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 an effective 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
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
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
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.