One of the best things we can do in email marketing for e-commerce is not to try to sell bananas to someone trying to buy fish. Our only way to succeed in this form of advertising is to create the right messages, in the right way, for the right consumer. How do we do that? Here are 5 tips:
• Conciseness:
The average time to read an email is only 11 seconds, so your message needs to be succinct, that is, reduced to the essentials. Write only what is necessary and try to focus on a product via email.
• Benefits:
Expose the benefits of the product in a way that the subscriber to your mailing list Email Marketing for eCommerce feel like buying it now. Insert persuasive arguments like those of Cialdini and Neuromarketing.
• Segmentation:
Know the purchase history of your subscribers and separate them into groups by similarity. Offer complementary products according to each group. Use the concept of cross-selling and upselling to choose add-on items.
• Buttons:
Insert buttons with messages like “call to action” so subscribers can click on them and get more information, or to be sent directly to the product purchase page on your online store.
• Optimization:
Analyze the performance of your latest Email Marketing campaigns every day. Run A/B tests to find out which messages are the best. Optimize your content to engage more and more subscribers.
In short, knowing your customer well is fundamental so that you can send them the most appropriate message for their current life stage. The message must directly address the needs and desires of each subscriber on your e-commerce email marketing list ; it must be concise, highlight benefits, and direct consumers to the specific product page (never the homepage ) so that the sale can be completed.
