By Andy Beohar
Email first became popular around 1993, which is why many people today consider it a dinosaur among marketing tools. However, the actual power of email marketing may surprise you. For starters, aside from email automation tools and copywriters, email marketing doesn’t cost much. Even better, its potential ROI is significantly higher than any other form of content marketing. In fact, for every dollar spent on email marketing, most marketers see an average $38 ROI.
In the end, email’s age is actually a good thing. Consumers are comfortable with email. They rely on it for personal and professional communication, and seeing your brand name in their inbox helps to develop brand trust and affinity. For all these reasons, it’s important that your company set up a solid ecommerce email marketing strategy that helps to nurture consumers so that they continue to engage with and make purchases from your brand. In the content below, we’ll go over the top seven tips you need to build a stellar ecommerce email marketing strategy.
Ecommerce Email Marketing Tip 1 – Yes, the Subject Line Matters
Crafting the perfect subject line is what determines whether or not your campaigns get those jaw-dropping open rates. The subject line serves as a teaser for your email, and most people won’t even bother opening your message if the subject line doesn’t interest them. The best way to get people to open your email is to create a sense of urgency. For example, if you’re writing about a holiday sale, include phrases like “Last chance!” or “Ends today!”
Ecommerce Email Marketing Tip 2 – Content is Still King
I’m willing to bet that you’ve heard this phrase before—maybe a few too many times. But it’s repeated again and again because it’s true. If you don’t create content that is engaging and compelling, your ecommerce email marketing efforts will fall short.
Think of it this way: people the average person receives dozens if not hundreds of emails every day. If you manage to get them to click on your email, you need to have quality content that gets them to linger long enough to read your offer instead. If the recipient doesn’t find your content interesting within the first few seconds, it’s likely that they’ll hit the delete button.
On the other hand, you don’t want your body content to resemble a novel either. Every piece of information you include should be relevant. That’s not to say, however, that you can’t have fun with your content—just be sure that any “fluff” you do include still serves some sort of purpose. For example, maybe you choose to add a witty quip that’ll grab the attention of your target reader.
You also need to keep in mind your brand and who your readers are. For example, if you’re writing email content for a party supplies store, subtle puns are probably a necessity. However, if you’re writing content for a tech company, the tone should probably be Go to the full article.