You’ve got Mail! A notification that could make people keen as a kitten not many years ago, to now – when your inbox is flooded with “You’ve got (yet another) Mail” contributing to not hundreds but thousands of unopened emails!
So, are emails on survival mode now? Nada. They’re far from it.
Because there is an immeasurable amount of potential that eCommerce marketers are tapping into, all with email marketing for eCommerce.
From being centered around as a source of information and conveyance, to becoming a source of marketing, emails have literally been communicating for decades now.
Stating by source, revenue from email marketing is anticipated to reach 11 billion by the end of 2023.
Customer retention and acquisition, boosting revenue, and generating leads for your eCommerce, it’s all jobs done with the correct email marketing strategy for your eCommerce business.
And if that’s intriguing to you, then you’re at the right place. In this blog, we will be handing out to you a fully-curated guide on email marketing for eCommerce businesses.
So, let’s begin!
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Email Marketing Strategies For eCommerce in 2023: What’s New?
This ever-evolving marketing realm births new trends and strategies every year that suit the time’s vertical.
With the rise in popularity of eCommerce industry, email marketers are playing around with new strategies to get the best and most out of their email campaigns.
Here are a few email marketing strategies that are making a difference and are just what you need to succeed in 2023.
1. The Inception of Shoppable Emails
Picture this: You open your email, and instead of just text and images, you see a virtual shopping gallery integrated into your email box.
Shoppable emails take user experience to a whole new level by allowing recipients to browse and purchase products directly within their inbox without navigating to another app/website. They are convenient and intuitive, and it’s estimated that shoppable emails can increase click-through rates by a whopping 18%.
More so, by incorporating interactive elements like “Add to Cart” buttons, product carousels, and personalized product recommendations, brands are creating a seamless shopping experience that can significantly increase conversion rates.
2. Relying On Email Marketing Tools
Email marketing tools have come a long way and are more potent than ever. Especially tools like Klaviyo and Omnisend are designed to simplify and automate your email marketing campaigns, easing your marketing efforts.
Let’s talk about their features in brief:
Klaviyo is an email marketing tool offering features like advanced segmentation capabilities. It allows you to divide your subscriber list based on various criteria, such as purchase history, browsing behavior, or demographic information.
Klaviyo also provides a powerful automation feature, helping to easily create automated email flows triggered by specific actions or events.
Omnisend’s key features is its automation workflows. It provides pre-built automation templates designed specifically for eCommerce scenarios, such as cart abandonment, order follow-ups, and product recommendations.
Furthermore, Omnisend provides multi-channel marketing capabilities beyond email. It allows you to integrate other channels, such as SMS and push notifications, into your marketing strategies.
Image Source: Blue Apron
3. Emails With a Good Text-To-Visual Ratio
When it comes to email marketing, finding the right balance between text and visuals is crucial. Why? Because it’s all about creating engaging and visually appealing emails while still delivering relevant and valuable content.
Visual elements, such as high-quality images, videos, and infographics, can capture your subscribers’ attention and convey information more effectively than plain text alone.
Hyper-personalization is a game-changer for email marketing in 2023. It’s all about crafting emails that make every subscriber feel like you’re speaking directly to them, and it goes beyond using the subscriber’s name in the subject line.
It involves leveraging data to create highly targeted and relevant content tailored to each individual’s preferences, behaviors, and purchase history. Doing so creates a sense of exclusivity and makes your subscribers feel valued, enhances the customer experience, and increases the chances of conversions
These current trends are definitely changing the landscape of eCommerce email marketing. But apart from them, there are various other types of personalization and email marketing tactics that eCommerce brands are taking on.
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Types Of Email Marketing Tactics
eCommerce brands are always on the lookout for new ways to reach and engage with customers. In today’s digital age, where online shopping is the norm, it’s crucial for these brands to explore every avenue possible to expand their customer base and boost revenue.
And when it comes to effective marketing strategies, email marketing has emerged as a game-changer for many brands.
Here are a few of those tactics that have provenly impacted brands positively:
1. Cart abandonment
Statistically speaking, the cart abandonment rate for eCommerce brands is 69.9%
If you do the math, which is pretty simple in this case, eCommerce brands can retain high revenue by bringing their customers back in the hood.
Brands are cleverly using cart abandonment emails to bring customers back through reminder emails. These can be like a gentle nudge or a series of emails that try to take back the customer where they left off. These emails have been found to recover up to 29% of abandoned carts, resulting in a visible groth ultimately.
2. Upsell and cross-sell
Imagine this: you just bought a fabulous dress online, and within moments, you receive an email suggesting matching accessories or shoes that would perfectly complement your new outfit. That’s upselling and cross-selling in action!
It not only enhances consumers’ shopping experience but also boosts the AOV (average order value) for brands.
In fact, studies have shown that upselling and cross-selling can contribute to 10-30% of eCommerce revenues.
Image Source : Grammarly
3. Offer emails
Who doesn’t love a good deal? With offer emails, you can rekindle engagement between you and customers, old and new.
From exclusive discounts and limited-time promotions to special offers for loyal customers, these emails are like treasure chests of savings. And here’s a must-know statistic: emails that convey price decreases have the highest conversion and click-to-conversion rates of 9.68% of all promotional emails.
Image Source: Redbubble
4. Re-engagement emails
Ever wonder what happened to that brand you used to love but last heard from a while ago? That’s why brands send re-engagement emails.
These emails serve as a friendly reminder, saying, “Hey, we’ve missed you! Come back and see what’s new.”
And guess what? Re-engagement emails have been found to have a high open-rate making them a powerful tool to reignite the connection between brands and customers.
5. Feedback emails
Apart from reaching your consumers with a promotional voice, there are feedback emails that can also provide a way for businesses to engage and establish a relationship between them and their customers.
Sending feedback emails to consumers who have shown interest in your brand or have made repeat purchases is a great way to put your brand out there, and also make your customers feel valued and heard.
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Magnify Brand Value With Email Marketing: Best Practices
Now you might believe that following a set of strategy and sending out emails periodically might get your brand visibility. But, there is something more important than the bigger strategies. It’s the minute details.
Here are a few best practices that can add more detail to your eCommerce email marketing efforts.
1. Create specific email funnels
Just how each customer’s shopping journey is different, brands’ marketing journey needs to be specified differently depending upon the requirements and life stages of each consumer.
Having a well-curated plan can guide your customers seamlessly towards building a stronger relationship with your brand. That’s the power of creating specific email funnels!
By mapping out a series of targeted emails for different stages of the customer journey, you can nurture leads, provide relevant information, and ultimately drive conversions. It’s like crafting a personalized experience that keeps your customers engaged and eager to explore more.
2. Include CTAs that work
A strong Call to Action (CTA) is like a magnetic force that pulls your readers towards taking action, and it is especially useful for email marketing for eCommerce.
Whether it’s urging them to make a purchase, sign up for a webinar, or download a free resource, your CTAs should be clear, compelling, and visually appealing.
By strategically placing irresistible CTAs throughout your emails, you can boost click-through rates and guide your customers towards the desired action.
3. Don’t forget your loyal customers
Your loyal customers are the backbone of your brand’s success. Show them some extra appreciation through personalized emails.
By creating exclusive offers, loyalty programs, or personalized rewards, you can deepen the bond with your loyal customer base.
Remember, it costs less to retain existing customers than to acquire new ones, so make them feel valued and nurture those long-term relationships. They’ll become brand advocates, spreading the word and driving even more customers your way.
4. Provide value
In a crowded inbox, standing out requires delivering genuine value to your subscribers. Move beyond generic sales pitches and focus on providing content that genuinely helps and interests your audience.
Share informative blog posts, helpful tips, or behind-the-scenes stories. Show them that you’re not just another brand vying for their attention but a trusted source they can rely on.
By consistently delivering value, you’ll build brand loyalty, foster trust, and position yourself as an authority in your industry.
5. Launch segmented email campaigns
One-size-fits-all emails are a thing of the past. Embrace the power of segmentation! Divide your subscribers into targeted groups based on their preferences, demographics, or past interactions with your brand.
This allows you to send highly relevant and personalized emails that resonate with each segment. Whether it’s recommending products based on past purchases, sending tailored offers, or addressing specific pain points, segmentation ensures that your messages hit the mark. As a result, you’ll see higher open rates, engagement, and conversions.
Email marketing campaigns brand examples
Now that we’ve covered the fundamentals of email marketing for eCommerce, let’s dive further into these eCommerce email marketing examples and explore three top brands that have truly mastered this strategy:
Stream channels have gained immense popularity lately. With various platforms offering a variety of shows to watch, brands have to find a way to stand out from the competition, and mainly still be a top-choice channel among its consumers.
Image Source: Netflix
Netflix’s email marketing strategy is a reflection of the brand’s personality. Say less, show more. The channel came up with a way to grab the attention of its recipients simply by suggesting the recipients newly added shows, and movies based on the subscribers watch history and watch later list.
The email highlights the movie’s or show’s poster and concludes it with a compelling CTA that stays intact with the brand’s colors, logo and font to maintain a sense of familiarity with the channel’s interface.
We weren’t kidding when we said Visuals Rule! Uber knows how to take their consumers down till where the action happens. (quite literally, though)
Uber’s email marketing clearly doesn’t rely on statics. In this promotional email, the brand chose an unconventional way to convey the offer.
Image Source: Uber
Rather than sending a bulky and heartfelt message and then providing the discount, Uber cut short to a simple one-liner and used the power of an eye-catching GIF with a moving car reaching its destination and celebrating the discount with a pop of confetti.
While visuals are powerful, good content remains paramount. A shining example of this is Copy.ai, an AI writing platform that understands the importance of staying true to their core purpose.
In their recent email campaign, Copy.ai has taken the initiative to provide their subscribers with valuable content focused on tips and strategies to write exceptional prompts. By delivering informational content, they are not only positioning themselves as experts in their field but also helping their audience improve their own writing skills.
Image Source: Copy.ai
One of the standout features of Copy.ai’s email campaign is their striking CTA button. With clear and concise messaging, this smart strategy has proven to be a game-changer for the brand, boosting their email open rates and click-through rates.
These real brand examples are brilliant examples of how email marketing strategies are not limited to scalable brands, in fact, it is a strategy that still withholds the utmost power to create big changes. And these enlightening email marketing strategy examples are proof.
How Can Tagshop Help Curate Brilliant Email Marketing Campaigns?
While there are numerous strategies that eCommerce marketers can integrate into their eCommerce email marketing strategy, relying on an efficient email marketing platform can smoothen out various blockers, making the marketing strategy more impactful and beneficial.
Tagshop is a social commerce tool that provides a way for its users to collect, curate and publish compelling shoppable social media galleries to various marketing touchpoints, including emails.
Tagshop allows users to aggregate content from social media platforms, such as Instagram, and curate this collected content into attractive galleries. The content can be user-generated visuals or branded content posted on the social media platform by the brand itself.
Tagshop then lets users turn this content gallery into shoppable and allows users to integrate this shoppable gallery into webpages, product pages or emails.
By integrating shoppable content in emails, brands can reach out to recipients with a broader slate for them to perform an action, ultimately helping them to boost sales and revenue.
Email Marketing for eCommerce: Beyond The Numbers
Email marketing goes beyond mere numbers and metrics; it’s a powerful tool for creating awareness, boosting brand visibility, fostering engagement, and building a community of passionate individuals interested in your brand.
While metrics like open rates and click-through rates are important, they only scratch the surface of what email marketing can truly achieve.
With each email sent, you can connect with your audience on a deeper level, sharing your brand story, values, and unique offerings. You can captivate readers through compelling content and visually appealing designs, leaving a lasting impression beyond a mere transaction.
So, take into account the power of email marketing. Embrace it as a versatile tool to drive sales and create awareness, amplify your brand’s visibility, forge connections, and cultivate a thriving community of passionate supporters.