Unlike the one-to-many communication model used across social media platforms, blogs and advertisements, ecommerce email marketing works on a simple, one-to-one basis. If you perfect your email campaigns, you’re almost guaranteed to boost sales, improve customer loyalty and build your ecommerce brand image within no time.
Whether it’s a monthly update, a welcome email or an upcoming sale notification, these tips will put your business ahead of the curve.
Keep it personal
Emails are a direct form of marketing communication, so you’ll want to keep your messages light and personal. And it all starts with the greeting. Sending out countless detached, irrelevant emails isn’t going to get you or your business very far; customers like to feel as though you’ve carefully crafted an email specifically for them.
Something as simple as adding the customer’s name in the greeting is a good start. Consumers would much rather open an email to read something like, “Good morning, Karen!” instead of a general mass greeting. With the right email marketing provider, a simple automated personalization tool can make this task easy.
Another way to keep your emails personal, yet professional, is to add dynamic content. Dynamic content is content that changes based on the preference or the demographics of your customers, which allows your business to target individual subscribers. Adding dynamic content to your emails could be as easy as switching the image that is displayed for your male subscribers versus your female subscribers.
Make it clear as to who you are
Once you’ve selected a personal greeting, let your customers know who you are. The more information you provide, the less likely your email will be tossed into the spam pile.
Every person wants to know the following three things when they receive an email:
- Who is writing to me?
- Why are they writing to me?
- What to do they want me to do?
You want to make sure the “who” part is answered almost immediately upon opening, as this is the basis for legitimizing the rest of the email.
Grab their attention
Think about the subject line before shooting off an email with something generic. It should be engaging and interesting enough for the receiver to open the email. Remember, your email is competing against several other “unread” messages sitting in their inbox, so why should they open yours? The subject line is the first thing readers see – think of it as a first impression.
Keep it short and sweet
Keeping your emails concise is crucial. While you may be tempted to cram in as much information as possible, do refrain. Follow these three rules: make your email:
- Exclusive – let your readers know they’ve received this email because they’re special. For example, let them know they are the “first to know” about your newest products or offer them an “exclusive discount.”
- Urgent – try and make the proposition a limited-time offer.
- Simple – don’t crowd the email with too many visuals or information. Stick to one or two calls-to-action and one or two key messages.
Remember: People want to know who you are, why you are contacting them, and what you want them to do, all within a few sentences or paragraphs.
Double and triple check everything you send out
Sending an email with broken links or out-of-date information sends the wrong message. Be sure to check your links and proofread your copy before it’s sent out.
In addition, redundant coding and an excessive use of links, text, and images are practices that should be avoided. If you’re unsure about your emails’ link or image-to-text ratio, try running your email through a spam checker before sending it out.
A top email marketing platform includes spam check and preview tools so your email not only appears at its best, but also reaches its intended audience. These checks also ensure everyone in your team (or appropriate stakeholders) can review before you hit send.
When done right, the direct and personalized nature of email marketing means you’re likely to see a boost in online sales. By following these tips, you’re setting yourself up for a successful marketing campaign.