How to Use Ecommerce Email Marketing to Increase Conversions
Marketeers seems to have had a love-hate relationship with email marketing. One minute it’s in, the next it’s out, then back in again. Luckily for us, it’s currently in again – so we’ve compiled some useful information to help you increase your conversions using eCommerce email marketing.
Email Segmentation and Personalisation
Nowadays what matters most is that your emails are tailored to the people that are receiving them. Nothing irritates anyone more than irrelevant spam. We now have a lot of information on our customers, so it makes no sense to send out generic emails. Personalisation is key and can be easily based on your consumer’s information. Here are some ways you can segment your emails:
- Products browsed in the past
- Products purchased in the past
- Typical Product category
- Weather conditions
- Average order size
- Typical price range
- Geographic location
- Average order size
- Cart contents
- Last order data
- Stage of the buying process
With events based email triggers you can create some seriously incisive campaigns.
Improving Your Open Rate
Increasing your open rate is still one of the biggest tasks at hand. With your customer’s inboxes being inundated by companies just like yours – how are you going to stand out from the crowd? So how can you be appealing? Context!
First of all, if the email has no context then it won’t be delivered into your customers inbox. That’s a catastrophic failure. Integral to getting your customer to actually open the email is the recipient understanding why they’re receiving it in the first place. If your audience isn’t expecting to hear from you, your open rate isn’t going to improve. The longer it’s been since you last interacted with the customer, the more important context is.
Tell them why you’re getting in touch and remind them of why they engaged with you in the first place. Two ways to provide context are:
- 1. Optimise Your Segments – Segmenting the audience helps you clarify context. In a case study from Experian, Howards Storage World sorted their loyalty program members into five segments. Each segment was sent a personalised promotion. For example their “super members” were sent a $20 voucher and 34% of them were redeemed and the average spend was 16% higher than people who weren’t members. Then, members who hadn’t shopped in a year were sent a similar email and 1,500 of them were redeemed with a 37% higher average spend than non-members. The moral of the story? Don’t just send them an email just because it’s a certain time of year, send them it because they’re a valued customer.
- 2.The Preview Pane Pain – Don’t depend on your email being opened for the customer to understand the context. 84% of people use the email preview pane on their mobile and desktop devices to check whether an email is even worth them reading. Use the first paragraph to explain your context and get them in!
Types of eCommerce Emails to Send
They were so close, they just didn’t quite make it. Don’t hope that they’ll come back on their own, take action! Get in touch to remind them the products are there. Ask if they need a hand with anything, or perhaps suggest items they might be interested in. One of the best things you can do is clarify things you suspect might have confused them or drove them away – shipping policies for example.
Discounts and Sales
The classic promotional email. Don’t be tempted to send those generic holiday emails we spoke about – use your segmentation. Using your segments you can find out which holidays are actually important to the audience. You wouldn’t send someone a Valentine’s Day promotion if their purchasing behaviour indicated they were single. And who wants to be reminded they’re single on Valentine’s Day? Test which promotions most appeal to them. If they use money-off coupons over percentage discounts, don’t send them what they won’t use.
Considering that the purchase has already been made, these aren’t emails you would see as particularly lucrative, but we always open a confirmation email. The three types of confirmation emails you can optimise are the initial receipt email, the “your order has shipped” email and, most importantly, that opportunistic “thanks for choosing us” email. They can be primarily transactional, but can also be used to drip feed brand value or promote similar products.
Recommendations and Reminders
You’ve got your 4 types of these emails: replenishment emails, recommendations based on browsing and purchasing history, gift suggestion emails and review request emails. A good example of a reminder email is waiting until your customer may have run out of your product – stationary or cosmetic companies could particularly benefit from this one.
To conclude on this one is pretty simple. We just need to be more thoughtful in how we contact our consumers. Yes, analyse your data and hold it dear as all marketers do – but sometimes it’s as simple as just thinking about the person reading the email and what they’d appreciate. Thoughtfulness in your approach to communication reaps positive rewards in real life, so why not in your eCommerce email marketing?