How Email Marketing Can Help You Drive More E-commerce Sales
Due to a number of economic challenges, consumers are highly likely to be spending less over the coming months.
So as an e-commerce business, how can you drive the most revenue possible using email marketing?
Email marketing enables you to get the most out of your existing customers and the data you own, by increasing retention and repeat purchase. Do this with your newsletter/campaign sends as well as your automations/flows. Make sure that as well as a Welcome and Abandoned Cart flows, you have Abandoned Browse, Post Purchase and Winback Flows live? Already got those in place? Next up add anniversary of first purchase, Abandoned add to bag and Back In Stock.
Email marketing is a low cost and highly converting channel, meaning you’ll get a high ROI here. When you’re emailing your database, you’re speaking to a warm audience who are already aware of you and have shared their data with you. Email should be driving a really significant chunk of your overall site revenue. If it isn’t look at increasing your database, increasing your newsletter sends and optimising your automated emails.
Email marketing enables you to tell your brand story. Build connection, trust and loyalty with your audience so that even if they aren’t shopping now, you are top of mind when they do in the future.
SOME WORDS OF WARNING
DO NOT turn off your other channels!
Email cannot work alone.
If you aren’t doing any social media or search marketing, you won’t be building brand awareness and getting people to your site to sign up in the first place.
If you do start to send more newsletters, keep an eye on your unsubscribe rate. You don’t want to bombard people, so talk to your engaged subscribers the most and keep these sends as relevant and targeted as possible.
If you want more advice on anything I’ve mentioned here, please get in touch.