re viewing emails on a desktop, tablet, or smartphone.

• Use A/B testing to refine your email campaigns continually. Experiment with different subject lines, content layouts, images, and CTAs to determine what resonates best with your audience.

• Provide unsubscribe Options. While you want to keep your subscribers engaged, make it easy for them to opt-out if they choose to. Providing a clear and straightforward unsubscribe option helps maintain a healthy email list and ensures compliance with regulations like GDPR.