Email marketing continues to prove its power in both revenue generation and audience engagement. However, one question you must be asking is what exactly are the core essentials that make email marketing a true staple for 8-9 figure stores. What does it take to achieve eCommerce success with email marketing? Integrate, study, and optimize the four essential elements so you can skyrocket your business with just emails alone.
Why email marketing? According to eCommerce marketing experts, email marketing was and is still one of the major players in the eCommerce industry—especially during times of crisis such as the ongoing pandemic.
Other major trends observed were customer-centricity, transparency, and the use of user-generated content. Emails specialize in delivering this kind of messaging and content. Now, it all boils down to how you can maximize the success of your email marketing framework. These four essential elements are what you’ll need:
Deliverability
Your emails don’t generate profits nor engage your audience if they don’t reach inboxes in the first place. Therefore, deliverability is the most essential element as your email framework’s foundation.
We had a beauty brand client with deliverability issues. Open rates were 4.5% on Gmail and 30% on non-Gmail email service providers (ESPs). However, we helped our client achieve 60% open rates for both categories in 6 months—that’s a 1233% increase in that period.
Here’s what we did that you can apply as well:
- Focus on sending relevant content to high-quality customers
- Be sure to follow the criteria set by email service providers (ESPs) and Internet Service Providers (ISPs)
It’s all about delivering the right content to the right people to ensure maximum engagement. Emphasis on the “right people”—meaning the quality of your customers. Focus on sustaining your currently engaged subscribers rather than spraying and praying.
Once you’ve finally built a strong reputation with your current subscribers, you can expand your efforts to new subscribers. This ensures high deliverability throughout your marketing efforts.
Flow Optimization
Email automation can be the backbone of your email marketing revenue generation. Out of the 30% overall revenue you generate with emails, 15-20% of that should be from automation. This makes flow optimization great for sustainable email revenue flow that’s happening in the background.
Email marketing covers the whole customer journey. Therefore, making automation a key player in maximizing the sales and engagement that happens throughout that journey. We had two clients who needed help boosting their flow revenue, and here’s what we did.
We focused on optimizing their top revenue-generating flows. These flows were:
- Cart Recovery Flow
- New Customer Nurture Flow
- New Customer Acquisition Flow
This way, you can ensure that your top-performing flows can exponentially generate more revenue.
Email Best Practices
For your emails to be at their best, they need to be crafted with the best practices. True eCommerce success with email marketing requires only the best of the best, after all. We’ve narrowed down these practices into two major practices:
Craft a Cohesive Content Strategy That’s True to Your Brand
It’s all about planning ahead and focusing on your objectives. What are the main objectives of email marketing? They are to generate sales and strengthen customer relationships.
One solid strategy you can incorporate is using user-generated content. This is great for accomplishing two things:
- Sharing the voices of real customers to new customers, since they trust other customers like them
- Adding efficiency to your email content production, UGCs are great sources of quality content
Focus on the Beauty and Purpose of Your Emails
This is more than just making good-looking emails. Your emails are an extension of your brand. Therefore, they must follow your branding standards. Find the right balance between eye-catching designs and designs that speak the voice of your brand.
This helps in building brand recognition—keeping your brand at the top of your customers’ minds whenever they see your emails.
Rigorous AB Testing
Emails always evolve. From their simple text-based communication ancestry to their now customer engagement and marketing prowess. The best emails can only come from the most diligent AB testing.
It’s the most reliable way to determine your winning formula. Take the best elements of your top-performing emails and incorporate them into your future campaigns.
Got all the tools but don’t have the time? Why not just take all this email marketing stuff and give it to someone else to do. Well, we are that someone else—and more! With over 200 eCommerce brands worth of experience, our email marketing experts will help you make your emails the major revenue generator of your online business.
Your eCommerce email marketing success is just one meeting away. Just schedule a free strategy meeting with us and we’ll help you kickstart your brand growth this 2021!
