Running an online business is certainly no easy feat. But what makes it even more challenging is the difficulty of building meaningful relationships with prospects and customers. That’s precisely where ecommerce email marketing comes in to take that burden off your shoulders.
An ecommerce email marketing strategy can help you keep in touch with your repeat customers or any customers who have interacted with your business, for that matter, by enabling you to touch base with them frequently about anything and everything related to your store.
But does it help you grow your business over time? What do the numbers say? Let’s look at the latest ecommerce email marketing statistics and explore the different benefits you can reap from a solid ecommerce email marketing plan.
Catchy Subject Lines Always Win
If you want your ecommerce email marketing strategy to win consistently, your email content needs to be personalized to your individual shoppers. In other words, it should really speak to their needs, emotions, and desires to persuade them to engage with your business.
The first step to achieving that is to actually get them to open the email, right? That’s where catchy subject lines need to come in, and it’s no surprise that they’re the most significant contributor to high open rates. Based on research, 47% of email recipients open an email only if its subject line is appealing – and ecommerce emails are no exception.
Also, note that by the very same token, 69% of email recipients report emails as spam, again judging only by its subject line. So, craft your email subjects wisely!
Trigger Emails Are Skyrocketing in Effectiveness
To do ecommerce email marketing right, you need to integrate triggered emails into your campaigns, segmenting your different customers based on how they react to your emails or specific actions they take.
If you’re wondering why, the reason is that triggered emails generate 24X more revenue per single send ($0.95) than batch-and-blast emails ($0.04), according to a study by BounceX. Not just that, but they also witness double the engagement rate, with most of the engagement (18-24%) taking place after 24 hours.
On top of that, they generally have a 70% higher open rate than standard marketing emails. So, leverage trigger emails in instances like when an item is back in stock, when a cart is abandoned, when an order is shipped, when a subscription is signed up for, and similar!
Mobile Commerce Is on the Rise
According to Statista, 72.9% of retail e-commerce is expected to be transacted through mobile. This should come as no surprise, given that mobiles and smartphones have been slowly but surely replacing PCs and laptops, hence the prevailing importance of mobile-friendliness.
While this trend applies to total retail e-commerce sales worldwide, mobile retail commerce is emerging mainly due to economies that operate on a “mobile-first” basis – driving the worldwide trend.
With that being the case, for you as an ecommerce business owner, it means that a mobile-friendly UX is no longer a luxury but a necessity. And with that, a seamless in-app customer journey until checkout must be present with limited screen real estate.
In other words, cater to consumers shopping “on the go”, which most certainly includes your email marketing efforts! Of course, your emails must be easy to check as well, since 26-78% of all email opens will be through mobile, according to eMailmonday. That’s especially true for younger crowds, who probably always open emails on their mobile first!
Time Sensitivity
Smartphone users nowadays are constantly connected to their devices, with the average user spending 3 hours or more per day connected. For marketers, this opens the opportunity to send time-sensitive messages through SMS. Some of the ways to leverage on the connectivity of SMS is by sending shipping alerts or flash deals (which are some of the most opened and responded to SMS and email messages for growth marketing you can send).
The great thing about SMS is that you can send out texts right into the hands of your customers, and in real-time. Emails, on the other hand, require a working connection. Additionally, while 47% of users check their emails on a mobile application, 26.9% still prefer doing this on desktop — so there are some drawbacks to either side of the equation.
Personalized Emails Get the Most Opens
Being in the digital age, most consumers are now aware of email marketing tactics and can distinguish between personalized vs. non-personalized emails. It’s for that reason that customized emails tend to have an 18.8% open rate, according to Campaign Monitor, which is approximately 5-6% higher than non-personalized emails.
That means that the days of generic emails are really long gone… just look at these email personalization statistics to get a better idea. Instead, you’ll need to design ecommerce email marketing emails matching the needs of individual customers, and not just by sending the email in their names.
For instance, if you have a customer who always shops for t-shirts, send them a customized email with the latest t-shirts in stock. That way, you’ll prove that you understand their habits, and they’ll likely stick with your business for a longer time. Aim to impress!
And as you plan for your email, remember that according to HubSpot, 59% of participating respondents claimed that ecommerce marketing emails influenced their purchase decisions, so this is your chance to win customers over!
The Reach Is Massive
One of the main reasons ecommerce businesses resort to email marketing is because of reach. How many people can you think of that use email daily? We bet a lot of people! Recent data from Statista shows that by 2025, 4.6 billion users will be using email, and as of 2020, there were 3.9 billion daily email users.
Additionally, more than 50% of US respondents in the study revealed that they check their email 10+ times a day and that it’s their preferred method of communication with brands and receiving their updates. Millennials (73%), especially, preferred to communicate with businesses via email more than any other platform.
So, when you want to reach a massive percentage of your customers, email will continue to take the lead, and that’s not likely to change anytime soon.
Wrapping Up
In conclusion, while it’s true that online retail is becoming more difficult by the year, the bright side is that digital marketing tools, like email marketing tools, are simultaneously advancing to help you cement your position in the industry and outperform your competitors.
The truth is that email marketing campaigns are still cool and are also one of the most effective and powerful strategies you can employ, and the results will be tangible!
Email & SMS Marketing For Your Online Store
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