Regardless of the incredible improvements in social media and on-site user interface design for interacting with customers, email is still one of the great strategies e-commerce marketing experts can use to control future and past customers to amplify e-commerce sales.
One difficulty with the majority e-commerce sites is that they do not ask for any information from their customers until they proceed towards the checkout process. With many online shoppers not making it to the checkout process and an astonishing 88% of shoppers discard their shopping carts because they just are not ready to make a purchase yet, what can you do to approach to these people? That could be a vast amount of potential leads your business is missing out on. It is significant to make sure you are in the front of buyer’s mind.
If you are likely to open a hypothetical online store tomorrow, the two things you should consider are your shopping cart and a method for new and present customers to be in touch with you.
There are three main types of email that every e-commerce marketer can use to improve engagement and enhance sales:
1. E-commerce lead development emails
Lead development is the procedure of sending a customer a sequence of emails at a series of defined periods from the time they accomplished a particular action. E-commerce lead development is predominantly valuable for alleviating secondary conversions.
The main goal of an e-commerce lead development campaign is to acquire a consumer to complete a primary conversion and purchase something. On the other hand, the customer accomplishing another secondary conversion permits you to revive your relationship with them and rearrange them in one more lead development campaign.
2. One-time e-commerce emails
There are different causes that an e-commerce marketing division may want to send a one-time email. The email newsletter is perhaps the most common use of this tactic, with emails going out on a particular day of the week or month because this kind of email is not fixed to any type of user behavior; it's generally less efficient in converting sales. Also, these have a tendency to reduce the influence of incentives and discounts because customers become dependent and expectant of them. But, due to its chronological popularity it is still broadly practiced.
3. Behavior based e-commerce Emails
One of the most efficient and prevailing applications of email for e-commerce marketing are emails that are exactly joined to the behaviors of your website viewers. The most frequent e-commerce marketing application of this strategy is abandoned cart development emails. When a user includes an item to their shopping cart and does not succeed in completing a checkout, an absolute need for e-commerce marketers is to send an email to re-connect that user.
E-commerce marketing experts can control this tool in a number of ways – its influence is only limited by your ability to narrate a logical series of customer activities with effective messaging. Thus, email marketing is an imperative skill to master in its various ramifications. So, next time when you make a storefront, keep email in mind because e-commerce and email are really built for one another.