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Capture more email subscribers

Dollar for dollar, email marketing is one of the most effective channels at your disposal for making sales and generating repeat customers. Roughly 17% of digital marketing spend happens in email, but it contributes 24% of revenue, according to a 2015 study by Forrester Research.

There are too many tweets and Facebook posts for us to keep up with, and email can offer a more intimate interaction. People are still more protective of messages sent to their personal inboxes versus their social feeds. Plus, email gives you the space to say things that can’t fit into a social media post.

To get started with email marketing, actively promote your newsletter, blog and any other email capture efforts to get as many subscribers as you can. Take a look at Huckberry, which makes signing up for its email list the central focus when you first visit their site.

Email list.

Improve your email campaigns

It’s not enough to simply capture a bunch of email addresses. You then need to send regular, valuable emails for the channel to be an effective ecommerce marketing activity.

There are many occasions that are perfect for sending emails that your subscribers will actually appreciate:

  • Send a welcome email as soon as a customer makes a purchase.
  • Provide exclusive promo codes and free gifts.
  • Send regular newsletters to alert subscribers of new discount offers, product tips, and, when appropriate, company news.
  • Share relevant content to help customers get the most out of their recently purchased items.
  • Run a BOGO campaign in time for the holidays to promote self-gifting during the season, too.
  • Thank your highest-value customers. Send a personal note expressing your appreciation for their business.
  • Solicit feedback. If someone visits your site but doesn’t make a purchase, ask about their experience and how you can improve it.

Take a look at this simple email from Uncommon Goods. For Father’s Day, they sent a last-minute email to remind subscribers of the occasion, and to provide a service for the procrastinators on their list. The subject read, “The Gift that Will Save Father’s Day.”