How to start an email marketing strategy for an e-commerce brand? - What is the most effective email marketing strategy

Mohamed Sirag

6 Apr, 2021

Your own experience certainly proves that we live in a social world. Every day you interact in real time with people from all parts of the world.

Because social media is so important, a large majority of marketers have predicted the end of the email.

Does this mean the end of email marketing?

No, in our opinion. Email marketing is always well alive. For example, DigitalMarketer generated more than $ 20 million in revenue through email marketing alone.

Regardless of rumors, email is not yet outdated, and if you know how to use it, it will increase your audience exponentially.

So we'll look at the basics of email marketing, as well as strategies, statistical indicators, the jargon you should know, and which team members may be qualified for email marketing.

Let's first take a look at the place of email in a growing company.

01The role of Email marketing

Email marketing is a versatile tool. It can be used for branding, engagement, acquisition, retention, sale, activation, or even to get references or generate traffic.

Understanding why we use email marketing is important. What is interesting, is neither for profit nor for growth directly.

Of course, the ultimate goal of email marketing is both profit and growth, but the specific goal of each email is to take the consumer from one step to another on his journey.

Let's talk about the "customer paths".

Think of it as a journey that your customers take when they learn more about you. In the lower-left corner, you will begin to notice them, but if you go to the upper right corner you will get to know them and tell those around you will make your life better. Email marketing tries to move customers from one box to another.

This cycle, from the consciousness of their existence to the transformation to the reference, is the way the customer wants. When the customer goes through this channel, so does its value and brings profit and stability to your business.

Email allows you to help your customers through this journey if they understand the methods that work.

02good email marketing methods

Email marketing doesn't just involve sending an email to your entire database every time you upload a new article or run a new promotion.

Mastering email marketing requires an understanding of the different categories of emails you will use as you are scheduled, and the different strategies you will use to reach your subscribers.

03The types of emails you will use in email marketing

There are three main types of email that you can use as an email marketer.

Transactional - to provide a service, or to inform a client.

Relationship-to engages and stay in touch with subscribers.

Advertising - to create sales.

Each type of email offers a different interaction with your subscribers.

E-mail Type # 1: transactional e-mails

These are emails that are sent automatically and confirm the actions of your current leads and customers.

Most transactional emails are templates offered by the marketing systems we use. Note that the average revenue generated by a transactional email is 2 to 5 times higher than for standard emails.

Here are the 8 transaction email subtypes you can use, as well as tips to increase your efficiency:

1-ORDER CONFIRMATION

The opening rate of e-mails for ORDER CONFIRMATION is highest compared to other e-mail types. Think about it because your recipient has just received money from you and wants more information about his purchase.

Most brands do not prefer to optimize this type of email to develop their growth. Here, however, is what Amazon does:

This email is used to confirm the purchase, determine expectations and complete the transaction. The customer is satisfied with their purchase, which means that it is a good time to propose a supplementary offer or ask for a recommendation.

2-Purchase documents

Incoming emails and confirmation emails benefit from a high open rate, but are used less to boost growth.

Why not make an offer?

3-Delivery Warnings

E-mails about the delivery of the products are well received by consumers. They will inform you that your order has been shipped and when it will be delivered.

This type of email usually has no impact on customer history.

This email allows you to remind the customer of his purchase and give him pleasure for the upcoming shipment. What could you add to benefit from this enthusiasm? Could you suggest him to talk to his friends about it? Share on social networks?

4-Creation of accounts

This email is displayed when the customer creates an account for new purchases.

As with most transaction emails, this type of email is very rarely used. As part of a closed group, however, it is like receiving a gift. Your customers are enthusiastic and happy. Why not offer them something to do, share their enthusiasm with their friends on social networks?

5-Confirmation of return

If you sell physical products and receive a request for return, this is a great opportunity to get a quote or offer you a coupon. Even if the customer is not satisfied with the product and makes a return, he can be satisfied with the quality of your customer service.

They want to convince the customer again. It is possible to offer him another product that meets his expectations, or an advertising coupon.

6-Support Requests

As with return emails, you get the opportunity to earn more points with the help of support request tracking emails. It is not difficult for you to ask a customer who has received satisfactory support to share his experience or to ask him to share his joy in exchange for a voucher.

7-Password Reminders

Usually, password reminder emails do not have more than one link.

Why not take this opportunity to make an offer or talk about a future event?

8-Confirmation of unsubscription

This is a standard automatic email. Is it not possible to find a suitable offer for this type of email? What growth potential will this create for your company? What movement can you create in the customer journey?

This is the concept you need to develop to be successful in email marketing.

You may find that in these emails you don't have to make big changes to get more results. It only takes a few adjustments to have a significant impact.

Think about the emails you are already sending. Most are generated automatically by the System. That is, they are nothing but generic messages.

What can you bring to these emails to bring people into your customer journey?

What can you do to make your follower's reference partners, representatives or supporters of your brand?

E - mail Type # 2: relational e-mails

Companies that develop their leads by email generate 50% more leads that are willing to buy at a cost that is 33% below average.

Here are the 8 relational email subtypes you can use to have a positive impact on your business, be it digital or physical.

1-welcome message to new subscribers

This type of email must be sent to each new subscriber. This article allows you to know your brand, to show you what you can expect, not to mention the benefits you can enjoy when you are on your list.

2-secure distribution of content

Secure content is valuable information that is not accessible for free on the Internet. To access this information, you must" pay"using your email address or your social account. Lead magnets of the customer and optional offers are usually free in exchange for the e-mail address of the visitor.

This automated email provides the requested content and completes the transaction successfully. As with transactional emails, there is enough space to creatively increase their value.

3-Newsletter / Blog post

Every time you create content, you need to send your followers list. These emails can be short and simple, you need to introduce the topic and provide a link to access new content.

4-Confirmation of a webinar / event

This type of email is associated with relational and transactional. They have asked someone to take their time for them, and they have put them on their agenda. He has an obligation to you and in return, you must confirm this obligation.

This is the conventional part of this Operation. You must confirm the date, time and all the important details of your meeting by e-mail.

The following 4 types of relational emails are the least used. However, they can be of great use to you to get in touch with your subscribers and drive them forward on the customer journey. You have :

5-Survey / Survey

Surveys allow you to know the interests of your customers. They also help you segment them so that you can tailor your offerings to your needs and interests.

6-Updates and news

Take the time to inform your subscribers about changes in your company or products. This allows you to generate interest in your brand and prepare your consumers for change.

7-Competition

Competitions create enthusiasm and help attract new subscribers. However, you need to make sure that your current subscribers are the first to know about it. After all, they are probably the most loyal.

8-reference request

After every positive exchange with your subscribers, it is natural to ask for a reference. Think of new buyers, a solved problem or just send a friendly note 。

Relational emails, regardless of the reason for sending them, must first and foremost be "human". Your content must be worth it. Be sure to mention the steps that will follow, while encouraging people to choose this option as soon as possible.

Type of email # 3: Promotional emails

According to the Direct Marketing Association, 66% of consumers who made their online purchases were motivated by email marketing. Certainly, promotional emails are an effective growth tool.

So let's discuss 8 types of promotional emails that you can send.

1-Advertising Content

Advertising content is considered valuable by your audience and helps you generate sales. This type of content should not be overused. It must be balanced with the content of the relationship in order not to ignite the subscribers and keep them interested in their brand.

2-Download content

The content for download aims to collect new emails. Users must enter their email addresses to receive content for download. On the other hand, why not send it to your current subscribers to keep your commitment?

3-flash sale

Sales ads are more important than other types of emails. To increase your sales over a short period of time, advertise with a flash sale.

Work well with the subject line of your email announcing the sale to make sure it's open!

4-New product

Your goal as email marketing is to accompany new subscribers on their way and make them brand ambassadors.

Why?

So that you can promote your company and your products.

When you inform them about your launches, they feel closer to your brand and will be more likely to share your products with your environment.

You can also use the last 4 types of promotional emails to keep your subscribers up to date and accompany them on their journey.

5- announcements of webinars

6- announcements of events

7- test offers

8- Upgrade Offers

Let's now discuss the nuance between distributed emails and automated emails.

04when send any type of email (and to whom)?

With email service providers, you can send your emails in two ways:

Broadcast emails are sent manually to the entire list or a segment of the list. They are effective for promotions and for content emails.

Automated emails are pre-programmed to be triggered when action is taken. Most of your marketing emails (with the exception of promotional and content emails) need to be automated.

Remember: just because you COULDN't say YOU should send a message.

You can send messages that match the interests and priorities of your subscribers without wasting time by automating your emails. It will be a success for you and your subscribers.

Remember that the goal is to activate the customer path. So you should be careful not to include too many emails at each stage so as not to slow down the customer's entire process. Moderation and sound quality here!

05trigger events, to send a message

Here are the 8 most commonly used trigger events in email automation.

1 - the new participant

When someone subscribes, you want to welcome them and automatically persuade them to make a good first impression.

2-the application for " lead magnet”

The majority of new subscribers on your list if you choose a major magnet. Automated sending guarantees a response within minutes of the request.

Remember that a new participant starts two automation at the same time: the welcome message of the participant and the sending of the main magnet.

3-Registration for an event

When someone signs up for an event, schedule a confirmation email and give them all the details they need, such as date, time, and all access details.

4-Purchase

It is the same process when someone makes a purchase, you want to get confirmation of the success of your transaction. A purchase invoice is suitable for this.

Note, however, that if the buyer is not yet subscribed, his purchase may automatically trigger the subscriber's welcome message.

5-click on a Link in a segmentation campaign

Segmentation is an effective method that allows you to customize emails to the needs of each subscriber. For example, your action can be used by clicking on a link in an email to launch a mobilization campaign. In this way, people who are not interested in the topic do not receive the campaign. Not only do people take their content into account, but also their promotion.

6-Interest in your brand

The automation of interest requests allows you to keep track of the purchases as well as the actions of subscribers that show you that your brand is attracting interest.

7-abandoned basket

Buying people when they hesitate is one of the easiest ways to increase a customer's added value. If someone adds products to their shopping cart but cannot decide to take action, a reminder email must be issued.

8-Restart in case of inactivity/reactivation

Reactivation is a way to awaken subscribers who have stopped communicating with you.

Each of the key actions the subscriber takes must trigger an email that encourages him or her to move forward on his or her path.

E-Mail-sync understand

Do you want your subscribers to be happy about your emails?

There are two possible approaches to achieve this goal: segmenting and synchronizing emails according to customer requirements.

The segmentation allows you to send emails to people who are most likely to respond positively to a particular email, they allow customization. No one notices a promotion that does not meet your expectations. People prefer when the emails they receive are sent directly to them.

Syncing is about understanding where your subscribers are in your customer journey. This allows you to send emails that are suitable for the step you are in.

06The 5 Steps of Email Marketing

If you understand the steps of the customer run, it will be easier for you to send the right message at the right time. Let's discuss the 5 steps of email marketing and the steps of the customer journey to which they fit.

1-the campaign of conviction

Definition: an automated campaign is sent immediately after someone has signed up for your brand to introduce you and meet your expectations.

Clientpath Step: subscribe

Use this campaign to:

1-Welcome to new subscribers

2-Tell them what to expect.

3-show them what they need to do next to enjoy the biggest benefits of you and your brand.

This campaign is sent to new subscribers to build their authority, to help them understand the benefits they bring to them, to motivate them and to arouse their interest in them and their brand.

If you know how to convince them, they will identify your name in your inbox and be curious about the content of your emails.

Scenario:

Step 1: Start welcoming new subscribers by introducing them to your brand.

Step 2: Confirm again in 3 to 4 points, the benefits you can enjoy as a subscriber. (Which is important. If you can't explain the benefits of membership to them, how can you expect them to want to learn more about the benefits of buying from you?)

Step 3: use this method to introduce you to what you can expect: here's what we're going to do; here's what you need to do after you've done it.

Example :

Two to three times a week we send you new content and strategies for digital marketing. [Here's what we'll do]

When you receive this email, read it and save it, because if you are looking for a working policy, you can access this data. [Here's what you need to do after you've done it.]

Step 4: Promote the Whitelist by offering something like:

The information we offer, including the free ones, is very important and it would be a pity if you did not receive it. So here's what I want you to do:

Add this email address to the whitelist. [Insert link to details.]

Create a folder where you can save all our emails.

Do not archive them automatically. (Read them and use them to grow your business!)

Step 5: Present your best assets. Send them the" best " of them and describe the content for which your current subscribers have registered the most. Example :

Your most shared content, whether it's a video or a blog post