The Indian e-commerce business is on hearth and there’s no stopping it. The truth is, 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 charge between 2023 to 2027, finally reaching a whopping $120 billion. With the variety of internet buyers 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 comparable 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 approach to do it’s E-mail advertising and marketing.
The truth is, a whopping 69% of entrepreneurs use electronic mail advertising and marketing as one in all their main channels for content material distribution. One of the best half? The business common ROI for electronic 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 electronic mail advertising and marketing methods for e-commerce manufacturers trying to set up a neighborhood of loyal clients and supercharge their gross sales. From crafting personalised and fascinating content material to optimizing electronic mail campaigns for optimum affect, we’ve bought you coated. So, whether or not you’re a seasoned e-commerce professional or simply beginning out, learn on to find easy methods to take your model to the following stage with the facility of electronic mail advertising and marketing!
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 surprise 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 every day, you’ll want to make sure that your emails stand out and supply worth to your clients. Generic emails merely received’t reduce it. By personalizing your emails, you may make your clients’ lives simpler by sending them content material that’s related to their particular wants.
As an illustration, let’s assume a brand new canine proprietor was testing pet food in your webstore. Once you ship them suggestions of pet food primarily based 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 simply perceive and assist them, it encourages them to share extra knowledge with you, which additional helps personalize your electronic mail advertising and marketing campaigns.
Prospects’ demographics can be utilized to personalize your e-commerce emails, comparable 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. E-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 shopping and buying patterns. You might have seen how e-commerce corporations like Flipkart or Amazon ship you suggestions primarily based on shopping habits.
In contextual personalization, the client’s journey is taken under consideration. Let’s assume a buyer is researching sneakers in your web site. It will be useful to ship them extra content material, comparable to a weblog submit or an article, that may help them in making a call primarily based on their particular wants. When the client seems prepared to purchase, exhibiting 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 dealing with challenges with attracting the proper viewers because 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 knowledge, HNAK elevated its common electronic mail open charge by 30% and its cart abandonment charge 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 embrace user-specific product suggestions, tailor-made name to actions, and gives particular to every buyer.
Research counsel dynamic content material can improve your electronic mail ROI by a whopping 100%, making it the inspiration for constructing robust relationships along with your viewers. It’s like gifting your subscribers with private buying 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 consumers motivating them to make their first buy. Dynamic content material is the inspiration 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 crew gained worthwhile 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 right now and watch your electronic 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? Should you’re like the bulk, then likelihood is you learn the product opinions. Research present that 92% of individuals belief suggestions from friends over advertisers.
Person-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. E-mail advertising and marketing is a good avenue to show and make the most of your UGC.
For instance, your welcome electronic mail to a brand new subscriber can embrace pictures and opinions of your joyful clients. You’ll be able to ship UGC to cart abandoners to point out them the highlights of the merchandise and nudge them to make the acquisition.
Publish-purchase emails are a chief alternative to solicit UGC from happy clients. By asking clients to share their experiences along with your merchandise, your model can generate worthwhile 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 concerning the model, Myntra is taking UGC to the following stage.
Technique #4: Design Emails That Catch Customers’ Consideration
In the case of e-commerce electronic 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, partaking, and visually interesting. Based on a examine, 20% of entrepreneurs mentioned their electronic mail engagement improved with better-designed emails.
One approach to make your emails extra visually interesting and interactive is by together with movies and graphics. The truth is, 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 pretty manner. 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 electronic mail; it could possibly be the important thing to unlocking greater engagement and gross sales in your e-commerce model.
Technique #5: Craft A Clear And Compelling CTA
It’s onerous 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 selected motion, whether or not it’s buying a product, signing up for a e-newsletter, 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. Maintain your CTA straightforward to learn and discover by utilizing a font that’s legible and stands out from the remainder of your electronic mail. Stick to at least one clear ask per electronic mail to keep away from overwhelming your reader and reducing 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 Vogue’s electronic mail, which encompasses a massive, daring “Discover” button to entice subscribers to make the most of a pretty supply. By utilizing a distinguished 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 electronic mail marketing campaign. By protecting 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 Prospects With Loyalty Applications
Your loyal clients are your property. By rewarding clients for repeat purchases, you’ll be able to inspire them to maintain coming again for extra. And it doesn’t cease there. They, in flip, will refer your model to their pals and households, thus constructing your loyal buyer base even additional.
Let’s take into account Chumbak’s “Insider” neighborhood. When you turn out to be 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 beneficial gamers).
In the case of rewards, don’t simply accept reductions. Certain, reductions may be nice, however experiential rewards may be even higher. Most corporations 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 E-mail Automation Technique
Working an ecommerce retailer may be daunting, with too many issues to do. And that’s why streamlining and automating your electronic mail advertising and marketing campaigns with the assistance of marketing campaign administration instruments is extraordinarily essential.
With automation, you’ll be able to hold your electronic mail advertising and marketing constant with out sacrificing the private contact that retains clients . 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. Because of this, you’ll be able to concentrate on 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 will help 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 might ship extra personalised messages like deserted cart notifications and real-time order standing updates. Because of this, 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 Gives
The vacation season isn’t just 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 in relation to attracting clients who’re on the hunt for an ideal 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 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 nice offers, so ensure 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 Sequence
Deserted carts are a typical problem confronted by e-commerce companies, with deserted cart charges hovering over 72% globally. That’s lots of missed alternatives. Nonetheless, the deserted cart electronic mail collection is likely one of the strongest campaigns to win again clients.
An efficient cart abandonment electronic mail collection often consists of three emails:
- The primary reminds the client that they left objects of their cart.
- The second gives a small low cost to incentivize them to finish their buy.
- The third offers a remaining nudge with a time-limited supply.
Timing is vital in relation to cart abandonment emails. You don’t wish to ship them too quickly or too late. Analysis means that the best strategy is sending the primary electronic mail inside an hour of the client abandoning their cart.
Whereas providing reductions may be an efficient incentive, you don’t wish to practice your clients to desert their carts with a view 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 electronic mail opened.
For instance, take into account 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 buying 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 components like region-specific deserted cart emails through the FIFA season (as proven beneath).
Technique #10: Check Your E-mail Campaigns
Cut up testing and A/B testing are a number of the essential methods to check the effectiveness of your electronic mail campaigns. A/B checks can improve your electronic mail’s ROI by 82%. When conducting break up checks, 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 break up or A/B checks and have statistically vital 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. Because of this, you’ll be able to 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 essential metrics comparable to open charges, conversion charges, income generated, and many others. Because of this, the corporate witnessed a 30% improve in month-on-month repeat orders and a 23% increase within the push notifications click-through charges.
Within the fast-paced world of e-commerce, electronic mail advertising and marketing is a tried and examined methodology for partaking with clients and boosting gross sales. Nonetheless, attaining the proper stability between informative content material and promotional messaging is crucial for achievement. Finished proper, electronic mail advertising and marketing can elevate your e-commerce model’s repute as an authoritative business chief and convert leads into loyal clients.
Our compilation of the above ten tried and examined techniques is tailor-made to the distinctive electronic mail advertising and marketing wants of e-commerce corporations. However why cease there? At WebEngage, we provide an electronic mail advertising and marketing 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 purchasers obtain distinctive outcomes.
Don’t simply take our phrase for it – e-book a demo with us right now and expertise the distinction for your self.