While social media is breaking down barriers for eCommerce sites around the world, email shouldn’t be left in the dust. Despite the massive growth we’re seeing on social, good old fashioned email marketing is still working for today’s biggest businesses, and it can work for yours as well.
Today we’re going to look at 6 incredible eCommerce email tactics that successful businesses are using. Bring these into your strategy and watch as your open rates, click-throughs, and ultimately your conversions skyrocket!
6 Surefire eCommerce Email Tactics Proven to Get Results!
You’re probably using email as part of your eCommerce business, along with social media advertising, but how focused are you on this aspect of your marketing and engagement? Consider these statistics on email marketing:
- Transactional emails have 8 times as many opens and clicks compared to other types of email. They also generate 6 times more revenue!
- Personalized email messages improve click-through rates by an average of 14% and conversions by 10%
- You are 6 times more likely to get a click on an email than you are from a tweet.
- Email has the highest conversion rate at 66% when compared to social, direct mail, and others.
- Your message is five times more likely to be seen in an email than on Facebook.
- And finally, email marketing has an ROI of 3,800%
The potential for eCommerce success with email marketing is incredible. Let’s find out which tactics are working:
1. Focus on Personalization
According to a study done by Marketingsherpa, email personalization results in a 750% increase in click-through rates and additional revenue. It’s easy to understand why:
People like to feel special.
Take a look at the email screenshot above from my inbox. As you can see, Amazon sent me a recommendation tailored to my personal taste based on what I’ve browsed on their websites. As it so happens, I loved that movie, so I’m very inclined to buy it now that it’s been released.
This is just one example of personalization, and it’s done through a few different tactics:
- Segment Your Email List – You can start by creating categories that your subscribers fall into. I usually recommend starting with emails for first time customers, regular buyers, and faithful customers so you can tailor your content accordingly.
- Send BIrthday Wishes – If you ask for their birthday when they subscribe, you can send them a special coupon on their birthday and make them feel great that you remembered.
- Recommendations – Like the screenshot above, you can make personalized recommendations to your customers for an added touch of personalization.
2. Provide Social Proof
Here we have an example of social proof, which is a standard strategy in eCommerce, but have you considered putting it in your emails? Social proof, but its very nature, is designed to compel customers to make a purchase.
It leverages the inherent need we have to feel included and the desire to be on the winning side of things. Essentially, seeing that other people liked something or bought it psychologically pushes us to buy it as well so we can also have a positive experience and relate to those who purchased before us.
Social proof comes in multiple forms:
- Customer reviews
- Share buttons and counters
- # of product sold already
The example above shows customer reviews and it also shows a small heart button that shows how many people “liked” the product. These are perfect examples of social proof you can use in your emails. Consider featuring testimonials or reviews paired with products in your next email campaign.
3. Curate Relevant Content
Not every email should be promotional in nature. You should strike a balance between providing valuable content and promoting your products. If your eCommerce website hasn’t created a blog yet, this could be an excellent platform to produce content that you can promote in your emails.
In the example above, we see content curated from various sources by StumbleUpon, including sponsored options. There’s nothing being sold here, but the personalization combined with the content that is relevant to me is a nice touch. I mean, who doesn’t love burgers?
We even have some examples of social proof in here as well with the view counters next to each link. As you can see, many of these tactics can be combined for additional effect. When curating content, always remember that it should be relevant and useful to your audience regardless of whether you wrote it or not.
4. Abandoned Cart Notifications
We all know that sinking feeling you get in your stomach when you find out that a customer had items in their cart, ready to buy, only to leave before they finished the purchased. Online retailers hate when this happens, but despite what it looks like, this is not the end of the world.
With a shocking $4 trillion dollars in merchandise getting left in digital shopping carts each year, you’ll be happy to know that with the proper tactics in place, you can recoup up to 63% of sales typically lost in cart abandonment.
The tactic is really quite simple: Ask them why they left.
Whether you do it automatically with software, or you reach out personally, if someone abandons their cart, find out why. Maybe they had issues checking out? Perhaps the website was running too slow? Whatever the reason, finding out can help you fix it for future customers.
There’s also the potential that they simply got distracted and forgot to finish their order. In this case, reminding them will close that sale! If you want to increase your chances of closing the sale, consider these tips:
- Provide a clear call-to-action that brings them right back to the checkout process. In other words, don’t make them re-add the items to the cart.
- Provide an incentive to make them finish the purchase. Be careful with this, however, as people will think they can get a coupon every time they abandon their cart. Consider offering this to first time customers or sales with potential for high value.
5. Scarcity and Exclusivity
Clubs, lists, teams, anything that carries a certain exclusivity will catch our eyes. The same goes for something that is scarce or rare. We are programmed to assume something is more valuable or of higher quality if it’s hard to find.
This also triggers a desire not to miss out on the opportunity. We feel a fear that we may lose out on something if we know it’s not going to last. By providing customers with emails that combine scarcity and exclusivity, you’re causing these types of reactions:
- Create a sense of urgency and convince the customer to buy now.
- Increase the perceived value of the product.
- Acceptance of a higher price
- Higher satisfaction overall
It’s important that these things be used on items that are recent. If the item has always been scarce, then it doesn’t have the same overall impact. To create this type of emotion, you should choose specific keywords when describing your product or promotion:
- Limited time/limited quantities
- Exclusive, members-only, early access.
- A specific date, use of the word “deadline”
- Don’t miss out!
- Just for you!
Using this type of language will ensure that you’re conveying the exclusive and scarce nature of your offer.
6. Optimize Your Transactional Emails
Transactional emails are best described as the types of message you send to a specific customer based on an action they took or a lack thereof. Here are some ecommerce email examples:
- A welcome email when they sign up for your list.
- A “Thank You” email after they’ve made a purchase
- Reminding a user that they have items in their cart they haven’t purchased.
- Password resets
- Customer service requests
Let’s look at a few examples of how you can optimize your transactional emails:
1. Put Yourself in Their Shoes
When you’re constructing a transactional email, consider your buyer. Where are they in their journey to purchasing your product? What mindset are they in? These questions will help you understand how to approach the specific situation.
Let’s say you’re sending the customer an update on their order. It shouldn’t be cluttered or filled with distractions. It should get straight to the point and tell them what happened and what’s changed.
2. Throw in Some Style
While it’s important that you convey the message quickly and efficiently in your transactional emails, they don’t have to simply be text. If you’re sending a thank you email or an order confirmation, dress it up and get the customer excited about the purchase they made.
3. Provide Recommendations (Within Reason)
If you’re subtle about it, an order confirmation can be an opportunity to bring in more sales. Keep the recommendations out of the way and don’t let them crowd the message at hand. Make sure they’re relevant to the purchase that was made.
For example, consider add-ons that compliment what they just purchased.
These six eCommerce email marketing tactics will ensure that you’re communicating with your customers in the best way possible for them and your business. How do you structure your emails for maximum reach and success? Let us know in the comments!
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- Six eCommerce Email Tactics Successful Businesses are Using - November 2, 2016