Reading time: 4 Minutes
Consider ecommerce email marketing strategy a bit like planning for a large party. If you were hosting a dinner party for 30 people, would you just wing it without a plan? Absolutely not, because that would spell disaster, right? Rather, you would create a plan, complete with a guest list, location, date, menu, entertainment, and more.
Similarly, when it comes to marketing, you must also use ecommerce email marketing strategies rather than dabbling and seeing where the dice fall. Planning a strategy to maximize ROI starts with setting goals, which could be:
- Finding more customers
- Engaging past customers more effectively
- Increasing your sales volume
- Increasing average order value
- Finding customers in new markets
Arguably, the most crucial component of any digital marketing campaign is tailoring content according to the buyer’s journey, and using content strategically to guide customers through that journey and out of the sales funnel.
Stage 1: Awareness
The awareness stage of the journey is when a buyer identifies a challenge, pain point, or opportunity to follow up with. For instance, if a person were to realize there were holes in their socks, the awareness stage would begin when he decided to replace their overused socks with new ones and started researching types of socks to buy.
At this stage in the buyer’s journey, a prospect is looking for answers or solutions. Pushing your brand at this point will only turn the buyer away. Consequently, the content you should provide must be educational, informative, interesting, not brand-specific, and general but relevant. For example, an email promoting a whitepaper about how to choose the best socks for different activities would be ideal.
Stage 2: Consideration
The consideration stage is when a buyer is giving serious weight to what products to buy and from whom. In the sock example, the person is now comparing sock brands and styles. At this stage, you’ve got the buyer’s attention, and you have to make a convincing argument for why your product is better than anybody else’s. A great idea for ecommerce email marketing strategies at this stage is emails that offer free samples, product demos, webinars, and other brand-specific information.
Stage 3: Decision
The final stage of the buyer’s journey is when the buyer has to make a final choice. This is where you have to offer something that tips the scales in your favour. While a choice is forthcoming, the buyer may still go with the competitor. Now’s the time to send an email offering a coupon, a free trial, or some other concrete incentive. Finally, creating a clear and compelling call to action at this stage is integral.
The first step in creating effective ecommerce email marketing strategies is mastering the practice of creating and tailoring content based on the buyer’s journey stages. Once you’ve figured out how to do that on a smaller scale, you can expand to a bigger scale and apply what you’ve learned to your entire email list.
When you’re ready to do that, Clickback’s email lead generation solutions can grow your ecommerce sales and customer-base, giving you an even larger audience to target with your well-planned marketing campaigns.
