If your eCommerce business has an existing email marketing strategy, it’s important to update it regularly based on industry trends. The same goes for making efficiency enhancing tweaks, based on what you’ve learned from campaign to campaign.
From creating abandoned cart email examples, to curating empathetic messaging and tracking best practices, there are various trends to consider. This article will touch on these, to help make sure that your emails are hitting the mark every time.
Top Email Marketing Trends for eCommerce
When you’re trying to build your brand online, email marketing is one of the most effective ways to drive new leads and conversions. Used wisely, the low cost, high ROI medium can also generate attention for your store over and above just reaching existing customers.
By following these email marketing trends for eCommerce, your business will be pulling away from its competitors in no time:
1) Segmentation with personalization
If you’ve been running email marketing campaigns for a while, it’s likely that you’ve accumulated a large (or fast growing) master list of subscribers. While the “spray and pray” approach to email campaigns might have been better received in the old days, it is less likely to work now. Achieving consistent results means creating and targeting specific audience segments with individual messaging.
Doing so allows you to personalize what you’re saying to your audience based on their interests. It also gives you the opportunity to unlock interaction based on how they’ve behaved previously. The more specific an email blast is, from the subject line through to the call to action, the more likely it will connect with the person on the receiving end of it.
2) Empathetic messaging across campaigns
A few years into a global pandemic, the world is still recovering from the effects of the isolation and uncertainty brought on by COVID-19. There was a big push from brands to make consumers feel like they genuinely care in the first few months. The same idea still applies now, albeit more related to the ongoing reckoning with racism, political polarization and war.
For this reason, empathetic messaging should be continued across email campaigns. The key to getting it right lies in speaking to the fears of the receiver. Skip the shock tactics and focus your efforts on spreading warmth to your subscriber base instead. Test out different messages across segments, and take note of the spikes in engagement levels for future campaigns.
3) Study best practices
If you’re sending multiple emails to multiple audience segments every month, it’s a good idea to introduce a system to keep track of best practices. Marketing automation tools (like Sendlane) and email marketing providers are great at providing detailed analytics reports, each of which can be used to learn something for next time.
Start with tracking the open, click…