You need to know how to target the right people, at the right stage of their customer journey. Here are five reasons why email marketing works for eCommerce sites.
If we use it right, email marketing can still be a powerful tool for eCommerce businesses. It’s a direct route to your customer – through their inbox. I have generated over $50 million running eCommerce businesses, and I know all about how instrumental email marketing can be in building and maintaining a relationship with your customers, and how that can translate into sales.
Sending an email is a way to have a direct contact with your customers. Once they have signed up to your email marketing, you have a way to communicate with them. To build a lasting relationship.
What’s so special about emails compared to other forms of contact?
They’re FREE – unlike facebook or other social media advertising, you aren’t paying to get into their newsfeed. You have free, direct access to be able to give your customers relevant updates, offers and pieces of content that are of benefit to them.
They’re CONVENIENT – time at home with the family can be limited and precious – being interrupted by telemarketers is the last thing you want – emails are just there, to be read at your convenience.
They’re ENVIRONMENTALLY FRIENDLY – you aren’t using tons of paper to connect with your customers, you have a paper-free solution that they can access whenever they choose.
They’re EASILY STORED – how many times have you got a flyer for something and then been unable to find it after? Emails are stored easily so customers can revisit them when they’re ready to read or to take action.
Whatever your product or service, you need to build a lasting relationship with your customer. In order for your ecommerce business to reach new levels of success, you need to stand out as a business – to be unique. Your brand voice will help to achieve this.
Email marketing is a great way for your customers to get to know your voice, the way you talk, your values and ethos. NowTV, an online TV streaming company, are a really good example of this.
There are three things we can learn from this example:
Make clear choices - they have made really clear choices on the language they will use to connect with their audience. If they have got it right, ‘Terence’ their customer, will respond to this.
Be consistent - providing they are consistent with their brand voice, ‘Terence’ will feel like he really knows NowTV, making him much more likely to buy their services.
Build trust – by choosing a strong brand voice, customers are more likely to put their trust in your brand – they aren’t buying from a faceless corporation. Your customers can get to know you.
Sending emails are free but email marketing does have some costs. But to be truly successful at email marketing, you will need to use something like Mailchimp. This will help you to get the most out of your communications. It is easy to use and inexpensive.
MailChimp will let you track who has read your emails, how many people are accessing the content and offers you are giving them. Information like this can help you to constantly improve your email marketing to see amazing results.
One of the keys to a successful eCommerce business is connecting with your customers on a personal level. Email is a great way to do this.
One of my successful companies is Jersey Beauty Company.
Jersey send out personalised offers to customers.
Email is a great way to let people know about the latest content you have that might be relevant to them. Using the personalizing technique, you can send different reminders or links to different customers, depending on where they are in their customer journey.