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Ecommerce Guide to Email Marketing – Part 4

Ecommerce Guide to Email Marketing – Part 4

By Liz Coulson, July 19th 2019

Emails are a great marketing method and one that certainly isn't dying; it drives more conversions than any other channel reports Monetate. (1) Want to get involved? In this four-part series of articles, we'll help you build your contact lists, maximise your email deliverability and consider email campaigns and their triggers. 

Email Journey Ideas 

The only thing now is to decide what emails you're going to send, and the possibilities are endless! To get you started, there are a few ideas below. 

Welcome Series 

A welcome email or series is a fantastic opportunity to give your subscribers an awesome first impression of your business whilst subtly trying to convert them into customers. 

You can email your new subscribers once welcoming them to an exclusive club or you can take them on a mini-journey and introduce them to your company.  

New Product Arrival 

Receiving a new product arrival email is one of the more exciting emails to receive don't you think? 

Tip

Target this campaign towards people that have purchased products similar to the one you're launching. 


81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email.

— eMarketer

Seasonal 

The ecommerce industry is great! There are so many seasonal campaigns you can get involved in. If it's clothes you sell, you can utilise the changing seasons or if it's gifts, there are plenty of Awareness Days like Father's Day, we're sure there's one to suit your business. 

Despatch Bay is great for seasonal shippers; use it as much as you like, when you like to suit the needs of your business.

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Enticing Email 

If you have customers that haven't shopped with you for a while, send them an email enticing them back – perhaps a discount code or offer free shipping for a limited time. 

Cart Abandonment 

Sending your subscribers a reminder about the products they were interested in might just tip them over the edge to purchase the item(s). 

Trigger Happy

Deciding on the triggers of your emails shouldn't be underestimated. Afterall, you don't want to send a cart abandonment email to somebody who has already purchased that product do you? 

Timing is an important part of triggers. You don't want to send a welcome series a month or even a week after somebody has subscribed to your mailing list – they've probably already forgotten you!

Tip

Different platforms offer different triggers; these triggers might give you an idea for future email campaigns too. 

Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue.

— DMA

Time to Test 

Luckily, with all forms of digital marketing you can test, test, test! Everything we've spoken about on this guide, part 1 to 4, you can A/B test and figure out what works for your ecommerce business and increases your profits. 

Just before you leave, tick this one off of your to-do list. Managing your orders and shipping in seconds.

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Sources

  1. https://www.monetate.com/
  2. https://www.emarketer.com/Article/Personalization-Sees-Payoffs-Marketing-Emails/1010563
  3. https://dma.org.uk/uploads/National%20Client%20Email%20Report%202013_53fdd7e6684de.pdf