While we have nothing against Instagram or TikTok, your eCommerce biz has to prioritize email marketing. Not only does email keep you top of mind for shoppers, but it can even boost order value by 138%.
Please don’t send a wimpy, generic email to your shoppers. This isn’t 2005; your customers expect something truly wow-worthy.
Flimsy subject lines aren’t going to build your brand. You need to prioritize email marketing to become the world’s next eCommerce giant.
Why should I use email marketing for eCommerce?
Maybe you’re thinking, “Psh, I don’t have time to bother with sending emails. I’m just gonna talk about my products on Instagram.”
Social media is great and all, but email does 3 things that social media just can’t offer your eCommerce store.
1 - Proprietary data
Hey, did you know that marketing through third-party platforms like social media means you don’t really own your customer data?
Yup, it’s true.
With email marketing, you own the data outright. This is called proprietary data and means you can do anything you darn well please with it.
Communicate with your customers on your own terms, not Facebook’s or Instagram’s. As long as you follow the law, you can nurture customer relationships however you see fit.
Welcome sequences are one of the most important series in email marketing. They drive 3X more revenue per email than any other message you’ll send.
Follow these quick tips when building out your welcome series:
Send 3 emails, minimum: That sounds like a lot, but it’s actually not. This gives customers the chance to know you and form expectations about the relationship. Plus, it’s unlikely they’ll see all of your messages, so this hedges your bets.
Ask for a reply: You want to engage with customers as much as possible in eCommerce. Asking them to reply to your email with a tip, pain point, or story boosts engagement.
Offer a discount: The shopper did just give you their email address. The least you could do is hand over a discount for their next purchase.
Moosejaw has an awesome welcome email sequence for their shoppers. The sequence has great visuals but also has a lighthearted feel.
Oh, and a discount, which everyone loves.
3 - Clean your email list
It’s not all about having the biggest list when it comes to email marketing. It’s about having the best quality list.
The best quality list means better open-rates, fewer spam complaints, and more revenue.
While you can’t recover all of that 70% loss, you can get some shoppers back with an abandoned cart email series. This is so darn effective that every eCommerce product band must send abandoned cart emails.