Most businesses, whether they’re large or small, have recognized the importance of email marketing. After all, 62% of adults in the U.S. reported to the American Association of Advertising Agencies that they used email to explore product or service offers, and 80% used email to research or read news stories about products and services.
But for e-commerce websites, email marketing can be difficult. In addition to having a challenging marketing channel in terms of targeting and getting engagement, you have the added burden of designing a user experience that feels natural and enjoyable on a computer screen.
How can you make the most of your email marketing efforts when developing an e-commerce website? We examined the top email marketing trends, implemented strategies, and tested tactics to help you take your marketing to the next level.
1. Personalization Is The Key
If you’re looking to improve your email marketing for e-commerce websites, the first and most crucial step is to personalize your message, particularly your emails’ subject lines. When a potential customer opens your email and begins to peruse your content, they should feel as if you’ve addressed their needs and interests through the email message and its subject line.
In this case, you’re reading an article about email marketing for e-commerce websites. As you might imagine, the term “e-commerce” triggers the mind to think about online stores and the products and services offered by these stores. But your email could just as easily be about weight loss, social media, or business planning, and yet you would still want your email to speak to that potential customer and give them the best possible experience. That’s why personalizing your email content and subject lines is so important.
2. Mobile First
The second important email marketing trend to implement is mobile first. According to HubSpot Blogs reader, Dan Slee, “As consumers have shifted to relying more on their phones than their computers for all their online needs, the importance of mobile email has increased.”
To support his claim, Dan cited a Statista survey that showed 51% of American adults primarily use their phones to read email, while 17% use laptops and 16% use desktop computers. So if you’re reading this on a mobile device, you’re more likely to see the headings above than the details below.
But that’s not to say that desktop-based email marketing is a thing of the past. It still has a place in the scheme of things, especially if you’re sending text-based messages or making important announcements about your business. As long as there are people who prefer reading email on a desktop, you can bet there will be people who prefer to do business on a laptop or PC. So even though mobile email holds a prominent place in consumers’ online experiences, you should still consider sending email to someone who has accessed your website or shop from a mobile device.
3. Video Content Is On The Rise
Next on our list is video content, specifically video tutorials and product demos. For centuries, the only way to visually depict something was through drawing or painting. Then, in 2014, the video age began.
Why? As you might imagine, the rise of video content on social media platforms like YouTube and the rise of virtual reality made it easier than ever to show something to potential customers, whether you’re a baker, a designer, or a merchant who sells furniture or clothes.
In 2018, video content is more important to consumers than ever before. In fact, according to HubSpot Blogs reader, Kevin O’Leary, “90% of consumers now prefer video content in their marketing, particularly when it comes to e-commerce stores.”
So if you’re looking to improve your email marketing for e-commerce websites, develop and implement video content into your strategy. Not only will it improve your SEO, which we’ll discuss below, but you’ll also give your audience something worth their time.
4. Interaction And Automation Is Key
The last important email marketing trend to implement is interaction and automation. According to HubSpot Blogs reader, Peter Shankman, “With every other piece of content becoming more and more automated, email marketing has become less and less ‘one-way’ communication and more of a ‘two-way’ conversation.”
What does this mean for you as an email marketer? Simply put, you’ll want to emulate the conversational email experiences that websites like Facebook and Twitter have created. Instead of an email sender just sending an email with a few pieces of transactional information and a link, you’ll want to engage with the audience through a series of emails, possibly even across multiple platforms. In other words, you might want to create a buying guide that covers all the essential information a customer needs to make a purchase, and then you might want to follow up with that buying guide in an email to that customer. In addition, your automated emails can ask questions about the customer’s purchase, learn more about the customer through their individual interactions, and eventually, send out more targeted emails based on their past interests, activities, and/or demographic information.
For example, you might want to send out an email to buyers who placed an order for a specific type of mattress, and then you might want to follow up with those same people three months later with an email about getting a free sleep assessment. Or send someone an email with a discount code for their favorite fashion brand, and then follow up with that person a week later with an email about their personalized fashion guide.
Bottom line? If you’re looking to improve your email marketing for e-commerce websites, develop and implement a strategy that incorporates these four important trends. Doing so will help you take your marketing to the next level and equip you to become a successful email marketer.