The Rising Importance of Email Marketing
By Bruce Klaic Wednesday, May 4, 2022
It's no secret that the cost of advertising is on the rise. But what may be surprising to some business owners is that this is going to continue.
As Shopify puts it in their 2022 Future of eCommerce report:
"As Advertising costs and uncertainty continue to climb. Prepare to invest more in your customer experience, and build a community that keeps customers coming back."
So, what does this mean for your business? It means you need to start focusing on Remarketing!
Remarketing is a form of targeted advertising that allows you to reach people who have already shown an interest in your product or service. This means that they are more likely to convert into a paying customer than someone who has never heard of your brand before.
There are many ways to do remarketing, but one of the most effective is through Email Marketing. We are not talking about a monthly newsletter here; we are talking about highly targeted content and offers based on user interactions on your site.
These emails should aim to remind the customer of what they were interested in and encourage them to come back to your site and complete their purchase or engage with you further.
If you have not already invested in Email Marketing Software, that allows for automated emails and customer segmentation among other things! Then consider using HubSpot. Investopedia voted it the "Best All-in-One Marketing Suite" and HubSpot offers email Marketing Software as part of their Free Marketing Hub Subscription.
Review the full article by Investopedia here for other options.
Some Tips for Planning your next Remarketing Emails
#1 Always, yes always, Follow up on Abandoned Carts
No more thinking about "the one that got away" and start closing those missed sales. There may be a variety of reasons why someone abandons their cart, such as a better bargain, high delivery costs, or anything else. You may also offer them a special price for continuing to shop on your website. For some Examples see The 11 Best Abandoned Cart Emails To Win Back Customers.
#2 Re-convert through Upsell/Side-sell
The relationship does not end with the sale. Create campaigns that Recommend similar products, update them on the newest versions, and provide offers on their favourite brands. You know what they love because they have told you with their wallet already, don't let this data go to waste.
#3 Cater for the Mobile Experience
Latest data says percentage of emails checked on mobile can be as high as 68%. So if you are not catering for mobile you are taking a serious misstep.
Want some help on how to make your emails more mobile friendly? Here is a great article form Campaign Monitor: 7 Essential Tips to Creating Mobile Friendly Emails
The most important thing to remember about email remarketing is that it's all about building relationships with your customers. By providing them with relevant and targeted content, you're more likely to keep them engaged with your brand and coming back for more. So if you're not already using email remarketing as part of your eCommerce strategy, now is the time to start! If you would like help with your next email campaign, reach out below!