Email Marketing Advice for eCommerce

Email marketing yields $44 back for every $1 you spend [source]. 73% of marketers rated the ROI of email to be “Good” or “Excellent”

Implementing the proper strategy for email marketing is what can turn your business from in the red to great profitability.

Our in-house eCom brand, DermWarehouse, averages over $20,000 in sales per email blast. Crazy, right? Believe me, there are plenty of brands we work with who generate much more!

The email marketing tips below for your eCommerce website will provide you with the strategy and tools needed to properly execute this for your own eCom business.

• Read Blog: 11 Ways to Increase eCommerce Sales
• Listen to Media Captain Podcast: Why Email Marketing’s ROI is unmatched! 

Importance of Capturing the Email

One of the biggest mistakes we see among eCom owners and marketers is they are so focused on ROAS (return on ad spend). They want to generate instant sales from their advertisement on Facebook/Instagram or Google Shopping/PPC.

Revenue / Cost = ROAS

What the eCom company isn’t taking into consideration is the importance of capturing an email from the first time visitor. Don’t always focus on the sale! Figure out clever ways to capture emails.

When you capture the email it’s gold, because you can continue serving prospects special offers and promotions. It doesn’t cost you a penny to continuously send them email messaging, aside from the small MailChimp or Constant Contact fee.

How Do You Capture the Email? Enticing Pop-Up! 

• Offer a discount for first time customers
• Offer value in subscribing to newsletter
• Offer free samples
• Utilize a promotional pop-up like Sumo

What’s Sumo & Why’s It Important for Email Marketing?

For many of our clients, we utilize Sumo for email capture. Below is an example of what the Sumo pop-up looks like on DermWarehouse’s site.

Sumo is free for up-to 10,000 emails per month. You may be wondering, “why pay the fee if I get 10,000 emails for free?”

• Questions about email marketing for your business? Contact The Media Captain! 

With the Sumo Pro plan, which is $39 per month, you are able to do A vs. B testing on messaging and automatically import emails into your email marketing provider, like MailChimp or Constant Contact. Once you get serious about email marketing, the extra $39 is well justified as it gives you great data on split tests and speeds up the process of automating emails through your provider.

Don’t Forget About Your Customers

When you capture an email from a new visitor on your site, this is a great way of turning a prospective customer into a paying customer.

Don’t forget about nurturing your existing customers! You want to turn one time buyers into repeat customers. According to Small Business Trends, repeat customers spend 33 percent more than new customers.

Segmentation

You’ll start to notice a trend. There are different types of emails being captured. There’s first time customers, repeat customers and prospects. You can start creating email lists and segmenting accordingly.

• Blog: How can you increase conversion rate percentage by more than 10% for your eCom brand? LEARN MORE HERE

More Advanced Features

Once you’ve proven success with your email blasts, you can start getting fancy. Below are some examples:

• You can send “anniversary” reminders on the 6-month or 1-year anniversary to that specific customer
• You can segment customers by order value so you can send different messaging to your top tier clients
• If you ask for the customers’ birthdays at checkout, you can send them “Happy Birthday” emails with a special percentage off
• You can take your blog posts and create an email automation so they are receiving content on a continuous basis

All of the tactics above will help keep your brand top of mind and drive more repeat business!

Don’t Overcomplicate the Process

Email marketing doesn’t have to be complex to be lucrative for your business. For DermWarehouse, we love to make the emails personalized.

Below you’ll see an example from a Mother’s Day promotion. In many of our email blasts, we’ll include a video of Stefanie (my sister and the co-founder) that adds a personal touch. We also love sending offers out via emails because customers love a good deal.

In Closing 

There are so many great ways to utilize email marketing to drive more revenue for your business! Hopefully this blog got your wheels turning so you are ready to attack email marketing and make more money from this great channel!