Hint: Implement these to convert more visitors into customers and lose less abandon carts.
IF YOU’RE LOOKING TO BOOST YOUR ECOM SALES WITHOUT DUMPING ALL OF YOUR REVENUE BACK INTO AD SPEND, THERE’S ONE AREA YOU MUST FOCUS ON: EMAIL MARKETING.
Email marketing is arguably the best way to maximize sales, increase revenue, and boost profits.
That’s because you’re marketing to prospects and customers who you’ve already paid to acquire. Each sale you get from email marketing is free of ad costs, which means increase profit in your pocket.
If you’re afraid that email marketing isn’t as effective as other channels, don’t worry. The metrics don’t support that fear.
A study as recent as 2018
shows email marketing is still the most effective marketing channel. And yes, they compared it to social, SEO, and affiliate marketing.
Are you making the most of your email marketing?
Ecom stores have many opportunities for increasing their sales via email.
While other shop owners are feeling way too overwhelmed to put an effective (and consistent) marketing strategy into place, I'm going to show you exactly which strategies to implement immediately to start seeing real results.
By the time you're done reading this article, you'll be armed with the steps to take to get a powerful email marketing strategy in place. ASAP.
After writing emails for over a hundred e-commerce brands, I've found the following 5 strategies to be the most effective at (almost) immediately boosting sales.
Strategy 1: Implement a Welcome Sequence
Before you can successfully market via email, you’ll need prospects to voluntarily give you their email addresses. To do that, you’ll need an intriguing offer.
For physical products, a 10% discount is often enough to encourage prospects to jump on your list. But they may not make their first purchase immediately.
That’s where the Welcome Sequence comes in.
This is a sequence consisting of about 5-10 emails spaced out between 2-4 weeks. You can add more or opt for less, but this is about average.
As far as flows go, this is a very basic flow that (in my opinion) absolutely must be in place. Without this flow, you’ll miss out on converting a lot of hot prospects into customers. Which means lots of money left on the table and lots of visitors who pop onto your site and then bounce… never to be heard from again.
On the other hand, the Welcome Sequence gives you an opportunity to introduce your brand, showcase your best products, and communicate with your prospects over time.
If a customer doesn’t decide to purchase immediately, they’ll have additional opportunities to be reminded of the reasons they visited your site to begin with, increasing the likelihood of them making a purchase.
Strategy 2: The Abandoned Cart Sequence
There’s going to be some customers who find a product they like, get most of the way through the checkout process, then suddenly get cold feet.
But these prospects are way too hot to just let go.
The Abandoned Cart (AC) sequence continues to remind the customers about their would-be purchase and entices them to come back. Most email and shopping cart software will allow you to save the prospect’s cart so they don’t have to “go shopping” all over again. This reduces friction and makes it more likely they’ll come back to purchase.
Pro Tip: Create a dynamic merge tag to showcase items that were in the cart for a more personalized experience.
Create at least 3 emails in your flow and send them out sooner rather than later after the cart has been abandoned.
Make sure your copy and graphics are on point. These emails should increase trust and likability in your brand.
Strategy 3: The Browse Abandon Sequence
The Browse Abandon (BC) sequence is similar to the AC but is triggered without the prospect needing to add the item to their cart.
Besides the trigger, the concept is the same. Send a sequence of 3 or more emails to the prospect after the prospect has lingered on the product page for a while. Remind the prospect of the product by including the specific product in the email and entice them to make a purchase.
Pro-Tip: Build off of this sequence using the tips from Tip #4, product or category-specific flows.
Strategy 4: Consistent Weekly Newsletters
An effective email marketing plan is nothing if not consistent.
Sending out regular emails keeps your prospects engaged with your brand, keeps you top of mind, and has them searching the internet by brand name rather than snooping on your competitor’s sites.
Think about it…
How many times have you seen a product online, only to forget where just a few days later?
If you have no communication with your prospect, they’ll likely need to start their search all over. They won’t have your brand in mind, and they probably won’t end up back at your shop.
But if you do communicate with them regularly, they’re more likely to open up one of your emails, follow your link, and end up a happy customer.
That’s a very relatable example. Yet, many shop owners still don’t make time for strategizing newsletters, brainstorming content, creating the content, scheduling campaigns, creating coupons…. Etc.
It’s a lot of work. I get it.
But it’s worth it.
A consistent email marketing strategy will boost sales and make all of your promotions that much more effective in the long run.
Pro-Tip: Not ready to add another full-time job to your plate? Let us handle your email marketing with our Done-For-You Weekly Email Service. Click here for more.
Strategy 5: Specialized Flows
This is the Holy Grail of email marketing strategies and far too few shop owners are doing this. Mostly because they have no idea how profitable this strategy is!
Specialized flows take the welcome sequence, abandoned cart, or browse abandon sequence and put rocket fuel behind it.
A Specialized flow is hyper-focused on the one product or category that a prospect is interested in.
Create all of your copy and graphics around just one product and send it only when your prospect is interested in that product.
It converts better because it is so personalized to the prospect’s experience.
Pro-Tip: Add a specialized flow to your email marketing repertoire for all of your best-selling products and categories and watch your revenue soar.
There you go. Implement these 5 strategies and boost conversions and revenue almost immediately.