Fierce competition in the ecommerce industry has forced online businesses to look out for better and more appealing methods for better customer engagement. Email marketing though is a traditional way to get hold of the prospects, today it has a new face with improved strategies and ways of doing it. In the previous chapter “The Super Six Email Marketing Strategies to Kick off Your Ecommerce Business” we have learnt how to drive the ecommerce business with simple and basic email marketing tips. Let us now check out a few more modern ways or ecommerce business tips which according to the marketing experts can drive customer engagement through email marketing.
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1. Make Your Email Mobile Friendly
Customers today opt for browsing and buying products right from their mobile phones and this is also what they want the brands to offer them. Hence, the best way to approach your customers is through mails which are mobile friendly. Create emails that have mobile friendly graphics and subject lines because such emails can be easily readable on mobile devices as compared to the regular mails that are meant for the desktop or laptop users. The normal emails cannot be read or would not be displayed properly on mobile devices thereby disrupting the readability of mails. Hence, it’s better to use limited graphics and text but make your mail content more appealing in order to attract customers with your mails.
2. Target Clicks Not Sales through Your Mails
Most of the enterprise mails are written in a typical company logic without understanding what best appeals to the client. The proper approach of writing converting mails is to initially start with pitching your customer’s curiosity with a catchy email subject line and then you need to convert this curiosity into interest for further engagement. Do not beat around the bushes. Talk straight to the point what you can do for them and get your customers to your landing page through engaging stuff. Yes, your goal is to get clicks. So, do not try to close out sales through your mails. This is an improper strategy that many businesses aren’t aware of.
3. Nurturing Relationships is Important
When you engage your prospects with a motive to get sales, you may pitch out things like sales or offers. This means you are approaching the prospects with a condition to buy only when there is a sale. This shall not help your firm in anyway as you are not building customer relationships just engaging customers to buy. The best practice is to remain in touch with your customers at regular intervals by shooting out an interesting email written in one-on- one style. This mail can be any informative mail that can give your prospects knowledge of your process, products or services. Such emails shall keep your brand name fresh in minds of your customers and help in nurturing good relationships that can convert visitors to prospects and prospects to fans for your brand.
4. Launch a Re-Engagement Campaign
Re-engagement campaign can help you improve your email marketing efficiency. Such campaigns can help you find out the subscribers or clients who still want to hear from you and those who no longer want to hear from you. You may filter out the interested candidates to target your emails in a better way. The reason behind successful marketing strategies has always been the quality. So, focus on quality of mails sent to the relevant candidates rather than sending out bulk mails to number of subscribers who are not interested in hearing from you.
5. Offers Incentives to Read and Share Your Mails
Companies can offers special incentives to those who read and share their mails. Special discounts or gifts can attract customers to read and share your mails with their friends and relatives thereby helping in better promotion of your brand. Offering special deals or discounts right through your company newsletter, emails or blogs can get you more and more clicks for your mails as incentives have very good tendency to capture one’s interests.
6. Analyze, Strategize and Revamp
Analyze what’s working and what’s not in your brand’s email marketing strategy. Check out each campaign’s and every individual marketing mail’s metrics to find out their impact. Filter those that have got the best impact and pay close attention to these mails. Just revamp the content of such mails with few trending email marketing elements according to the industry and send them across your subscribers and social media followers. Make sure you update your mails on regular basis so that your customers can find unique and fresh mails every time. This is the best way to approach your customers for constant engagement without boring up with same old and boring promotional mails.
