What is eCommerce Email Marketing
eCommerce email marketing is a specific style of email marketing focused on eCommerce sales and customer engagement.
These emails are predominantly sales focused, but blog or guide content also make up a large part of a good eCommerce email marketing strategy. Providing articles on new styles, uncommon ways to use products or techniques to care and maintain a product provides a huge amount of value to your customers and is one of the cornerstones for building trust and affinity with your brand.
How we do eCommerce Email Marketing
eCommerce Email Marketing
Product marketing is one of the most important part of eCommerce email marketing as these campaigns relate directly to products within your store and are designed to drive revenue. Email marketing has a stronger ROI than Facebook and Twitter combined and is also one of the most cost effective tools in driving return traffic.
These campaigns can be sent multiple times a week depending on your audience and product. By reviewing your website analytics, we can get an idea of how your customers interact with your brand online and create a product marketing strategy that will give your subscribers every opportunity to purchase without making them feel overloaded with emails.
Email is one of the most effective ways to deliver your content marketing to your existing customers. Updates on new season ranges, tips on how to wear or use a product or even status campaigns on new products as they’re developed and finaly launched to market. These tips and insights from brands help customers feel educated and in the know.
Content marketing is also important for helping your customers to feel as though you only contact them to sell to them. If your product has a lifetime use of a few months to years, content marketing emails keep them engaged with your brand and helps to ensure they come back to you the next time they need something instead of trying someone new.
Product marketing is the marketing of a specific product as it moves from the concept phase to build, test, manufacture and product launch. These campaigns help bring customer behind the curtain and humanise your brand and it’s people. This helps to bring customers and brands closer together a builds long-term brand loyalty.
These emails are usually short and informative, with photos of the product or mockups of it to build interest. Often you’ll have an introduction from the product designer and may structure your entire campaign from them personally to help people feel an affinity with your team and brand. This is also a great time to take customer feedback or suggestions on a product to help ensure you’re going to market with something that has mass appeal.
Finally, once the product is ready to release you can give customers who have been engaged throughout the campaign early access to the product to ensure they don’t miss out once the product goes live. This is a great way to incentivise a product launch without having to give away product discounts or free samples. Incentivising your customers to share the product launch is also a great way to help spread the word and build faith in potential customers with a referral from a friend or family member.
Post Purchase Marketing
Post purchase marketing are the strategies you can use once a purchase has been completed to ensure your customer has had a good experience.
Use your receipt email to ask for a review of your website experience, this feedback is vital as they can highlight difficulties in their journey that could be interrupting other potential purchasers.
Once the order has shipped, send the customer an email to let them know with a link to where they can track their package. Giving this level of transparency helps customers know when they can expect their product and build excitement while they wait.
Once they’ve received the product, wait a few days to a week and ask your customer for a review of the product. Product reviews are great for SEO and also help drive on site sales as they build trust in a product. Reviews also give you a chance to fix issues customers have and turn a disappointing experience into a great one by showing you care.
Product Replenishment Marketing
Product replenishment marketing is useful if your product has a fixed shelf life or number of uses before it expires or your customers run out. This style of eCommerce marketing uses marketing automation to send product repurchase reminders on a time from order basis.
While this is a sales focused email, the ease of use for your customers will make this email feel like a helpful notification that will makes their lives easier. These emails build a lot of trust and reliance with your customers, making all of your emails more interesting and engaging.
Some examples of eCommerce Email Marketing
- eCommerce email marketing
- Product Marketing
- Post Order Marketing
- Content Marketing
- Product Replenishment Marketing
Platforms we use to implement eCommerce Email Marketing
- Campaign Monitor
- Salesforce Marketing Cloud
- Adobe Campaign