Your guide to badass ecommerce email marketing.
Email marketing isn’t merely a strategic framework. It’s a way of life. Just kidding! Well, sort of. All jokes aside, email marketing has become one of the most personal and impactful ways to connect with current customers and marketing funnel prospects.
By nature, it gives marketers direct access to customers and enables them to segment audiences based on the customer data they collect. Phenomenal, right? Even better (when done well), email marketing is one of the most cost-effective channels a brand can leverage.
Because it’s ideal for sending a variety of planned and targeted marketing communications that empower marketers to:
Drive sales & revenue
Boost engagement
Increase website traffic
Share thought leadership & education
Build long-lasting relationships & community
How does email marketing work?
The short answer: it works if you work it. The longer answer: email marketing is a tool that can be used to maximize the impact of your ecommence experience. If done intentionally, consistently and to scale, it can be a perpetual source of traffic to your online store and a fun way to engage your customer base.
Core Requirements:
An engaged subscriber base of contacts who look to you for content.
Building an email list of subscribers provides an opportunity to garner a more one-to-one rapport with your customers in an efficient and strategic way. You can easily share new products, services, promotions, and company updates. Plus, it’s perfect for showcasing your brand personality and POV in ways that are harder to do on other platforms.
On average, email drives an ROI of $36 for every dollar spent, higher than any other channel. (litmus)
Three words: it’s budget friendly. Essentially, with email marketing there are zero costs required for printing postage, or ad space. You pay only a monthly fee from your email service provider that permits you to email as many inboxes as you desire.
What do the stats say about the results of email marketing for B2B and B2C Ecommerce Companies?
31% of B2B marketers say email newsletters are the best way to nurture leads. (Hubspot)
59% of B2B marketers say email is their most effective channel in terms of revenue generation. (WordStream)
16% of B2C marketers believe that email newsletters are the highest-performing content marketing channel for securing leads. (Content Marketing Institute)
Email campaigns are single-send emails you create to publish at a specified time you choose to a list or lists of people you select from your email database and audience segments.
Types of email automations:
Sales emails
Blog posts
Company updates
Event invites
Lead generation
Email automations / flows are automated emails sent specifically to people who perform a particular action that triggers and sends a designated email you create.
For example, after signing up for an email newsletter, a user would receive an automated welcome message immediately after subscribing to confirm their subscription and thank them for joining the list—potentially with an offer, blog links, resources or whatever floats your boat.
Types of email automations:
What are the advantages of sending email automations?
ROI, plain and simple. Email flows can be more impactful than a regular email campaign, because it’s targeted and set up to align directly with your audience’s behavior. According to Klaviyo data, email automations produce over 14x higher revenue per recipient (RPR) than manual email campaigns.
The real brilliance of email automations is the set it and forget it approach. Because essentially after you set up an email flow, very little effort is required to maintain them. You simply create the email, turn on the automation and let it run—which helps to reduce time and effort spent to create new marketing assets.
Engagement Based Emails
Engagement based emails are communications to drive engagement with email subscribers. Usually featuring content such as blog posts, e-books, quizzes, and giveaways. They are also known as buy me emails.
Engagement based emails typically contain:
Newsletters
Blogs
Company updates
Instructional email flows for product care guides, use guides, etc
Transactional Based Emails
Transactional based emails are communications to drive sales with customers. Usually featuring promotions, offers, and items that are available for purchase. These are often referred to as click me or read me emails.
Transactional based emails typically contain:
Sales/promotions
Ecommerce customer notifications
Abandoned cart
Restock / back in stock
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Develop a content strategy and understand who your audience is so you can decipher what’s important to them.
Questions to ask:
Ready to Transform, Refresh or Scale Your Email Marketing Program? Above The Fray Can Help.
Schedule a meeting with us to discuss your ecommerce goals and how we can help you develop an email marketing strategy.
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