Email marketing is one of the most effective methods for eCommerce sites to reach out to their customers with messaging, discounts, and offers. A good email marketing campaign can connect you with your customers at the right time, in the right way, with the right messaging, and convert that connection into a sale. But what constitutes a good email marketing campaign and how can email marketing boost sales of your business? We look at five key tips…
The customer comes first
Just as in any retail platform, it’s vital to make sure you’re thinking of the customer when launching an email campaign. Sure, you’re setting up the campaign to sell your product, but if you’re not satisfying customers, they’re not going to even open your email, never mind take advantage of anything in it. So make sure that what you’re sending is quick to consume and genuinely useful. By doing so, you’re giving customers a compelling reason to spend their money with you.
Don’t spam people
Customers’ tolerance for irrelevant messaging is lower than ever, so it’s absolutely imperative that you don’t simply spam people or try to coerce them into receiving your mails. Don’t make mailing list sign-up mandatory for the user to perform some other, unrelated, activity on your eCommerce site, and don’t email people who have shown no interest in your offering. When you do email them, make sure you offer an unsubscribe link at the bottom of the email, so if they want to opt-out, they can. Give your customers that sense of power over what they do and do not receive, and they’ll repay you.
Personalise your offering
People like to feel like they’re being spoken to on a one-to-one basis, not as part of some anonymous mass. Personalisation can help you achieve this. Use the customer’s name in the subject line, or greet them by saying Hello [Name] in the email itself. Drill deeper and use the data you have to serve offers and products you know they’ve shown an interest in before. By targeting customers with relevant, personalised information, you’re more likely to build a connection, deliver to them what they want to see, and boost conversions.
Finetune your subject line
Your subject line is the first thing (and, if it’s not effective enough, sometimes the only thing) users will see when your email drops into their inbox, so it needs to be good. Be concise, be clear, be impactful. Make it obvious within a handful of words what the email is, who it’s from, and why its content is valuable. Customers’ inboxes are jam-packed with emails (from friends, from work, from other brands); you can’t expect a click any more – you’ve really got to earn it.
Pick your moment
Timing is everything, and the world of email marketing is no different. Working out the perfect time to send your email blasts is a critical part of finding success with them, and that can mean a number of things. Maybe you’ve sent a few emails out, and have found that Wednesday morning is a good time. Or that Thursday afternoon is better? Or Friday lunch? Maybe you’ve seen that your messaging works best tied to major calendar days (birthdays, Christmas, Easter) or significant social events (sporting events, movie releases)? Understanding the right time allows you to understand your customers and better tailor your offering for their needs.
The golden rule is to ensure your campaign is working for you. Understand your goals and analyse your results. Identify whether or not they’re delivering and evaluate their strengths and weaknesses, doing what you can to maximise the strengths and improve the weaknesses.
Email marketing is a never-ending process that requires constant moderation and understanding, but the results for making the medium work can be significant.
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