Your email marketing efforts can have an outsized impact on your overall conversion rate. In fact, it’s no stretch to say that eCommerce email marketing impacts how many customers you have, whether those customers return as repeat purchasers, and much more.
But that eCommerce email marketing can have negative effects on your organization if you aren’t careful, like reducing revenue or customer loyalty. Today, let’s explore how you can increase conversions by maximizing your eCommerce emailing.
Master the Subject Line
Whenever you send a marketing email, your subject line should never be too long. In fact, subject lines should be short, sweet, and to the point. Generally, your subject line should be one sentence and within 10 words at maximum if at all possible.
This is important because many people won’t read long subject lines anyway, and because if your subject line is too long, your target recipients may not be able to read it before it is cut off by their email inbox.
Short and Sweet = Conversions
Similarly, the bodies or content of your marketing emails should be short and sweet. Don’t spend tons of time crafting long paragraphs of dense information and expect your customers to read that content.
Instead, your marketing emails should be full of punchy, engaging, and entertaining information, such as discounts, trivia, announcements, newsletter discussions, and more.
Personalize Your Emails
Personalization is a powerful tool in all online marketing, but especially in email marketing. If you want to increase your business’s conversions, you need to personalize your email marketing, particularly in advertisement emails or discount offers.
Even something as simple as using a target recipient’s first and last name can do wonders when trying to convince them to make a purchase or convert into a paying customer. You can also use personalization to offer specific discounted items or special offers to your longtime customers, which helps build long-term relationships with those customers and inspire them to remain loyal to your business.
A/B Testing
A/B testing is another great way to maximize eCommerce emailing effectiveness. In a nutshell, A/B testing involves sending two very similar emails to your target audience members, then measuring which of the two similar email types performs better in terms of conversions, open rate, etc.
For example, if you send out two emails with nearly identical subject lines, but with one subject line that’s a word shorter than the other, you can see which subject line length is best for your core audience. Then you can use that information for all future marketing emails.
If you’re new to A/B testing or unsure how to do it properly, an eCommerce email marketing agency can help. The right marketing agency can carry out complex or in-depth tests to find which variations of your marketing emails perform the best among your target audience members.
Then, over time, you can continually optimize your marketing emails so they resonate more deeply with your customers and so they result in better conversions. A/B testing is a standard practice you should follow once your email marketing campaign is up and running.
Remember, when it comes to marketing, you’re never 100% done capturing new customers – you can always make your emails better, more exciting, and more engaging for their recipients.
Cart Abandonment Emails
From time to time, your target customers may leave their carts behind by accident or because they were distracted by something else. Cart abandonment emails can recapture this traffic and convert those visitors into paying customers at the end of the sales funnel.
If possible, consider bolstering your cart abandonment emails with special discounts or offers like free shipping to bring a customer on the fence over to the purchasing side.
Cross-Sell in Emails
Successful marketing emails often leverage cross-selling, in which you offer a similar or related product to something that customer has already bought. For example, if you sell personalized jewelry, you might send a recent buyer a cross-selling email with similar jewelry options for them to consider.
Cross-selling is incredibly successful if your marketing is already bringing people to your brand. Consider this as an advanced email marketing strategy to practice after you have a healthy customer base coming to your store every day.
Deliver Quality Email Content
Above all else, make sure to deliver quality email content that provides real value to your customers. Your marketing emails must have something worth reading if you hope for them to be opened regularly. Spend a lot of time crafting each email and ensuring it has practical value to the recipient before sending out a batch.
In the end, maximizing the effectiveness of your eCommerce emailing is key to a long, healthy business strategy for the future. Focus on eCommerce email marketing and you’ll find that you both convert visitors into customers more frequently and keep those customers shopping at your brand for a long time to come.
