Ecommerce Email Marketing Strategy
Ecommerce email marketing is comprised of many moving parts. From email capture points to automated behavioral flows and scheduled promotional campaigns, setting up an ecommerce email system can seem daunting. Since email is the MOST profitable traffic channel, it is important to have a strategy in place to help increase profits and capitalize on interested customers.
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- What email system should you use?
- What percentage of your revenue should come from email?
- How do you create branded email campaigns?
- How do you create automated flows such as abandoned cart?
- What email address capture system should we use?
customer segmentation
Like anything in marketing, we need to first define our audience. We will walk you through the different email audience segments available to you and how they can be used to create effective email touchpoints.
We generally break down the email audience segments into three categories:
- Tire Kickers
- Shoppers
- Customers
Each of these segments offers us a different marketing / sales opportunity, and they should each be treated uniquely.
Email Address Capture Points
Email address capture points are the building blocks to any ecommerce email marketing system. Creating an acquisition strategy for email addresses is essential to your online success. Capturing email addresses varies for each audience segment. Acquiring email addresses from tire kickers, shoppers, and customers requires a unique strategy for each audience segment. From pop-ups to on-site form captures points, we create a system of email capture points to kickoff your email system.
Behavioral Automated Email Flows
Once the audience is defined, we can nail down which automated strategies are needed to reach our target. From brand welcome series flows to abandoned cart flows, we have the tools and resources to create all the touchpoints needed for an effective email system.
Scheduled Product Promotional Email Campaigns
Behavioral automated email flows are just a piece of the marketing puzzle. Other email communications are needed to supplement your ecommerce email marketing strategy. This is where campaigns come in. Product promotional email campaigns are the branded emails created surrounding holidays, promotions, or other deals. A detailed campaign strategy can help bring in additional revenue on a monthly, weekly, or even daily basis.
Sounds pretty cool, right? With a fine-tuned email marketing strategy for your ecommerce store, you can increase profits exponentially.
