MAR | 2016
Email continues to be one of the main channels for driving online sales. One of the most effective ways to use email for eCommerce marketing is to leverage the data you collect from the behavior of your website visitors. By giving a personal touch to the emails is one of the simplest and best ways to get the attention of your customers. Some groups reports that customizing improves click-through-rates by 14 percent and conversion rates by 10 percent.
Personalized subject lines and calls-to-action are especially compelling:
Use marketing automation to continue to nurture leads through your email marketing campaigns. You want to automate as many interactions as possible, providing prospects with relevant content when and how they want to receive it. If you are using software that enables automation, you can quite easily setup a rule that detects whether a person visits the cart or checkout page, but not your confirmation / thank you page. Three of the most popular ways to use marketing automation are to send,
Shopping cart reminders
Reminders based on search history
For most ecommerce websites, an 80/20 relationship between visitors and total revenue. That is, a large proportion of revenue is typically driven by a relatively small number of loyal customers. Your transactional emails should primarily tell the customer the status of their order. There are virtually no limits on how far we can segment customers, target them across multiple channels, and personalize our communication.