Now is the time to double down on email marketing
The world has been turned upside down over the last few months. From the coronavirus outbreak to quarantine to changing social distancing protocol to impactful social movements, people have had to alter many of their habits and adapt to the new normal.
With more people than ever shopping online, as an eCommerce owner, now is the perfect time to strengthen your brand and business relationship with customers. By using the next few months to actively build rapport with current buyers and to draw in new ones, your eCommerce business will reap significant rewards.
Email marketing is one of the best tools to create and maintain excellent communication with your customers. In this article, we will share some key insights on how you can use email to strengthen customer relationships and build brand value.
To keep current customers coming back to your store, while also drawing in new buyers, your marketing strategy must be on point. The most efficient way to keep customers up to date on sales, offers, and general news about your brand is through email.
Why Email Marketing?
A Hubspot report signified that more than 59% of marketers say their email marketing is their most significant source of ROI. Ultimately, email has been one of the best ways to communicate with your audience and keep them updated with relevant information. This goes for both online and in-person stores.
According to the W. Capra Consulting Group, 52% of consumers are avoiding crowds, and 32% of consumers are leaving their houses less often in response to the coronavirus outbreak. Ramping up your email efforts is the winning strategy to capitalize on all of the opportunities in the eCommerce industry.
Despite leaving the house less, consumers are still actively putting money back into the economy. This means more and more consumers are looking at online businesses and brands to buy most of their goods or services. To capitalize on this opportunity, you must be actively drawing in customers to your eCommerce store.
Creating an Email Marketing Strategy
What makes email marketing so effective in the eCommerce industry is that you can use it as a tool to help customers find what they’re looking for, personalize your communication, and provide quality customer service. However, to get the most out of email marketing, you have to adopt the right strategy.
You never want to send out emails to customers just for the sake of sending out an email. Every email you send out to your customers should have a purpose. During the next few months, there are three key elements that you need to integrate into your email marketing strategy.
1. Let customers know your availability.
Every business, both online and local, is responding differently to the current global crisis. In your email, make sure to let the customer know your business’s availability during this time. The goal is to remove any barrier of uncertainty for the customer.
2. Share how your business is responding to the pandemic.
During this time, marketing is not just business as usual. Your emails must show some degree of empathy for the difficult situations many individuals are finding themselves in. Let your customers know that you are sympathetic to their circumstances and highlight how your business is responding to current crises like the pandemic, and the social movements. You want to make a real connection with the consumer.
3. Highlight what your business is currently offering.
The final and probably most important element you need to integrate into your email marketing strategy is your offer. Remember, you never want to be sending out emails just for the sake of it. Consumers are receiving multiple emails a day, and if your business is continuously sending out emails with no value, the consumer is likely to unsubscribe from your mailing list.
Use this part of the email to entice the customer to visit your store. Provide a unique offer to the customer, whether it be a service, a discount code, or a sales special. The key is to provide the customer with an offer or information that they can’t pass up.
Ultimately, email marketing allows you to hold your customer’s hand and walk them through the buying process. You tell the customer what the best offer is and highlight how purchasing the product will benefit them in some way. You provide a clear cut offer in your email. It’s important to remember that a confused mind never buys. So it would be best if you create a clear and concise offer for your customer to jump at.
Shifting Industry Demands
To make the most out of this time, you must also be aware of the shifting demands within the eCommerce industry. Consumers are still actively spending money. However, sales trends have shifted over the past few months.
Klaviyo has been tracking the pandemic’s impact on the eCommerce industry. Their research has been able to uncover some key trends that have emerged over the last few months. The study shows that there has been a sudden spike in demand for at-home products like electronics, housewares, and office supplies.
The new essentials for consumers are showing to be products like electronics, activewear, home improvement, office supplies, sporting goods, and toys, or hobby-based goods. Understanding these changing trends and capitalizing on them will be your key to success over the next several months in the eCommerce industry.
Talk to a Professional
Hiring a professional to run this critical part of your marketing ecosystem is a smart way to invest in the health of your business. We’re standing by to answer any of your questions and concerns about email marketing today. Schedule a meeting with me and let’s talk about your business goals!
We have helped several clients achieve their email marketing goals, and we’re here to help you too! Here’s what some of our clients have to say about us:
“They didn’t talk to us in a coding language and explained subjects in simple terms.”
– Jenna Jones, Chief Marketing Officer for Edens Garden
“Future Holidays went above and beyond to meet all our needs, while their transparency and ability to produce high-quality work earned them our trust.”
– Josh Cohen, President of eCommerce for Intelligent Blends
Give us a call at 619.736.3972 or fill out the form on our contact page to talk to one of our experts.