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SMS Marketing

Email Marketing

Email marketing is one of the oldest forms of digital marketing, and believe it or not, it holds specific value in the world of ecommerce marketing.

The best part about email marketing is it can be automated. Automation means that you can set up a successful drip campaign to subscribers that are segmented by interest or stage in the buyer’s journey and  let your email campaign do its magic. It’s one less marketing tactic that you need to worry about on your long list of tasks.

Even so, it’s imperative that you’re meticulous about your email list so you maintain trust among your leads. In a time when data privacy runs high on an internet user’s priority list, not every commercial email is welcome in that user’s inbox. Ecommerce marketers need to be careful when and how they add website visitors to their mailing list. Here are two ways an ecommerce marketer might use email marketing.

Post-Purchase Follow Up

If a user has already purchased a product from your website — and agreed to receive emails from you during the checkout process — sending a follow-up email a few days after the product is delivered keeps the conversation going and gauges their future interest in your product line.

A post-purchase follow up also shows that you care about them beyond a sale and that your company has an interest in their success using your product (more on why customer success is an important part of your marketing strategy below). It gives you an opportunity to get feedback on their purchase experience, which, in turn, helps you reduce friction for future customers.

Some best practices for this type of email are to ask them to write a review of your product and/or read original content on how to use your product (those YouTube videos you created would be perfect here).

The Abandoned Shopping Cart

Users abandon their shopping carts for a number of reasons, and emails to diagnose the problem and retain their business can make the difference between a purchase and a lost customer. We’ll cover ways to reduce shopping cart abandonment below.

If a website visitor fails to complete a transaction while they’re in your shopping cart, consider sending a polite email to remind them to complete the checkout process, offer assistance, or recommend other related products to get their mind back on you and their browser back to your ecommerce store.