Email Marketing Tips for E-Commerce Success

The success of your E-commerce email marketing strategy is going to be based on how well you know your customers’ behavior, read more.

know your audience for email marketing

Email is a powerful platform that can be used to generate more e-commerce sales while helping to improve customer satisfaction in the process.

In fact, Email marketing accounts for over 7% of all ecommerce transactions, making it the second most effective ecommerce marketing channel behind search (15.8%) according to a 2013 study by Custora.


What makes email marketing so effective? Great question. Savvy online eCommerce businesses send strategic emails based on customer behavior. Even if your primary source of e-commerce sales comes elsewhere (e.g. paid search traffic, SEO, word of mouth, etc.), you can start boosting conversions by marketing to those who have already shown interest in your products. And best of all, email is probably the most cost-effective approach to generating new sales.


Auto-Check Newsletter Signup During Checkout

Email marketing only works IF you have a decent number of email addresses to whom you can promote your products. There are dozens of legitimate and effective ways to collect email addresses, although one of the easiest is to include an auto-checked newsletter signup form in your e-commerce site’s checkout process. When a customer buys a product, ask if he or she would like to sign up for your newsletter to receive special discounts and promotions – and make this option auto-checked by default.


Recommend Similar Products

Don’t just blindly advertise random products to your customers and prospective customers via email. Instead, recommend relevant products based on their behavior and/or purchase history. If a customer has purchased a new leather jacket, for instance, then perhaps he or she would also be interested in a leather conditioning product. Known as “cross-selling,” this is a great way to generate multiple sales from a single customer.


Encourage Customers to Review Purchased Products

After a customer purchases a product on your e-commerce website, send him or her an email asking them to review the product.

A study conducted by Figleaves found a 12.5% increase in conversion rates on e-commerce products with reviews. For products containing 20 or more reviews, conversion rates jumped by a whopping 83.85%.

So, set up an email campaign to automatically ask customers to review their purchased products.


Birthdays and Anniversary Emails

Thousands of big-name stores and retail businesses use this strategy, so why aren’t you? Set up an email campaign to automatically announce happy birthday and anniversary messages to your subscribers.

According to one study, personalized birthday and anniversary messages had a 500% higher transaction rate when compared to generic, non-personalized messages.


Segmenting Your Audience

email marketing segmentation

To reiterate, effective email marketing campaigns are focused on your customer’s behavior. So, it would make sense to segment your customer list into more focused groups. This is going to ensure that your message is very relevant and increase the likelihood of a conversion.

MailChimp found that when their users segmented email lists based on data like location and job title, open rates increased by almost 19%, and click-through rates by almost 22% compared to non-segmented sends.

You could segment your list based on elements such as; purchase history, product interest, geography, mobile vs desktop purchase, gender, etc.


What you should know

You should get to know and understand your audience and then start following up with emails based on their interests. Before you know it you’ll be rock’n the email marketing and increasing sales along the way.