30-Second Summary:
- Email marketing is critical for eCommerce success, helping to enhance customer connection, relationship building, and sales.
- Effective email campaigns are vital, including welcome emails, abandoned cart reminders, post-purchase follow-ups, and product launch announcements, each designed to boost engagement, loyalty, and revenue.
- Successful email marketing involves personalisation, timely reminders, exclusive offers, and re-engagement efforts to maintain an active subscriber list and improve ROI.
Email marketing is a must-have for eCommerce success whether you’re a fresh-faced start-up or an established brand. Helping with customer connection, relationship building, and sales like no other channel, its influence is clear to see and exactly why 87% of brands see email marketing as very critical to their success. So, when it comes to eCommerce email marketing campaigns, what are the best practices to follow?
Below are 8 essential campaigns pivotal for any eCommerce email marketing strategy, aimed at boosting engagement, loyalty, and revenue. Rather than focus on just selling, these campaigns embody your brand’s narrative and enhance the customer experience. From welcoming newcomers to re-engaging past customers, each strategy aims to boost your market presence and build lasting relationships with your customer base.
#1 – Welcome Email Series
A welcome email is often your first direct interaction with a new subscriber, and it’s your first opportunity to make an impression, setting the tone for your relationship. They also have a 91.43% open rate and a 5x higher CTR than a standard campaign. These emails not only express gratitude but also introduce your brand and outline what subscribers can expect, laying the groundwork for future engagement.
Key Parts to Include:
- Thank You Message – Open with a sincere thank you to make subscribers feel appreciated.
- Brand Introduction – Concisely highlight what sets your brand apart, focusing on your USPs.
- Expectation Setting – Clearly communicate the type of content and how often subscribers will receive, such as exclusive deals or product updates.
- Personal Touch – Incorporate personalisation like using the subscriber’s name to strengthen the connection.
- Clear CTA – Direct subscribers on their next steps, encouraging them to explore more about your brand.
Tips for Success:
- Engagement – Use engaging visuals and friendly language.
- Welcome Discount – Offer a special discount to encourage initial purchases (e.g.10% off your first order).
- Mobile Optimisation – Ensure emails are mobile-friendly.
- Test and Tweak – Experiment with different elements to discover what appeals to your audience.
A thoughtfully crafted welcome email campaign is crucial for building a strong foundation with your subscribers, turning them into engaged customers and brand advocates.
#2 – Abandoned Cart Reminders
Cart abandonment is a common challenge for eCommerce stores, but it also presents a unique opportunity to re-engage potential customers. Abandoned cart emails are targeted messages sent to users who have added items to their cart but left the site without completing the purchase. When you consider that mobile cart abandonment is the highest of any device at a rate of 85.65%, you can see how a timely reminder may help to change their mind.
How It Works:
- Timing – Send the first reminder within 24 hours of abandonment. Follow up with one or two more emails if the first goes unanswered, spacing them a few days apart.
- Personalisation – Include details of the abandoned items and personalise the message to remind the customer of their interest.
- Incentive – Offer a small discount or free shipping to nudge them towards completing their purchase.
Optimisation Tips:
- Clear CTA – Make it easy for customers to return to their cart with a prominent CTA button such as “Complete Purchase”.
- Urgency – Create a sense of urgency by mentioning limited stock or time-bound offers.
- Test and Learn – Continuously test different email elements (subject lines, content, timing) to optimise performance.
Abandoned cart reminders can significantly recover lost sales by prompting customers to revisit their decision, making them one of the most important eCommerce email marketing best practices.
#3 – Post-Purchase Follow-Up
The post-purchase phase is a critical one for cementing customer loyalty and encouraging repeat business. After all, you want to impress them with each purchase and remind them there’s plenty more to choose from. Follow-up emails after a purchase have a 217% higher open rate than standard emails, helping maintain communication and enhance the overall customer experience.
Content Ideas:
- Thank You Message – Express gratitude for the purchase, reinforcing the customer’s decision to choose your brand.
- Order Summary – Recap what they’ve bought as a helpful reminder and to confirm their order details.
- Product Care Tips – Consider offering advice on how to get the best out of the purchased product, adding value beyond the sale.
- Feedback Request – Ask customers to provide feedback or review their purchase, showing you value their opinion and are committed to improvement.
- Related Products – Suggest complementary items or products of interest to encourage further exploration of your products and services.
Implementing a thoughtful post-purchase follow-up strategy can significantly impact customer satisfaction and loyalty. The idea is to keep your brand at the front of their minds which can encourage positive reviews and bring future sales. Adding personal touches to these emails can transform a one-time buyer into a lifelong customer.
#4 – Loyalty Program Promotions
Loyalty programs are an excellent way to reward repeat customers and incentivise continued business. Promoting these programs in email marketing for eCommerce can ensure customers are aware of and excited about the benefits they can gain. In fact, 52% of customers will join a loyalty program if given the chance to.
Key Strategies:
- Benefits Overview – Give a clear explanation of the loyalty program’s perks, such as exclusive discounts or points for gifts.
- Easy Enrollment – Guide customers through a simple signup process, emphasising the ease and immediate benefits of joining.
Engagement Techniques:
- Personalised Invitations – Tailor emails to individual purchasing behaviours, making the program feel bespoke and relevant to them.
- Progress Updates – Keep members informed about their rewards status, encouraging continued engagement and goal-reaching.
- Exclusive Deals – Announce loyalty-member-only deals to showcase the exclusivity and value of the program.
Campaign Insights:
- Highlight Success – Share stories of how customers have maximised their rewards, offering inspiration and proof of value.
- Active Reminders – Prompt members about unused points or rewards nearing expiration to spur action and reinforce the program’s advantages.
If you can effectively promote them via email, loyalty programs can significantly enhance customer retention, turning routine buyers into brand advocates. The allure of exclusive benefits and personalised engagement can be enough to create lifetime customers.
#5 – Seasonal and Holiday Campaigns
Seasonal and holiday email campaigns are key for engaging customers during times of high spending and festivity, another good reason why email marketing is important for eCommerce brands. These campaigns can boost sales and enhance brand relevance by resonating with the current mood and celebrations of your audience. Consumers who purchase products through email are likely to spend 138% more than those who do not receive these emails, so it’s a huge opportunity when done right.
Key Approaches:
- Themed Offers – Design emails around holiday themes such as a Black Friday email campaign or Christmas, and use special promotions tailored to each occasion.
- Gift Guides – Provide curated gift ideas for major holidays to simplify shopping for your customers and promote your products.
- Seasonal Advice – Share useful tips or how-to guides relevant to the season, adding value beyond just selling products.
Optimisation Tips:
- Audience Segmentation – Personalise campaigns based on customer data like past purchases and location to ensure relevance and effectiveness.
- Timing – Send your emails at strategic times to catch your audience when they’re most receptive, considering the specific holiday and consumer behaviour patterns. According to HubSpot, the best time to send is between 9:01 AM and 12:00 PM, followed by 12:01 PM and 3:00 PM.
If you can align your eCommerce email marketing with seasonal and holiday themes, you can more effectively capture your customers’ attention, encouraging both engagement and purchases.
#6 – Product Launch Announcements
Launching a new product is an exciting moment for any brand, and email campaigns are a key way to drum up excitement and inform your audience. 36% of consumers say that email is their primary way of learning about new products and expect brands to keep them updated. These emails should capture the essence of your latest offerings and encourage early engagement.
Key Strategies:
- Teasers and Reveals – Send teaser emails to spark curiosity, followed by a detailed reveal that highlights the product’s features and benefits.
- Visual Storytelling – Use compelling visuals and narratives to connect the product with your brand’s mission, emphasising how it addresses customer needs or enhances their lifestyle.
Engagement Enhancers:
- Exclusive Offers – Give email subscribers first dibs or special offers on new products, reinforcing their value to your brand.
- Encourage Feedback – Add feedback mechanisms like surveys in your emails, inviting subscribers to share their thoughts and engage with your brand on a deeper level.
These types of eCommerce email marketing campaigns are crucial for generating initial interest and sales in new products. Using a mix of anticipation, exclusive offers, and interactive content will help your new product launch go to plan.
#7 – Educational Content and Tips
Providing more educational content in your email campaigns can transform your brand into a trusted resource, improving customer engagement and loyalty. These emails go beyond mere sales pitches, offering valuable insights, tips, and information that enrich your customers’ understanding and use of your products or services.
Core Concepts:
- Inform and Educate – Offer tutorials, how-to guides, and industry insights to help customers maximise the value of your products and keep them informed about relevant trends.
- Solve Problems – Address common customer pain points with solutions that highlight your commitment to their satisfaction.
Content Ideas:
- DIY Guides – Share creative uses for your products, enhancing the customer experience.
- Trend Analysis – Offer summaries of industry trends, positioning your brand as a knowledgeable leader.
- User Guides – Provide clear instructions for complex products, improving usability and reducing customer frustration.
Engagement Enhancers
- Interactive Elements – Add quizzes or polls to make your emails more engaging.
- Email Series – Break down extensive topics into a series, maintaining interest and anticipation over time.
Educational emails not only enrich your customers’ knowledge but also cement your brand’s position as an authoritative voice in your industry, deepening customer relationships and loyalty.
#8 – Re-engagement Campaigns
A re-engagement campaign helps to target subscribers who have become inactive, aiming to reignite their interest in your brand. 45% of customers who receive these types of emails will read them, so they are crucial for maintaining a clean, engaged email list and maximising the ROI of your email marketing efforts.
Campaign Strategies:
- Personalised Messages – Craft emails that acknowledge the subscriber’s inactivity and offer personalised recommendations based on their past behaviour or preferences, e.g. “It’s been a long time…”, “See what you’ve missed…”.
- Special Offers – Incentivise return visits with exclusive discounts or access to new content, making it clear you value their business.
Optimisation Tips:
- Subject Line Impact – Use compelling subject lines that directly address the recipient, creating a sense of urgency or offering a compelling reason to re-engage.
- Feedback Loop – Include a feedback option to understand why they disengaged, allowing you to improve your approach for future campaigns.
Re-engagement campaigns not only help recover potentially lost customers but also provide valuable insights into your audience’s preferences, helping refine your overall marketing strategy.
eCommerce Email Marketing Tips – Now Is Time To Act
When used well, email marketing can be highly effective for eCommerce, driving engagement, loyalty, and sales. If you aren’t already doing so, embracing these email strategies offers a direct channel to your customers, allowing for personalised, timely communication that can significantly impact your business growth.
Now is the time to elevate your ecommerce email marketing strategy and we can help you here at Absolute. Reach out to the team today to discuss your current challenges and we’ll be happy to assist.
For more insights, please visit our blog, where you can how to make your eCommerce website stand out, and the impact of TikTok shopping trends.
