In today’s digital age, email marketing is one of the key areas that can provide a highly engaging customer experience. It holds incredible potential for ecommerce brands, but the medium is often either misused or ineffective due to the wrong strategy being implemented.
Research by e-marketing experts at Adestra reveals that 73 percent of millennials list email as their preferred method of getting contacted by a business. As such, it is needless to say that the opportunities of reaching customers are endless. However, businesses need to keep in mind that without a proper email marketing strategy, campaigns might get lost in the customers’ inbox.
Utlise a customer’s checkout to grow your email list
For companies that do not have large email lists, keeping customers informed of the latest products and promotions can be a difficult task. As such, looking for opportunities to get customers to subscribe to your email list is paramount. One of the best times to do so is during checkout.
During checkout, a customer has already decided to buy your product, meaning that they are already interested in your brand. Adding a question asking if they are interested in updates or special deals at this time is fantastic as they are more likely to opt in to your email marketing.
Here are a few strategies that could help make your business’ email marketing strategy shine.
Cart abandonment should be a priority
Cart abandonment is a huge hurdle for ecommerce brands. However, it also represents a prime opportunity for email marketing. There can be any number of reasons as to why a customer might abandon their cart, but sending them a follow-up email a few days later can often be enough to generate a purchase.
As always, segmenting your audience in order to better personalise the email and experience is essential for driving conversions via cart abandonment emails. Research from e-marketing platform, Moosend, indicates that about 10 percent of those who receive cart abandonment emails usually end up making a purchase.
Know the best time to send
The average person’s main email inbox tends to be swamped. As such, email marketing campaigns tend to get lost in a sea of other emails. In order to increase the chances of customers even seeing your email, businesses should typically send e-marketing campaigns during a weekday, particularly during the mid-afternoon.
However, there are some exceptions to this rule. The optimal time to send e-marketing campaigns could vary greatly based on the demographics of your subscribers. As such, businesses need to be intimately familiar with what their target market wants and needs. Consider running tests where time of day is the only variable to find the best time for your audience.
