When we talk about email marketing , online stores often have doubts about the benefits of sending emails to their customers, or they don't know how to follow an email strategy or gain subscribers, among other things.
Whatever the option, in this article we want to explain why email messages should be included in any marketing strategy for an e-commerce .
If you want to offer information to customers within your newsletter , such as about special offers, you should write a short and concise text, focused on the message you want to communicate, as well as use an attractive design that accompanies the text. Of course, it should always be adaptive for all types of devices and inboxes. Don't forget the call to action (CTA) button, which should be integrated with the content.
Another good way to design campaigns that can be very useful is to use segmentation in the structure of the email itself. In the following case, the campaign is carried out for users in the database who seem to be interested in running products: purchase history, activity on the company's website... and it is divided between men and women, so that each user directly accesses the category of products that interest them.
As for transactional emails , which are sent to customers as confirmation that they have made a purchase, registered in our e-commerce or reset their password, they must include all the information about the action that the customer has performed, but always taking into account the design and brand image of the online store.
This example shows how a remarketing strategy works. In many e-commerce sites, if you perform a search but do not end up making a purchase or booking, you will most likely be sent an email of this type. These emails often include elements that will try to convince you to complete the transaction, such as discounts for your next booking or purchase. This type of email marketing is very effective.
The following email not only seeks to sell, but also to generate interactions and for users to communicate with the brand, something fundamental to bring users closer and maintain a more active relationship.
We hope that all this information helps you create email marketing strategies that bring the best results to your ecommerce . At Línea Gráfica we are experts in digital marketing and, specifically, in PPC campaigns , so if you need help with these or any related topics, just get in touch with us. We'll be happy to help you!
What is email marketing in an online business?
Email marketing is a powerful tool within the digital marketing ecosystem. Its power lies in the fact that it is a direct connection between companies and customers, without intermediaries, platforms or third-party advertisements that divert the public's attention from messages. Therefore, it is one of the best tools to build customer loyalty and keep them always up to date with your news and promotions. In addition, email marketing has the best ROI rates compared to other digital marketing actions such as SEO or PPC campaigns .Why do you need email marketing in your ecommerce ?
There are many reasons why you need to use email marketing in your online business . Therefore, to demonstrate the great impact that email campaigns have, below we detail some of the most illustrative statistical data on the performance of email campaigns. As already mentioned, email has the best ROI . But what is ROI? It is the return on investment , a metric to know the benefits that an e-commerce obtains from the digital marketing actions it carries out. According to the DMA, “Direct Marketing Association”, email campaigns have an average ROI of 320%, that is, for every € invested, about €32 of profit is obtained. Email is the 3rd most influential source of information for B2B audiences, only ahead of recommendations from acquaintances and famous people from each sector. Source Wordstream. Likewise, Kinsta states that 87% of B2B marketing experts use newsletters as a distribution channel. As of 2022, there are 4.258 billion people worldwide using email . According to Statista, that number will continue to grow in the coming years to reach 4.594 billion by 2025. With this data, no platform even comes close to the potential reach that email has.
Source: Statista
According to Hubspot data, around 50% of emails are opened from mobile devices. At Mdirector, they claim that segmenting subscriber lists and personalizing emails continues to be one of the most effective email marketing strategies in 2022. Once we have placed ourselves in the current context of email marketing campaigns, it is evident how important it is to integrate an email marketing strategy for your ecommerce.6 Tips for your email marketing campaign
Personalization, yes or yes
It is essential that the emails you send to your audience are personalized . There are no excuses, there are many tools and options to make your clients feel that you are addressing them personally with each of the emails you send them. Use the data you have about your audience from forms to design a personalization strategy. Or think about what data could allow you to generate a more personal experience with your users, and try to get it. Once you have a plan and are collecting the right information, you can start with your campaign. In addition, we recommend that you try to increase your email databases , because that way you will have much more reach, you will really see the results of your campaigns and the segmentation will be larger and more effective. For example, one way to personalize emails is through contact attributes , inserting placeholders when you're composing the email. Most newsletter software has this option. Simply add a contact attribute placeholder to your email template, and it will automatically be replaced with each contact's information at the time the email is sent, such as their name.
Responsive is not an option
Your designs must be adapted to all mobile devices , since, as we have already mentioned, there is a high percentage of email openings from smartphones , and the trend is on the rise. Therefore, this is no longer an option, it is an imposition. For example, consider basic aspects such as structuring the content of your message in a single column to improve reading on mobile devices . And of course, make sure your newsletter template is responsive.
Segment your list, your opening and conversion rates depend on it
According to data from Mailchimp , segmented email marketing campaigns achieve almost 15% more openings and, according to statistics carried out by HubSpot in 2020, almost 30% of marketing professionals use segmentation as a tool to increase user interaction with their newsletters . Segmenting your list will allow you to create campaigns focused on the specific interests of your users. This way, you can offer them relevant and useful information developed specifically for that segment. If you continue sending information that does not contribute anything to your users, it is quite likely that they will unsubscribe or that your emails will end up in the spam folder. In addition, if you want to avoid your emails ending up in that folder, you should also learn how to avoid anti-spam filters in email marketing.Include a video strategy in your campaign
To give you an idea, adding videos to your emails can increase your users' click-through rate by up to 300% (Source: Martech Advisor ). Videos are an easy and engaging way to share your message. One of the benefits of videos is that most users retain more information by watching a video than by reading it. In addition to the creativity to generate a video from your content (webinar, tutorials, storytelling , etc.), you will have to analyze what works best for you when including the video in your newsletter : link, embedded video, etc.Build customer loyalty
We have already discussed the wonders of email marketing, now it is your turn to use it wisely within your loyalty strategy . The goal should be to maximize your customer's lifetime, so you must be very clear about the journey to purchase and support the moments in which it can be decisive with email marketing. To do this, you must perfectly understand aspects such as the seasonality of your sector or the need that your product covers, as well as intelligently manage the differentiating element that makes them choose you over the competition. For example, stay ahead of your customers' needs by reminding them that you're there. Keep them up to date with new products, service changes, customer service improvements, etc. Inform them with useful suggestions and relate them to what your company can do for them.Conclusion
Maximize the performance of your e-commerce with a digital marketing strategy that includes email marketing . Plan and coordinate your shipments taking into account your customer's lifetime and journey to conversion, without forgetting all the peculiarities of your sector.Best Newsletter Software
There are currently various programs for creating newsletters , both free and paid, so you can choose the one that best suits your company's needs. The good thing about managing campaigns through these software programs is that, in addition to wasting much less time than doing it manually, you can obtain real analytics about the opening of emails and the traffic and clicks to your website, among other things.- MailChimp: This free newsletter software stands out for being very intuitive , making designing emails a simple task with which to obtain professional results. As for analytics, it offers information on the interest generated by the campaigns sent; opening data and clicks that have been converted into purchases. The free subscription allows you to send up to 12,000 emails per month and add up to 2,000 users to the database, so there are paid plans for those who need more features.
- MailJet: This tool, in addition to preparing and sending newsletters , is used to create transactional emails and SMS . It also provides basic data on message openings , which will allow you to obtain information and optimize your marketing strategy. This software also has a paid plan, with which you can access much more specific analytics than in the free version.
- Connectif: is a marketing automation tool that, in addition to email campaigns, allows you to create other types such as SMS, push and retargeting to enhance your strategies. It also creates highly personalized shopping experiences thanks to the fact that it builds the Customer Journey in real time through the use of AI.
- Sendinblue: the program includes responsive templates with which to create newsletters quickly and easily, simply by making some customizations to adapt them to the company. Like the previous ones, it has a free plan and a paid plan , so depending on the needs of each company, one or the other can be chosen.
- EasyMailing: It has an intuitive editor that also includes responsive templates. It allows you to have up to 250 subscribers and send a maximum of 2,000 emails per month . As for statistics, they don't provide too much data in their free version, but they have different payment rates so that each ecommerce pays based on what they need from the tool.
- Mailify: It has a personalized support service, that is, an expert in digital marketing strategies helps companies that use the software both in defining the strategy and sending newsletters , as well as their subsequent analysis. In addition, it has another new feature called Smart Templates , with which 12 templates are automatically obtained with the visual identity indicated by the brand, simply by inserting the web link and the program takes care of the rest. It has a free 30-day trial version with 500 emails and 10 SMS as a gift, and later it becomes a paid version, offering various rates.
Examples of Email Marketing for Ecommerce
One of the first things to work on when creating an email is the subject, as it will be the first thing that encourages customers to click on the email to open it. Create subjects that arouse curiosity, to give users the impression that they can't miss what you want to tell them.
If you want to offer information to customers within your newsletter , such as about special offers, you should write a short and concise text, focused on the message you want to communicate, as well as use an attractive design that accompanies the text. Of course, it should always be adaptive for all types of devices and inboxes. Don't forget the call to action (CTA) button, which should be integrated with the content.
Another good way to design campaigns that can be very useful is to use segmentation in the structure of the email itself. In the following case, the campaign is carried out for users in the database who seem to be interested in running products: purchase history, activity on the company's website... and it is divided between men and women, so that each user directly accesses the category of products that interest them.
As for transactional emails , which are sent to customers as confirmation that they have made a purchase, registered in our e-commerce or reset their password, they must include all the information about the action that the customer has performed, but always taking into account the design and brand image of the online store.
This example shows how a remarketing strategy works. In many e-commerce sites, if you perform a search but do not end up making a purchase or booking, you will most likely be sent an email of this type. These emails often include elements that will try to convince you to complete the transaction, such as discounts for your next booking or purchase. This type of email marketing is very effective.
The following email not only seeks to sell, but also to generate interactions and for users to communicate with the brand, something fundamental to bring users closer and maintain a more active relationship.
We hope that all this information helps you create email marketing strategies that bring the best results to your ecommerce . At Línea Gráfica we are experts in digital marketing and, specifically, in PPC campaigns , so if you need help with these or any related topics, just get in touch with us. We'll be happy to help you!
