Set up your email marketing campaigns
As an eCommerce owner, you have many tools at your disposal to grow your brand. Mail marketing can be an important one. It’s a good way for you to reach customers in an individualized way and build relationships with them over time. Here are some tips for building a successful email marketing strategy:
1. Set up your email marketing provider
First of all, you need a provider where you can collect your subscriber's signups and create beautiful newsletters to lunch. There are many email marketing platforms online, including the Squarespace Mail Marketing that comes with your website, a long-time known Mailchimp or the newborn intuitive Flodesk. Check them and choose which one is best for you.
2. Create your Campaigns Calendar
Create a calendar (on Excel, Google calendar or on paper) and identify the hot period for your brand commerce: collection lunch, new product release, sale campaigns. Expect a newsletter lunch for that day and create it in advance. Don't forget about the automatic Newsletters either: abandoned cart communication, after-sale follow-up for a review ecc.
3. Personalize mail
Personalization is the key to successful email marketing. It may seem simple, but using the customer's name and location in your emails can make a huge difference. Here are some ways that you can personalize your mail campaigns:
Use their first name (e.g., “Hello [first name]).
Include an image with their city or town (e.g., “We decided to show you our latest collection in New York City!”).
Use their purchase history (e.g., “We know you love X brand, so here's another cute piece from them!”).
Include information about promotions or discounts based on past purchases (e.g., “You won't want to miss out on the sale we're having this weekend—we have some amazing deals up for grabs!).
4. Present your collection in a special way, tell a story
Your customers want to know more about the product they're interested in, so make sure you provide them with more information. People buy stories, not products so tell them more about the production process, the environmental benefits or your brand’s journey.
If it's a shirt, explain what type of material is used and where it was made. If it's a dress, describe the lining and any other details that might be important to your customers.
Once you've built the newsletter, consider creating links for each banner and item so that people can easily navigate back to specific pages for more details or shopping options.
5. Create lists for geographical regions and for different types of customers
Create lists for geographical regions and for different types of customers. For example, you may have one list that is only used in the United States and another that is only used in Europe. You can also create lists based on what products your customers are interested in buying. For example, if someone buys a pair of shoes from you once, chances are they will buy more pairs of shoes from you in the future!
6. Include incentives and send timely messages
Include incentives. Incentives are a great way to encourage customers to buy more.
Send timely messages. Timeliness is important for creating a sense of urgency in your message, and the best time to send that message is when you know your audience will be most receptive (like immediately after they've been browsing your products).
7. Use creative subject lines
You are going to want to use creative subject lines that are relevant and eye-catching. They should be short, sweet, and engaging. Make sure the subject line is relevant to the content of your email.
Subjects like “New Arrivals” or “Weekly Sale” are not going to be very effective since they don't tell people what you're selling or why they should care about it. The goal of a good subject line is to get people interested enough in your product/service so that they open up your email and read what's inside!
8. Keep it simple – don’t overdo it
Keep it simple – don’t overdo it.
Don’t send too many emails. If you are sending multiple emails at once, keep the volume to a minimum. Also, make sure not to send too many with the same content or subject line or offer.
9. Engage your community online
Social media is a great place to find new customers and engage with current ones. It's also a way to generate leads, build your brand and cultivate a community. You can create special campaigns for your followers and invite them to sign up to your subscriber's list, be part of your brand "club" and access premium features likes previews, dedicated promotions and more
Mail marketing is an important tool to add to the strategies your brand needs to succeed. It helps you build brand awareness, customer loyalty, and drive sales by ensuring that you communicate with customers in a personalized way.
Mail marketing also allows you to build relationships with your audience through email newsletters, campaigns, and event invitations. With so many channels now available for communication (social media platforms such as Facebook or Instagram), mail marketing provides another channel where you can engage with customers on a personal level.
And remember, the more personal and tailored your messages are, the more effective they will be.
KEY TOPICS
1. SET UP YOUR EMAIL MARKETING PROVIDER
2. CREATE YOUR CAMPAIGNS CALENDAR
3. PERSONALIZE MAIL
4. PRESENT YOUR COLLECTION IN A SPECIAL WAY, TELL A STORY
5. CREATE LISTS FOR GEOGRAPHICAL REGIONS AND FOR DIFFERENT TYPES OF CUSTOMERS
6. INCLUDE INCENTIVES AND SEND TIMELY MESSAGES
7. USE CREATIVE SUBJECT LINES
8. KEEP IT SIMPLE – DON’T OVERDO IT
9. ENGAGE YOUR COMMUNITY ONLINE
