For the last time, email marketing is not dead. The next time you hear “email is dead” from someone, show them these statistics:
- 3.8 billion worldwide were using emails in 2018 and this number is expected to reach 4.3 billion by 2023 (That’s nearly half of the world’s population!)
- In 2019 alone, 293.6 billion emails were sent and received. This number is expected to cross the 340 billion mark over the next three years.
- 81 percent of small and medium-sized enterprises rely on email marketing as their primary customer acquisition channel.
- Talking about the ROI on your emailing efforts, for every $1 spent, email marketing can offer an average return of $32.
Proving email marketing is up and thriving!
A solid email marketing strategy has the potential to drive massive sales for ecommerce businesses. Through emails, you can also personalize your marketing messages and build a sustainable relationship with your customers.
Email marketing is all about sending laser-targeted emails to the right people, at the right time.
Sending timely emails at different stages in the buyer’s journey (such as, to first-time customers, cart abandonment, or post-purchase) helps nudge and encourage subscribers to take the desired actions.
Of course, the last thing you want to do is to send irrelevant or too many emails to your customers who signed up for special offers, discounts, and good content. So, it is crucial to ensure your recipients don’t get peeved, as that would simply be counterproductive.
Sounds like a handful? Don’t fret! Check out our post in which we have carefully handpicked examples of ecommerce email marketing done right.
1. Welcome Emails for New Subscribers
The average open rate for a welcome email is a whopping 82%. So, you don’t want to miss sending this email to a new customer or store visitor who has just subscribed to your services. This email welcomes them and subtly reminds them of your range of products and services.
A welcome email is the first step towards building a long-term relationship with your customer. It helps customers realize that you value their interest in your product or service. But customers are constantly looking for the WIIFM (what’s in it for me?) factor in every form of promotion.
So, instead of sending a standard “Welcome on board!” email, you can add a little motivation in the form of some useful content, a discount coupon, or referral code to the email, persuading them to open and claim their welcome gift.
Check out this welcome email sent by SmileDirectClub to its subscribers.
The teledentistry firm’s email is not just warm and friendly but also offers an incentive that no one can refuse. They have also added call-to-action buttons — “Find Your Savings” and “Book A Free Visit” — which can significantly boost their click-through rates.
2. Post-Purchase Emails for Customers
These are sent as soon as a visitor completes a purchase successfully. A post-purchase email is sent primarily for confirming the order and thanking the customer for their trust in the brand. However, this is also an opportunity for you to foster a long-term relationship with them.
Besides showing your gratitude, use post-purchase emails to share important product information, new launches, limited-period offers, customer service options, and other details that might add value to them.
You can also ask them to review the product or service once they have used it. In this digital age, reviews, ratings, and brand mentions can work wonders for your brand reputation.
Check out how Casper, the eCommerce store that sells sleep products, sends a clean yet effective post-purchase email asking for the customer’s review:
Lastly, don’t shy away from cross-selling. Since the customer has already tried your product or service, use post-purchase emails to promote related products that they might enjoy based on what they just bought
3. Send Cart Abandonment Emails to Retarget Customers
Cart abandonment continues to be a huge challenge for ecommerce marketers. Cart abandonment is quite frustrating for ecommerce firms who invest a huge amount of resources in converting a customer.
With average eCommerce cart abandonment rates across all industries being well over 70%, this is a rather big issue for your brand. People adding items to the cart and discarding it later is lost sales and customers for you.
People ditch their shopping carts for several reasons ranging from lack of payment options to high shipping fees. But the fact is, if you don’t do anything about it you will lose these visitors who were so close to making a purchase. Don’t let them go easily!
Well-crafted email marketing might just save the day. Customers are giving you a clear hint of their purchase intent when they ditch a transaction on your site. So, think of cart abandonment emails as your second chance to continue the dialogue with this exceptionally important bunch of potential customers.
An effective cart abandonment email doesn’t have to be complex. Craft a compelling headline and body copy, add a photo of the product with key details, and a CTA button that redirects the recipient to the cart. This will encourage them to complete the transaction.
Simplicity can pay off. The renowned eCommerce label Dollar Shave Club sticks to its unique brand voice while adding a compelling copy with CTAs that appeals to their target audience. With real testimonials backing it up, the email gets more persuasive.
Also remember, sending three abandoned cart emails results in 69% more orders than a single email. Ideally, you should send the first email within a few hours of cart abandonment.
After a couple of days, send the second email. The final reminder, probably including a coupon or an attractive offer, can be sent a few days later.
4.Tap into the Power of FOMO (Fear of Missing Out)
All of us are FOMO-sapiens! None of us like missing out on an after-party discount or a limited-time offer. The feeling of missing out on something attractive and value-adding can nudge visitors into clicking that “Buy Now” button.
Leverage the sense of scarcity to make products and offers appear more exclusive and beneficial by sending FOMO emails. These emails remind your current and potential shoppers of a limited-period deal that they may miss out on.
Brands like Amazon Prime and Oiselle are known to send one of the most effective FOMO emails to their customers.
In FOMO email campaigns, the subject line should do a majority of the heavy lifting in terms of getting the recipient to click through and convert. Take your time to draft the perfect FOMO-packed subject line that’s irresistibly clickable.
That being said, don’t go overboard with this tactic. If you swamp people’s inboxes with “limited-time deals”, they’ll stop believing you and the word “scarcity” would lose its worth.
Simply put, if you wish to grow your customer lifetime value (CLV) and effectively reach your customer base without spending a lot of money, email marketing is of the essence.
It is one of the most cost-effective ways of acquiring and retaining customers. Take inspiration from the examples shared above to design and implement stellar email marketing campaigns for your own eCommerce business.
Also remember, what works great for other brands may not fetch the same results for you. So, keep A/B testing to continually measure and optimize your email marketing campaigns based on the right email marketing KPIs.
Do you know of any great eCommerce email marketing examples? Share them in the comments below!
About the Author
Pratik Dholakiya is the founder of Growfusely, a content marketing agency specializing in content and data-driven SEO. As a passionate SEO and content marketer, he shares his thoughts and knowledge in publications like Search Engine Land, Search Engine Journal, Entrepreneur Magazine, Fast Company, The Next Web, YourStory, and Inc42, to name a few.