Email marketing can be a very integral facet in running an ecommerce business. Most business owners can underestimate its importance, which is why we’re here to offer you several steps, and hopefully with these in mind you’ll be able to engage your customers in ways that you never thought were possible.
1. Re-examine your preference strategy
Most marketers don’t take the time to get to know their customers. You might want to build a preference page who ask them about their channel preferences, where you can also inform them about your social media outlets.
2. Track your reports
In addition to looking at each marketing campaign’s preference, you should also be tracking consumer interaction with your messages over a period of time. One good way to do this is by tracking consumers over three to five campaigns and roll up their numbers. That way, a conversion after a series of campaigns can be much more relevant than a click for just one.
3. Synchronize and correct your data
Many business have multiple sources of consumer data; make sure that your data is updated, and easily accessible to all channels. A simpler way to audit is to check if your ‘other sources’ of data match up with the master source of data.
4. Optimizing for mobile
It’s not enough to just transfer your laptop messages into a smartphone. Make sure the messages are properly optimized on your device, and use responsive design so that you render cleanly.
5. Integrate social media
Any good marketer these days should know the importance of social media. If you’re sending out emails, you should post all of your email campaigns on your social media sites. You should also post user-generated content within your email campaigns. Speaking of which…
6. Create compelling content
In this new age of marketing, content is king. If your content is interesting, then your customers will have a reason to keep coming back. So keep that content fresh…
7. Plan your segmentation strategy
A multi-channel cataloger has created a very laudable segmentation strategy. In addition to buyers and non-buyers, they have taken it further to apply product interests, device interaction, and even house-holding information. Their micro-segments deliver four times better results than normal.
8. Grow your list, grow your engagement
Brands needs to check their email list size on a regular basis. If you can track your three metrics — net growth of your email list, net growth of email IDs for your direct mail file, and a steady increase in opens and as clicks, then you’re good.
9. Check your communication triggers
Some brands have created automated drip campaigns that are triggered by consumer action. Check the messaging to ensure that it is relevant. If you have not set up automated campaigns, take a look at doing it for some events.
10. Are you making it into the inbox?
Sadly, many email service providers (ESPs) are no longer vouching for your deliverability. You need to make sure you are “authenticated,” your emails are getting through, and your spam complaints are being addressed. An engaged list is going to go a long way to help you with your deliverability.