Top 3 Email Marketing and Marketing Automation Strategies for eCommerce in 2019

What is the most powerful tool to take your eCommerce store to higher heights?

The answer is none other than email marketing and marketing automation.

If you are planning to start an eCommerce business or you are a seasoned online store owner, email marketing and marketing automation is easy to put into use and see your store growing beyond measure.

The best way to get started is to come up with a set of strategies to help you run effective email campaigns that will increase your conversion rate and profit.

So, read on because we’re about to see the best 3 email marketing and marketing automation strategies you need to step up your eCommerce game.

1. A/B Test Your Content

Content has always been a factor that influences the way your subscribers see and interact with your eCommerce business.

Finding the content that works best for your subscribers, though, is a difficult process of trial and error.

To make things easier, A/B Testing comes in to save the day and increase the success of your business.

With this strategy, you’ll be able to determine whether your original designs, known as control, perform better than their variations.

The easiest way to get results is to run an A/B test on your email copy and monitor the overall engagement between the control and its variants.

Successful A/B tests will show you what you need to improve and reveal what type of content makes your customers engage with your emails.

Along with your email copy, you should also focus on A/B Testing the pages your subscriber will ‘land’ after clicking on your CTAs.

For instance, when you create a landing page for your emails, you shouldn’t neglect to test and optimize the content of these critical pages.

Since every little thing can contribute to your customers’ good or bad experience with your store, you should pay extra attention to your email content, homepage and landing pages

2. Create Powerful Drip Campaigns 

The best way to take advantage of email marketing automation is to send your subscribers quality drip campaigns that will be based on their online behaviour.

Drip campaigns can target your subscribers better than random emails since they are automated processes that will allow you to send a series of emails to the right person at the right time.

For example, when a new visitor subscribes to your newsletter through a lead-capture form, you can set up a workflow to deliver a personalized email to welcome them aboard.

Also, since your email marketing automation software will be responsible for distributing your campaigns to your customers after time-based actions, you can save valuable time to focus on more pressing matters.

To take advantage of this powerful strategy, businesses should manage and optimize their drip campaigns correctly in order to keep their subscribers engaged.

Here are some drip campaign examples that every eCommerce store should send:

Welcome Emails

Welcome emails are the best way to greet new subscribers.

As the digital equivalent of the brick-and-mortar staff greeting, your welcome email is your ally to a great first eCommerce store impression.

While you might think that this email must be as grand as possible, successful welcome emails don’t need to be fancy or have multiple CTAs and discounts.

The key to a great welcome email is its simplicity, customer-centric approach and the deliverance of a rewarding experience that will show your subscribers that they matter to you.

Now, if you want to get more traffic to your website, you should use your campaigns to showcase your products and give your audience a chance to learn more about you.

To turn your drip campaigns into massive traffic and conversion weapons, you could use a landing page builder to craft amazing landing pages to give your audience a seamless experience with your store.

Here’s a great welcome email from Mejuri:

Cart abandonment emails

Cart abandonment happens all the time, especially when your customers are not sure if they want to buy something from your store or find shipping costs to be higher than expected.

With the cart abandonment rate reaching 69.57% in 2019, it is absolutely necessary to send out campaigns that will re-engage your customers with their carts and make them complete their orders.

Well-crafted cart abandonment emails can restore your lost revenue and achieve greater open rates than generic reminder emails without incentives.

Here’s a great example from Under Armour:

Post-purchase Engagement Emails

Another email campaign that every eCommerce store should send is post-purchase engagement emails.

Since you need your customers to keep buying from your store, sending them an order confirmation and thank you email is not enough to turn them into loyal customers who will support you unconditionally throughout their customer journey.

Not only will a great post-purchase engagement email show your customers that you want to keep in touch with them, but you will also get one step closer to achieving customer retention.

Successful post-purchase re-engagement emails should focus on delivering clever incentives to get your customers to reorder from your store.

A great way to get started is with feedback emails and re-order discounts to give your customers more reasons to get back to you and slowly turn them into loyal customers.

Here’s a great post-purchase email from Revolution Tea:

3. Segment You Mailing List

List segmentation is the process of dividing your subscribers into groups or ‘segments’ for the purpose of managing them better and delivering content that will be tailored to their needs.

Segmentation can be an easy task if you find the best practices to segment your mailing list and determine the most relevant segmentation criteria.

For example, your subscribers can be grouped according to their age, gender, geographical location, interest, and profession.

Collecting this crucial information about your audience is the best way to optimize your content and deliver emails that will truly speak to them.

Apart from that, segmentation will help you nurture your subscribers a lot more efficiently and, when the right time comes, lead them a step further down your sales funnel.

To segment your mailing list like a pro, you should enrich your sign up process with opt-in forms your visitor can click on before they join your email newsletter.

Here’s an example from Stanley Tools:

When you do that, you will have taken the first step to making your email campaigns more effective and less impersonal.

Takeaway

Email marketing and marketing automation have become the most important tool for any eCommerce store regardless of size or products.

With the right strategies, email marketing automation can become a powerful ally that can help your business engage with its customers, convert them and turn them into loyal supporters. 

So if you want to have email campaigns that will give your customers more reasons to visit your store and buy from you, implement the above strategies and enjoy the benefits.


Marilia is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her spending time on her drabbles.

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