7 eCommerce email marketing tips to increase your conversion rates
By Emil Kristensen
Author bio - Emil Kristensen
Emil Kristensen is the CMO and co-founder of Sleeknote: a company that helps e-commerce brands engage their site visitors—without hurting the user experience.
Emails are the best way for e-commerce stores to interact and engage with their customers. You have a special opportunity to entice new customers and revive previous ones in order to make more sales.
The question is: are you getting all you can out e-commerce email marketing?
We’re going to dive into 7 different methods you can use to boost the productivity of your email marketing campaigns, and ultimately increase your conversion rates.
Use these 7 eCommerce email marketing tricks to boost sales
1. Be friendly and personable
In a brick-and-mortar store, interactions with shoppers are essential to nailing a sale.
An e-commerce store may lack that direct human interaction, but it can use the language in its emails to create a connection with customers.
So, when writing your e-commerce email marketing campaigns, make sure to use a friendly, personable voice. Imagine you’re writing to a real person, have their face in your mind, and write as if you’re talking to them one-on-one.
This friendly attitude will shine through in your emails and will help people to see your brand as something made up of real people, not just an impersonal business name.
2. Create a subject line they can’t resist
Did you know that 35% of people open an email solely based on the subject line?
That means you need to create a subject line that pops.
Personalization is key, so try to always include the name of the recipient in the subject line.
Also, keep your subject line short to be mobile-optimized: only four to seven words fit in the subject line on the average mobile screen.
With limited space, you’ll need to choose those words carefully. Make sure to use words that pop, and A/B test your subject lines to see what works best for your audience.
For example, just adding the word ‘New’ to your subject line can increase open rates by 23%.
3. Balance design with simplicity
Obviously, it’s important not to overwhelm your email subscribers with too many design elements. Simplicity is key.
For example, if you’re sending out offers, try to focus on just one at a time instead of pasting five or six pictures all together at the top of the email.
Check out how Nike does this with their simple, focused emails:
On the flip side, try to include more design in your transactional emails. These emails are a goldmine for your marketing strategy since people are more likely to open and engage with them.
So, remember to include your branding in transactional emails, and add some personality. For example, when an order is shipped, add a happy GIF to that email.
4. Get customers to ask you for emails
People need to have a reason to let your emails into their inbox. So, let them sign-up to your email list at every possible opportunity.
For example, let’s say there’s a product you’re selling that is currently out of stock. Allow customers to opt-in to your email list here, and get an email notification when the product is back in stock.
Also, transactional emails are a great place to include opt-in opportunities. Give them a little incentive, such as free shipping on their next purchase, and convince them to sign up for your email list.
5. Hit them over the head with attention-grabbing CTAs
Just like the CTAs on your website, the CTAs in your emails must grab the attention of readers and convince them to click.
Sometimes, a simple change in language can help. For example, you can add a sense of urgency by using the word ‘now’ in your CTA (i.e. Shop Now, Buy Now).
Also, make sure your CTAs don’t blend into the background of your email. Make them visible, but without overpowering the rest of the content.
See how Revolve does this with their email CTAs:
6. Strengthen your abandoned cart emails
Sending an email (or emails) after a shopper abandons their cart can increase your chances of nailing a sale. In fact, 35% of those who click into abandoned cart emails end up buying something.
But only if you do it right.
One great way to strengthen your abandoned cart emails is to remind users of how much other people have enjoyed this product.
To do so, include ratings and reviews for the products they abandoned right in the email. That will build trust in your products and may convince them to complete the purchase.
Check out how Adidas does this with their abandoned cart emails:
7. Entice existing customers to purchase again
Loyal customers are your bread and butter, and you need to do all you can to keep them coming back.
Once again, transactional emails are a great way to do this. Since transactional emails get 8 times as many opens as regular marketing emails, this is a great place to insert offers and try to upsell your existing customers.
For example, after a purchase has been completed, why not include related items in the ‘Order Confirmed’ email? Or, in the ‘Order Shipped’ email, you could add a 15% discount on their next purchase.
Another way to reactivate previous customers is through automated campaigns. For example, let’s say someone purchased from your store a few months ago but hasn’t purchased again. They’re still receiving your emails, but it seems like nothing is catching their eye.
So, set up an automated campaign that sends a reactivation email to that customer at regular intervals.
Use this email to remind them of why they purchased from you in the past, and offer a discount to show your appreciation.
Your e-commerce email marketing strategy can win you loyal customers who keep on coming back for more.
Following these strategies, you’ll develop email marketing campaigns that engage readers, draw them to your website, and convince them to purchase.