The Indian e-commerce trade is on hearth and there’s no stopping it. In actual fact, in response to Statista, the trade’s income is predicted to soar to a staggering $71.29 billion by 2023, with an estimated 13.9% progress fee between 2023 to 2027, finally 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 marvel that the competitors is fierce. E-commerce giants like Amazon and Flipkart are dominating the market, with different large names akin to JioMart, Tata Digital, Nykaa, and Meesho sizzling on their heels.
So, what units profitable e-commerce manufacturers other than the remaining? The reply lies in constructing and nurturing robust buyer relationships. And the best method to do it’s Electronic mail advertising.
In actual fact, a whopping 69% of entrepreneurs use electronic mail advertising as certainly one of their major channels for content material distribution. The most effective half? The trade common ROI for electronic mail advertising is a staggering $36 for each greenback spent. However, for e-commerce firms, this quantity jumps to a powerful $45 per greenback spent.
On this article, we’ll delve into probably the most highly effective electronic mail advertising methods for e-commerce manufacturers seeking to set up a neighborhood of loyal clients and supercharge their gross sales. From crafting personalised and interesting content material to optimizing electronic mail campaigns for optimum affect, we’ve acquired you coated. So, whether or not you’re a seasoned e-commerce professional or simply beginning out, learn on to find take your model to the following stage with the ability of electronic mail advertising!
Technique #1: Personalize emails to nurture relationships and construct belief
With analysis indicating that personalised emails have considerably greater open charges and click-through charges, it’s no marvel that companies are scrambling to personalize their emails. And why not! When personalised emails can enhance your click on charges by virtually 139%.
In a world the place people obtain over 100 emails on common day by day, you could be sure that your emails stand out and supply worth to your clients. Generic emails merely gained’t minimize it. By personalizing your emails, you can also make your clients’ 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. While you ship them suggestions of pet food primarily based on canine sizes and breeds or give them particular affords on sure manufacturers of pet food, it helps them make an knowledgeable determination.
And when your patrons see that you simply perceive and assist them, it encourages them to share extra information with you, which additional helps personalize your electronic mail advertising campaigns.
Clients’ demographics can be utilized to personalize your e-commerce emails, akin to their identify, age, revenue stage, location, and many others. For instance, if the client’s location faces heavy rainfall, one can counsel monsoon-specific clothes, skincare, haircare, or well being dietary supplements. Electronic mail signup kinds can ask subscribers about their fundamental particulars, which can be utilized for demography-based personalization.
Behavioral personalization refers to sending emails primarily based on the client’s looking and buying patterns. You might have seen how e-commerce firms like Flipkart or Amazon ship you suggestions primarily based on looking conduct.
In contextual personalization, the client’s journey is taken into consideration. Let’s assume a buyer is researching sneakers in your web site. It might be useful to ship them extra content material, akin to a weblog publish or an article, that may help them in making a choice primarily based on their particular wants. When the client seems prepared to purchase, displaying product options, costs, and promotional affords is a good suggestion.
And the outcomes communicate for themselves. Saudi Arabia’s main e-commerce model, Hnak.com, was dealing with challenges with attracting the proper viewers on account of restricted personalization and segmentation. With the assistance of WebEngage’s electronic mail marketing campaign administration, which included hyper-personalization primarily based on real-time buyer information, HNAK elevated its common electronic 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 electronic mail open charges and double your return on funding? Look no additional than dynamic content material. This personalised content material can embody user-specific product suggestions, tailor-made name to actions, and affords particular to every buyer.
Research counsel dynamic content material can improve your electronic mail ROI by a whopping 100%, making it the muse for constructing robust relationships along with your viewers. It’s like gifting your subscribers with private purchasing 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 teach and nurture early and mid stage patrons motivating them to make their first buy. Dynamic content material is the muse for constructing robust relationships along 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 staff 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 at the moment and watch your electronic mail advertising marketing campaign thrive.
Technique #3: Leverage Consumer-Generated Content material
When you consider buying from an e-commerce model, what’s the very first thing you do? When you’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.
Consumer-generated content material (UGC) like opinions, pictures, and movies can be utilized by e-commerce companies to construct a way of neighborhood and garner belief. Electronic mail advertising is a superb avenue to show and make the most of your UGC.
For instance, your welcome electronic mail to a brand new subscriber can embody pictures and opinions of your blissful clients. You possibly can ship UGC to cart abandoners to point out them the highlights of the merchandise and nudge them to make the acquisition.
Put up-purchase emails are a main alternative to solicit UGC from happy clients. By asking clients to share their experiences along with your merchandise, your model can generate useful content material that can be utilized in electronic mail and social media campaigns.
However why cease there? Myntra, for instance, goes past conventional UGC and has created a rewards program known as “Myntra Insider” that incentivizes clients to share their experiences with the model and merchandise. By fostering a neighborhood of loyal clients who’re passionate in regards to the model, Myntra is taking UGC to the following stage.
Technique #4: Design Emails That Catch Customers’ Consideration
In relation to e-commerce electronic mail advertising, it’s not simply what you say that issues, it’s additionally the way you say it. Your emails should be well-crafted, partaking, and visually interesting. In accordance with a research, 20% of entrepreneurs mentioned their electronic mail engagement improved with better-designed emails.
One method 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 increase open charges by 10%.
Take a cue from Sugar Cosmetics, whose superbly designed electronic mail is a murals. With its visually interesting and responsive design, the e-mail showcases Sugar merchandise in a beautiful method. The clear call-to-action makes it simple for patrons to navigate to their web site and make a purchase order. Don’t underestimate the ability of a well-designed electronic mail; it may very well be the important thing to unlocking greater 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 on daily basis. That’s why having a transparent and concise Name-To-Motion (CTA) in your e-commerce emails is extra essential than ever.
You need your readers to take a particular motion, whether or not it’s buying a product, signing up for a publication, or downloading an e-book. Nonetheless, in case your CTA is buried inside your electronic mail or is obscure, your readers are more likely to hit the delete button and transfer on to the following electronic mail.
A transparent CTA is all about simplicity. Preserve your CTA simple to learn and discover by utilizing a font that’s legible and stands out from the remainder of your electronic mail. Stick to 1 clear ask per electronic mail to keep away from overwhelming your reader and lowering the probability of any motion being taken in any respect.
Your topic line ought to function a preview of what’s inside your electronic 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 Style’s electronic mail, which contains a large, daring “Discover” button to entice subscribers to reap the benefits of a beautiful supply. Through the use of a distinguished and persuasive CTA, they make it simple for his or her viewers to take the specified motion.
A transparent and concise name to motion is important for any e-commerce electronic mail marketing campaign. By retaining it easy, legible, and action-oriented, you’ll be able to improve the probabilities of your readers taking the specified motion.
Technique #6: Reward Repeat Clients With Loyalty Applications
Your loyal clients are your belongings. By rewarding clients for repeat purchases, you’ll be able to encourage them to maintain coming again for extra. And it doesn’t cease there. They, in flip, will refer your model to their associates and households, thus constructing your loyal buyer base even additional.
Let’s contemplate Chumbak’s “Insider” neighborhood. When you grow to be a member, you get unique entry to new collections, reductions, free transport, and presents. The corporate expresses it completely when it says that the Insiders are its MVPs (most respected gamers).
In relation to rewards, don’t simply accept reductions. Certain, reductions might be nice, however experiential rewards might be even higher. Most firms supply reductions. So, wouldn’t your clients be extra excited a couple of once-in-a-lifetime journey to an unique location or an unique meet-and-greet occasion with a star? For instance, Nykaa’s loyalty program, Nykaa Privé, consists of rewards like unique invitations to occasions.
Technique #7: Undertake An Electronic mail Automation Technique
Operating an ecommerce retailer might be daunting, with too many issues to do. And that’s why streamlining and automating your electronic mail advertising campaigns with the assistance of marketing campaign administration instruments is extraordinarily essential.
With automation, you’ll be able to hold your electronic mail advertising constant with out sacrificing the private contact that retains clients . Automation instruments like WebEngage take the headache out of monitoring buyer conduct, speaking with patrons on the proper time, and personalizing your messages for various consumer segments. In consequence, you’ll be able to deal with the expansion of your ecommerce enterprise. As a matter of truth, automated emails have been discovered to generate 320% extra income than non-automated emails.
WebEngage can assist you with all of your electronic 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 personalised communication. After adopting the Webengage Retention Working System, it may ship extra personalised messages like deserted cart notifications and real-time order standing updates. In consequence, Moglix’s ROI improved by 40%, its conversions by cart abandoners elevated by 60%, and its electronic mail engagement grew by 10% MoM.
Technique #8: Tempt Patrons 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 electronic mail campaigns. These campaigns can considerably increase your backside line, particularly relating to attracting clients who’re on the hunt for a terrific deal.
November and December account for a whopping 25% of annual retail gross sales within the e-commerce trade. In India, autumnal festivities like Durga Puja, Dussehra, and Diwali are the proper time to ship out festive-themed electronic mail campaigns that entice clients to buy.
Begin planning your seasonal electronic mail campaigns early, and get inventive along with your promotions. Keep in mind, clients are looking out for excellent offers, so be sure that your emails stand out of their inboxes with compelling content material and affords they’ll’t resist.
Technique #9: Craft A Tempting Deserted Cart Electronic mail Collection
Deserted carts are a standard challenge confronted by e-commerce companies, with deserted cart charges hovering over 72% globally. That’s a number of missed alternatives. Nonetheless, the deserted cart electronic mail sequence is without doubt one of the strongest campaigns to win again clients.
An efficient cart abandonment electronic mail sequence normally consists of three emails:
- The primary reminds the client that they left objects of their cart.
- The second affords a small low cost to incentivize them to finish their buy.
- The third gives a ultimate nudge with a time-limited supply.
Timing is vital relating to cart abandonment emails. You don’t wish to ship them too quickly or too late. Analysis means that the best method is sending the primary electronic mail inside an hour of the client abandoning their cart.
Whereas providing reductions might be an efficient incentive, you don’t wish to practice your clients to desert their carts with the intention to obtain a reduction. Experiment with several types of affords and see what works finest for your corporation.
A catchy topic line could make all of the distinction in getting your electronic mail opened.
For instance, contemplate the deserted cart electronic 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 electronic mail is efficient as a result of it’s partaking to learn, it incentivizes the consumer with a $10 free refill, and it additionally shares opinions of happy clients to influence the reader additional.
DODuae.com, UAE’s largest on-line purchasing 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 into consideration a number of elements like region-specific deserted cart emails throughout the FIFA season (as proven under).
Technique #10: Take a look at Your Electronic mail Campaigns
Break up testing and A/B testing are a few of the essential methods to check the effectiveness of your electronic mail campaigns. A/B exams can improve your electronic mail’s ROI by 82%. When conducting break up exams, stick to one variable at a time to keep away from complicated your viewers by altering too many components concurrently. When you’ve accomplished your break 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 electronic mail campaigns with its A/B and multivariate testing and get buyer insights. In consequence, you’ll be able to ship your viewers probably 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 essential metrics akin to open charges, conversion charges, income generated, and many others. In consequence, the corporate witnessed a 30% improve in month-on-month repeat orders and a 23% increase within the push notifications click-through charges.
Last Ideas
Within the fast-paced world of e-commerce, electronic mail advertising is a tried and examined technique for partaking with clients and boosting gross sales. Nonetheless, attaining the proper steadiness between informative content material and promotional messaging is crucial for achievement. Performed proper, electronic mail advertising can elevate your e-commerce model’s popularity as an authoritative trade chief and convert leads into loyal clients.
Our compilation of the above ten tried and examined ways is tailor-made to the distinctive electronic mail advertising wants of e-commerce firms. However why cease there? At WebEngage, we provide an electronic mail advertising platform that may take your campaigns to the following stage. 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 – e-book a demo with us at the moment and expertise the distinction for your self.
