The Indian e-commerce business is on fireplace and there’s no stopping it. The truth is, in response to Statista, the business’s income is predicted to soar to a staggering $71.29 billion by 2023, with an estimated 13.9% development charge between 2023 to 2027, ultimately reaching a whopping $120 billion. With the variety of web shoppers in India set to skyrocket to 400 to 450 million by 2027, it’s no marvel that the competitors is fierce. E-commerce giants like Amazon and Flipkart are dominating the market, with different massive names similar to JioMart, Tata Digital, Nykaa, and Meesho scorching on their heels.
So, what units profitable e-commerce manufacturers aside from the remaining? The reply lies in constructing and nurturing sturdy buyer relationships. And the best method to do it’s E mail advertising and marketing.
The truth is, a whopping 69% of entrepreneurs use electronic mail advertising and marketing as certainly one of their main channels for content material distribution. The most effective half? The business common ROI for electronic mail advertising and marketing is a staggering $36 for each greenback spent. However, for e-commerce corporations, this quantity jumps to a powerful $45 per greenback spent.
On this article, we’ll delve into essentially the most highly effective electronic mail advertising and marketing methods for e-commerce manufacturers seeking to set up a neighborhood of loyal clients and supercharge their gross sales. From crafting personalised and fascinating content material to optimizing electronic mail campaigns for optimum impression, we’ve acquired you coated. So, whether or not you’re a seasoned e-commerce professional or simply beginning out, learn on to find the way to take your model to the subsequent stage with the ability of electronic mail advertising and marketing!
Technique #1: Personalize emails to nurture relationships and construct belief
With analysis indicating that personalised emails have considerably greater open charges and click-through charges, it’s no marvel that companies are scrambling to personalize their emails. And why not! When personalised emails can enhance your click on charges by nearly 139%.
In a world the place people obtain over 100 emails on common day by day, you might want to be certain that your emails stand out and supply worth to your clients. Generic emails merely received’t minimize it. By personalizing your emails, you may make your clients’ lives simpler by sending them content material that’s related to their particular wants.
As an example, let’s assume a brand new canine proprietor was testing pet food in your webstore. While you ship them suggestions of pet food based mostly on canine sizes and breeds or give them particular affords on sure manufacturers of pet food, it helps them make an knowledgeable choice.
And when your consumers see that you just perceive and assist them, it encourages them to share extra information with you, which additional helps personalize your electronic mail advertising and marketing campaigns.
Clients’ demographics can be utilized to personalize your e-commerce emails, similar to their identify, age, revenue stage, location, and so forth. For instance, if the shopper’s location faces heavy rainfall, one can recommend monsoon-specific clothes, skincare, haircare, or well being dietary supplements. E mail signup types can ask subscribers about their fundamental particulars, which can be utilized for demography-based personalization.
Behavioral personalization refers to sending emails based mostly on the shopper’s searching and buying patterns. You’ll have seen how e-commerce corporations like Flipkart or Amazon ship you suggestions based mostly on searching conduct.
In contextual personalization, the customer’s journey is taken into consideration. Let’s assume a buyer is researching sneakers in your web site. It will be useful to ship them extra content material, similar to a weblog submit or an article, that may help them in making a choice based mostly on their particular wants. When the shopper seems prepared to purchase, exhibiting product options, costs, and promotional affords is a good suggestion.
And the outcomes communicate for themselves. Saudi Arabia’s main e-commerce model, Hnak.com, was going through challenges with attracting the correct viewers as a consequence of restricted personalization and segmentation. With the assistance of WebEngage’s electronic mail marketing campaign administration, which included hyper-personalization based mostly on real-time buyer information, HNAK elevated its common electronic mail open charge by 30% and its cart abandonment charge declined by 67%.
Technique #2: Focus On Dynamic Content material
Do you wish to improve your electronic mail open charges and double your return on funding? Look no additional than dynamic content material. This personalised content material can embody user-specific product suggestions, tailor-made name to actions, and affords particular to every buyer.
Research recommend dynamic content material can improve your electronic mail ROI by a whopping 100%, making it the inspiration for constructing sturdy relationships together with your viewers. It’s like gifting your subscribers with private procuring assistants who know precisely what they need and want.
Keep in mind that the aim of dynamic content material isn’t solely to make gross sales. It additionally goals to teach and nurture early and mid stage consumers motivating them to make their first buy. Dynamic content material is the inspiration for constructing sturdy relationships together with your viewers.
Take into account the case of Speero, Saudi Arabia’s largest automotive aftersales market. Utilizing WebEngage’s Dynamic Segmentation and Funnel Analytics, the Speero crew gained helpful buyer insights that helped develop their general income by 25% and elevated the orders of cart abandoners by 189%.
Dynamic content material is the important thing to standing out in a sea of generic emails and constructing a loyal buyer base. Begin utilizing it at present and watch your electronic mail advertising and marketing marketing campaign thrive.
Technique #3: Leverage Consumer-Generated Content material
When you consider buying from an e-commerce model, what’s the very first thing you do? When you’re like the bulk, then likelihood is you learn the product evaluations. Research present that 92% of individuals belief suggestions from friends over advertisers.
Consumer-generated content material (UGC) like evaluations, images, and movies can be utilized by e-commerce companies to construct a way of neighborhood and garner belief. E mail advertising and marketing is a superb avenue to show and make the most of your UGC.
For instance, your welcome electronic mail to a brand new subscriber can embody images and evaluations of your comfortable clients. You’ll be able to ship UGC to cart abandoners to indicate them the highlights of the merchandise and nudge them to make the acquisition.
Put up-purchase emails are a major alternative to solicit UGC from glad clients. By asking clients to share their experiences together with your merchandise, your model can generate helpful content material that can be utilized in electronic mail and social media campaigns.
However why cease there? Myntra, for instance, goes past conventional UGC and has created a rewards program referred to as “Myntra Insider” that incentivizes clients to share their experiences with the model and merchandise. By fostering a neighborhood of loyal clients who’re passionate concerning the model, Myntra is taking UGC to the subsequent stage.
Technique #4: Design Emails That Catch Customers’ Consideration
On the subject of e-commerce electronic mail advertising and marketing, it’s not simply what you say that issues, it’s additionally the way you say it. Your emails have to be well-crafted, participating, and visually interesting. In accordance with a research, 20% of entrepreneurs mentioned their electronic mail engagement improved with better-designed emails.
One method to make your emails extra visually interesting and interactive is by together with movies and graphics. The truth is, movies can improve click-through charges by a whopping 300%, whereas graphics can increase open charges by 10%.
Take a cue from Sugar Cosmetics, whose superbly designed electronic mail is a murals. With its visually interesting and responsive design, the e-mail showcases Sugar merchandise in a gorgeous manner. The clear call-to-action makes it simple for patrons to navigate to their web site and make a purchase order. Don’t underestimate the ability of a well-designed electronic mail; it may very well be the important thing to unlocking greater engagement and gross sales in your e-commerce model.
Technique #5: Craft A Clear And Compelling CTA
It’s arduous to concentrate to all of the emails we obtain each day. That’s why having a transparent and concise Name-To-Motion (CTA) in your e-commerce emails is extra necessary than ever.
You need your readers to take a particular motion, whether or not it’s buying a product, signing up for a publication, or downloading an book. Nevertheless, in case your CTA is buried inside your electronic mail or is obscure, your readers are more likely to hit the delete button and transfer on to the subsequent electronic mail.
A transparent CTA is all about simplicity. Hold your CTA simple to learn and discover by utilizing a font that’s legible and stands out from the remainder of your electronic mail. Stick to at least one clear ask per electronic mail to keep away from overwhelming your reader and lowering the chance of any motion being taken in any respect.
Your topic line ought to function a preview of what’s inside your electronic mail. Make it clear within the topic line what you need your reader to do, and use action-oriented language to encourage them to take that subsequent step.
Take a cue from Nykaa Vogue’s electronic mail, which contains a massive, daring “Discover” button to entice subscribers to benefit from a gorgeous supply. Through the use of a outstanding and persuasive CTA, they make it simple for his or her viewers to take the specified motion.
A transparent and concise name to motion is important for any e-commerce electronic mail marketing campaign. By conserving it easy, legible, and action-oriented, you possibly can improve the probabilities of your readers taking the specified motion.
Technique #6: Reward Repeat Clients With Loyalty Applications
Your loyal clients are your belongings. By rewarding clients for repeat purchases, you possibly can encourage them to maintain coming again for extra. And it doesn’t cease there. They, in flip, will refer your model to their buddies and households, thus constructing your loyal buyer base even additional.
Let’s think about Chumbak’s “Insider” neighborhood. When you develop into a member, you get unique entry to new collections, reductions, free delivery, and presents. The corporate expresses it completely when it says that the Insiders are its MVPs (Most worthy gamers).
On the subject of rewards, don’t simply accept reductions. Positive, reductions might be nice, however experiential rewards might be even higher. Most corporations supply reductions. So, wouldn’t your clients be extra excited a couple of once-in-a-lifetime journey to an unique location or an unique meet-and-greet occasion with a celeb? For instance, Nykaa’s loyalty program, Nykaa Privé, consists of rewards like unique invitations to occasions.
Technique #7: Undertake An E mail Automation Technique
Operating an ecommerce retailer might be daunting, with too many issues to do. And that’s why streamlining and automating your electronic mail advertising and marketing campaigns with the assistance of marketing campaign administration instruments is extraordinarily necessary.
With automation, you possibly can maintain your electronic mail advertising and marketing constant with out sacrificing the non-public contact that retains clients . Automation instruments like WebEngage take the headache out of monitoring buyer conduct, speaking with consumers on the proper time, and personalizing your messages for various consumer segments. Because of this, you possibly can deal with the expansion of your ecommerce enterprise. As a matter of truth, automated emails have been discovered to generate 320% extra income than non-automated emails.
WebEngage might help you with all of your electronic mail automation efforts be it sending welcome emails, deserted cart reminders, or re-engagement campaigns. Moglix, a B2B e-commerce unicorn, confronted challenges with automating consumer engagement and sending out personalised communication. After adopting the Webengage Retention Working System, it might ship extra personalised messages like deserted cart notifications and real-time order standing updates. Because of this, Moglix’s ROI improved by 40%, its conversions by cart abandoners elevated by 60%, and its electronic mail engagement grew by 10% MoM.
Technique #8: Tempt Consumers With Seasonal And Festive Provides
The vacation season is not only a time for gorging on delicacies and celebrating with household. It’s additionally the right time for e-commerce companies to spice up their gross sales with seasonal electronic mail campaigns. These campaigns can considerably increase your backside line, particularly on the subject of attracting clients who’re on the hunt for an incredible deal.
November and December account for a whopping 25% of annual retail gross sales within the e-commerce business. In India, autumnal festivities like Durga Puja, Dussehra, and Diwali are the right time to ship out festive-themed electronic mail campaigns that entice clients to buy.
Begin planning your seasonal electronic mail campaigns early, and get inventive together with your promotions. Keep in mind, clients are looking out for excellent offers, so be certain your emails stand out of their inboxes with compelling content material and affords they’ll’t resist.
Technique #9: Craft A Tempting Deserted Cart E mail Sequence
Deserted carts are a typical difficulty confronted by e-commerce companies, with deserted cart charges hovering over 72% globally. That’s quite a lot of missed alternatives. Nevertheless, the deserted cart electronic mail collection is among the strongest campaigns to win again clients.
An efficient cart abandonment electronic mail collection often consists of three emails:
- The primary reminds the shopper that they left objects of their cart.
- The second affords a small low cost to incentivize them to finish their buy.
- The third supplies a ultimate nudge with a time-limited supply.
Timing is essential on the subject of cart abandonment emails. You don’t wish to ship them too quickly or too late. Analysis means that the best strategy is sending the primary electronic mail inside an hour of the shopper abandoning their cart.
Whereas providing reductions might be an efficient incentive, you don’t wish to prepare your clients to desert their carts to be able to obtain a reduction. Experiment with several types of affords and see what works greatest for what you are promoting.
A catchy topic line could make all of the distinction in getting your electronic mail opened.
For instance, think about the deserted cart electronic mail with the witty topic line by the dental hygiene e-commerce enterprise, Quip. The e-mail continues in the identical lighter vein within the physique. Quip’s electronic mail is efficient as a result of it’s participating to learn, it incentivizes the consumer with a $10 free refill, and it additionally shares evaluations of glad clients to influence the reader additional.
DODuae.com, UAE’s largest on-line procuring retailer, witnessed a 14.77% deserted cart restoration after adopting WebEngage’s marketing campaign administration instruments. The cart abandonment restoration technique wasn’t a easy one. It took into consideration a number of elements like region-specific deserted cart emails through the FIFA season (as proven beneath).
Technique #10: Check Your E mail Campaigns
Cut up testing and A/B testing are a few of the essential methods to check the effectiveness of your electronic mail campaigns. A/B assessments can improve your electronic mail’s ROI by 82%. When conducting cut up assessments, persist with one variable at a time to keep away from complicated your viewers by altering too many components concurrently. When you’ve accomplished your cut up or A/B assessments and have statistically important outcomes, it’s time to implement the adjustments.
WebEngage empowers you to check totally different variations of your electronic mail campaigns with its A/B and multivariate testing and get buyer insights. Because of this, you possibly can ship your viewers essentially the most impactful and persuasive e-commerce emails.
ApnaKlub, an agent-led B2B wholesale platform, enrolled within the WebEngage Startup Program to construct higher buyer communications and model engagement. With the assistance of WebEngage’s analytics, ApnaKlub tracked necessary metrics similar to open charges, conversion charges, income generated, and so forth. Because of this, the corporate witnessed a 30% improve in month-on-month repeat orders and a 23% increase within the push notifications click-through charges.
Ultimate Ideas
Within the fast-paced world of e-commerce, electronic mail advertising and marketing is a tried and examined technique for participating with clients and boosting gross sales. Nevertheless, attaining the correct steadiness between informative content material and promotional messaging is crucial for fulfillment. Carried out proper, electronic mail advertising and marketing can elevate your e-commerce model’s fame as an authoritative business chief and convert leads into loyal clients.
Our compilation of the above ten tried and examined techniques is tailor-made to the distinctive electronic mail advertising and marketing wants of e-commerce corporations. However why cease there? At WebEngage, we provide an electronic mail advertising and marketing platform that may take your campaigns to the subsequent stage. With a user-friendly drag-and-drop interface, hyper-personalization choices, A/B testing, and extra, our platform has helped many e-commerce purchasers obtain distinctive outcomes.
Don’t simply take our phrase for it – guide a demo with us at present and expertise the distinction for your self.
