A-Z of Ecommerce Email Marketing [INFOGRAPHIC]
Posted September 8, 2017 by Allison Steele in Ecommerce Marketing, Email Marketing, Infographic, Marketing Strategy
Ecommerce Email Marketing is the art of using email as the medium to generate revenue for your online store.
Ecommerce email marketing can be simple with sending an email to customers who purchase your products. It can also be rather complex with having multiple campaigns and flows working together to generate sales and increase revenue.
If you are like most ecommerce marketers, ecommerce email marketing is a crucial part of your ecommerce business. You are constantly working on building your email list, sending automated emails and crafting enticing and engaging campaigns.
When compiling our list from A-Z, we included hot-words in the industry like Browse Abandonment, Segmentation, Subject Lines, Klaviyo, JustUno, ZMOT and more!
Here’s our A-Z quick guide on all things ecommerce email marketing.
A » Abandoned Cart
An Abandoned Cart email flow automatically sends emails to customers who leave their cart. The email flow will pull in the product(s) from their cart reminding them of what they left. Nurturing these customers efficiently and effectively can reverse this trend and lead to increased sales.
B » Browse Abandonment
A Browse Abandonment email flow automatically sends emails to customers who have viewed a product and then left the site. They showed their interested in purchasing because they were on a product page, so emailing them to let them have another look will result in more sales.
C » Capture Form
Pop-ups are a great way to capture the customer’s email address so their email gets into your list. By setting up a capture form and getting their email address, you are able to get customers into your Abandoned Cart and Browse Abandonment flows. Capture Forms fuel most ecommerce email marketing efforts.
D » Data Feeds
With data feeds, you can pull in dynamic products into your email. This way you can include best sellers or related products that link directly to the store, which could result in the consumer purchasing the product.
E » Email Acquisition
When people buy, you are able to capture their email address. But if you want to send a campaign to people who haven’t bought anything yet, you’ll need to capture their email prior to purchase. You can do this with pop-up windows that offer incentives, discounts or giveaways.
F » Flow Filters & Triggers
Flow filters and triggers are the rules that control who is receiving your emails based on their behaviors.
G » GIFs
Animated GIFs are huge in email and a great alternative to video. Only animate what you need to keep file sizes down.
H » (pre) Headers & Subject Lines
Is it personal and engaging? Most people scan their inbox to make it easy on them when trying to figure out whether or not to open your email. Make your subject lines and pre-headers catchy and open-worthy!
I » Increase Sales
With the right tools in place and the right flows automatically sending, ecommerce email marketing is an extremely effective way to increase sales in your ecommerce store.
J » JustUno
JustUno is a lead capture software that is a large component to the lifecycle of ecommerce email marketing.
K » Klaviyo
Klaviyo is an ecommerce email marketing platform. Powered by data, built for ecommerce and web businesses.
L » Logic
When creating automated flows, the logic needs to be created to make sure that emails are firing when needed and the correct audience is receiving said emails.
M » Monitor Unsubscribes
Closely monitor your unsubscribes to ensure that you are sending emails to the appropriate segments and making your customers happy.
N » Nurture Subscribers
Nurturing your subscribers will lead to more long term sales.
O » Open Rate
Check the average open rates for your industry and make that a starting goal. If your open rates are low, make sure to look back at your subject lines and pre-headers.
P » Products
Highlight featured products, products that the customers have viewed or products you think they might like. Make sure the product is well presented with a clear call-to-action to purchase.
Q » Quality Control
As you create more and more email flows, quality control is important to make sure all of the logic, triggers, and filters are working properly. Keep a close eye on what the data is telling you and adjust if needed.
R » Results
Use UTM codes to easily track clicks in Google Analytics.
S » Segmentation
Segmenting your email lists can make targeting your customers with the right kinds of content easier. By catering to their specific needs, you can better capture their attention and retain customers for longer periods of time.
T » Transactional Email
After a customer has made a purchase, sending an email with their order confirmation and also thanking them for their order is a great way to continue to nurture the relationship.
U » Upsell & Cross-Sell
Upselling is when you invite a prospect to purchase a more expensive item in an attempt to make a more profitable sale. Cross-selling is when you recommend a related or complementary product.
V » Variations
Don’t just settle with one email option. You can easily set up email variations or A/B tests within flows. This will allow you to test different subject lines, messages and overall email design layout to see what option drives more sales. Proper testing is one of the best ways to get the most out of your ecommerce email marketing efforts.
W » Welcome Series
So you have email capture pop-ups all over your site. Now what? Sending a welcome series allow you to introduce your company, offer discounts for signing up and continue to stay top of mind for new customers looking to convert.
X » UX Design
Use a single-column format and place content based on engagement. Navigate users to the email goal.
Y » “You” – Personalization
Use data you have to add in personalization when you can. Whether that is their name, name of the latest product they purchased or the items they have left in their cart.
Z » Zero Moment of Truth
Zero Moment of Truth or ZMOT, is in reference to the moment in the buying process when the consumer researches a product before buying. Email plays a large role in the multiple touch points a consumer will see before making the final purchase.
what’s on your list?