Last updated on June 14th, 2016
Email marketing still reigns king as the most effective way to reach customers. Email accounts for higher conversions then search and social combined. In fact, the rise of mobile has helped reinforce email. With a cell phone or mobile device glued to the hand of nearly everyone, the likelihood of your email reaching your audience is high.
But are they reading it? Consumers can be fickle, I know that because I am also a consumer. I consider myself loyal to a brand but can’t deny the lure of a sale or coupon from a possible competitor. But one thing I cannot deny, is the appreciation I have for brands that know me and speak to me. No, we don’t have conversations in a practical sense, but I can tell they pay attention through the messages I receive.
Don’t be lazy, be personal
I’m sure we can agree that there is an obvious difference between a truly personal message and the blast email masquerading as personal. A ‘Dear <name>’ email is headed in the right direction, but can be just as impersonal as a nameless one. The difference is in the content.
Look to history.
You most likely already know a good deal about your prospects and customers from page views, purchase history and time on-site metrics. Use that data to your advantage! Econsultancy recently released a study that said “77% of marketers see a higher impact on ROI when they leverage purchase history for post purchase campaigns.”
Getting your ecommerce data into your email marketing platform is easy (if you’re integrated but we will get to that in a minute) it’s what you do with it once it’s there that will set your store up for even more success. Once your data is in your email marketing platform you can slice and dice your customers based on products purchased, category, spend amount, frequency of buying, male or female and many other valuable data points that your ecommerce store collects. Getting your customer segmented allows you to send targeted email campaigns to up-sell, cross-sell and send relevant coupons.
Remember, think relationship vs. blast email.
You are trying to build a connection with your customer base to set you apart from your competition, use dynamic content to call your customer by name. You already have the customer, make sure they know you value them through your personalized email campaigns.
Personalized email marketing can often be cumbersome but the most successful ecommerce stores realize that their focus should not be placed solely on gaining first time buyers but rather to invest in repeat buyers through customer loyalty.
The Missing Link: Integration
This is all great information, but there is one thing that tends to be consistently missing in many of the “how to” guides I’ve seen when it relates to email. Many tell you it is important to segment and personalize, but few tell you how to actually get that data from your ecommerce platform into your email marketing service. This is a problem I know as: integration.
Integration is a game-changer when it comes to growing and expanding your marketing efforts. Email Marketing integration enables you to automatically share data between your cloud apps so you do not have to manually transfer or upload this information.
Imagine, as soon as someone checks out in your ecommerce store, being able to send them a thank you email with coupon for the next purchase. In fact, as many as 70% of people made use of a coupon or discount from a post-purchase marketing email within one month of their first purchase (2012 Blue Kangaroo Study).
No matter how robust your email marketing strategy, you will never get the most out of it without strong cloud integration. From post-purchase campaigns to sending suggestion emails (“you may also like…”), integration enables you to get more personal with every customers. And that is what creates loyalty in the long run. When you put effort into getting to know your customers and their likes, they will in turn be more loyal to you and your brand.