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5 email campaigns all eCommerce companies should be sending

AARON BEASHEL - MAY 19, 2015

If you’re an eCommerce marketer, you are in a unique position to get incredible value from email marketing.

You can literally send a campaign and within minutes watch revenue come in the door as people click-through from your campaign and make a purchase on your site.

It’s incredibly powerful. But are you leveraging the power of email to its full potential?

In this post, we’ll share with you 5 campaigns all eCommerce businesses, regardless of size or complexity, can start sending today to drive more sales and revenue.

1. New stock notice

Encouraging repeat purchases is a critical driver of revenue for any eCommerce company

In fact, according to research it costs 5 times more to acquire new customers than it does to keep your existing ones.

One way of encouraging repeat purchases from your existing customers is by keeping them updated when you have new items in your store.

Fashion retailer Kate Spade does a good job of this with their regular new arrivals campaigns.

The simplicity and focus of this email is the key to its success, with a single call to action that encourages readers to click-through to their website to check out the new arrivals.

When creating a new arrivals campaign for your store, consider these best practices:

2. Targeted Campaigns & Newsletters

Sending regular email newsletters is a powerful way to keep people up to date with the latest promotions and items in your online store, and is a great way to drive existing customers back to your site to make repeat purchases.

Australian eCommerce retailer The Iconic know this and send a great weekly newsletter.

The targeting of this newsletter is what makes it so effective. Although The Iconic also sells women’s clothing and I’m sure had countless new arrivals that week, they know I am a male customer so only send me information about the latest menswear.

When creating a regular newsletter for your online store, keep in mind these best practices:

3. Review Request Email

Showing customer reviews on your website is a proven way to increase conversions. In fact, analysis from Bazaarvoice shows products with reviews have a 10% higher conversion rate than those without.

So when someone purchases a product from your store, it’s a great idea to send them a follow-up email asking them to leave a review of the product on your website.

This email from Direct Shoe Warehouse is a good example:

The single focus of this email is what makes it so successful. By focusing both the imagery and copy on getting you to log in and write a review about your recent purchase, Designer Show Warehouse are able to build a library of reviews on their products that increase sales and revenue.

When implementing a review request email in your own online store, consider these best practices:

4. Birthday email

A birthday is an exciting time for anyone, and also a time in which people are willing to treat themselves a little.

By setting up an automated birthday email that goes out to your existing customers with a special birthday offer, not only do you make them feel like a valued part of your community but you encourage them to return to your online store and make a purchase.

Omaha Steaks do a great job of this with their automated birthday email.

Not only does the email wish the reader a happy birthday and show they care about their customers, but it provides them with a highly-relevant offer ( a free chocolate cake) that encourages them to make a purchase.

Some best practices to keep in mind when setting this email up for your online store:

5. Hail Mary email

The Hail Mary email is a campaign you send to customers who haven’t purchased from you in a while in an attempt to get them re-engaged with your products and making further purchases.

Sporting retailer Dick’s Sporting Goods do a great job of this with their campaign:

The key to this email’s success is the 20% discount offer. By giving dormant customers an offer that they wouldn’t get normally, you give them an extra incentive to come back to your store and make a purchase.

If you’re considering implementing the Hail Mary email in your own store, consider some of these best practices:

Integrations are key for eCommerce email marketing success

Although the email campaigns mentioned above can drive significant sales & revenue for your eCommerce store, many of them require you to have information about your customers stored in your email marketing tool.

For example, sending targeted new arrivals campaigns and newsletters requires you to have demographic information on your customers (such as gender, age, location, etc) stored in your email tool while automated campaigns like review requests and Hail Mary emails require you to have your customers’ last purchase date available.

It would be very difficult to try and manually keep this information up-to-date, but by integrating your eCommerce platform with your email marketing software, you can ensure this data is always available and ready to be used to segment your lists and send high-performing campaigns.

With email marketing software like Campaign Monitor, this is really easy to do. Campaign Monitor integrates with all the major eCommerce platforms, including Shopify, BigCommerce, Magento, Etsy and more.

To learn more about integrating your eCommerce platform with your email marketing software, check out our free guide.

Wrap up

eCommerce marketers are in a unique position to get an incredible amount of value from email marketing. They can literally send a campaign and watch revenue come in as people click through from the email and make a purchase.

If you’re an eCommerce marketer and aren’t sending these 5 emails campaigns to your customers then you are likely leaving revenue on the table. So set up an integration between your eCommerce platform and chosen email marketing software today and start sending some advanced campaigns that drive sales and revenue.

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