A first-time visitor is nice, but what you really want is visitors that keep coming back, even if they’ve bought your product. Two of the best tactics for gaining repeat visitors are email marketing and retargeting.
In ecommerce, email is an incredibly important tool used for a number of things from receipts and transactional messages to reminders of items left in a shopping cart. You can use marketing emails to promote new content and promotions to drive more traffic and turn visitors into sales.
Of course, you can’t successfully market via email without email addresses. To start building your contact list, collect addresses from website visitors. To do this, create a simple landing page that invites the visitor to input their email address in exchange for something (more information, 20% off a product, etc.). You’ll also want to make sure that there are plenty of places to opt into emails across your website, whether it be in your header, About Us page, or pop-up lead capture. Another source of contacts is the customers who have already bought your product; always allow your customers to opt into special deals and exclusive discounts.
Once you’ve got a decent list built up, you can start crafting the email content. What goes into an email will depend on the type of marketing email that you’re sending.
- Transactional emails: These are sent after a transaction is completed and give the customer information about their purchase. Receipts and shipping notifications fall into this category. Because they are expected and often contain info like product arrival dates, transactional emails have the highest open rate. This makes it the perfect opportunity to suggest related products or add-ons to their order. Give them the chance to share their purchase on social media or incentivize word-of-mouth marketing by having them refer a friend.
- Lifecycle emails: This type of email is triggered by a specific action taken by the shopper, and is dependent on where they are in the consumer cycle. An example of a lifecycle email is a cart abandonment message, which is useful for recapturing some customers who would not have otherwise come back to your website. Another important lifecycle email is the welcome message that shoppers get when they first sign up. Here, you can provide value upfront, set clear expectations, and let the shopper know the most important facts about your brand.
- Promotional emails: These inform customers of special deals and discounts that are coming up or currently being offered. Boost sales by offering seasonal promotions, subscriber-only discounts, or time-sensitive sales. Promotional emails can also be used to introduce new products as they roll out.
To track your email marketing performance, analyze several metrics, including your list size, growth, open rates, and click-through rates. This will tell you the percentage of people who clicked a link from the email. Like most marketing techniques, practice makes perfect — as you send more and more emails, you’ll learn what works and what doesn’t for your business.
With PPC platforms, you can use retargeting ads that show past visitors ads based on what they viewed on your site. If someone checked out a pair of shoes, but wasn’t ready to buy, seeing an ad for those shoes a few weeks later could encourage them to finally take that step of purchasing.
An ecommerce website needs traffic to thrive. Every visitor is a potential customer, and no one will become a customer without first being a visitor. Use these strategies to drive traffic to your ecommerce website, then use persuasive copy and conversion optimization techniques to turn traffic into sales.
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