Don’t think email marketing works? Tell that to Groupon! They’ve made a pretty penny through marketing campaigns heavily based on sending out emails. A well designed email marketing campaign for your ecommerce storefront can increase sales. Period.
Email marketing is a proven way engage your customers, increase sales, and promote your online store. BUT, an awesome campaign can only be successful if you implement the right strategies to build a strong client base. If planned and executed properly, email marketing is the cheapest method to retain existing customers and enroll new customers for repeat purchases. In this post I’m going to share 4 easy tips on how to execute a successful email marketing campaign for your eCommerce store.
I don’t have to tell you that oftentimes people visit an online store, but don’t end up buying anything. It’s a sad but true reality. Research shows that visitors can be converted into customers by building a long-lasting relationship with them through frequent contacts and constant follow-ups. Email marketing is an effective way of achieving this. This approach is called permission based marketing, and has an estimated response rate between 5% and 20%. Not bad at all.
Here are 4 strategies to help you run a successful email marketing campaign:
1. Develop Strong Relationships
You should highlight how your email marketing has helped your existing clients by offering them the right products or services. This helps build enduring relationships and creates credibility among potential clients.
2. Accept Only Voluntary Subscriptions
Always provide potential clients with a choice for subscribing to your emails and newsletters. Their decision for subscription should be a conscious one and stealthy methods of signing up clients should be avoided at all costs. All subscriptions should be based on confirmations from shoppers. You can automate the confirmation process through an auto responder by sending a standard acknowledgement message of the subscription to let the customer know that the subscription had been recorded.
3. Provide An Unsubscribe Option
Even if a client has voluntarily opted-in for your email marketing, the customer can decide not to receive any more email messages or newsletters from you after a certain period. You should respect such decisions and have the opt-out option at the bottom of every message and newsletter you send out. The ‘unsubscribe’ message should have a clear link and proper instructions for opting out of your email marketing campaign. When people see your ‘unsubscribe’ message, they are assured that they have the freedom to stop your messages anytime. This increases their confidence in dealing with you.
4. Address Prospects by Name and Make the Email Personal
One of the most effective ways to enhance the response rate to email marketing is to personalize your emails. This can be achieved if you address your prospects by their first name. If you don’t have enough information on a client, avoid personal salutations and keep them general.