By Rachel Smith
If you’ve had an online shop for quite some time or you’re new to setting up your e-commerce shop, you will always want to drive sales as much as you can. While there are many ways you can go about driving sales from PPC, to content marketing, today we’re going to be talking about driving sales through an email marketing strategy.
How to create impact
Email marketing is one of the most profitable marketing channels for online retailers. Think back to a time where you received an email and if you can now actually recall the email – it was probably a highly personalised one.
The impact that personalisation can have on your customers’ experience when interacting with your business can have lasting effects on building your brand. However, finding what works for your business can involve a little bit of trial and error.
Personalised emails don’t actually need to be all that personalised – you only need a few key bits of information about your customer in order to create personalised emails for them.
There is also another side to personalised emails and that is building trust with your customers and your potential customers. The main route to creating trust between your brand and your customer is using promotional emails including offers such as free shipping, discount on their next order etc.
But before we get to that, we need to know where to get all the data necessary to create highly personalised email campaigns.
So how do you gather all the data you’ll need to create personalised emails? Your first point of call will be the information you have on your customers already. You should have basic information such as their name, email address etc if they have ordered from you previously, which is a good start to creating personalised emails.
Instead of sending them a generic promotional offer you can include their first name and tweak the messaging slightly to give it a more personalised feel, for example.
As a small thank you, here’s 10% off your next order with us, and free shipping!”
This messaging makes the email sound as if it were written specifically for that customer. You might have to do a bit of research to find out what tags your email marketing platform uses but most would have something like the following if you wanted to include the customers’ first name.
Tags instruct the email platform to go and find the data from the send list, in this case, the first name and pull it into the email as plain text.
If you have more information on your current customers like what items they’ve bought from you before or an item they’ve viewed but not purchased you can increase the complexity of the personalised email and include the items they’ve looked at previously – just like in the below example.
So now you have a plan to engage your current customers, how do you find data from new and potential customers?
One of the best ways to do this is to encourage …read more
Read more here:: B2CMarketingInsider