- By Ricky Hayes: July 22, 2020
What to Know About Using Email Marketing For Your Shopify Store
Building an email list is one of the most vital keys to successfully marketing your Shopify store. Email marketing remains one of the most powerful and effective methods of building value and engaged relationships with your customers. Research shows that nearly 21% of people will open your email, with 2.56% of them clicking through to your website.
Ecommerce email marketing is both a science and an art. It is a science in the sense that you have to keep a good track of your metrics, finding elements to A/B test, as well as apply certain psychological triggers in order for your email campaigns to perform better. It is an art in the sense that at the end of the day, email is a text-based form of communication that requires brilliant, engaging copywriting.
How is email marketing applied in ecommerce?
Email marketing campaigns fall under four broad categories:
1. abandoned cart emails
2. up-sell and cross-sell emails
3. promotional offer emails
4. customer loyalty and re-engagement emails
We explore them further below:
Abandoned cart emails
Abandoned cart emails are sent to both first-time and returning website visitors who have logged in to your Shopify store, added items to their basket and then left without completing their purchase.
Well-executed abandoned cart emails are incredibly effective for recovering what would have otherwise been lost revenue. According to recent research from Bluecore, cart abandonment emails have the highest average conversion rate (2.63%) and click-to-conversion rate (21.78%) of any triggered ecommerce email.
Abandoned cart emails can be in the form of:
· either one single email reminding the potential customer of the items they left behind, typically sent within one day of the abandoned cart;
· or a series of email reminders that supplements the first abandoned cart email, typically offering a discounted price for the product(s).
Whichever option you go for, the key is to have a conversational tone in your email and leverage psychological triggers such as scarcity and social proof in order to encourage more conversions.
Up-sell and cross-sell emails
Up-sell and cross-sell emails are a form of ecommerce email marketing that is sent to customers who have purchased a product from your Shopify store, with the aim of getting them to purchase even more products and raise your store’s average order value (AOV). According to the research from BlueCore, Up-sell and cross-sell emails usually have a 55% conversion rate, with a 6.84% click-to-conversion rate.
These types of emails can highlight similar products or products that are often purchased with the one the customer purchased. It’s also worth noting that receipts from purchases are a great option for up-sell and cross-sell emails given the high open rates they enjoy.
Roughly three in four customers will open their receipt emails so that’s the perfect place to include offers and discounts on other products on your Shopify store that you think they might like.
Promotional offer emails
Promotional emails can be used to inform your customers about any sales-boosting effort you have going on, from a site-wide price cut on your Shopify store to a new product line you have launched.
The key is to segment your email list correctly such that your promotional email offers speak directly and effectively to the right type of audience. Here are three common customer segmentation categories that you can use as a starting point for this:
- Discount customers: These are the type who usually purchase from your Shopify store only when a product is on sale. Send them promotional offer emails highlighting how they can save money, be it through joining your loyalty program or by recommending your store to others.
- Face-value customers: These are the type whose drive to purchase from your Shopify store is based on the newness or exclusivity of a product not by discounts. Therefore, you should send these customers promotional offer emails offering them first-access to new products.
- High AOV customers: These are the type who purchase from your Shopify store in bulk. Send them promotional offer emails that are aligned with their typical buying cycle and can help them find and buy all the items they need at once. Monthly subscription boxes are a great example.
Customer loyalty and re-engagement emails
The aim of this type of ecommerce email marketing is to foster and nurture a personal relationship between your store and the customer. These customer loyalty and re-engagement emails typically take the form of birthday emails offering a discount during the week or month of a customer’s birthday and check-in emails when a customer hasn’t made a purchase from your Shopify store in a while.
However, if your Shopify store sells products with a defined period of usage such as water filters, these customer loyalty and re-engagement emails can also be in the form of replenishment emails reminding them that it’s time to replace their current item, in order to drive repeat purchases.
How to execute great ecommerce email marketing campaigns
Here are some of the most important email marketing practices to keep in mind for your Shopify store.
1. Get your timing right
In order for your email marketing to be effective, you need to send your emails at the right moment. You can use marketing automation workflows to send your emails within the timeframes when your leads are most likely to open them.
2. Give it a personal touch
You need to personalize your email campaigns by addressing the customer by their name (both in the intro and throughout the body of the email) and using a conversational tone. Generic email campaigns that aren’t aimed at anyone specific and that sound too “salesy” are a turn-off for customers.
3. Make your emails engaging
Yes, email is a text-based form of communication but you can definitely supplement your copy with other forms of media to make it more engaging. Video, images and user-generated content are all worth considering and testing until you figure out what type of content best engages your customers.
4. Never stop improving
Email marketing for ecommerce is not a one-time event. There’s no such thing as the perfect email. You have to always be optimizing, and as mentioned above, testing new things to find out what works better than what you already have. This is where conducting regular A/B tests comes in perfectly handy.
5. Involve your customers
As mentioned above, you always have to be improving. However, you can’t improve your email marketing campaigns without deliberately getting feedback from your target audience. This is why you should ask customers for their help. You can use data from survey emails to run better A/B tests.
6. Pay attention to your mailing frequency
The number one reason why subscribers opt out of email campaigns is because they receive too many emails in general. Therefore, tempting as it may be, you should always think twice before sending an additional email campaign outside of your usual schedule as it could spark an exodus of subscribers.
7. Make it fun
Don’t be boring. Most ecommerce stores are afraid to take a more friendly approach to their email marketing campaigns because they fear coming off as unprofessional. However, quirky things like funny GIFs and lighthearted puns can make even a boring “your package has shipped” email more engaging.
8. Properly segment your list
As mentioned earlier under abandoned cart email, it’s very important to categorize your site visitors depending on their purchasing habits on your Shopify store. This way, you can send out email campaigns that are attractive to the various segments of your target audience instead of a blanket message.
9. Have a clear call to action
You target audience receives dozens upon dozens of emails in their inbox everyday so when you get a piece of their attention from all this noise, you should make sure that you have a clear call to action ready for them to take. Use your subject line as a call to action preview that compels the reader to open the email and make sure not to make the mistake of having many calls to action in the same email.
10. Don’t be selling all the time
Email marketing is about increasing sales but that doesn’t mean that every email you send should be asking the customer to buy something. Sometimes, you should simply offer them some valuable content such as a guide that will help them learn something new about the niche that your Shopify store is in.
All in all, with a high quality email list gathered through customers or content subscribers, you can leverage email marketing campaigns to take your Shopify store to the next level.