If you are aiming to become one of the top companies in your niche or industry, the first thing you need to do is connect with your audience. Customers are more likely to purchase your products/services if they feel connected to your brand. One of the best ways to reach that level of trust is through email marketing for eCommerce. Nowadays, this form of marketing still ranks as one of the most effective solutions when searching for ways to promote your business.
While it’s equally important to know what you are supposed to do to utilize this tactic well, it’s just as important to steer clear from some mistakes. Therefore, read this guide, log out of Facebook on your device, and log into Gmail. It’s all you need for creating a successful marketing tactic.
Email Marketing for Ecommerce – Common Mistakes
In case you weren’t aware of this interesting fact, you should know that as much as 92% of all adults use email, with 62% of them using it every day. That’s quite a large audience that you can reach through email marketing. Every conscientious business owner will realize the magnitude of this number and will work on incorporating email marketing into his/her business. They will set out to look for the best providers of these services and will get to work. And that’s just the first step. It’s just as important to pay attention to the most common mistakes people make simply because they aren’t well-informed.
Not Keeping it Personal
You are forgetting one very important thing – all of your customers want to be treated as individuals. Now, clearly, you can’t create a special email for absolutely every person in your email list. But you can narrow your emails down to specific segments. Create an email that will target the specific needs of one group of your customers, and do the same for every other group that you manage to recognize. Of course, every email should address the buyer as that will improve engagement, resulting in a boost in sales.
Not Incorporating a Call to Action
When it comes to email marketing for eCommerce, and marketing in general, there are a few things as important as the CTA. Think of the CTA as your way to suggest to your customers what their next steps should be. Obviously, the next step should be visiting your website, making a purchase, signing up for a newsletter – you get the gist. With so many different types of CTA’s that you can use, it’s safe to say that your options are almost limitless. That’s why failing to use them is one of the worst mistakes you can make.
Wrap up the conversation by incorporating a simple, short, and concise call to action. How else are your customers supposed to know that you are waiting to hear from them or that you are happy to be of assistance?
Not Keeping it Simple
Let’s face it – our attention spans have gotten significantly shorter. Not only are we paying less attention but we also have less time. Combine the two and you will get a person that isn’t interested in reading large chunks of text. Thus, sending emails that are too long and complicated is one of the things you should avoid when using email marketing for your eCommerce.
Email marketing might seem easy. In reality, there are many rules to follow if you are trying to achieve success with your campaign. Apart from keeping your emails short and sweet, you also need to make them informative and simple. Make sure you are sending enough emails on a monthly basis, but be careful not to overdo it. Just like there is the right time to post on Instagram, there’s also the correct number of emails you should send every week or month. In essence, as long as you are informing your customers about all the important pieces of news related to your company, you should be able to hit the right quota.
Not Being Transparent
You know that you are trying to sell a product or a service with your emails, and your customers know it. However, they don’t want to feel like it. Your customers want you to tell a story with every email that you send. Telling a story and working too hard to sell a product simply don’t mix and match. One of the best ways to boost your sales but also keep it personal is through a welcome email. As soon as a customer signs up for your newsletter or purchases a product from you, it’s the right time to send a welcome email. The email can contain a coupon which will most likely result in another purchase. That’s a great way to cement your relationship and get repeated sales.
Not Testing Your Email
After doing all that work and creating a strategy that you think is going to bring good results, the last thing you want is to skip the final step. That’s one of the worst mistakes you can make when it comes to email marketing for eCommerce. It would be a shame to ruin your campaign at the very end, especially because the test takes a few minutes to complete. The test itself will allow you to check how your email looks, what it sounds like, and whether it contains any errors. Moreover, it will allow you to see what your email would look like on different screens, as customers can read your emails on different devices. Not utilizing all the benefits of email marketing for eCommerce would be a huge mistake. And as the place where you can satisfy your inner geek, we’ve just given you a few things to avoid when creating your campaign. Of course, what you decide to do in the end is solely up to you. The suggestion is for you to avoid some of the most common mistakes, but it’s up to you to decide what to do.