E-mail marketing Successful e-mail marketing for online shops
E-mail marketing is still a relatively new area. More and more retailers are using the channel – and not just because of the coronavirus crisis. The reason is simple: it’s worth it. With its large contribution to sales and manageable costs, e-mail marketing is one of the most efficient digital marketing tools.
Sooner or later, every company should come to terms with e-mail marketing. There are many reasons for this. Not only is e-mail communication extremely cost-effective, it is also much easier and faster to disseminate information via e-mail than via other channels. Customers are provided instantly with personalized, target group-specific and relevant information in the form of targeted dialogue. Another significant advantage is the meaningful effectiveness monitoring that it enables. Thanks to professional e-mail marketing tools, we are now able to extract various relevant key figures: How many of the sent e-mails were opened? Which products were clicked on? How many people placed an order? All this information helps any communications department to continuously optimize its marketing activities.
E-mail marketing and e-commerce: it’s a match!
Whether you’re a large company, a local optician, or the florists next door – e-mail marketing really does concern everyone today. E-commerce and e-mail marketing go hand in hand. E-mail marketing can be used to maintain existing customer relationships, especially for online retailers, and is also the perfect channel for acquiring new customers. Selected products can be presented directly from the online store to match the target group. With the latest technology, products can be automatically added from the store to an e-mail and individualized product recommendations can be sent to customers. But what do you need to consider when implementing an e-mail campaign?
1. You need a strategy
As with any marketing activity, an e-mail campaign needs a strategy. What are the goals of your campaign? What do you want to achieve? Do you intend to retain existing customers or acquire new customers? Because there are significant differences between these scenarios, especially when it comes to creating an e-mail template. You should also consider in advance what exactly you are marketing – an entire range, a specific event, or simply your best-selling product?
2. Your campaign won’t work without a curated contact list
Even the best e-mail with even better content is useless if nobody reads it. Therefore, a constantly updated contact list is essential. To prevent e-mails from ending up in the spam folder, strict adherence to legally compliant e-mail marketing guidelines cannot be ignored. Therefore, always ensure that you get the double opt-in from the customer. This keeps you on the right side of the law and reduces your unsubscribe and complaint rate.
3. Content is (still) king
You should also never skimp when creating an e-mail template. An appealing, mobile-optimized template is the key. An e-mail packed with information but without a clear call to action will scare off any recipient. Content is still king: An e-mail will only be opened and read if the reader expects interesting content that is relevant and offers a concrete benefit.
Of course, there is no single magic formula for successful e-mail marketing. Rather, it is a combination of different measures that leads to success. One thing is certain: e-mail marketing is and will remain ubiquitous – even for online retailers.
Are you interested in collaborating with Swiss Post on an e-mail campaign? You can find interesting campaign case studies here.
((commentsAmount)) Comments