E-Commerce

Craft the Perfect Email Campaign

email marketing

We’re diverting from internal page advice and giving you a little advice to drive a ton of traffic to those pages. It’s easy to think your customers don’t want another email. Your customers don’t want another unimportant, uninformative or annoying email. If you do it right, they will look forward to your email. Consider these statistics:

  • 81% of businesses rely on email campaigns as their primary acquisition channel.
  • 49% of consumers say they want to hear from their favourite brands via email.
  • By 2023, there are forecasted to be 4.3 billion active email users.

So, how do you stand out in a world of “meh” emails? You need to stand out in busy inboxes. When you carefully craft each email, you’re able to be potently persuasive and see immense returns on your investment.

Let’s Start with the Welcome

Welcome emails have a surprisingly high open rate of 82%, making this the single most important email you’ll ever send. Why? Because this email will set the tone for what a customer can expect from your brand, and will colour their decision to open emails from you in the future.

This is the best time to get out really exciting information about your brand, how you treat customers and some nuggets about what sets you apart from everyone else. This is also a perfect spot for a welcome offer, generally a percentage off their first or next purchase.

Personalisation Is Key

Everybody likes to hear their own name. They also like to see it — it’s compelling. In fact, when you personalise an email in the subject line to the individual, they’re 50% more likely to open it. Make it a priority to use your customer’s name in both the subject line and greeting of each email.

You don’t have to do any of this by hand. There are fantastic and easy to use email marketing software services that will do the work for you.

Abandoned Cart Emails

There may be nothing sadder than an abandoned cart. It had so much potential for being a bump in your income and another loyal customer singing your praises. Whether the boss walked in, your shipping was too expensive or they just decided to wait, your customer left without checking out.

Abandoned cart emails are extremely effective in resulting in a sale, but it generally takes three tries to get them to come back. Sending three of these emails results in 69% more sales than a single followup. Sometimes, one tap on the shoulder just isn’t enough.

Pro tip! Make these email subject lines clever and eye-catching, like “Your cart is sad and misses you…” or “Did you forget something?” — whatever pops and falls in line with your brand.

Spruce It Up

A text-only email isn’t the way to get clicks. Interactive emails are far more engaging for your customers and are becoming more and more the only emails being sent out. Consider adding one or some of the following to your emails:

  • GIFs
  • Videos
  • Sliders
  • Rating bubbles to click
  • Collapsible menus
  • Music
  • Sound effects

Bells and whistles are only great when there’s also compelling and meaningful content. A GIF might be hilarious, but that’s not going to get anyone over to your site. Don’t ever forget your call to action!

Rounding Out Your Campaign

There are other emails you’ll need to craft as part of your marketing strategy:

  • Order confirmation
  • Shipping confirmation
  • Newsletter email
  • Seasonal updates
  • Flash sales/clearance
  • New product alert

The possibilities are endless. So, it’s important you have a clear strategy, always keeping the end in mind.

Partnering with a professional can help you integrate your email strategy with the rest of your digital marketing strategy. At A360 Coaching, we’re an award-winning business coaching and consulting agency, helping eCommerce businesses achieve seven and eight-figure success by building their long-term value. Schedule your free growth session today.

Actionable Items to Improve Your eCommerce Business’s Success:

  • Develop a clear schedule of emails.
  • Research and purchase an email marketing software service.
  • Brainstorm interactive additions for individual emails.

Avoid These Common Pitfalls

  • Sending text only emails
  • Forgetting calls to action
  • Not personalising subject lines and introductions