Use email marketing in ecommerce

1. Use website analytics figures like drop-off rate, to identify stages of your funnel that need improvement.

For example, if you have a large number of customers who create accounts but don’t return to place an order, you may want to create a more persuasive welcome email that offers them an incentive on the first order placed.

2. Set up goals for your email marketing campaigns to target areas of your funnel that need improvement.

For example, if you want users to buy a featured product, you can send them a promotional email that presents the product as the pick of the week or offers it at a discounted price for a limited time.

3. Create an account on email delivery software like Vero or Remarkety that allows you to segment your audience, and integrate your website analytics to use information about your audience.

If you are using Shopify for your ecommerce store, you can use to add customer data to Vero. Alternatively, you can use a tool like Reveal, which segments your customers using the RFM model and integrate it with Klaviyo for email marketing.

4. Personalize your emails to make them valuable to your users and encourage them to perform the actions in your campaign goals.

Use factors like purchase behavior, geographic location, products browsed in the past, products on their wishlist, or cart content. For example, if your target market is men aged 20-40, you might personalize a Father’s Day email so that men who’ve bought children’s products receive one message, and men who haven’t bought children’s products receive another.

5. Write the context of your email in the preview line, as well as the starting paragraph, to inform recipients and increase open rates.

For example, tell recipients that they are receiving the email because they recently purchased from your website.

6. Create abandoned cart emails, informing users that their products are still in their cart and asking if they need any further information to proceed with the purchase.

Include the user’s name at the start of the email. Automate this email to be sent within an hour after the cart is abandoned. Resend the email 24 hours later to create a sense of urgency. Add a small incentive or discount to increase the chance of selling.

7. Create a segment for users that opened seasonal emails and send them special offers or discounts for holiday periods like Halloween.

8. Write confirmation emails that can be sent automatically after a successful purchase, including related or also-bought products, related to the purchased item.

Ask your developer to include widgets that contain upsell categories. Place the products at the end of the confirmation page and include a button to allow easier purchasing.

9. Use your audience insights to set up email reminder flows to recommend products based on a user's viewing history or past purchases.