Best eCom Email Marketing Practices


Although not the sexiest form of marketing, Email Marketing is one of the most cost-effective ways to market your brand.

Ignoring it is the same as setting fire to cold hard cash. You don't want to do that do you?

When it comes to building an email marketing strategy for your eCom store, it takes a little time and effort. With that time and effort, you can establish a secure way to reach customers and prospects.

Especially when 72% of consumers say they prefer to hear from prospects via email.

Would you like to learn how to do it in a few simple steps?

Of course, you would.

Read on my friend.

1. Set Some Goals

Like with anything in life having a plan and a strategy are the key ingredients for success. Email Marketing is no different.

Here are 3 questions you can explore to learn what goals you need.

What's the brand's desired outcome from email marketing?

Who are we targeting (You need to know your customer avatar like you know your children)

How can I measure success with the strategy I put in place.

Take your time with these and get as specific as you can.

2. Automate

Automation is fundamental to good email marketing.

Creating automated workflows allows you to segment on the go and personalise offers. Not forgetting the amount of time you can save.

Imagine trying to write and send welcome emails to every new customer while trying to run a store. You wouldn't.

Some flows you must have:

3. Keep It Clean

Your list that is.

But before I go into that.

Never ever buy an email list. It will destroy your sender reputation and find your emails in the spam folder.

Keeping your list clean is vital. Some email providers do a good job of clearing out bounced emails for example. But, it's helpful to remove those that never open your emails. Email service providers will pick up on continual email unopens and you'll end up in the spam folder.

4. Segment

Segmentation leads to a huge increase in revenue when done right.

You can segment almost everything. By doing so you can target the right audience with the right emails.

Some basic segments can include age, income, location, and gender. Yet, you can go so much further. Look at creating segments for one time buyers, non-buyers, repeat buyers, and VIP's. You can go even deeper and segment people that visit specific pages on your site or what links they may have clicked.

Now that you know your customers better you can personalise the emails at better times.

5. Get With The Times

Most people check their emails on their phones. But, most eCommerce brands forget all about this when creating emails.

Most providers let you preview desktop and mobile.

Still, you need to be checking that your templates line up nicely. As well as ensuring your landing pages load fast. People don't like waiting for anything.

Key tip: Make everything seamless.

6. Make Offers

Whether you like it or not, consumers want to get the most value for their hard-earned money.

Discounts will almost always help.

Offer discounts for all subscribers from time to time. Also, make sure to reward your VIP customers with VIP only perks. Make them feel valued and they will throw money at you.

You can also run a referral program. Offer a discount or a bonus for those that refer your business to someone else. Over 90% of consumers trust referrals from friends.

7. Social Proof

If you're not gaining social proof what are you even doing? OK, I'm joking. Kind of.

Social proof is essential. Social proof builds trust in your brand because other people are telling them how great you are.

Automate reviews for recent purchases to encourage regular social proof. Get reviews on the product and the service as a whole.

8. Always Be Improving

Last but not least.

Always be on the lookout for ways to improve your email marketing process. Often it takes a minor tweak to make huge improvements.

This means checking your flows from time to time and seeing if the copy and designs are still good.

Set reminders every few months to audit your Email Marketing process. Strive to improve always.

Now I’d love to tell you that this is all you need but you know id be lying.

But, these are some fundamentals that you must have in place to make your life easier while increasing revenue for your brand.

If you’d like to learn more about best practices then drop a comment below and let me know. I can always share another 8.

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