Emails have been around for decades and they’re becoming more and more useful every day for businesses.
Email marketing campaigns are an important tool in the box for any e-Commerce business. A well written email can just as likely be the key to a new strategic relationship as to the detangling of otherwise unnavigable confusion.
Leveraging social media and SEO are potentially excellent strategies for reaching a great deal of people very quickly. This can be very advantageous for an e-Commerce business, but a strategy relying on social media marketing alone can carry certain inherent risks.
Email marketing campaigns involve sending promotional messages to a group of people via email. These campaigns can be used to promote products or services, build brand awareness, and encourage customer engagement. Email marketing campaigns typically involve creating targeted lists, designing visually appealing emails, and tracking metrics to measure success.
Email marketing campaigns for e-Commerce businesses involve sending promotional messages to customers and prospective clients via email. e-Commerce businesses can leverage email marketing campaigns to promote specific products and drive overall sales. In addition to these clear advantages, there’s another one that is probably the most important.
Email marketing campaigns allow e-Commerce businesses to keep their communities engaged to increase customer loyalty. Specific calls to action can be added at the discretion of the e-Commerce business with ease. Typically, the campaigns themselves involve creating targeted lists of subscribers. Once you’ve narrowed down to whom your message is really intended to speak, you’ll need an interesting, visually appealing email to attract their attention.
You can learn quite a bit about your recipients based on how they react to your emails. With any email marketing campaign, it’s important to have a reliable system for tracking metrics. such as open rates, click-through rates, and conversion rates to measure success.
Email Marketing Best Practices
Email marketing campaigns for e-Commerce businesses are admittedly great; but a problematic email marketing strategy could cause even more issues than it solves. Email has been around for a long time, and in the landscape of e-Commerce businesses there are rules to protect recipients. Here are some of the potential pitfalls to watch for when planning an email marketing campaign:
Being Marked As Spam
This is a big one. If the recipient of your email marks it as spam, your sender reputation can take a hit. A bad sender reputation score can reduce the effectiveness of your future email marketing campaigns, so avoid behavior that an audience might perceive to be “spammy,” or bot-like.
Navigating Legal Regulations
Once upon a time, the only people you could sell to were the people who could see and hear you. But now, technology has unlocked a completely new landscape for customers of all kinds. Your reach using an email marketing campaign is only bound by the constraints of internet accessibility. Remember: different lands have different laws. It’s important to only use email marketing campaigns in total compliance with local, state, federal, and international laws, which can differ wildly.
Failing To Stand Out
Once you’ve complied with all applicable laws, evaded spam filters and finally landed in the right inbox, it’s not over yet. Maybe in person it’s impossible to ignore you, but in a crowded inbox full of repetitive subject lines, it’s much easier. The success of your email marketing campaign relies just as much on soliciting engagement from customers as it does the campaigner’s format and compliance.
Want to make sure your email marketing campaigns follow all best practices? Here are some useful strategy ideas to help mitigate some of these challenges.
Keys To Email Marketing Campaign Success
It’s not the easiest thing to manage, but building a good email marketing campaign can unlock a whole new side of your e-Commerce business’ success.
Here are some ways to ensure you’re maximizing the effectiveness of your marketing campaign while staying in compliance with the rules:
Build A Targeted Email List
Creating a targeted email list of people who have opted-in to receive your emails is a great place to start a successful email marketing campaign. Taking this important step can reduce the risk of being marked as spam and increase the effectiveness of your campaigns.
Follow Best Practices For Design And Content
Don’t underestimate the importance of a good subject line. First impressions make a big difference. Once you’ve gotten the click, it’s important that the reader is rewarded with visually appealing designs and personalized content. Be intentional about standing out in inboxes crowded with messages.
Comply With Legal Regulations
Although there are different rules governing email solicitations and marketing depending on where you go, you’ll need to keep track of them wherever you intend to market your e-Commerce business via email. In the US, compliance with the CAN-SPAM Act is compulsory. But in the EU, the GDPR governs e-Commerce relation email correspondence. Depending on where you’re planning to contact recipients, you’ll need to know and comply with all applicable laws and regulations.
Monitor Email Metrics
Depending on your objectives, certain data points will eventually emerge as critical to your e-Commerce business goals. Track metrics such as open rates, click-through rates, and conversion rates to measure the effectiveness of your campaigns and make adjustments as needed.
Segment Your Email List
At some point in the beginning of your email marketing campaign journey, It might be feasible to send all your email subscribers the same emails. Eventually, you might find that some of your recipients respond to certain emails completely differently than others might. By carefully segmenting your email list based on specifically selected factors, you can create a customized experience for recipients.
By sticking to best practices and tailoring the right strategy, an email marketing campaign for your e-Commerce business can be an investment that pays for itself many times over.
Do you need an email marketing strategy to engage your subscribers and boost your sales? Contact Starling & Company today to learn how we’ve helped other e-Commerce businesses do just that.
How do you use email marketing campaigns in your business? Let us know down in the comments below! 👇