The Indian e-commerce business is on fireplace and there’s no stopping it. In actual fact, based on Statista, the business’s income is predicted to soar to a staggering $71.29 billion by 2023, with an estimated 13.9% development fee 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 surprise that the competitors is fierce. E-commerce giants like Amazon and Flipkart are dominating the market, with different massive names resembling JioMart, Tata Digital, Nykaa, and Meesho scorching on their heels.
So, what units profitable e-commerce manufacturers aside from the remainder? The reply lies in constructing and nurturing sturdy buyer relationships. And the simplest solution to do it’s E mail advertising and marketing.
In actual fact, a whopping 69% of entrepreneurs use e mail advertising and marketing as one in all their main channels for content material distribution. The very best half? The business common ROI for e 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 e mail advertising and marketing methods for e-commerce manufacturers trying to set up a neighborhood of loyal prospects and supercharge their gross sales. From crafting customized and fascinating content material to optimizing e mail campaigns for optimum affect, we’ve obtained you coated. So, whether or not you’re a seasoned e-commerce professional or simply beginning out, learn on to find the right way to take your model to the following degree with the facility of e mail advertising and marketing!
Technique #1: Personalize emails to nurture relationships and construct belief
With analysis indicating that customized emails have considerably increased open charges and click-through charges, it’s no surprise that companies are scrambling to personalize their emails. And why not! When customized emails can enhance your click on charges by virtually 139%.
In a world the place people obtain over 100 emails on common each day, it is advisable to make sure that your emails stand out and supply worth to your prospects. Generic emails merely gained’t lower it. By personalizing your emails, you may make your prospects’ lives simpler by sending them content material that’s related to their particular wants.
For example, let’s assume a brand new canine proprietor was testing pet food in your webstore. If you ship them suggestions of pet food based mostly on canine sizes and breeds or give them particular gives on sure manufacturers of pet food, it helps them make an knowledgeable resolution.
And when your consumers see that you just perceive and assist them, it encourages them to share extra knowledge with you, which additional helps personalize your e mail advertising and marketing campaigns.
Clients’ demographics can be utilized to personalize your e-commerce emails, resembling their title, age, earnings degree, location, and so on. For instance, if the shopper’s location faces heavy rainfall, one can counsel monsoon-specific clothes, skincare, haircare, or well being dietary supplements. E mail signup varieties can ask subscribers about their primary particulars, which can be utilized for demography-based personalization.
Behavioral personalization refers to sending emails based mostly on the shopper’s looking and buying patterns. You will have seen how e-commerce corporations like Flipkart or Amazon ship you suggestions based mostly on looking habits.
In contextual personalization, the customer’s journey is taken under consideration. Let’s assume a buyer is researching sneakers in your web site. It might be useful to ship them extra content material, resembling a weblog publish or an article, that may help them in making a call based mostly on their particular wants. When the shopper seems prepared to purchase, displaying product options, costs, and promotional gives is a good suggestion.
And the outcomes converse for themselves. Saudi Arabia’s main e-commerce model, Hnak.com, was going through challenges with attracting the suitable viewers as a result of restricted personalization and segmentation. With the assistance of WebEngage’s e mail marketing campaign administration, which included hyper-personalization based mostly on real-time buyer knowledge, HNAK elevated its common e mail open fee by 30% and its cart abandonment fee declined by 67%.
Technique #2: Focus On Dynamic Content material
Do you wish to improve your e mail open charges and double your return on funding? Look no additional than dynamic content material. This customized content material can embody user-specific product suggestions, tailor-made name to actions, and gives particular to every buyer.
Research counsel dynamic content material can improve your e 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 wish.
Do not forget that the aim of dynamic content material isn’t solely to make gross sales. It additionally goals to coach 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.
Think about the case of Speero, Saudi Arabia’s largest automotive aftersales market. Utilizing WebEngage’s Dynamic Segmentation and Funnel Analytics, the Speero crew gained useful buyer insights that helped develop their total 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 as we speak and watch your e mail advertising and marketing marketing campaign thrive.
Technique #3: Leverage Person-Generated Content material
When you concentrate on buying from an e-commerce model, what’s the very first thing you do? For those who’re like the bulk, then chances are high you learn the product opinions. Research present that 92% of individuals belief suggestions from friends over advertisers.
Person-generated content material (UGC) like opinions, photographs, 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 good avenue to show and make the most of your UGC.
For instance, your welcome e mail to a brand new subscriber can embody photographs and opinions of your completely happy prospects. 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.
Submit-purchase emails are a primary alternative to solicit UGC from happy prospects. By asking prospects to share their experiences together with your merchandise, your model can generate useful content material that can be utilized in e 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 prospects to share their experiences with the model and merchandise. By fostering a neighborhood of loyal prospects who’re passionate concerning the model, Myntra is taking UGC to the following degree.
Technique #4: Design Emails That Catch Customers’ Consideration
In the case of e-commerce e mail advertising and marketing, it’s not simply what you say that issues, it’s additionally the way you say it. Your emails must be well-crafted, participating, and visually interesting. In accordance with a research, 20% of entrepreneurs mentioned their e mail engagement improved with better-designed emails.
One solution to make your emails extra visually interesting and interactive is by together with movies and graphics. In actual fact, movies can improve click-through charges by a whopping 300%, whereas graphics can enhance open charges by 10%.
Take a cue from Sugar Cosmetics, whose superbly designed e mail is a murals. With its visually interesting and responsive design, the e-mail showcases Sugar merchandise in a horny method. The clear call-to-action makes it straightforward for patrons to navigate to their web site and make a purchase order. Don’t underestimate the facility of a well-designed e mail; it may very well be the important thing to unlocking increased engagement and gross sales to 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 e-newsletter, or downloading an book. Nevertheless, in case your CTA is buried inside your e mail or is obscure, your readers are prone to hit the delete button and transfer on to the following e mail.
A transparent CTA is all about simplicity. Maintain your CTA straightforward to learn and discover by utilizing a font that’s legible and stands out from the remainder of your e mail. Stick to at least one clear ask per e mail to keep away from overwhelming your reader and reducing the chance of any motion being taken in any respect.
Your topic line ought to function a preview of what’s inside your e 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 e mail, which encompasses a massive, daring “Discover” button to entice subscribers to benefit from a horny provide. Through the use of a outstanding and persuasive CTA, they make it straightforward for his or her viewers to take the specified motion.
A transparent and concise name to motion is significant for any e-commerce e mail marketing campaign. By holding 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 prospects are your property. By rewarding prospects for repeat purchases, you possibly can inspire them to maintain coming again for extra. And it doesn’t cease there. They, in flip, will refer your model to their mates 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 transport, and items. The corporate expresses it completely when it says that the Insiders are its MVPs (most useful gamers).
In the case of rewards, don’t simply accept reductions. Certain, reductions might be nice, however experiential rewards might be even higher. Most corporations provide reductions. So, wouldn’t your prospects 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, contains rewards like unique invitations to occasions.
Technique #7: Undertake An E mail Automation Technique
Working an ecommerce retailer might be daunting, with too many issues to do. And that’s why streamlining and automating your e mail advertising and marketing campaigns with the assistance of marketing campaign administration instruments is extraordinarily necessary.
With automation, you possibly can hold your e mail advertising and marketing constant with out sacrificing the non-public contact that retains prospects . Automation instruments like WebEngage take the headache out of monitoring buyer habits, speaking with consumers on the proper time, and personalizing your messages for various consumer segments. Consequently, you possibly can give attention to the expansion of your ecommerce enterprise. As a matter of reality, automated emails have been discovered to generate 320% extra income than non-automated emails.
WebEngage will help you with all of your e 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 customized communication. After adopting the Webengage Retention Working System, it may ship extra customized messages like deserted cart notifications and real-time order standing updates. Consequently, Moglix’s ROI improved by 40%, its conversions by cart abandoners elevated by 60%, and its e 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 proper time for e-commerce companies to spice up their gross sales with seasonal e mail campaigns. These campaigns can considerably enhance your backside line, particularly in the case of attracting prospects who’re on the hunt for an amazing 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 proper time to ship out festive-themed e mail campaigns that entice prospects to buy.
Begin planning your seasonal e mail campaigns early, and get inventive together with your promotions. Bear in mind, prospects are looking out for excellent offers, so be certain your emails stand out of their inboxes with compelling content material and gives they’ll’t resist.
Technique #9: Craft A Tempting Deserted Cart E mail Collection
Deserted carts are a standard difficulty confronted by e-commerce companies, with deserted cart charges hovering over 72% globally. That’s numerous missed alternatives. Nevertheless, the deserted cart e mail collection is without doubt one of the strongest campaigns to win again prospects.
An efficient cart abandonment e mail collection often consists of three emails:
- The primary reminds the shopper that they left gadgets of their cart.
- The second gives a small low cost to incentivize them to finish their buy.
- The third offers a ultimate nudge with a time-limited provide.
Timing is vital in the case of cart abandonment emails. You don’t wish to ship them too quickly or too late. Analysis means that the simplest strategy is sending the primary e mail inside an hour of the shopper abandoning their cart.
Whereas providing reductions might be an efficient incentive, you don’t wish to practice your prospects to desert their carts in an effort to obtain a reduction. Experiment with several types of gives and see what works finest for your small business.
A catchy topic line could make all of the distinction in getting your e mail opened.
For instance, think about the deserted cart e 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 e 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 opinions of happy prospects to steer 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 under consideration a number of elements like region-specific deserted cart emails in the course of the FIFA season (as proven beneath).
Technique #10: Check Your E mail Campaigns
Break up testing and A/B testing are a few of the essential methods to check the effectiveness of your e mail campaigns. A/B exams can improve your e mail’s ROI by 82%. When conducting cut up exams, stick to one variable at a time to keep away from complicated your viewers by altering too many parts concurrently. When you’ve accomplished your cut up or A/B exams and have statistically important outcomes, it’s time to implement the modifications.
WebEngage empowers you to check completely different variations of your e mail campaigns with its A/B and multivariate testing and get buyer insights. Consequently, 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 resembling open charges, conversion charges, income generated, and so on. Consequently, the corporate witnessed a 30% improve in month-on-month repeat orders and a 23% enhance within the push notifications click-through charges.
Last Ideas
Within the fast-paced world of e-commerce, e mail advertising and marketing is a tried and examined methodology for participating with prospects and boosting gross sales. Nevertheless, reaching the suitable steadiness between informative content material and promotional messaging is important for achievement. Completed proper, e mail advertising and marketing can elevate your e-commerce model’s fame as an authoritative business chief and convert leads into loyal prospects.
Our compilation of the above ten tried and examined techniques is tailor-made to the distinctive e mail advertising and marketing wants of e-commerce corporations. However why cease there? At WebEngage, we provide an e mail advertising and marketing platform that may take your campaigns to the following degree. With a user-friendly drag-and-drop interface, hyper-personalization choices, A/B testing, and extra, our platform has helped many e-commerce shoppers obtain distinctive outcomes.
Don’t simply take our phrase for it – guide a demo with us as we speak and expertise the distinction for your self.
