The recent pandemic has changed the way businesses operate. Having a physical shop or warehouse isn’t a prerequisite anymore for starting your business. Even a mere online presence is enough.
There are an estimated 12 million to 24 million eCommerce sites worldwide, and more are being created every day. The eCommerce market size reached a never-touched value of $10.36 trillion in 2020.
How do you think it happened? Since there is no means of physically promoting your product when your entire business is online, how can businesses attain such huge revenues?
The secret lies in email marketing. Yes, email marketing is the most profitable marketing channel for eCommerce stores with an ROI of $42 on every $1 spent.
In this article, we’re going to discuss the 6 best email marketing practices that you can use to grow your business online.
1.Select the Right Tool
There are several email marketing tools available. Most of them are free. However, free ones don’t deliver the same results you get from the paid ones.
Anyway, I’m going to name the most popular ones and then it’s your job to explore them and decide which one is for you.
Mail Chimp: With over 14 million customers, Mail Chimp is slightly old yet popular among small and medium-sized businesses. It has both free and premium versions. I highly recommend this tool if you’re new to email marketing and have a small audience.
Klaviyo: Klaviyo is the choice of millions of large-scale stores. Not only can you send emails in bulk but capture customer data from other sites and leverage it for your personalized email campaigns. It has a paid version only but its amazing features make it worth paying for.
HubSpot: Another tool designed to scale large-scale campaigns and audiences. It includes everything from lead analytics to blog content management. Ideal for you if you’re looking for a full suite of tools, but it’s paid and quite expensive as compared to other similar tools.
And not all tools are for you. Brands can’t succeed if they start using an old-fashioned tool like Mail Chimp. Likewise, paid tools might be beyond your reach if you’re just starting out. So choose wisely.
2.Always Start With a Welcome Email Series
Once a user has subscribed to your newsletter, it means he’s interested. Or maybe he’s part of the email collection you have purchased. Whatever the case, the first impression is the last impression.
Don’t start selling straight away. Create a series of welcome emails, introduce your brands, build a connection with them, show some personality, and never sell until you hear back from them.
On average, welcome emails generate 320% more revenue per email than promotional emails, with an open rate of 86%.
3.Include Element of Personalization
As they say, a single ad copy can’t sell to everyone, the same is true for emails. If they can’t relate to your message in the first few lines, your email is likely to end up in the junk.
To achieve maximum conversions, you must segment your audience in terms of age, income, education, and gender identity, regardless of the products or services you’re offering.
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Imagine promoting men’s supplements via email to a teenager; or fancy skirts to a Middle East woman.
Such blunders are a waste of money that you spend on email marketing. And not to mention how lack of segmentation can turn off your subscribers.
4.Test Until You Get Best Results
Shooting email after email is not how email marketing works. In the early stage of the campaign, marketers perform split testing to gain customer insight.
A whopping 39% of brands don’t test their emails and later cry over poor results. Or at least, they never reach the potential revenue they could generate with their products and services.
It’s similar to A/B testing. You test a bunch of different emails and monitor their opening rates and conversions. You get a better understanding of user behavior on different stages, who are your ideal prospects, and what triggers them to take action.
This way, you get an ideal template and formula for future campaigns to generate desired results.
5.Grow Your Email List
Run successful campaigns, make record sales, and take your eCommerce store to the next level, but keep investing in your email list. An email list is an asset today for any brand.
There are various easy ways you can keep your email list growing day by day:
- Encourage subscribers to share and forward your emails
- Create bonus content
- Create a free ebook or tool to share with your prospects
- Online contests
- Surveys
- Via social media
- Lucky draws
- YouTube
Make sure you keep segmenting your audience as this remains a challenge with a growing email list.
6.Ask Regular Customers for Reviews
Once you have built a great email list and your business is doing great, it’s time to leverage social proof for building credibility. You can politely ask your customers to leave reviews about your business so more people can learn about your products and services.
At the least, this will encourage visitors to subscribe to your newsletter, which is not a small victory by any means.
Summary
If used the right way, email marketing could be a get-quick-rich scheme for your online store. However, the real challenge is to constantly invest and leverage it. If you feel you don’t have time and expertise to manage email marketing campaigns for your business, hire digital marketing experts to take care of it.
P.S. Digital Gravity has been providing digital marketing services in dubai for 5 years. We have clients from varying industries and we have helped them to scale their business online in little time. Would you like us to increase your online visibility by 5 times?