19 Apr Your E-commerce business – Email Marketing
As part of our e-commerce series of blogs, we’re going to take a look at how valuable an email marketing strategy could become for your eCommerce business. In our humble opinion, email is still the best way to communicate and build relationships with your customer base. It gets you onto their screen and in their pockets and it gives you the perfect opportunity to bring them an exclusive offering.
Email is often taken for granted, but done well there are few more powerful marketing channels. If you are thinking about undertaking some email marketing take a look at our Essential Rules for Email Marketing and then get in touch.
So, let’s talk about your…
E-commerce Email Marketing
Email marketing can be one of the most powerful tools in your arsenal to communicate with current and potential customers. With email, you’re able not only to introduce new products or offers but also promote existing ones while driving measurable traffic back to your website–all while being cost-effective! So, build that list because it’s crucial for a successful campaign.
Often the first transaction you’ll make with your potential customer is to offer them a little something in exchange for their email address. Here are some ideas for gathering data:
- Offer a discount in exchange for their email address.
- Include an email signup box on your website.
- Run competitions and require an email address to enter.
- Obtain emails as part of the checkout process.
Triggered emails see some pretty good response and conversion rates, but they are at the mercy of your CRM system. As with any kind of personalisation – if your data isn’t kept impeccably complete, then you can come unstuck. Nothing will disappoint someone more than receiving a Happy Birthday message when it’s not their birthday.
Triggered campaigns come in all shapes and sizes and can even be seasonal. Your e-commerce business could be sending emails such as:
- Welcome and thank you emails.
- Transactional email – from a purchase (order confirmations etc).
- Abandoned cart emails.
- Happy birthday offers.
- Seasonal or holiday emails including an offer.
You should also have a newsletter – this is the perfect way to update your previous customers and sign-ups on all your new products and offers without having to wait for a special occasion.
Order History Promotions
Send emails to customers based on their behaviour or purchase history. This is a great way to remind them of your other products, especially if the customer purchases monthly, quarterly or yearly! If you have new items in stock that are similar to what they’ve already purchased then send an email as soon as possible so nobody misses out and quickly sells out again.
How do you know if your website is doing well or not? What metrics should be high and what ones need to go down. Well, all of this information can be found in the numbers on our handy analytics dashboard! You’ll see where people are coming from when they visit your site as well as how long they look at each page before leaving.
Is your bounce rate too high? This could mean that shipping prices might need a rethink or maybe there’s something about the checkout process that needs fixing – just make some tweaks and watch for an improvement over time!
Set up Google Analytics Ecommerce Goals
Tracking these goals will help you see the value of traffic by geography, referral, campaign, and many other dimensions. The Ecommerce tab on your reports allows for an in-depth look at your shopping cart performance metrics, these will help you to unlock how to get the best results as you grow your online sales channel!
Track Abandoned Carts
This is the low-hanging fruit of the e-commerce world. Did you know that as many as 60% of carts end up abandoned? That’s six out of every ten people get to the checkout and re-think their purchase.
Shopping carts may be abandoned for a variety of reasons, but all have the same outcome – lost sales. And therefore, it is important to track your shopping cart abandon rates and what step in the process they are taking place at. Where buyers drop off can be indicative of where the problem lies and you’ll want to set up goals within Google Analytics so that this metric can be measured properly.