Despite popular belief, email marketing is still the best and most effective marketing channel across all industries. It has the ability to reach out to an audience that is already engaged and it gives businesses a much higher ROI than any other digital channels. According to an eMarketer study, the median marketing ROI is 122% - four times higher than any other digital marketing channel.
Email marketing has evolved from just email blasts to delivering through targeted and personalised emails. Targeted emails offer a much higher ROI but in this age of the GDPR businesses have to be strategic in order to maximize return. Since the GDPR came into force last May, millions of euros have been issued in fines to businesses across the EU for GDPR breaches. It's super important to give your recipients the option to manage the type of content they receive from you.
This makes email personalisation all the more critical - consumers are far more likely to engage with your content and buy from your brand if they feel recognised, are offered relevant offers and are remembered.
Give them that and you will earn their trust and their loyalty.
Here's five essential emails for your eCommerce email marketing campaign:
#1: Segment emails
This is where you use what you know about your customers shopping habits and given them only relevant content and promotional offers. To stay on top of your game you have to be continually working to understand your customers more and more so that you can send them well thought through content that they will engage with.
The format of your emails also matter.
A catchy subject will immediately grab the attention of the customer and draw them in because it will resonate with them on some level. Use what you know about them - whether it’s a product or service they are interested in or tell them how they can be transformed by using a certain product or service.
People love hearing their name and they’ll want to know what you have to say when you address the email to them.
#2 Sequence Emails
Sequence emails are like relationship building emails. Slowly but surely you can build trust by educating your potential customer on the benefits of your product or service and lead them to convert to loyal customers.
Sequence emails are triggered by a specific activity per person.
Sequence emails are particularly useful for new customers, on-ramp customers and abandoned carts.
Nurture a relationship with new customers by emailing them very targeted content that is tailored around the products or services that they are interested in.
When on-ramp customers have shown their interest in something on your site, take the opportunity to offer resources that may be interested in. They’ll like to know they are remembered and could appreciate tips and tricks in relation to the products they were looking at.
Trigger a simple email to remind customers they have items waiting in a cart on your website. Remove any risk from completing the transaction by giving the customer only what they need to know - an image of their product, a reminder of your delivery and returns service and a quick link to the cart where the customer can complete the transaction.
#3 Transactional Emails
Transactional emails are triggered by communication from the customer or an event such as a customer placing an order online.
A common example of this is a series of emails sent directly to customer:
- Thanks for your order
- Your order is on the way
- Your order has been delivered
- Regarding your recent order please share your thoughts and experience
Transactional emails are a great opportunity for relevant and value-rich up-selling and cross-selling. There is already a level of level with the customer because they have made a transaction once. They are far more likely to click through to your site and purchase again.
#4 Customer Service Emails
Customer service emails play a huge role in helping retain customers and build a loyal customer base. Happy customers become loyal customers who will evangelise your brand and bring your new customers.
Personable and empathetic emails to your customers will be well received. Respond to their concerns or doubts so that they know you understand and are taking action to help them.
Retaining customers is far easier and cheaper than acquiring new customers.
#5 Email Foot Marketing
Email footers are a great marketing opportunity that can be taken advantage of.
Instead of simply having a signature with contact details, put a banner advert under the signature or a link to a best selling product on your site.
Keep changing this up so that stays fresh and relevant.
We like to rely on social media platforms because they are perceived to be social powerhouses for engagement. In reality though, targeted email marketing are still relevant and far more effective for giving businesses a much higher ROI than any other digital channels.