10 Recommendations To Help You Build A Solid E-mail Marketing Strategy

10 Recommendations To Help You Build A Solid E-mail Marketing Strategy

E-mail marketing is a fundamental component of eCommerce marketing. Which is probably why investing in a solid e-mail marketing strategy is the best way to go.

e-mail marketing strategy

The simple truth is that email is how modern business is done”. – Neil Patel, founder of Crazy Egg and Hello Bar.

E-mail marketing is undoubtedly one of the most effective ways to drive sales.

The biggest advantage – you already own your audience. They opted-in to hear from you.

In fact, 81% of online shoppers who receive e-mails based on previous shopping habits are at least somewhat likely to make a purchase.

Another factor to consider here is that apart from that inbuilt e-mail delivery cost, it doesn’t cost you anything extra at all.

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Surprisingly, for every $1 spent, e-mail marketing generates $44 in ROI.

These stats just go to show that e-mail is a high priority channel for all established and new businesses alike.

Globally, 30% of marketers cite email marketing as having the highest ROI and why not, over 61% of consumers prefer to be contacted by brands through email.

Is there a downside? Well, of course, there is.

Considering all the above-cited advantages, you might just be a tad bit tempted to get a little sloppy and shoot those e-mails at every given opportunity.

Hold your guns for it turns out that to get the best out of e-mail marketing, you need to have a sure shot strategy in place.

A list of subscribers and e-mail content without an e-mail marketing strategy is ‘not worth a tinker’s dam’.

To help you get started, here are 10 recommendations for you to build your e-mail marketing strategy.

10 Recommendations To Help You Build A Solid E-mail Marketing Strategy

1. Let Your Subject Line Do The Talking

The subject line of an e-mail is like a movie trailer; make it interesting enough for your consumers to want to watch the ‘whole movie’.

Even statistics show that e-mails with personalized subject lines are 26% more likely to be opened. 

Note that a good e-mail marketing strategy is dual fold and focuses on the subject line along with the timing of the e-mail.

  • Subject line – Yes, the subject line is the most important factor in deciding the success rate of your e-mail.

Hence, trying to be clever is a good idea but being clear in communicating the essence of your e-mail is a better idea. Keep it short and to the point.

  • Timing – ‘When’ you send the e-mail is as important as ‘what’ you send.

Research shows that the best day for a high open-rate is Thursday, while Tuesday is the best day for click-through.

However, these are just statistics and there’s ‘no one-size-fits-all’.

Work out an e-mail marketing strategy that gives you a framework for your customer’s habits and schedules.

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2. Indulge In E-mail Segmentation

Email segmentation sounds complex, does it?

E-mail segmentation is nothing but breaking up your e-mail subscribers into smaller targeted groups based on factors like customer type, location, level of engagement, and interests.

The trick here is to send personalized emails to the ‘right people at the right time’.

Segmentation ensures that each e-mail has a better chance of a conversion.

Three main categories of e-mail that you can send to these segments of customers are:

3. Send Personalized E-mails

E-mail is all about building relationships and what better way to build those relationships than ‘personalization’.

In all probability, your customers will appreciate the e-mail more if it is personalized for them.

E-mails with personalized subject lines are 26% more likely to be opened and deliver 6x higher transaction rates.

You can try and create a unique email for each customer based on past browsing behavior on your website.

There are marketing tools available that allow you to automate and personalize those marketing campaigns.

4. Include Call-To-Action Buttons 

Between all these e-mail marketing strategies and the pressure to get those conversion rates, it’s easy to lose track of the actual intention of your e-mail.

Is your e-mail drawing attention to an abandoned cart or new offers & discounts or displaying a whole new array of products?

You can increase engagement drastically by employing a dedicated CTA button. 

A strategy that creates urgency for action with words and phrases like “limited time”, “limited number”, “Buy now” or “Get started today” improves click-through rates.

Including a call to action button can increase conversion rates by as much as 28%.

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5. Encourage User-Generated Content

User-generated content or UGC simply means any form of content that is created by consumers and is publically available to other consumers.

This e-mail marketing strategy gives customers a chance to interact directly with the brand and influence other people in the process.

Aerie, a swimwear and lingerie brand that fights against the heavily edited and photoshopped images encourages UGC with the hashtag #AerieReal.

Consumers are asked to submit their untouched images with the hashtag and a dollar is donated to the National Eating Disorders Association for every photo submitted. (Additional motivation, right?)

6. Promote Social Sharing

Integrating your social media strategy with your e-mail marketing strategy can work wonders for you as it will help to add to your existing e-mail database.

Posting something on your social media handle or advertise with a signup form. In both ways, you end up with a refreshed subscriber database.

You can also encourage your contacts to share a version of your message directly on their social media handle.

This will increase your social media following. But ensure that your e-mails should be so designed for a direct share.

Doing this will increase your exposure and engagement.

7. Ask For Referrals

As Mark Zuckerberg says, “People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral is the holy grail of advertising”.

Try and exploit this strategy to your advantage by encouraging satisfied customers to refer you. Give them an incentive to do so.

Consider the referral strategy of Airbnb; you earn $ 25 when your referral takes a trip and $75 when they rent out their place on Airbnb’s website. Win-win for all!

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8. Be Consistent

Turns out there is no rule-book on how often to send out those marketing e-mails.

Studies show that sending out four emails every month increases the chances of consumers opening more than one email significantly.

The key takeaway here is to ‘be consistent’.

You can create a poll to ask your consumers how often they want to hear from you.

Give them the power to be in control and then design your e-mail marketing strategy keeping that response in mind.

9. Create Upsell Campaigns

Selling to existing customers is the easiest and most cost-effective method to boost sales.

Repeat customers are less influenced by competition, have more faith in your brand with shorter buying cycles, and are not that price sensitive.

The entire ‘upsell’ campaign is all about ‘targeting’. Promote your entire range to existing consumers with an understanding of their purchase history; a powerful intelligence that you can use to your advantage.

10. Ask For A Review

We are already well acquainted with the importance of word-of-mouth advertisement especially for an eCommerce business where products are sold on merit.

Hence assurance from an existing customer is a persuasive influencer. Try and include automated and direct links in your e-mails to the review sites.

Direct links will most likely sway satisfied customers to submit a review. 

Final Thoughts

E-mail marketing surely has a lot of potential to drive revenue for your business.

With these tips in mind, you are already halfway there and ready to extract full worth of your e-mail marketing strategy.

Greater personalization with proper segmentation and a consistent schedule will ensure that you reap maximum benefits and turn e-mail into your most profitable marketing channel.

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