As per a recent survey, email marketing now accounts for almost 7% of total ecommerce transactions, closely following search (15.8%). Well, doesn’t this stat amply highlight that email marketing is the order of the day for the world of ecommerce in the present time?
Over the years, email marketing has grown to become an indispensable part of any marketing strategy. But what’s more exciting is that it has evolved a lot and offers umpteen opportunities to easily segment customers to finest distinctions. Needless to say, with such kind of behavioral- elicited characteristics, the market and efficiency of email marketing is all set to unleash new horizons in the present day world.
However, there are two basic essentialities that you need to take care of if you really want to get the most out of your email marketing activities.
- First things first, you must invest in an efficient and trustworthy email marketing software.
- Secondly, you must ensure that your shopping cart and email list are well integrated with automation and list segmentation.
So, now let’s get down and explore 5 amazing ecommerce email marketing tips that pack in enough punch to boost your sales figure.
- Incentivize Your Customers
Internet simply swarms with reports, studies and surveys that clearly highlight the advantages of product reviews. Argos, a British catalogue retailer operating in UK, recently revealed in one of its studies that products with customer reviews had a 10% higher conversion rate as against products without proper reviews.
Figleaves, another UK-based online retailer, too experienced a similar kind of jump in their sales when they offered reviews for the products listed on their ecommerce website. They reported a towering 12.5% increase in their conversion rate. They also revealed that conversion rate of products with more than 20 reviews was as high as 83.85%.
So if you wish to win the game and boost your sales, you need to get in touch with your customers and encourage them to review your products. You can do this by simply sending a survey form to each buyer with some incentive to fill in the survey. By opting for a competition-based incentive, you can encourage such customers to fill in the survey form and send in their reviews and feedback to you.
But, merely incentivizing customers doesn’t help. You need to make sure that all your products and services are high-quality and the timing of your email is perfect in order to get the maximum out of your email marketing strategy.
- Optimize Your Click-Through By A/B Testing
A/B testing is perhaps the best way to test the impact of changes in your current email design. In addition, it also helps you effectively determine the emails that yield positive results. In fact, it is an excellent method that authorizes and justifies the use of new design or an element on your email design ensuring that it yields fruitful benefits in terms of improving your conversion rate.
Steelhouse indicates that by simply using correct targeting and testing methods, conversion rates can be increased up to 300 percent. This is the major reason that Barack Obama’s marketing team extensively used A/B testing method to test variants of subject lines for emails sent to garner donations during American presidential elections. During one such testing, Obama’s team found that one of their subject lines fetched them $403,600, while a different variation of subject line helped them procure a much bigger collection of $2,540,866.
A/B testing can be used for validating your ecommerce marketing results and ensure what kind of emails is getting you the maximum conversion or engagement. Make sure of testing at least two things to ensure the success of your email marketing strategy.
- Multiple variations of the subject line.
- Multiple variations of body content.
So, basically in real times, you should A/B test upsells and cross-sells in your transaction emails along with major retail newsletter campaigns.
- Reactivate Inactive Customers
Howards Storage revealed in one of its studies that semi-dormant customer base is able to yield more impressive results as compared to the existing customer customers. The study further revealed that the group that hadn’t shopped with Howards Storage World in the past 12 months went on to represent a major increase in revenue by as much as $108,000. This sum was approximately $3,000 more than what came from their existing customer base! Moreover, the average spend of semi dormant consumers was found to be 16% higher than existing customers.
While these statistics are eye-opening, there are few important lessons you can take from this case study.
- Segment customers on the basis of loyalty and target them with campaigns that are fully relevant in context of their activeness level.
- Focus on reactivating inactive customers rather than just targeting the existing ones.
All these functionalities can easily be automated through email marketing software.
- Launch Special Campaigns
In a survey conducted by Cheetahmail, more than 10,000 personalized anniversary emails were sent to 53 customers. And this study revealed that personalized birthday emails had 5 times better transaction rate than the standard bulk mails. The transaction rates of anniversary emails were around 6 times higher than the standard bulk emails.
Adding to the list of findings, Experian revealed in one of its case studies that “giving a ‘$X off’ gift had the highest transaction rate and revenue per email, when compared to other percentage-based, point-based, or free shipping gifts.”
Now, that you’re aware of the benefits of such special campaigns, do well to send in such special emails to your customers and pull up your sales chart.
- Take Your Emails To The Next Level
Over the last few years, dramatic changes have been witnessed in the world of ecommerce and online players are now more focused combining their email marketing campaigns with social media advertising.
In a case study conducted by a leading US retailer on 925,000 email subscribers, it was found that that 22% of the customers who were contacted through personal emails and Facebook ads were more likely to make purchases. But when it comes to contacting customers through personal emails and Facebook ads, it makes sense to ensure graphical elements that pack in enough punch to take elements of your brand and showcase them in a way that’s even more awesome. Remember, your graphical elements such as social media page design and email designs talk a ton about your company and craft the image of your ecommerce store.
But you’ll agree that finding that perfect graphic element that can take elements from your ecommerce brand from humble to grand is too costly a proposition. So does that mean you need to pay through your nose for such creative designs? The answer is no! With the increasing number of crowdsourcing platforms online, acquiring stunning, creative and affordable graphical elements is easier than ever.