This guide includes a complete step-by-step guide to developing an email marketing strategy for your e-commerce. You will discover why you should invest in this channel and how to take advantage of it to increase your sales and strengthen your relationship with your consumers.

How to do email marketing for ecommerce

Setting up an email marketing strategy is a complex brazil phone number data process. It consists of several stages and you need to put great care into crafting each one.

Watch, step by step, how to create your roadmap:

Step 1: Choose an email marketing tool for your ecommerce campaigns

Working with a platform of these characteristics how to write an introductory email for your company makes it possible to access a series of advantages and opportunities to interact with customers and increase e-commerce sales.

MDirector, as a specialized mailing tool, further enhances these positive aspects with its specific features:

• Editor Drag & Drop. Permite crear correos sms to data electrónicos atractivos y profesionales de forma sencilla.
• Automatización avanzada. La herramienta facilita incorporar contactos a un flujo automatizado a partir de múltiples activadores o criterios de entrada. Y sin la necesidad de tener conocimientos técnicos.
• Segmentación inteligente. Permite crear listas de segmentación avanzadas filtrando contactos en función de variables definidas por el usuario. Al insertar texto y enlaces personalizados, una campaña puede ver su eficacia aumentada.
• Integración en plataformas ecommerce. Se integra fácilmente con plataformas de comercio electrónico populares. Así, la sincronización con la información de los consumidores y la gestión de la campaña es posible hacerla directamente desde la plataforma de comercio online.
• Cuidado de la reputación. Con el test de Spam de MDirector el remitente puede evaluar con qué probabilidad puede ser considerado su email como SPAM por proveedores de email.

Paso 2: Crea tu lista de suscriptores

Paso crucial para maximizar la efectividad y relevancia de tus campañas. La segmentación para hacer listados te permite llegar al público adecuado, aumentando las posibilidades de que tus correos sean abiertos, leídos y generen conversiones.

Concretamente, contar con optimizadas listas de contactos te beneficia en lo siguiente:

• Personalización para una mayor relevancia. Mediante la personalización puedes enviar mensajes que se ajusten a las preferencias específicas de cada grupo de usuarios.
• Mejor tasa de conversión. Al mandar contenido que responde a las necesidades del suscriptor, se aumenta la probabilidad de que materializar una compra.
• Menor probabilidad de ser SPAM. Cuando te acercas al usuario con contenido de su interés, se disminuyen las posibilidades de que tus correos sean eliminados sin leer.
• Optimizar tiempo y recursos. Con el punto de mira fijado, no se desperdician recursos enviando correos a audiencias poco interesadas en lo pretendes enviar.

De cara a confeccionar una lista, ten en cuenta estos aspectos:

• Tener los objetivos claros. Conocer tus metas te ayudará a determinar qué grupos de usuarios necesitas en tu lista.
• Compila datos esenciales. Preferencias, historial de compras, ubicación geográfica, comportamientos de navegación… no escatimes en datos.
• Segmenta por intereses y comportamientos. Divide tu lista en segmentos basados en estos aspectos. Los grupos pueden ser «Nuevo Usuario», «Usuario Habitual», etc.
• Haz uso de formularios personalizados. Colócalos en un sitio web para captar datos específicos de tus visitantes.

Paso 3: Define tus secuencias de correo

To maximize the performance of an e-commerce email marketing campaign, establishing email sequences is a highly recommended strategy.

An email marketing sequence is a series of automated messages that are sent to users at specific times in the purchasing cycle or interaction with the brand . Thanks to them, it is possible, among other things, to improve engagement, enhance the visibility of the company and save time and resources.

Two examples of email sequences for an e-commerce are the following:

Company Welcome Sequence – When a customer subscribes to your list, they are sent a sequence of emails that include a thank you message, an introduction to your company, and a demonstration of featured products. Later, emails are sent with recommendations for related items or special offers to encourage the first purchase.

Abandoned cart . If a consumer adds products to their shopping cart but does not complete the transaction, the retailer sends a series of emails reminding them of what they left pending and offers an incentive, for example, an exclusive discount, to encourage them to make the final purchase.

Step 4: Use techniques such as storytelling

By incorporating storytelling into your e-commerce email marketing strategy , you can establish an emotional connection with your followers, improve your brand image, and increase the effectiveness of your campaigns. A special story can change how your audience perceives you and your customers’ purchasing decisions.

To create an exciting narrative, consider the following:

• Identify what you want to convey . It may be related to your brand values, the solution to a need of your audience or what your products provide.
• Design a structure . Create a story with a beginning, middle and end. It is very important to maintain interest at all times.
• Use images and videos . Accompany the story with content that reinforces the message and gives greater value to the narrative.
• Get inspired by success stories . Stories from satisfied customers will help you achieve greater impact.

Step 5: Design, subject line and valuable content

Three pillars of email marketing for ecommerce. If one of them fails, the campaign will most likely not achieve its purpose.

Advocate for an attractive design that reflects your brand identity . Use the formatresponsiveso that the email can be viewed well on all devices. Also, make the CTAs clear and visible.

The subject line should be simple and concise. Use persuasive language and highlight the main benefit of your email. Personalize the content whenever possible.

For valuable content, make use of lead magnets. They help increase conversion rates and generate a list of subscribers interested in your e-commerce. They can be an ebook, discount, free trial… and are provided in exchange for an email address.

Track your ecommerce email marketing campaign

Evaluating the performance of an email marketing campaign is essential to measure its effectiveness and make improvements, if necessary.

Here, it is important to monitor customer data and journey. The MDirector platform allows you to know the performance of your campaign at all times. It is important to analyze the user journey from the moment they subscribe until they convert. This way, you will identify possible points of improvement at each stage in order to increase opening rates .

MDirector’s advanced reporting system gives you information on the most important metrics. You should pay particular attention to the opening , click and deliverability rates:

• An average open rate is around 15-25%.
• An acceptable value for the click-through rate is between 2-5%.
• Good deliverability data is one that exceeds 95%.

To get the most out of your strategy, run A/B tests to compare various elements of your emails. Also, conduct regular analysis to discover new trends and use this information to improve your future campaigns.

Types of emails for ecommerce

Online retailers have the opportunity to design and launch several types of emails. Each one has its own characteristics and can be used for different purposes. Below are some types of effective emails for an e-commerce and how to create them:

Newsletter

Newsletters are regular emails that help subscribers stay up to date on new releases, offers and important news about the brand.

• Difference between newsletters and special campaigns such as sales or holidays.
• Include valuable content in your emails that will be of interest to your subscribers, such as tips or product reviews.
• Use an attractive design to attract the user’s attention.

Here are some examples of newsletters to use in your email marketing strategy .

Upselling and cross-selling email

These emails are sent to offer products related to or complementary to those the customer has previously purchased.

• Use information you have about previous purchases to offer personalized recommendations.
• Highlight the positive points and advantages of related products.
• Include clearly visible calls to action and direct purchase buttons.

Transactional emails

This type of email is sent as confirmation of a purchase, shipment, or other action within the customer’s purchasing process.

• Take advantage of this opportunity to include thank you messages and other related promotions.
• Personalize content with purchase details and links to similar products.
• These emails have to be informative and easy to read.

Email with satisfaction survey

It allows you to compile valuable customer reviews to improve the shopping experience and your online business.

• Ask simple questions to encourage the customer to participate.
• Offer incentives, such as a discount, to motivate a response.
• Thanks for your participation.

Abandoned cart recovery email

It is received by the customer who has left products in the basket without completing the transaction.

• Seek to create a sense of urgency through limited discounts or free shipping.
• Include photos of abandoned products so the consumer can see what they left behind.
• Add a “continue shopping” button to push the order to be completed.

Why do email marketing in your ecommerce?

There are many reasons to carry out email marketing campaigns for e-commerce. Here are the most relevant ones:

• It allows you to segment and automate . You can organize your subscriber list according to interests, behaviors and characteristics, which allows you to send more effective and personalized messages. In addition, automation facilitates the automatic sending of emails at key moments in the purchasing process, improving communication with consumers.
• Low cost and high return on investment (ROI) . Email marketing requires less investment compared to other marketing actions. According to a study by DMA, every dollar invested in email marketing generates an average return of $42.
• High conversion rate. Email marketing has an average conversion rate of 4.24% compared to 2.49% for social media and 0.59% for organic search, according to data from Monetate.
• Connect and engage with your target audience . You can establish direct communication with your current and potential customers. Share useful content to foster a relationship with your audience.
• Increase the number of purchases . With well-designed campaigns, you can motivate customers to make more purchases by taking advantage of exclusive offers.
• Increase average order value . By using techniques such as cross-selling and upselling, you can encourage customers to purchase additional products, thereby increasing the final price of each order.
• Improve customer numbers . Through email marketing, you can reach new market niches and bring new customers to your e-commerce and keep them interested in your brand over time.

Email marketing is a tool with immense potential to help your e-commerce achieve success. To conclude this guide, here are the key ideas for developing an effective strategy:

• Segmentation and automation . Divide your subscriber list and send automated and personalized messages to increase the effectiveness of your campaigns.