Email marketing is one of the most effective channels for driving e-commerce sales. According to a 2023 study by Litmus, for every $1 spent on email marketing, businesses can expect an average return of $42. Whether you're a brand-new e-commerce store owner or an experienced retailer, email marketing offers a direct line to your audience and provides opportunities for engagement, retention, and ultimately, sales.
This guide will take you through the essentials of email marketing for e-commerce, from building a list to setting up automated email campaigns that can run 24/7.
Email marketing is a key element of e-commerce success for several reasons:
The foundation of [your email marketing strategy](salesforce-email-marketing.html) is your email list. Building a quality list means focusing on acquiring contacts who are genuinely interested in your brand. Here's how to do it:
One of the best ways to encourage visitors to subscribe to your emails is to offer an incentive. Popular incentives include:
Example: “Sign up now and get 15% off your first purchase!”
Popups and embedded signup forms are essential tools for growing your email list. While many users initially dislike popups, the data shows they work when used correctly.
Best practices: - Use exit-intent popups that appear when a user is about to leave your site. - Keep your forms simple, asking for just the email address initially.
Example Tools: You can use tools like OptinMonster or Privy to create popups.
If you're targeting European customers, GDPR (General Data Protection Regulation) requires you to get explicit consent from users before sending marketing emails. Always ensure your opt-in forms include a clear statement of what users are signing up for, and provide a way to manage or unsubscribe from emails.
Example: “By signing up, you agree to receive marketing emails from us. You can unsubscribe at any time.”
Once you've started building your email list, it’s time to think about the types of campaigns you can run. Each campaign serves a specific purpose in your overall email strategy.
Welcome emails are your first opportunity to engage new subscribers. These emails introduce your brand, offer value, and guide users toward their first purchase.
Example: A welcome email series could include a discount code for their first purchase, introduce your brand's values, and showcase popular products.
Abandoned carts are a major pain point for e-commerce businesses. According to Baymard Institute, 69.82% of shopping carts are abandoned before the customer completes their purchase. Cart abandonment emails are a great way to recover those lost sales.
Best practices: - Send your first email within 24 hours of cart abandonment. - Use urgency or offer a discount to incentivize the customer to complete their purchase.
Example: “Hey, you left something behind! Complete your purchase today and enjoy 10% off.”
Once a customer makes a purchase, your relationship with them shouldn’t end. Post-purchase emails are a way to thank customers, offer product recommendations, and ask for reviews.
Example: “Thank you for your purchase! Here are some tips to care for your new product, plus some items you might like.”
Inactive subscribers are those who haven't opened your emails or made a purchase in a while. Re-engagement emails help win back these subscribers by reminding them of the value you offer.
Example: “We miss you! Come back and enjoy 20% off your next purchase.”
To turn subscribers into customers, you need to create emails that are visually appealing, easy to read, and have a clear call to action.
Your subject line is the first thing a recipient sees, and it’s crucial to getting them to open the email. Best practices include:
Example: “Sarah, Your 10% Discount Expires Today!”
Personalization is one of the biggest drivers of email engagement. Using dynamic content (such as inserting a customer’s first name, or recommending products based on their browsing history) makes your emails more relevant and encourages action.
Example: “We thought you might like these products, based on your recent browsing.”
Every email should have a clear and prominent CTA. Whether it’s “Shop Now,” “Get Your Discount,” or “Browse New Arrivals,” your CTA should be easy to find and act on.
Best practices: - Use bold buttons. - Place CTAs above the fold (in the visible part of the email when opened). - Test different wording and colors for higher engagement.
Email automation allows you to send the right emails at the right time, without manual intervention. Here are the key automations to set up for e-commerce:
Tools for automation: Klaviyo, Mailchimp, and Omnisend.
Once your campaigns are up and running, it’s time to measure their performance. Here are the key metrics to track:
A/B testing allows you to optimize your emails by comparing two versions of the same email. You can test elements such as subject lines, CTA buttons, or even the layout.
Example: Test two subject lines: “Shop Our New Collection” vs. “Hurry! New Collection Just Dropped.”
Email marketing is one of the most effective tools for driving e-commerce sales, but it requires a strategic approach. From building a quality email list to setting up automations, there’s a lot to consider when launching your email marketing efforts. By following the best practices outlined in this guide—focusing on personalization, segmentation, and continuous optimization—you can create email campaigns that not only engage your audience but also increase sales and grow your business.
For further reading, explore tools like Klaviyo, Mailchimp, and OptinMonster to supercharge your email marketing strategy.