Email marketing is used by e-commerce stores to connect with existing and potential customers through promotions, announcements, and informative content. One of the major benefits of an e-commerce email marketing strategy is its vital role in scaling your business and increasing your sales conversions.
Research shows that more than three-quarters of consumers say they would buy from a brand they feel connected with over a competitor and over half say they are more likely to increase how much they spend with a brand when they feel connected. For this reason, it is important for e-commerce brands to capitalise on the unique opportunity that e-marketing presents to keep a competitive edge and streamline sales.
What is email marketing?
Email marketing is a form of marketing that uses email to connect with customers. Through email marketing, e-commerce stores can let customers signed up a mailing list know about new products, discounts, and other news.
This is an effective technique used by a wide range of industries to drive brand awareness, build customer relationships, and generate sales.
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To begin, you will need to build and invite customers to join an email list. Then you can begin communicating exclusive offers, events, and brand news to your target audience.
Benefits of email marketing for e-commerce stores
There are many benefits of email marketing for e-commerce stores. Here are some examples:
- Direct communication with customers and target audience
- Increased sales
- Improved customer engagement
- Enhanced personalisation
- Unique data and analytics
- Build brand awareness
Email marketing tips for e-commerce
E-commerce email marketing is effective, efficient, affordable, and profitable. Here are three emailing tips for e-commerce businesses to use in their marketing strategy.
Launch a newsletter
Email newsletters make up an important part of any e-commerce marketing strategy and can help to improve brand awareness and maintain contact with consumers. Regular communication with customers keeps your e-commerce store at the forefront of their minds.
To convert website visitors to subscribers, offer special incentives, exclusive discounts, and your industry expertise. But remember, your email marketing strategy should connect your brand with consumers and should be informational and valuable to them- not just preoccupied with sales.
When delivered well, email marketing has consistently proven to result in a more successful click-through rate than social media platforms.
Send a warm welcome
When consumers subscribe to your mailing list or set up an account to shop from your e-commerce store, consider sending them a warm welcome. New subscribers are expecting to hear from you and reaching out to new website visitors could be the encouragement they need to complete a purchase.
A welcome email series will inform consumers about your brand, show consumers what to expect from your brand, and spark an initial connection.
Studies show that welcome emails have 86 per cent higher open rates than other emails and generate on average, up to 320 per cent more revenue per email, so emailing marketing really does hold potential for your e-commerce store.
Make it personal
Over 70 per cent of consumers say they only engage with marketing messages that are personalised and tailored to their interests so e-commerce brands should not overlook the power of personalised email marketing.
Leveraging the data and information from your store or website, e-marketing allows you to target a specific subscriber and engage them with offers, discounts, and information about products and services they have previously shown interest in. Cart abandonment is a common problem for online stores to overcome but a follow-up email can be a powerful tool to encourage consumers to complete the purchase and increase conversions.
Some ways you can make your email marketing more personal include personalising your subject line, using a conversational tone, using automation to send the right message and the right time, and targeting consumers based on their previous purchasing and viewing history.
Track your results
To measure the effectiveness of your email marketing campaign, it is important to track and analyse the results. Your email marketing metrics will display the click-through rate, conversion rate, bounce rate, and list growth so you can see and understand who interacts with your marketing and how.
E-marketing is one of the most measurable marketing tactics as you have visibility on who opened, clicked on, and interacted with campaigns. This information also allows you to improve your email marketing strategy to drive results and understand how to do so.
Monitoring your email marketing metrics continually can provide valuable knowledge and information to your e-commerce brand.
And remember, as your e-commerce business grows due to effective email marketing, so will your accounting and back-office business demands.
Ensure you don’t miss a deadline and get expert support and advice on how to build your e-commerce business by contacting an e-commerce accountant today.
Offering a range of accounting services, e-commerce accountants will seamlessly handle your e-commerce business’s accounting needs so you can focus on developing your brand and scaling your business. Get in touch with the team at Unicorn Accounting to see how we can help.
Why choose Unicorn Accounting?
Ensure you keep on top of your finances and tax obligations by outsourcing to an accountant. This means that you don’t need to worry about your end of year accounts, payroll, or bookkeeping requirements.
At Unicorn Accounting we are e-commerce accountants who help make your online business a growing success. We offer e-commerce accounting advice, financial management, bookkeeping, cash flow statement, and tax filing services to support and scale your business.
Our team of accountants and Xero-certified advisors have experience working with both small start-ups and family-run online stores to large-scale, international retail and e-commerce brands.
If you’ve got an online store, we have the best solution for you. Providing you with a financial arm to your business through our sector experience, and skills with innovative technologies. To see how we can help you maximise the scalability of your e-commerce brand all year round, get in touch with Unicorn Accounting today. Or click here to get a free quote.
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