Master the craft of sending emails that convert
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Less than 15 years ago, there was no email marketing software, nor any email automation tools. Back then, using email marketing for eCommerce sales growth would have meant a lot of blood, sweat, and tears. Seasoned business owners will remember sending newsletters manually, trying to create a buzz around their eCommerce businesses one subject line at a time.
But, let’s face it. Good eCommerce email marketing is not about sending the same types of emails manually to your customers, hoping that they’ll become profitable conversions overnight and increase your sales.
Powerful email marketing is about understanding customers and establishing face-to-face communication with them with the help of the best email services.
To help you do it right, I’ve put together the ultimate list of eCommerce email marketing tools and actionable tactics.
Grab this essential guide full of email marketing tips and start implementing the useful tips inside today.
Here’s a quick overview of the contents:
In the next seven chapters, you’ll find a great deal of visual email marketing tips and best practices. They will help you build an effective program that will bring in new customers to your eCommerce site.
But first, let’s split an eCommerce email into parts.
Just like an artist, a good marketer has to understand how an ’email skeleton’ should look like before drawing an ‘email body.’
So if you are planning to dive knee-deep into eCommerce email marketing, take a moment to learn about the key components of stellar marketing emails. With practice, all those eCommerce emails you send each day will finally start bringing real results.
The “From” name (also known as sender info) is the name that appears next to the email address.
It may be your company or brand name. Below are a few examples of such emails:
However, personalized “From” fields look more professional. For instance, you can specify the name of the founder of your business.
Multiple split tests have shown that eCommerce emails bring more potential results and higher open rates if you reach people using your real human name, not your company or brand name.
After all, your customer wants to know who is hiding behind the email.
Email marketing is all about building relationships. And relationships, as you may know, are usually built through conversation.
Now think. What do your customers do when they see firstname.lastname@example.org email address?
I’ll tell you. They feel neglected. Moreover, they will hardly ever come back and purchase again if you are not willing to address their questions right then and there.
However, the sender’s email and name do not matter nearly as much as your subject lines. And no matter how great your offer is, it means nothing if your subject line is lame. Your shopper just won’t see it.
Get your creative juices flowing and create a killer subject line. Catchy subject lines increase open rates and bring more eCommerce sales in the long run.
Note: Don’t send your email before you test how your subject line is displayed on mobile. If it’s too long, you may want to clip it.
Content marketing is a long-term initiative, and you should learn how to play it if you want to see the results.
There’s no need to be an expert wordsmith to create influential copywriting for your eCommerce emails. You just need to understand your existing customers and give them what they are looking for.
You should also learn to keep your emails short and motivating. Ecommerce emails that inspire action usually get more responses and boost conversion rates.
Stick to the point and avoid the marketing fluff. Keep it in mind: The simpler your copy is, the better. And don’t forget to add social media buttons to let people share your emails.
When it comes to creating an effective eCommerce email template, less is more.
Fewer promo blocks that distract user attention. Fewer images. Less content, if possible. Less of everything.
Still, adding a couple of ‘giphy’ elements inside your email is quite OK. Just do not go heavy on them.
The average ROI of your eCommerce email marketing campaigns will be much higher if you also think mobile-first. But again, if you’ve optimized your copy for a concise email, you’ve already optimized for mobile.
There’s no one-size-fits-all time for sending eCommerce emails. Email cadence depends on your eCommerce business, products you sell, and many other factors.
The best way to make sure what time makes sense is to a/b test your email campaigns. If the open rate is higher than usual, it means the timing fits your business niche. Keep it in mind that there’s no point in sending multiple emails if you have nothing to say.
Now, it’s time for you to put down your cape so you can become the superman of eCommerce email marketing — our step-by-step guide to email marketing is here to help you create a long-term, actionable email marketing strategy that works.
If you are afraid to do it all by yourself, don’t worry, you aren’t alone! Some of the best eCommerce email platforms and services can help automate all manual processes and even replace an extensive customer care team.
With email tools at your disposal, you won’t have to hire a whole team of marketers. You can seamlessly juggle tasks from sending personalized emails with product recommendations to creating sophisticated marketing campaigns by adding a single tool.
Have a safe journey to the email marketing world!
Helen is an SEO and Content Marketing Specialist. She has been creating and planning content for over 10 years, with 5+ years specializing in eCommerce.
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