If you have an eCommerce store, you’ll no doubt be aware of the harsh reality that comes with it: that many people who visit or buy from your website may be one-offs and never plan on visiting again.
But, while this may have you banging your head against a brick wall, investing in email marketing can hugely improve your situation.
In fact, it could even be said that email marketing could be the key to your business’ success, so it’s not an opportunity that you should pass up.
Email is one of the most beneficial marketing tools you can use so, if you’re unsure, this is how email marketing can benefit your eCommerce shop.
It helps you to target the right people
If someone has made their way onto your mailing list, it’s likely that they’re interested specifically in your product or service. By subscribing to your emails, they will have visited your website before, at least, and maybe even bought from you in the past.
As a result, having your target audience on your mailing list ensures that your marketing efforts aren’t being wasted on people who don’t match your buyer personas and instead focuses on those who do, allowing you to increase the chance of conversions.
However, you may think your email subscribers are a bit thin on the ground; if so, have a look at these effective ways of getting more email list subscribers.
You can encourage feedback
Email is one of the most effective ways of encouraging existing customers to deliver feedback, giving you some pointers on how to improve, a confidence boost for what you already do well and enabling you to get reviews of your products.
The best way to pull this off is to make it as easy as possible for the customer, such as including a link in the email so that the recipient doesn’t have to go looking for a review section on your website.
Another important point is to ensure that your customers know that you value their reviews. For example, if you get a negative review, try emailing the customer with an apology (even if they’re wrong!) as a way of building a bridge and letting that customer know you care.
Not only is this beneficial for you in the way that it helps you to see your business’ strengths and weaknesses, it also reminds your customers that you’re still around, potentially enticing them to visit your shop again.
It can reduce cart abandonment
Cart abandonment can be one of the most frustrating parts of owning an online shop and, if this is a real recurring issue for you, there are some ways you can reduce cart abandonment on your site, email marketing included.
If a potential customer has put items in their cart but has left your website without going through check out, you can send them an email in order to remind them that they’ve abandoned their cart. This can tempt your customers into buying their desired items and you can even offer them a discount via email to entice them further!
This technique has been proven to work time and time again, so, if you struggle with cart abandonment, try taking your email marketing up a notch and you may see some improvements.
It keeps dedicated customers up-to-date
Email marketing can also be used to retain existing customers and keep them in the loop with news or exciting new offers. Emails constructed with this purpose in mind, such as newsletters, help to build stronger bonds between your business and your customers.
It is important, however, to ensure that your newsletters are both informative and brief, as well as consistent and reliable.
For more on eCommerce success, read our post on the top five goals you need to be tracking as an eCommerce retailer.