Email marketing is the core of eCommerce, but if you are using it wrong, it won’t generate you any sales. When you take a look at companies like Overstock, do you know where they’re getting the majority of their sales from? Email marketing. That’s how powerful it is.
Hey, everyone, today I’m going to share with you seven eCommerce email marketing tactics that work like a charm. How many of you use email when it comes to eCommerce marketing? I know many people do, but I’m curious, and if you do, what are your results? Because I’m about to break down seven tactics, and if you use these, your numbers go up.
Scrub your email list
Tactic number one, scrub your list. The reason I say scrub your list, too many people have eCommerce email marketing out there, and they’re like, yeah, my list is huge, I’m at 100,000, I’m at 200,000, and I’m going to keep emailing everyone. Well, what you’ll find is your email’s going to the promotions tab. Why is it going to the promotions tab? It’s because you keep emailing people that aren’t opening up your emails.
If you scrub your list, only email the people that are opening it, your deliverability rates go up, you get into the inbox, and your open rates go up, your clicks go up, your sales go up. Scrub your list. If you’re using a right email provider like ConvertKit, they automatically do it for you. Some email providers like MailChimp, they may eventually end up changing it, they don’t like it when people scrub their list because it makes their revenue go down, but if you don’t scrub the list, you’ll notice that your emails go more into the promotions tab and you won’t do as well.
Number two, you want to make sure you do trigger-based emails. If someone is on your email list, they add stuff to their cart, but they don’t complete their checkout, what should your email be to them? It should be how they can complete that checkout for those products. Heck, you can even put reviews in that email to show what it’s like if they bought your product or service, more so product, because this is eCommerce. That’s super effective.
When someone goes to their checkout they have these products, and they don’t check out, but then, you shoot them an email being like, check out our eCommerce store, here are all these products that we sell. Well, that’s a terrible email. They already added the ones that they want to buy, but they need that push over the edge. Maybe some testimonials, whatever may be to get them over the edge, that helps a lot, and you’ll notice a ton of sales from that.
The third thing that you need to do is time-based emails. Here’s what I mean by that. Everyone’s like, yeah, you send out an email, people open it up whenever they do. If you have a ton of unopened emails in your inbox, what happens? You’ll find that you’re less likely to go through all the ones that are at the bottom and open them up. People get lazy; it’s not just you; it’s everyone. So you want to look at what time that person came to your site and put in their email. That’s when you should be sending them an email. I try to stick within that timeframe, usually within an hour, versus sending it whenever it’s my convenience.
The fourth thing you want to do is promotional-based emails. I know discounts and servicing is not necessarily the best thing to do, but in eCommerce when you do things like Cyber Monday or Black Friday sales or a Christmas special or New Year’s unique, you’ll see a whole slew of sales come in. So you want to make your campaign set up in advance. You don’t want to be at the last minute writing these emails. If you can go and write them in advance and you leverage these promotional-based periods, you’ll notice a ton of sales. What we’ve seen in eCommerce is during these peak holiday seasons you can typically get 25, 30% of your sales. That’s a lot from a holiday season, even though there are a whole 12 months in a year.
The fifth strategy I have is to keep your emails short, to the point, and try to use text-based emails. Most eCommerce companies love using image-based emails. Do you know what happens with image-based emails? They get pushed in the promotions tab. Google and Gmail and Outlook, they all know that when someone sends you an email with a ton of images, it’s usually a promotion versus when someone sends you a text-based email it’s typically a friend. Hence, you want to use text-based emails.
Up-sells and down-sells eCommerce
The sixth tactic I have for you is up-sells and down-sells. Typically, when someone buys from your eCommerce product, you’re going to have up-sells and down-sells on the checkout page. If you don’t, make sure you add them. However, here’s the thing. Most of your audience do not buy the upsells and down-sells right then and here, so what you want to do is look at the products people are buying, and then, send them those upsells and down-sells in email.
Sure, you want to still have them on the checkout page right after they purchase, but you also want to followup through email for all the people that don’t buy your upsells and down-sells. On your thank you pages where you have these upsells, and down-sells, usually they’re short and to the point. Through email, they can be much more in-depth, longer, and you want to space it out.
If they don’t buy right away, you don’t want to hit them the next day with an email being like, buy this upsell, buy this down-sell. You want to give it a week or two after they receive the product, they get to use it. You want to followup with all the other things that they can buy that can make that experience even better. It’s essential to get the timing right. The moment you get the timing wrong, that’s when you’ll see that those emails won’t convert at all.
The last but not the least, when you’re doing email marketing, it’s not just about email. It’s very similar to email about the tactics that I’m going to break down. It’s push notifications. I use email combined with push notifications. So when someone subscribes to my site through tools like Subscribers, I’ll let them know and push send them through their browser, hey, here are the products that you could end up buying. Hey, these products are now going on sale; or hey, your cart isn’t complete. Click here to finish the checkout process. So yeah, you’re not going to get a ton of sales through this, but all these little things add up.
If you leverage each of the seven tactics combined, you’ll start seeing your sales go up, that’ll allow you to spend more money on your Facebook ads, your Google AdWords, more on SEO or content marketing. So overall, email marketing, especially when it comes to your eCommerce site, is much more effective.
If you need help growing your eCommerce store, check out my articles on my site. Thanks for reading.