Most of us receive an unspecified number of e-mails everyday – and most of them try to convince us to buy something. There are so many of these emails that clutter our inbox and we end up deleting them without reading any.
On the flip side, if you are engaged in email marketing, you would want each one of your emails to be opened and read, and ultimately translate into sales. For this purpose, you need to create emails that are engaging, captivating and convincing.
Why Email Marketing
Above is a comparative analysis of marketing channels that offer the best Return on Investment (ROI). As you can see, email marketing channel is well ahead of its peers.
A successful email marketing campaign has three basic components: getting leads, making sales, and retaining customers. When you plan an email marketing strategy for ecommerce, you must keep these three basic components in mind.
Serving as a guide to email marketing, this article provides you with some tips and tricks that will serve to enhance your ROI with the help of email marketing.
Create a Catchy Subject Line
The importance of the subject line of an email cannot be stressed enough. The subject decides whether the receiver will open your email or simply delete it without reading.
If the subject line isn’t catchy or compelling, the receiver will never open it. Moreover, the subject should not feel like a sales pitch.
One effective way of increasing the email open rate is by adding a sense of urgency in your subject line. You can make your sales offer time-sensitive so that the receiver is convinced enough to open the email and does not miss the opportunity to obtain an exclusive deal.
It’s All in the Words
One of the ecommerce email marketing best practices is the clever and concise use of words.
You have a catchy subject which compelled your target audience to open your email. Now what?
Your aim is to sell a product or a service — anything you write in your email should engage the recipient and eventually close the sale. There are a few words that are regarded as power words — make ample use of these words, such as ‘the best-selling’, ‘latest improved version’, and ‘sensational’ etc. These words render your product / service as more appealing.
Compare the following two lines:
- 1. This is a very good offer.
- 2. Embrace yourself for the new and sensational offer.
Which line do you think is more appealing?
Of course, the second one. By simply adding two adjectives to the line, you have changed the entire perspective of the receiver. The first one sounds generic and boring, while the second one seems full of energy.
Get your recipients to feel the excitement. They must feel how good it would be to wear the t-shirt your company is selling. How it will allow them to save money if they purchase the product within the next fifteen days.
For example, when a company chooses its logo, they want it to be attractive and impressive. They want their target audience to be impressed by it, which is why they look for something that makes their logo special — like Baskin Robins has the 31 in the middle because they have 31 flavors! Just like this, your email should be full of energy and you must look for a reason why your email is special for the recipient.
While drafting your email, you must keep in mind that your recipient must feel important. You should not address them with a generic name like ‘dear recipient’ or ‘dear subscriber’. They must be addressed in such a way that every one of them should feel as if you are addressing them. This will add exclusivity to your email.
Segmenting Your Recipients List
Everyone is not interested in everything.
An academic will be least interested in your running shoes. Likewise a sportsperson will not be compelled to buy the latest research paper on Shakespeare. This means that you must first divide your recipients’ list into proper segments, and then send marketing emails that are specifically targeted. This results in a notably higher percentage of success.
There are several criteria’s by which you can segment your list. These include (but are not limited to) cultural background, geography, purchasing history, and past behavioral data of a prospective customer. Eventually, the burden of segmenting falls on your shoulders. You must decide how your list should be categorized and who should fall in which category. Just keep in mind that everyone in your list should get the right email – something in which interests them, so that they intentionally move towards your landing page.
Send- Don’t Spam
Once you have all the basics of an email put together, you need your target audience to read the email. Design a drip email campaign using any email marketing tools or automation software that allows you to send out messages over a period of time at different intervals. Drip emails save time and energy because they are created in advance and send out the right message at the right time while increasing brand awareness. Eventually, they improve your open rates by up to 70%. The idea is to choose a trigger, identify an audience, craft a suitable message and maintain the drip consistently over a period of time. A good drip campaign delights the recipient, and they don’t realize it is pre-written and automated.
The Final Word
Ecommerce email examples are abundant over the internet. There are also ecommerce newsletter best practices which you may consider. In simple words, you can find just about any kind of email that you may be seeking. This does not mean that you can use any one of them for your specific purpose.
With the help of the above listed trick and tips, you can make sure that your recipients don’t delete your email without reading it. It must catch the eye of the recipient, and in the end, convert into a sale. Only then your objective will be achieved.
