Email marketing is one of the most powerful tools to attract customers to your brand and generate conversions.
If you have an ecommerce business, having a good email marketing automation strategy is essential to get the most out of your store and maximize your results. In this article, we will review why ecommerce businesses should leverage email marketing automation and how to apply email marketing for ecommerce businesses step by step.
Email marketing automation consists of using specialized software to send automated emails.
This allows you to effectively manage email marketing campaigns for your ecommerce business, saving a lot of time and resources. In addition, these tools allow you to achieve a high degree of segmentation and personalization and measure results in real-time.
There are currently many email marketing automation tools on the market, and in many cases, they have very similar functions. Here are some factors to consider when choosing the right one for you:
The basic lead capture strategy in email marketing is to offer valuable content in exchange for users leaving you their data. The content offered is known as a "lead magnet".
To be effective, the lead magnet must solve a problem or need of the consumer, be related to the products or services you want to sell, and provide value.
Before launching a landing page with your lead magnet, you must define the first sequence or workflow of your email marketing: the welcome emails.
Normally, this sequence starts with an email where you send the user the lead magnet, for example, a PDF, and then explain the type of content they can expect to receive. After that, you can send a few more emails explaining the brand story or providing useful and relevant information.
At this point, you are ready to start acquiring subscribers for your database. The main objective is to get users to subscribe to your newsletter, either directly or through the lead magnet. To do this, you can use multiple tactics, such as:
In addition to preconfigured sequences, you can send a recurring newsletter. This way, you nurture a relationship with the subscriber. Some sources even recommend that the frequency of a newsletter should be daily, although the ideal frequency depends on the characteristics of your brand and your target audience.
For example, your subscriber's birthday, the anniversary of when they subscribed to your newsletter, Mother's Day, or Women's Day. There are many occasions that can be used to launch an ad-hoc campaign and generate conversions.
As mentioned in the previous section, the welcome sequence focuses on sending the user the promised lead magnet and explaining what to expect from the newsletter.
The purchase confirmation email is one that is sent to a customer after he or she purchases a product. It is one of the emails with the highest open rates. Make sure you always include the following information:
Shipment tracking code.
Invoice and payment method used.
Information on what to do if there is any problem with the order.
The brand's social channels.
Product reminders are a type of retargeting based on the user's behavior on your website. When you detect that they have visited a product page but have left before making a purchase, you can send them an email to remind them of what they were looking at.
These sequences are based on the user's purchases on your website. The objective is to increase the customer's average lifetime value by nudging them to upgrade the product or service they have purchased (upselling) or to purchase other complementary products (cross-selling).
Last but not least are the abandoned cart recovery emails, which are one of the most effective ways to increase revenue for a very low cost.
They simply consist of identifying users who have selected products on your website but have not completed the payment process and sending them an email incentivizing them to finish it. You can also offer them a discount or an additional benefit such as free shipping.