According to studies, the average conversion rate of ecommerce stores comes out to be 3%.
So, what does that mean?
Most of the traffic that you get to your ecommerce site bounces away without purchasing anything from you. The problem is even more pronounced if your lead generation rate is good but your conversion rate is dismal.
What can you do to increase conversions and drive more sales?
The key is to find a way to market to all those people who’ve shown interest in your brand but haven’t purchased from you. Email marketing is a great way to reach out to them and convince them to purchase from you. Let’s take a look at some of the ways through which you can use emails to make your ecommerce marketing more effective.
How Can You Use Emails to Make Your Ecommerce Marketing Effective?
Here are some ways through which you can improve your ecommerce marketing using emails.
Send Offers
Once you’ve built a subscriber list for your ecommerce website, you can start sending out offers to your subscribers regularly. Try to tailor your offers to their interests so that they’ll be more likely to check out your website to purchase the products.
When you’re drafting your offer emails, do ensure that you place the call-to-action (CTA) in a prominent spot and highlight it well. This will improve the chances of your subscribers clicking on it.
Cart Abandonment Emails
Cart abandonment emails can be extremely effective. This is because people who’ve abandoned their carts went through all the trouble to add products to their carts but ended up abandoning them at the last minute.
According to a study, the global cart abandonment rate in 2019 stood at 77.13%.
To tap into this massive chunk of your potential customers, you can use cart abandonment emails. Find out why they didn’t complete the purchase and nudge them to complete the transaction through email.
To make the offer sweeter, you can add in a promo code or discount so that they’ll be more inclined to click on the CTA and complete the purchase.
Note how Evil Queen has sent out cart abandonment emails to their customers that provide a discount code to incentivize them to purchase the product.
Image via ActiveCampaign
Upsell and Cross-Sell Emails
These emails can help you increase your average order value (AOV). Whenever anyone purchases an item from you, these emails are sent out to upsell and cross-sell other related products.
As they have shown interest in a product from your brand, they might be likely to purchase a related product along with it as well.
You can integrate these upsell and cross-sell emails with your receipt emails to increase the chances of your customers opening them. Alternatively, you can ask them for a review of the product once they receive it and with that email, you can cross or upsell other products.
In all of these emails, you should ensure that your copywriting is top-notch. If your copy isn’t well-written, the chances are that your customers may not be convinced to purchase your products.
For this, it’s advisable to engage the services of great writers who can write high-converting emails for you. You can check out ratings of the top writers on BestWritersOnline and reach out to them for their services.
Alternatively, you could pair the upsell emails with cart abandonment emails as well. For example, Monsoon sends out cart abandonment emails that consist of other related products to upsell as well.
Image via Beeketing
Restock Emails
One of the best ways to get your customers to purchase more products from you is by sending out restocking emails. These emails can be especially helpful if your product is a consumable one that can be used up in a certain amount of time.
So, how can you achieve this?
All you need to do is estimate the time it takes to use the product and then send emails just before it’s about to be finished. This can prompt your customers to purchase it again. To send such emails out, you can leverage email platforms that can trigger the email at the exact right times.
Sephora, for example, does this extremely well. They determine the time it’ll take their customers to use their products and send out emails just before they’re about to be finished.
These emails contain a clear CTA that asks them to restock their stash and leads them to the product page.
Image via Litmus
Customer Loyalty Emails
Customer loyalty emails are a great way to show that your brand cares about your customers. You can send these emails on special occasions such as the customer’s birthday or anniversary. These emails could include a promo code or discount that the customers can use for a specific period.
Not only do these emails make them feel special but they can also motivate them to purchase from you.
You can also send out re-engagement emails to all those customers who might not have accessed your website for some time. These are the “We miss you” emails that you’d receive from brands. They help remind customers that your brand cares about them too.
Topshop, for example, sends out emails on the birthdays of their customers. Note how the below email offers customers a 20% discount on online orders.
Image via NeverBounce
Final Thoughts
Email marketing can be a great way to boost your ecommerce marketing efforts. You can use emails to send offers to your customers to prompt them to purchase from you. Additionally, you can reduce your cart abandonment rates using cart abandonment emails.
You could also send upsell and cross-sell emails to increase your average order value.
What’s more?
You can send restock emails to your customers when their product is estimated to run out. Lastly, you should send customer loyalty emails to show your customers that you care.
Author Bio
Shane Barker is a digital marketing consultant for 15 years with an emphasis on Influencer Marketing in the last 5 years. He is specialized in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities.
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