If you want to create a thriving ecommerce business, email marketing is a must-have.
Email may seem a little aged and dusty these days, but time and time again, it's proven itself to be one of the best marketing channels out there.
With the right strategy, the ROI on email can be through the roof.
It's forty times more likely to snag you a new customer than either Twitter or Facebook. Forty times!
Email has an intimate feel to it, creating a sense of a one-to-one interaction between the customer and your company.
With a little personalization, it becomes even more compelling, creating the illusion of a personal message from you to them — even if it's really just a mass email with a few elements swapped out here and there.
But what kind of emails should you actually send?
What kind of content works the best?
In a recent blog post, online eCommerce incubator A Better Lemonade Stand details four kinds of marketing emails that have a knack for boosting sales and winning over new customers.
WELCOME SERIES EMAILS
These are emails that you send to people who subscribe to receive updates, offers, and blog content from you.
Welcome emails can help you make the right first impression, and allow you to begin to establish and nurture relationships with prospective customers.
A Welcome Email series is usually comprised of a mixture of educational content, first-time offers, product spotlights, stories about your brand, and social proof about your products (reviews and testimonials from other happy customers).
The purpose of a welcome email series is to build trust and get people excited about your products.
The number of emails you include in this type of series is completely up to you.
It could be a 4-part series, or it could be never-ending (i.e. you keep sending emails to subscribers in this list until they purchase a product from you and are moved into a different email list segment (from “Lead” to “Customer,” for example).
Welcome email from Casper
Welcome email from Kate Spade
EDUCATION-BASED EMAILS
These are emails that you send to people to help educate them on the pain points you know they have, the pain points that relate to your industry and products, and the products (solutions) you are offering to them.
Education-based emails could include repurposed content from blog posts, or original content that you created specifically for your email campaign.
The goal with education-based emails is to position yourself and your brand as a trusted resource.
These types of emails also provide a way for you to keep in regular communication with your subscribers.
Doing so can help you continue to build trust and nurture prospects down your funnel toward conversion.
Education-based email from Beardbrand
Education-based email from The Tie Bar
RE-ENGAGEMENT EMAILS
These are emails that you send to customers in order to persuade them to buy from you again.
The most effective re-engagement emails are the ones that send specific, personalized product recommendations based on past purchases.
In these types of emails, you’re promoting products that you know the people receiving your email will love.
To drive more conversions from these types of emails, some ecommerce brands will also include special limited-time VIP promo codes for recipients to take advantage of.
These emails can also be effective campaigns to include in your email strategy if you sell consumption-based products that you know people will eventually run out of and need to replenish (ex. beauty products, food products, drink products, etc.)
Re-engagement email from Rockin’ WellnessURGENCY/SCARCITY EMAILS
These emails include messaging that helps subscribers understand that they need to act fast, otherwise they risk missing out.
The most common urgency/scarcity emails include variations of messaging such as:
- Limited quantities available!
- Time is running out!
- Act fast, before it’s too late!
- Limited-time offer!
- Offer expires today!
- Get them before they are gone!
The purpose of these emails is to get subscribers to take action immediately upon seeing the email land in their inbox.
You can get more awesome email advice over at A Better Lemonade Stand.
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