Nowadays, emailing remains the tool par excellence for effective digital marketing strategies. Despite the rise of social networks like Facebook or Twitter, email is still part of our daily life and we are exposed throughout the day to messages, whether personal or professional. For companies and brands, this tool continues to be the most effective way to disseminate advertising and communication, and build long-term relationships with their customers.

Why do emailing for your e-commerce site?

91% of consumers use email every day, 66% of consumers have made an online purchase after receiving a message by email, and 74% of people prefer to receive marketing information by email. These figures show the importance of emailing for consumers, but above all give interesting clues to companies about the behavior of recipients on an e-commerce platform.

And the information on recipients, obtained with emailing software such as  Mailify , is very useful not only to analyze the success of our campaign, but also to understand, in our online store, what is the behavior of our customers with regard to screw of our products. Email marketing, if used creatively, encourages the recipient to buy, while appealing to emotions.

So, how do you do an emailing to increase conversions on your website? How can emailing increase sales on your e-commerce platform?

Best practices for emailing adapted to e-commerce

Emailing today represents 5% to 10% of e-commerce transactions, it is one of the most efficient channels when it comes to generating sales in an online store. some tips for a successful e-commerce emailing campaign.

1. Personalization and targeted messages

As an e-merchant, you receive a lot of information about your consumers every day. If you use a professional emailing solution for your campaigns, such as Mailify, you have the possibility of obtaining very interesting data on them: navigation on the site, click-through rate, open rate, interest for specific themes, etc.

You must then use them, in the message or in the subject of the email, in order to address each person individually with a relevant message to boost conversions.

2. Welcome emailing

Automatic and personalized welcome email marketing is a strategy that should be included in your e-commerce campaign. Now is the time to offer some promotions and benefits for new customers and the opportunity to increase visits to your online store.

3. Call-to-action: the allies of e-commerce

The goal of e-commerce emailing is to turn consumers’ interest into sales and maintain a long-term relationship with them. To have more conversions, add “call to action” buttons, to encourage to action. Feel free to use bright colors and place them at the beginning of the message, as early as possible.

4. Regular newsletters

To make effective emailing for your e-commerce, it is important to create newsletters that interest the recipients. Send precise messages at the perfect time to build close relationships with your customers and prospects.

We must seek loyalty through regular messages. Highlight discounts, information on the order in process, or simply information on products that might interest your contacts. The consumer will be happy to know that you are thinking of them.

5. Diversified content

The content of an email campaign is the most important. If you want to get conversions on your site, you have to think about the messages you are going to send. Make sure you include quality content that interests your consumers.

Always diversify the messages: send promotions, but accompany your message with images, videos on the products, advice on use, etc. This will have the effect of introducing your recipients into the brand universe and encouraging them to purchase.

6. After the purchase: some opinions

In e-commerce, your emailing campaign does not end after the purchase. To establish a closer and more human relationship with your recipients, you must keep in touch after the sale: know if the order has been received, if the product has already been used, send additional advice, etc. A post-purchase emailing strategy will demonstrate that you listen carefully to your customers and you will earn their trust.

Example of emailing campaigns to set up

Here are some examples of emailing campaigns that you can carry out to make your e-commerce more efficient:

  • Holidays such as Christmas, Mother’s Day, Easter and the important events of the year (blackfriday, halloween, sales) are key times to increase sales. Do not miss these dates as an e-merchant.
  • Send promotional codes to relaunch cart abandonments. Many people abandon their shopping cart and ultimately don’t buy. Send reminders with promotions and an exact validity date to maximize returns.
  • Flash selling is a good strategy to increase conversions. Send an emailing a few days before the start of the sale to announce the event.

Conclusion

In e-commerce, emailing is an excellent way to attract visitors to your store and maximize conversions. This strategy must transform the interest of recipients in its brand into sales, but also maintain a close and strong relationship with them. Doing an emailing dedicated to your e-commerce allows you to initiate a first purchase, to welcome new customers, to introduce them to the universe of your brand, as well as to reward and engage your former customers. This is why it is so important to use it! Do not hesitate to embark on this adventure.

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