4 Email Marketing Hacks for eCommerce Marketing Managers

As an eCommerce marketer, you’re probably already using different email marketing campaigns to achieve various goals.  You better be!

72% of customers prefer email as the mode of business communication – MarketingSherpa

Millennials prefer communication with businesses to be over email as well. 67.6% of teens, and 73.1% of those aged 19 to 34 prefer email over direct mail, SMS and app notifications – Adestra

A versatile email marketing plan can drive your email marketing ROI upwards, more so in eCommerce. Here’s how:

4 ways to amp up your ecommerce marketing with email

1.       A multipurpose ‘welcome email’ strategy: Welcome messages hold the rank of being the second most popular type of email messaging. They are easily created through professional ESP or email marketing software.

Welcome messages don’t have to serve just one purpose though. They can be used to increase engagement or to serve a specific marketing or sales objective too.

Now this should catch your eye. According to studies, new customers who receive welcome emails show 33 percent more long-term engagement with a brand and are much more likely to make a purchase.           

Typically, every welcome message is meant for a first-time visitor/buyer or subscriber.

2.       Targeted email campaigns: as per a customer’s buying stage: Email marketing is great. We get it. But the best email marketing for eCommerce companies is when a marketer sends timely and relevant emails as per the actual stage of the buyer’s journey.

Is this the same thing as ‘personalization’? ‘Personalization’ could even only mean including a customer’s first name, or, personalizing the gender preference settings in the email marketing automation tool before a send. That is table stakes now.

Data-driven personalization is different. Because this ‘process’, in order to be implemented successfully and yield results, involves a thorough understanding of the customer lifecycle, understanding of where they are in their buying journey and what can best be done to tempt them to convert or buy more, as the case (or stage) maybe based on their usage or browsing data, and predictive analytics.

3.       Email marketing campaigns for customer retention: Remember Pareto’s Law? The 80:20 rule. 80% of your revenues will tend to come from 20% of your customer base (in the case of B2C, this probably translates to 80% of your sales will come from a certain segment of customers.)

So, what can an eCommerce email marketing manager do about this? Use this to ensure a strong customer retention policy is in place!

4.       Email marketing campaigns that treat loyal customers as the privileged lot: I don’t know what type of credit card you have, but financial institutions usually seem to offer a Gold, Silver, Platinum (and maybe other) card levels. What it signifies is self-explanatory really.  Customer tiering based on loyalty (value or frequency) has always been important for every sector.

Loyal customers are most likely to respond to personalized emails – so make the emails count! Privilege offers, exclusive rights, first-user access to ‘latest products’ or early sale days – all are great ways to reward loyalty and to keep the long-term relationship going.

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