The Importance of Email Lists
Whether you sell running shoes or spare car parts, it is hard to ignore the importance of email lists for eCommerce companies. Across industries, and even outside of eCommerce, businesses find that email referrals account for a large number of their website traffic. Some brands report 80% to 85% of their landing page traffic comes from email marketing efforts.
If this statistic doesn’t create excitement around email lists for eCommerce companies, then consider that email also has a high conversation rate. Not only are visitors through email coming to your online store, but they are making purchases. The return on investment (ROI) for email is excellent. For the brands that use email lists for eCommerce marketing, it is frequently the highest or second-highest ROI-channel.
If the statistics are true, why isn’t your brand seeing these impressive returns and revenue numbers from an email campaign?
A typical response to poor email marketing performance is looking at the content, but this overlooks the essential first step in a successful email campaign: putting together an effective and engaged email list. If you aren’t targeting the right customers and potential customers, then all efforts towards creative and engaging content are dampened. Our list of tips, tricks, and fresh ideas is designed specifically for building email lists for eCommerce and is put together with brands from various industries and products in mind.
Stick to Permission-Based Tactics
If you want your email marketing to be effective then you need to contact an engaged audience. You can’t acquire this audience by buying email lists for eCommerce from a service provider or pulling together a list from the Internet alone. Instead, focus on building your email contacts through permission-based tactics, such as sign up forms and other opt-in opportunities.
You can incorporate opt-in methods on your website, in social media content, and throughout other digital marketing. You can even include it as a call to action on physical marketing materials and in cross-marketing campaigns. Give customers and potential customers ample opportunities to fill out a signup form by placing unobtrusive links to it in many different locations on your website.
Wondering why permission-based tactics work best? These tactics lead to email lists of shoppers that requested to engage with your brand. They want to hear from you! These are individuals much more likely to be receptive to your message, return to your site, and be interested in your products. Alternatively, buying a list is akin to being a telemarketer or slipping junk mail into the post, which is not only ineffective but also annoying for many people. Ultimately, this “cold-calling” through email hurts the reputation of your brand.
Successfully Connect With Customers Through Your Checkout Process
There are several benefits to pulling together quality email lists for eCommerce through the checkout process. First, when you collect email addresses and contact information at or after checkout you are certain these shoppers have an interest in your brand and products. They have made a purchase or came incredibly close, and your efforts to recapture these shoppers are more likely to be successful.
Second, grabbing a customer’s email address at checkout is easy. Everyone wants to receive a receipt and confirmation of purchase after spending money online and will be looking to hear from your eCommerce company via email. Therefore, an email address is information a customer already needs to provide as part of a purchase. Putting together email lists for eCommerce at checkout can be an opt-in process that only takes a single click.
Lastly, asking a shopper to opt-in at checkout is a fantastic way to ensure you have robust demographic information about the recipients on your email list. The customer’s email address will be tied to his or her order history and shipping information. This could be used to better segment and separate your email lists based on customer habits, wants, and preferences.
Quantity Matters, But so Does Engagement
The strategies employed by a number of eCommerce companies who struggle with engagement aim for putting together the biggest and longest email list possible. There is a misguided belief that the size of email lists for eCommerce indicates the effectiveness of email marketing and better ROI. This claim isn’t always true, and the careful development and cleansing of email lists can actually improve your email marketing.
The underlying rule is that engagement should be driven by recipients. You want to reach the people who are interested in your emails and content. True, you want to reach every, single shopper interested in your brand if possible, but you also want to monitor your list for recipients who are inarguably not interested. You can test interest level by sending a targeted email with a special offer or requesting subscribers to re-confirm.
Alternatively, look at the recipients who haven’t opened one of your emails in months. These could be inactive or outdated email accounts, or such individuals could be sending all of your emails straight to the trash. There are benefits, in terms of accurate tracking and effective marketing, when you purge uninterested recipients from your email lists.
Tell Customers Exactly What to Expect from Your Emails
Setting expectations is also essential for forming effective email lists. Do you send a weekly newsletter, or are you going to only update recipients when there is a new product? You not only want to make your email content clear and engaging but also must properly describe it when customers opt-in or sign up. Clear expectations are the ideal way to prevent atrophy or waning interest from recipients and help confirm that those people on your emails lists want to receive the content.
To properly set expectations, you don’t need to provide a lengthy explanation or overview of your email campaign. Instead, take one sentence to describe the intended communication. Simply saying, “Sign up for email updates” is a different message than “Receive our weekly newsletter” or “Want to know the latest sales?”
If you are unsure what direction future email campaigns will take or don’t have a set schedule for emails, then it is better to keep your description vaguer. Nothing is worse than telling recipients they can expect weekly communication and then sending out two or three updates a day.
Time to Outsource Your Email Marketing?
Every eCommerce company will reach a pivotal point with their email marketing when it makes sense to outsource this communication to a digital agency. Whether you need to make time for other business commitments or need an expert on board, 1Digital Agency is the ideal partner for building email lists for eCommerce, developing email campaigns, and creating highly effective email marketing content.
Contact our Philadelphia office at 888.982.8269.
- October 11, 2017
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