an essential guide for ecommerce email marketing · 2017-10-09 · 6 building relationships with...
TRANSCRIPT
An Essential Guide
for eCommerce Email
Marketing
A Publication of
A Beginners
Guide to
Mastering
Email to Boost
eCommerce
Sales.
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IS THIS EBOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to
determine if your level matches the content you are about to read.
INTRODUCTORY
Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how to
get started with this aspect of inbound marketing and learn its
fundamentals. After reading it, you will be able to execute basic
marketing tactics related to the topic.
INTERMEDIATE
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples. After
reading it, you will feel comfortable leading projects with this aspect
of inbound marketing.
ADVANCED
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of this
aspect of inbound marketing and help you develop complete
mastery of the subject. After reading it, you will feel ready not only to
execute strategies and tactics, but also to teach others how to be
successful.
This ebook!
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MARKETING SOFTWARE
HubSpot brings your whole marketing world
together in one, powerful, integrated system.
Get Found: Help prospects find you online
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing
More: See marketplace for apps and integrations
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MARKETING
M SOCIAL
CONTACTS
CONTACTS
DATABASE
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WORKFLOWS
SMART FIELDS ANALYTICS
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Hiba Haider has been working for the
eCommerce team at HubSpot since June
2012. She has a passion for Marketing and
Global Business Management. Hiba has
learned a great deal of how the eCommerce
world functions and has been researching
how this segment responds to various
marketing methods. Working at HubSpot
has allowed her to practice her love for
marketing as she continues to learn more
about eCommerce businesses.
Follow Hiba on Twitter: hhaider91
How to Increase Customer LTV
Through Email Marketing for eCommerce
By Hiba Haider
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Introduction /6
eCommerce Email Marketing /7
List Segmentation /10
Abandoned Cart Nurturing /13
Boosting Online Sales /16
CONTENTS
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Building relationships with customers is the ultimate key to success. For
eCommerce businesses, managing these conversations can translate to
increased website traffic and higher revenue. But this is all easier said
than done. Being an online business can have its drawbacks. There is an
innate barrier to creating intimate face-to-face relationships when
marketing online. But on the flip side, being online allows for eCommerce
businesses to use inbound marketing methods to access their target
markets effectively and efficiently. So, what’s a key step your eCommerce
business should take to get started? Email marketing.
This ebook will provide you basic tips and advice on email marketing for
eCommerce and abandoned cart nurturing to help you generate more
leads and sales.
59% of B2B marketers say
email is the most effective
channel in generating
revenue.
BtoB Magazine
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CHAPTER 1
eCommerce
Email Marketing
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One of the best ways to ensure that your relationships continue to grow is
through a robust email marketing campaign. According to a 2011 Magill
Report, businesses earned $40 for every $1 invested ROI of email
marketing. And these numbers are expected to show a 10% growth over
the next five years. It is the time to allocate time and budget towards a
healthy email marketing plan for your eCommerce business so it
continue to acquire and maintain customer relationships.
Boost ROI Through Email Marketing
Here’s good
example of a
HubSpot email!
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What Should Your Emails Be About?
Upselling is a great way to ensure that your customers
are remaining active. Provide customers with a list of
recommended items after their first purchase that
might be of use to them.
Sell!
Create premium upgrade options with cool exclusive
features and customers will be likely to stick around.
Customers who are in love with what you offer will pay
the extra buck, if you give them the opportunity to.
Upgrade
Provide discounts for those customers who have proven
their love for you. Make them feel special and entice
them to purchase something else.
Discounts
People trust familiar faces over marketing tactics. Use
social tracking tools to see what your customers’ friends
and family members have purchased recently and
recommend those products to your customers.
Suggestions
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CHAPTER 2
List
Segmentation
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Segmenting your email lists can make targeting your customers with the
right kinds of content easier. By catering to their specific needs, you can
better capture their attention and retain customers for longer periods of
time. A recent study found that 39% of businesses using email
marketing practiced list segmentation and as a result, found better
open rates. But wait, there’s more. Those businesses also experienced
28% lower opt-out and unsubscribe rates, as well as a 24% improved
email deliverability and thereby higher sales and revenue. Email
segmentation works. Consider the following elements when segmenting
your lists:
The Number of Email Accounts in
the World is Expected to Grow From
3.3 Billion to 4.1 Billion by 2015
Age
Industry
Persona
Job
Demographic
Past
Purchases
Purchase
frequency
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Try segmenting your email based on the following customer-types:
Consistent
Shoppers Value
Shoppers
Premium
Shoppers One-Time
Shoppers
These customers
make frequent visits
to you website and
consistently make
purchases.
These customers
have premium
accounts with your
website and receive
special perks when
they shop.
These customers may
peruse your website
once in a while when
they either need
something or are
treating themselves.
These customers love
discounts and bargains.
They are on a tight
budget and love finding
great wallet friendly
deals.
Segment by Customer Type
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CHAPTER 3
Abandoned Cart
Nurturing
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An abandoned cart is when a customer visits a website but leaves without
making the desired purchase. Nurturing these customers efficiently and
effectively can reverse this trend and lead to increased sales.
How Can eCommerce Emails
Nurture Abandoned Carts?
1-4
Hours
After a customer has abandoned their cart,
sending them an email at these times after
purchase yields conversion rates of..
20 Minutes 40 Minutes 60 Minutes
5.2% 4.9% 4.5% 3.6%
Timing plays a crucial role in all this. Sending a follow up email at the right time
makes all the difference. The sooner you reach out again, the likelier you are to
get your potential customers back.
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Make Your Emails Stand Out
It is important to hook your readers so that they are more enticed to
open the emails you send. One of the places you can do this is the
subject line. Below are the open rates of emails when different
components are incorporated into the subject line of an email.
Company Name: 53%
Product Details: 52%
Person name: 38%
Urgent Tone: 44%
Customer Service Language: 46%
Conversion Rates Dependent on Subject Lines
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CHAPTER 4
Boosting Online
Sales
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Emails Lead to Sales
Need some more convincing before you can start incorporate email
marketing to your budget? Statistics show that 80% of internet
shoppers have followed through with a purchase after viewing an
email marketing promotion. Furthermore, 30% of people exposed to
an email marketing campaign went on to instantly make an online
purchase. The numbers speak for themselves
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Successful Email Checklist
The ultimate goal for any business is to increase sales and
revenue. Incorporating email marketing into your marketing
efforts is an excellent way to convert prospective leads into
customers. Below are few things to make sure you incorporate
into your email campaigns so they are able to yield the best
results.
Personalize emails
Test your campaigns
Respect your readers
Make your emails specific and targeted. Personalize
emails to make customers feel like they’re in a special
conversation with you.
Use your own personal account to test a campaign
before sending it out to entire list. You’re human and
prone to spelling and grammatical errors!
Be sure to give your readers relevant information. If they
are investing time to read your emails, make sure it’s
valuable content worthy of their interest.
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Email marketing can be exactly what your eCommerce business needs to
boost online sales and customer activity. The statistics prove that only
positive results can come from investing time and money toward a
comprehensive marketing plan that includes email marketing. Your
company’s customer lifetime value depends on it. In addition, email
marketing can improve the churn rate of your email lists and lower
unsubscribe rates. Like the mastermind behind Facebook believes,
taking this one easy step forward can affect other aspects of your
business and allow your eCommerce to truly flourish. So, what are you
waiting for? Go ahead and start drafting those emails already!
If you do the things that are
easier first, then you can
actually make a lot of
progress Mark Zuckerburg
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Request a HubSpot
Product Demo for your
eCommerce Business!
Interested in learning about
the email tools that HubSpot
offers? Click HERE for an
inside look!
Click Here for a
HubSpot Demo for
eCommerce businesses
The facts and figures in the ebook were retrieved from Em@il Marketing
toolkit, GetElastic , The Magill Report and Vero.
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