3 Email Marketing Ecommerce Ideas That Will Empower Your Brand
Email marketing for ecommerce brands isnât exactly new, but it does need to be addressedâespecially given the sheer number of emails consumers receive each and every day.
Unfortunately, many ecommerce names simply send out pesky ads to all of their customers, with nothing more than âbuy nowâ promotions.
When it comes to email marketing ecommerce ideas, a weekly ad is great. However, you need to keep your readers in mind.
The same generic, direct-mail fliers you might receive from the post aren’t going to cut it in the inbox. There are several reasons for this, including:
- Subscribers view your promotions on a web browser or phone
- Images may not load correctly
- Itâs not tailored to your reader, so the material will be either glazed over or simply trashed
- Thereâs little to no relevant content
When coming up with email marketing ecommerce ideas, itâs vital that you keep your consumers in mind.
Not only do 74% of marketers say that targeted personalization helps to increase customer engagement, but studies have shown that personalized emails deliver 6x times higher transaction rates.
When it comes time to either start building and or revamping your ecommerce email marketing strategy, itâs vital that you include varying email marketing campaigns into the mix in order to stay relevant in your customerâs inbox.
Before we dive into email marketing ecommerce ideas to help your brand stand out, thereâs one topic that many ecommerce brands struggle with that we need to cover: personalization.
Personalization in ecommerce email marketing
Many ecommerce brands have a hard time with email marketing. One reason is that they lack personalization within their email marketing campaigns.
Although they could simply input their readerâs name at the beginning of the email and call it a day, that doesnât mean their content is relevant to each of the readers whoâve opted into receiving regular communications.
Ecommerce email marketing ideas: email list segmentation
Before you dive into mapping out your ecommerce email marketing ideas, you first need to take some time to get to know your email subscribers.
During their initial opt-in process, you can collect some form user data through custom fields. Custom fields allows you to get to know who your readers are. Itâs this user data thatâll help you with your email list segmentation.
One quick reminder for those who need it: email list segmentation is the act of dividing your email subscribers into smaller, more unique segments based on specific criteria.
The criteria can be quite literally anythingâjust remember, you donât want to pester your readers for too much information in a single sitting, or theyâll quickly decide to opt out of the process.
User data you can collect includes:
- Name
- Age
- Geo-location
- Gender
- Job title
- Education level
- Signup source
- User engagement
- User Interests/preferences
- Purchase history
- Browsing history
- Purchase amount
- VIP status and more
Each of these segmentations will help you send the most relevant content to each of your readers.
Putting the time into email list segmentation is vital to the success of your ecommerce email marketing campaigns, so take adequate time to get it right, and youâll see more positive results down the line.
Email marketing ecommerce ideas thatâll set you apart from the competition
Understanding how to segment your email lists is only step one. Now itâs time to come up with email marketing ecommerce ideas thatâll not only get your emails seen by subscribers, but get them to take action.
Itâs true that you can send out the average ad campaigns pertaining to seasons and new product updates. However, to stand out from the crowd, youâll want to consider the following three email marketing ecommerce ideas.
Scarcity campaigns
Scarcity campaigns donât get nearly enough attention when it comes to developing email marketing ecommerce ideas. These campaigns can come in several different formats, and each one can be easily tailored to your readers using email list segmentation.
One of the most common uses of scarcity campaigns is the âact nowâ campaign.
Source: Rue21
This is an excellent example, from beginning to end. The sense of scarcity begins in the subject line: âThis canât be the end!â Even the use of the ghost emojis helps create a sense of urgency and a fear of missing out. From there, the brand moves on to urge readers to act now, if they want to take advantage of the current deals because they âend tonight.â
Cart abandonment campaigns
Cart abandonment campaigns are a necessary part of developing email marketing ecommerce ideas, and, while most brands simply send a message regarding items remaining in your cart, these messages can be better tailored to encourage your readers to act and purchase the items they left in their online shopping carts.
Consider this example from Framebridge. Instead of just regurgitating the items left in their shopperâs cart, they take things to the next step with further personalization.
Source: Really Good Emails
They start by complimenting their subscriberâs taste and then offer them an exclusive 10% off their initial purchase as a way of encouraging them to revisit their cart and purchase the items they left in there. From there, they address the possibility of the consumer being torn between a few different products and encourage them to see their designerâs choice to help them pick.
Recommendation campaigns
Product recommendation campaigns are one of the best ways to send the most relevant ecommerce emails to your subscribers. Again, once youâve segmented your email list, you can send only the most relevant content to each of your readers, and, by using segments such as browsing and purchase history, you can send genuinely relevant recommendations to each person on your list.
Take this example from Adidas. Not only are they utilizing an inventory update for this message, but theyâre combining it with a personalized recommendation for their user, in the instance that the reader may need something now, versus waiting for a specific product to come back into stock.
Source: Really Good Emails
What really works with this email marketing ecommerce idea is that the reader can see that the sender isnât just looking to make a sale but wants to make sure theyâre fulfilling this particular readerâs need. Theyâve taken a look at the product that the reader was interested in and made appropriate product recommendations that may suit their needs, should they want to make a purchase now instead of waiting on the out-of-stock product.
Wrap up
When it comes time to develop email marketing ecommerce ideas for your brand, there are many different campaign ideas to help you stay relevant in your subscriberâs inbox.
If you really want to stand out, however, you should consider these three ecommerce email marketing campaigns:
- Scarcity campaigns
- Personal recommendations campaigns
- Card abandonment campaigns