Email marketing is the life and blood of e-commerce, but if you’re using it wrong, it won’t generate you any sales. When you look at companies like Overstock, do you know where they’re getting the majority of their sales from? Email marketing.
That’s how powerful it is. I’m going to share with you seven e-commerce email marketing tactics that work like a charm.
What is e-commerce email marketing
E-commerce email marketing refers to the use of email campaigns and strategies specifically tailored for online retailers or businesses engaged in electronic commerce.
The primary goal of e-commerce email marketing is to build and maintain a relationship with customers, promote products or services, and drive sales through targeted and personalized email communication.
How Many of You Use Email for E-commerce Marketing?
How many of you use email when it comes to e-commerce marketing? I know a lot of people do, but I’m curious, and if you do, what are your results? Because I’m about to break down seven tactics, and if you use these, your numbers will go up.
Best e-commerce email marketing strategy
Effective e-commerce email marketing requires a strategic approach, thoughtful segmentation, and continuous analysis of campaign performance to optimize for engagement and conversions.
1. Scrub Your List
Tactic number one, scrub your list. The reason I say scrub your list is that too many people have e-commerce email marketing out there, and they’re just like, yeah, my list is huge, I’m at 100,000, I’m at 200,000, and I’m going to keep emailing everyone. Well, what you’ll find is your email’s going to the promotions tab.
If you scrub your list, only email the people that are opening it, your deliverability rates go up, you get into the inbox, and your open rates go up, your clicks go up, your sales go up. Scrub your list. If you’re using a good email provider like ConvertKit, they automatically do it for you.
2. Trigger-Based Emails
Number two, you want to make sure you do trigger-based emails. If someone is on your email list, they add stuff to their cart, but they don’t complete their checkout, what should your email be to them?
It should be how they can complete that checkout for those products. Heck, you can even put reviews in that email to show what it’s like if they bought your product or service, more so product, ’cause this is e-commerce. That’s super effective.
3. Time-Based Emails
The third thing that you need to do is time-based emails. Here’s what I mean by that. Everyone’s like, yeah, you send out an email, people open it up whenever they do. If you have a ton of unopened emails in your inbox, what happens?
You’ll find that you’re less likely to go through all the ones that are at the bottom and open ’em up. People get lazy, it’s not just you, it’s everyone. So you want to look at what time that person came to your site and put in their email. That’s when you should be sending them email.
4. Promotional-Based Emails
The fourth thing you want to do is promotional-based emails. I know discounts and servicing are not necessarily the best thing to do, but in e-commerce when you do things like Cyber Monday or Black Friday sales or a Christmas special or New Year’s special, you’ll see a whole slew of sales come in.
So you want to make your campaign set up in advance. You don’t want to be at the last minute writing these emails. If you can go and write them in advance and you leverage these promotional-based periods, you’ll notice a ton of sales.
5. Keep Your Emails Short and Text-Based
The fifth tip I have for you is to keep your emails short, to the point, and try to use text-based emails. Most e-commerce companies love using image-based emails. Do you know what happens with image-based emails? They get pushed into the promotions tab.
Google and Gmail and Outlook, they all know that when someone sends you an email with a ton of images, it’s usually a promotion versus when someone sends you a text-based email, it’s typically a friend, hence, you want to use text-based emails.
6. Upsells and Downsells
The sixth tactic I have for you is upsells and downsells. Typically, when someone buys from your e-commerce product, you’re going to have upsells and downsells on the checkout page.
If you don’t, make sure you add ’em. But here’s the thing. Most of your audience will not buy the upsells and downsells right then and there, so what you want to do is look at the products people are buying, and then, send them those upsells and downsells in email.
7. Email Combined with Push Notifications
Last but not least, when you’re doing email marketing, it’s not just about email. It’s very similar to email about the tactics that I’m going to break down. It’s push notifications. I use email combined with push notifications.
So when someone subscribes to my site through tools like Subscribers, I’ll let ’em know and push send ’em through their browser, hey, here are the products that you could end up buying.
Hey, these products are now going on sale. Or hey, your cart isn’t complete. Click here to finish the checkout process. And yeah, you’re not going to get a ton of sales through this, but all these little things add up.
If you leverage each of the seven tactics combined, you’ll start seeing your sales go up. That’ll allow you to spend more money on your Facebook ads, your Google AdWords, more on SEO or content marketing. And overall, email marketing, especially when it comes to your e-commerce site, will be much more effective.