Over the course of the last two decades, there has been an explosion of new digital marketing channels and tons of emerging technologies, but email marketing still remains the most consistent on the ROI front all when it comes to driving sales and customer engagement. Email marketing has literally outperformed social media marketing, paid search, television, and other popular sources. Every online marketer knows that email marketing is unarguably the number one and most effective tool for e-commerce business and without an email marketing campaign your eCommerce business is bound to fail.
What is Email Marketing?
Email marketing refers to using email campaigns to produce conversions and sales while developing a relationship with customers. Marketing emails include newsletters, coupon codes, product recommendations, or any message on the company’s behalf. E-commerce businesses use e-mail marketing to build a loyal customer base and scale their business.
Here’s what email marketing does for you:
- Drives direct traffic
- Capture both existing and possible customers
- Builds brand loyalty
- Increases AOV
- Builds brand assets and grows your business
How to Build an Email List to Grow Sales?
Here are some tried and tested tips to help you build a more extensive email list and make more conversions.
1. Content is Key
If you want to turn the visitors into loyal customers and increase ROI, you need more than just products.
The First Impression Could be the Last Impression: Make sure that the interface of your website is appealing to customers. A great interface would suggest high value to customers and they will be more likely to signup for your email list.
Content Must be Engaging: The content of your website should be relevant and informative. Your posts should suggest to customers that you care about them and want them to have the best experience possible. Sharing posts that customers find useful will make them commit to your brand and drop their email in sign up.
Add Email Capture: Add an email capture to your homepage and inner pages even if it yields a small number of subscribers. MailChimp is one of the most popular and trustworthy resources for email capture to quickly build your email list. Mailchimp is a great tool to capture data and customize your emails and messages.
2. Develop Killer Pop-Up Strategy
Pop-up advertising has a bad reputation as people find it super annoying and distracting, but if done right it works way better than you think. Here are ways to use them:
Time: If your pop-up shows immediately someone opens your site, it goes wasted because the visitor hasn’t had a chance to explore what you’re offering. Showing your pop-ups when visitors are ready might do the trick.
Be Creative: Choose the wording of pop-ups carefully to decrease the perceived rudeness of pop-ups and try to be playful with your words to keep the visitors from quitting instantly.
Create a Sense of Urgency: Creating some urgency is a great way to get responses like discounts on a product, time-bound coupon offers, or limited offers to exciting the visitors. Momentum is a notable resource that helps you create an urgent count-down timer on pop-ups.
Placement: Use the right place for pop-ups can also contribute to increasing conversion and consequently your bounce rate.
3. Build your Brand on Social Media
The best way to expand your e-mail list is through social media because people feel more comfortable on Facebook as compare to the website. When they visit the website, they just have the intention to check out the website with cynical thoughts but on social media, they’re more interested in your brand and will certainly subscribe to your email list.
Create Social Contests: There are several reliable resources you can use to organize contests, landing pages, and giveaways your customers will simply love e.g., Rafflecopter, and Facebook’s own Contest for Pages.
Email Capture: Use prompts to sign-up in your posts on social media. This can be easily done by adding a link at the end of your post or another way to collect emails is through Twitter lead generation cards or Facebook Lead ads.
4. Develop a Great Mailing Strategy
Mailing strategies are great in capturing longer email lists and names however, a longer email list doesn’t mean more sales. This is where email marketing comes as a game-changer.
Hire a Professional Copywriter: Hiring a pro copywriter who can send professional and personalized emails to your subscribers is the first step towards building an email marketing strategy.
Split Your Customer Base into Groups: Customers need to be divided into groups based on their timeline. They can be categorized into new customers, one-time purchasers, cart abandonment customers, and multiple purchasers. Next comes sending tempting emails to customers based on their group. The emails can be split as:
- New Customer Welcome Series: Congratulatory emails encouraging more purchases.
- New Subscriber Welcome Series: Welcome emails to new subscribers
- Cross-selling Emails: To the customer who has finished a purchase, to offer another item.
- Cart Abandonment Emails: Aimed at customers who abandon a cart after adding items to renew the interest.
- VIP Emails: Sending offers, updates, and discounts to consistent customers also known as VIP customers.
- Win Back Emails: To send premium offers to get back lost customers.