Often overlooked, email marketing is one of the most cost effective and converting marketing methods available, particularly for e-commerce businesses. Building your email database is effectively cost free, and sending to it usually has a minimal cost when using a service such as Mailchimp.
Because of this effectiveness, it’s often quite worth breaking the rules of user experience in order to build that list. Nobody likes popups. Nobody likes to be disturbed when they are browsing through a site to be asked for personal information. But it’s worth it. Why? Because that mailing list is so valuable, and popups (good ones) are the single most effective way of getting email addresses from customers who haven’t purchased from you yet.
Another way of encouraging people to join your mailing list, and even retain people on that list, is to offer exclusive promotions through your mail outs. Often these offers are available to everyone anyway, but perhaps your mailing list hears about it first.
Cart abandonment can be a huge issue on some sites (that is someone who has added something to their cart but not followed through with the actual purchase), and for now we will ignore the possible reasons why customers might be changing their minds at the last minute. A solution to recover some of that loss is to email known customers the items they had placed in their carts, reminding them to complete their purchase. You could even offer them a limited time discount to complete the purchase. Be wary of this however as customers will wisen up and abandon their carts every time to get the discount.
If someone has purchased something from you in the past, they are more likely to purchase something similar from you in the future (assuming they had a good experience). Why not email personalised offers that relate to a customers purchase history. Taking it one step further, seasonal offers at the right time such as emailing that customer who purchased a Hawaiian shirt last summer a selection of shorts and shirts this summer could be extremely effective.
How effective is your email marketing?
It’s well known in marketing circles it’s easier to sell to an existing customer than to get a new one. Come up with some strategies that make your email marketing interesting, valuable to the customer and unique and you will soon reap the rewards.