If you’ve dreamed of launching a cosmetic eCommerce store, you may want to consider doing it sooner rather than later. The global cosmetics industry has experienced significant growth over the years and is expected to grow annually by 4.3 percent to reach $429.8 billion by 2022.
While online beauty products may be flying off the shelves, a growing industry alone doesn’t guarantee that your eCommerce store will be successful. To save you some time, we’ve pulled together five healthy habits that will guide you towards online beauty store stardom.
A Strong Social Media Presence
An active social media presence is a requirement for a cosmetic eCommerce store. There is no better way to show off beauty products and attract loyal customers to your online store than reaching them through the most popular social networks.
Today, beauty brands can tell a compelling visual story using Instagram Stories, or give expert advice to consumers in real time with Facebook Live. Many of these brands are tapping into paid advertising to promote their products and attract new followers.
To be competitive in the cosmetic industry, your eCommerce store needs an effective social media strategy. Keeping track of social media behaviors and trends is essential if you want your online store to grow.
Transparency Is a Priority
Like the food industry, cosmetic brands need to be authentic and transparent with their products if they want to be successful online. People are understandably nervous about applying questionable substances on their bodies, which is why it’s important that your eCommerce store manages to ease their anxieties.
A simple way to evoke transparency is to allow user-generated reviews on your website. A recent survey by BrightLocal revealed 90 percent of consumers read 10 online reviews or less before they decide to trust a business. Make it easy for your customers to trust your brand and products by allowing them to leave online reviews — yes, even the bad ones!
They Reward Customer Loyalty
Customer trust is getting harder to achieve these days, but it’s incredibly valuable to your eCommerce store’s bottom line. Loyal customers who make repeat purchases are far more profitable than your average customer and spend 3x more per order than your average customers!
Successful beauty brands, like Sephora and Urban Decay, foster customer loyalty and retain it with their customer rewards and programs. With the right customer loyalty program, you can keep your existing customers engaged and returning to your eCommerce store.
They Establish Authority in Their Niche
If you take a closer look at beauty brands like Sephora and MAC Cosmetics, you’ll notice that they provide valuable information to their followers on social media. Instead of pushing their products 24/7, they realize the importance of demonstrating their authority and expertise to their audience.
Publishing content that educates your audience is an effective strategy to establish authority in your niche. Create video tutorials, start a blog, and create content that highlights your expertise and makes your brand the go-to place for valuable knowledge.
Test, Test, Test
We are going to let you in on an insider’s secret—beauty brands like Julep and Benefit Cosmetics didn’t get to where they are now without a fair share of trial and error. It often seems as though beauty brands achieve success overnight, but the truth is that these well-known brands had help along the way.
Who helped them? Not necessarily a who, but a what. Top eCommerce stores all leverage marketing solutions to enhance the customer experience and track their ROI. Our own marketing platform has helped countless eCommerce brands achieve marketing success with our advanced tools and features.
There is no single path to success when it comes to launching your eCommerce store. However, there are some key habits that your business should adopt. With the right strategies and marketing tools in place, you can launch an online cosmetic store that is well-poised for growth and success.
It doesn’t matter whether you’ve been an eCommerce marketer for months or years. The truth is that all marketing strategies have room for improvement. The most profitable eCommerce retailers didn’t reach the top by ignoring their data. Rather, they used it to maximize their ROI and achieve long-term success.
Are you ready to get more out of your marketing data? Here is how you can build an effective marketing plan that is fueled by your data.
Set Your Goals and Metrics
To lay the groundwork for a data-driven marketing plan, you need to establish which key metrics you will use to track your marketing performance. There are some metrics which are universally tracked by all eCommerce businesses, but they may vary depending on your industry.
Some essential metrics for online businesses include conversion rate, bounce rate, shopping cart abandonment rate, web traffic, customer acquisition cost, average order value, customer lifetime value, and overall return-on-investment.
These metrics will also vary depending on the type of marketing strategy you use. For instance, your essential email marketing metrics will differ from how you gauge your social media channels.
Select the Right Digital Marketing Tools
Your eCommerce business probably has big goals, and you can certainly achieve them with the right tools and technology. A data-driven marketing plan simply can’t exist without the help of robust digital tools.
It can be confusing to identify the right resources, especially if you are new to the online market. Whether you want to use multiple tools to get the job done or track your marketing efforts on a single dashboard, just be sure to do your research to find the right ones to satisfy your business goals.
Invest in Your Top-Performing Channels
One of the biggest mistakes that online retailers can make is throwing too much money into marketing channels that don’t work. If you aren’t paying attention to your marketing data, then how else will you know which marketing channels are most effective?
If you have an automated marketing platform like Springbot, then you can easily see which marketing channels give you the best ROI right in your dashboard. With this information, you can plan to invest more into these channels for your future marketing campaigns.
Use Your Data to Predict the Future
A quick disclaimer—you can’t actually predict the future by digging deep into your data. However, you can use it to see trends and patterns that will help you take your eCommerce store in the right direction.
For example, you might look at your data and notice that the majority of your conversions now occur on mobile devices. That would indicate that you should focus more of your marketing efforts on optimizing for mobile and improving the mobile experience for your customers.
Leverage Your Competitor’s Data
Data-driven marketers look beyond their eCommerce store’s data and leverage their competitors’ data as well. Why go to the trouble? Believe it or not, your competitors can provide you with valuable insight that will help you stay one step ahead of them.
By performing a competitive analysis, you can identify weak spots in your competitors’ strategies and use this to boost your own marketing campaigns. Or, you could notice what they’re doing right in their campaigns and adopt these strategies for yourself.
At the very least, your competitors can provide you with an industry benchmark that can help you see the bigger picture. With Springbot’s free eCommerce scorecard, you can instantly see how you stack up against your industry peers.
Test, Analyze, and Optimize
Your marketing plan isn’t complete until you have a way to test your marketing efforts and analyze the results. Split testing is one of the easiest and most common testing methods that eCommerce marketers use.
Also known as A/B testing, split testing allows marketers to test two different variables of their eCommerce site. For instance, you could test two separate call-to-action buttons to see which drives more clicks.
For more details, Shopify has an excellent beginner’s guide to split testing that will guide you through the basics. This will help you test and optimize different aspects of your marketing plan to improve their overall efficiency.
Taking a data-driven approach to your marketing plan reduces a significant amount of the guesswork. Making decisions based on your data means happier customers, better ROI and a healthy future for your eCommerce store.
Facebook now has two billion users and is used by roughly two-thirds of the world’s population. If you’re not advertising on Facebook (or still thinking about it), now is a good time to get started.
Facebook’s advertising platform offers marketers a huge potential to grow their brand and expand their reach, but how do you create Facebook ads that grab your audience’s attention and inspire them to click to action?
Don’t let a crowded newsfeed stop you from advertising on Facebook. With these eight strategies, you can create compelling Facebook ads that inspire users to click and convert.
#1: Acknowledge Important Milestones
Graduations, birthdays, engagements, a recent home purchase—there are plenty of important milestones that your Facebook audience are celebrating at any given moment. This is your opportunity to celebrate their big moments and grow closer to your customers.
By building a Custom Audience based on specific milestones, you can create ads that are relevant and build a strong connection with your audience. For example, you could segment your audience by those who have upcoming anniversaries and create an ad featuring great gift ideas.
#2: Reward Your Most Loyal Customers
Acquiring new customers is important for any eCommerce business, but it’s your existing customers who drive the most revenue to your online store. Why not reward them for their loyalty?
You can create specific offers targeted at users who have liked your Facebook page or made a recent purchase from your online store, or those who have the highest customer lifetime value.
Because they are already familiar with your brand, you can either sell directly to them or offer an exclusive discount or complimentary offers. This strategy will keep your offers relevant and solidify your customer’s brand loyalty.
#3: Build Rapport with New Customers Using Lookalike Audiences
If the goal of your Facebook ad campaign is lead generation, then there is no better way to accomplish this goal than by utilizing Facebook’s Lookalike Audiences feature. This feature finds new audiences that closely resemble your existing customers.
Although these users resemble your current customers, they may not be aware of your brand. Instead of a hard sell, use this opportunity to build a relationship with them. For instance, create an Offer Ad that gives them a free eBook or offers them a free trial for your products or services.
#4: Recapture Lost Shoppers with Dynamic Ads
Dynamic ads are a must for any eCommerce business. Through an implemented pixel, these ads allow you to showcase relevant products to those who have already expressed interest in your brand.
Once a visitor interacts with your website, the Facebook pixel follows them back to Facebook and puts the product back in front of them, helping you recapture the sale.
If you need help setting up dynamic ads for Facebook, the Springbot team is always happy to help. You can even build dynamic ad campaigns directly within our marketing platform.
#5: Create a Custom Audience Based on Customer Lifetime Value
Good news, marketers! Facebook recently released Customer Lifetime Value Lookalike Audiences, a feature which has been in beta testing for the past year. This feature enables advertisers to create lookalike audiences that resemble their high-value customers.
Essentially, you can now target audiences who are more likely to purchase from your online store and become loyal customers. What business owner wouldn’t want that?
#6: Reach Core Audiences with Layered Targeting
Facebook can target audiences based on more than simple demographics and geolocation. With its layered targeting capabilities, Facebook gives you the opportunity to laser-focus your ad campaigns. This approach is key to keeping your ad budget low and conversion rate high.
Let’s say that you sell sports jerseys for dogs. To reach this niche audience, you should be targeting Facebook users who have an interest in both dogs and sports. Rather than target all dog lovers, you are focused on hyper-targeting an audience that is far more likely to be interested in your ads.
#7: Leverage Different Ad Formats to Achieve Your Goals
There is an impressive amount of ad formats on Facebook. Which formats should you choose? The right answer really depends on your goals.
Want to sell a wide range of products? Multi-product ads (also known as carousel ads) allow eCommerce merchants to showcase multiple products with a single ad format.
Is your goal to acquire new leads? Facebook’s Lead Ads makes it incredibly simple to collect a prospect’s information.
#8: Create High-Quality Video Ads to Engage Audiences
According to Adobe, shoppers who view videos are 1.81 times more likely to make a purchase than non-video viewers. This might explain why creating videos is a high priority for eCommerce marketers this year.
Video ads are particularly effective at engaging audiences on Facebook. However, the competition is heating up, and your videos need to be high quality if you want them to stand out.
To get the highest engagement and conversion rates, follow a few simple best strategies for Facebook video ads. Try creating engaging videos that capture the viewer’s attention or curiosity and customize it to appeal to multiple audiences. Visual storytelling is a great way to reach your audience and inspire interaction and conversion.
As you can see from the strategies above, the key to creating compelling Facebook ads is targeting the right audience with relevant offers. Whether your goal is to generate leads, grow your brand identity, or increase your sales, your ad campaigns need to be focused on your audience if you want to reap the highest rewards.
To be a successful data-driven marketer, you need to be tracking the right metrics. All the data you collect is meaningless unless you can turn your insight into action.
With the right metrics, you can identify gaps in your marketing strategy, meet customer expectations, and drive sales for your online store. In a vast sea of data, sometimes it’s tricky to know which metrics carry the most value.
Metrics will vary based upon your goals, but there are some that are universally tracked by all data-driven marketers. Here are four essential metrics you should be monitoring.
1. Traffic Sources
If your website suddenly received a huge spike in traffic, wouldn’t you like to know why? Analyzing your Traffic Sources report in Google Analytics can tell you everything you need to know.
Marketers need to know where their site visitors are coming from for multiple reasons. First, it can give you an indication of which traffic mediums are worth the investment. If your AdWords campaign is responsible for driving web traffic to your site, you can then leverage this data and invest more into your AdWords campaigns.
In the case of organic campaigns, you can potentially reach out to those who are linking to you and form a partnership to expand your online store’s potential. Getting high amounts of traffic from organic searches also indicates that your SEO strategies are working properly.
To learn even more about your traffic, you can set up Urchin Tracking Modules (UTM). This is a more advanced tracking option that you can easily set up in Google Analytics, which can help you identify which URLs are generating the most traffic to your site.
2. Conversion Rate
All that web traffic is nice, but the real question is this: Does it convert? Getting big surges in web traffic is useless if it isn’t the right traffic.
This is why the conversion rate is a carefully tracked metric for all data-driven marketers. It’s important to note that a conversion doesn’t necessarily mean a purchase. It could be visitors who downloaded your eBook or signed up for your newsletter.
Conversion rates are a key indicator of your marketing performance and allow us to identify where in our campaigns we may have gone wrong. For example, let’s say an email subscriber clicked on the link in your email that sent them to a landing page. If the subscriber didn’t convert, it may be an indicator that your email message over promised or that something is off with your landing page. You can then run A/B tests to improve your strategy.
In a similar vein, track abandoned shopping cart rates to see if users aren’t converting during the checkout process. If this rate is high, we can set up triggered email campaigns to bring them back to complete the sale.
3. Customer Lifetime Value
Marketers can become so caught up in sales and revenue that they often forget to track one of the main drivers of their business—their customers.
Customer Lifetime Value (CLV) is the total amount a customer spends with a business. Why is this important, exactly?
Well, consider that it costs five times as much to acquire a new customer than it does to keep a current customer. By calculating a customer’s CLV, you can pinpoint the most valuable customers and invest your limited budget on them to get a better ROI.
4. Return-On-Investment (ROI)
Speaking of ROI, this is another essential metric that data-driven marketers can’t forget to track. Whether you’re investing in content marketing, paid advertising, social media advertising, or all of the above, it’s essential that you know how these are impacting your bottom line.
Tracking and analyzing your ROI may sound difficult, but it’s insanely easy with the right marketing automation technology. Springbot’s advanced marketing automation platform integrates seamlessly with your existing marketing tools so that all your data is on one platform. Once you’ve launched your campaigns with Springbot, you will receive a personalized report that tells you exactly how your campaigns are performing.
The secret to keeping revenue high and marketing spending low lies within your data. To unlock this valuable information, you need to track the right metrics. By keeping a close watch on the metrics listed above, you can enhance the performance of your marketing campaigns and achieve the ROI of your dreams.
Need help determining the right metrics to measure? Schedule a demo with one of our eCommerce specialists and see how Springbot can improve your marketing with data-driven insights.
A little competition never hurt anyone, right? As an online retailer, you’ve probably heard that a little competition can be a good thing. It’s reassuring to know that what we sell is in demand and there is a greater opportunity to capture more market share.
What you may not know is just how valuable of an asset your online competitors can be to your eCommerce business. Your top rivals hold a wealth of information that can be used to your advantage.
It’s all there for the taking; you just need to extract it by performing a competitive analysis. Here are just a handful of benefits that a competitive analysis can offer.
Avoid Costly Mistakes
The path to eCommerce success is rife with costly mistakes that can sink a good business. By analyzing your competition, you can learn from their failures and avoid making the same mistakes that could potentially ruin your business.
One example of this is with your PPC campaigns. By seeing which keywords your competitors are ranking for and which keywords are driving the most traffic to their store, you can save yourself hundreds—if not thousands—when you bid on keywords.
Know Where You Stand
It’s always important to know where your eCommerce business stands in relation to your competitors. While you may think that your conversion rates are good, how do they compare to others in your niche?
Lucky for you, we’ve made a tool that will tell you that—and more. With our free eCommerce Scorecard, you can easily compare your key metrics to your industry peers and see where you stack up against the competition.
With knowledge comes power. Once you know where you stand, you can develop effective strategies to beat the competition and drive more sales to your online store.
Spot New Industry Trends
Being able to predict upcoming trends in your industry is a huge asset for your eCommerce store. By gathering competitive intelligence, you can analyze the data you collected from your competitors and predict where the market is shifting.
When Mobilegeddon first made waves in 2015, smart eCommerce marketers analyzed their competitors, which allowed them to predict when their market began shifting toward mobile devices. Correctly anticipating this move allowed them to provide a better user experience for their visitors and capture more market share.
Amplify Your Content Marketing
There are plenty of ways in which you can piggyback off your competition’s content marketing and drive more traffic to your eCommerce store. By simply looking at their blog, you can make note of what types of content are performing well and the frequency of their posting. If you share the same market, chances are good that your audience will enjoy similar types of content.
Another way to spy on their content marketing is by seeing how they use content to move prospective customers down the marketing funnel. You may get ideas for how to use your content to persuade consumers to purchase from your online store.
Improve Your SEO
You can take a peek on a competitor’s backlink profile with a tool like Backlink Monitor. This tool allows you to see where your competition’s backlinks are coming from and will notify you when they get new links with good SEO value.
By keeping track of their backlink profile, you can take the appropriate steps to stay on top of your game and climb the Google Search Engine Results Page (SERP). Additionally, keep track of your own backlinks so that you can interact with those who are linking to you, allowing you to establish relationships for greater opportunities.
Set Yourself Apart from the Competition
Every successful eCommerce business has a set of value propositions that makes them stand apart from the rest. If you don’t have persuasive value propositions, consumers aren’t going to be interested in purchasing from you.
Analyzing your competitor’s value propositions is important because it will help you craft your own. Already have value propositions? Performing a competitive analysis is still necessary because you need to know how to communicate your value propositions to make them different from your peers.
Performing a competitive analysis is essential if you want to solidify your standing in the eCommerce marketplace and surge ahead of your competitors. The competitive intelligence you obtain can provide you with invaluable insight that will improve all aspects from your business, paving the way for explosive growth.
Do you know where you stand among your industry peers? Download your free eCommerce scorecard to find out!
It’s no secret that email is one of the most powerful marketing channels for eCommerce marketers. Whether you’re trying to build meaningful relationships with customers, generate buzz over a new product, or increase sales, email is the clear winner for small- to medium-sized businesses (SMB).
You’ve probably heard this all before, which is why it’s incredibly frustrating when you notice a lack of engagement from your email subscribers. What’s going on?
No matter what the goal of your email campaign is, it’s destined to fail if your subscribers are unengaged with your brand. The good news is that you can easily reignite engagement with your email campaign and obtain that ROI you were promised.
Ready to make email marketing work for you? Here are seven ways to boost engagement and get your email campaign back on track:
1. Ask for Audience Feedback
What do your customers want from your business? This is the holy grail of marketing questions. The only problem is that marketers currently struggle when answering this question correctly.
A recent report from Yes Lifecycle Marketing found that click-through rates have decreased by 22 percent over the last two years. If no one bothers to click on your email’s content, then this is a clear indicator that your offer isn’t resonating with consumers.
To better understand your customers, why not simply ask them what they want from your emails? You might be surprised at how many of your subscribers are willing to give their honest opinions.
Start Collecting Audience Feedback
One of the best ways to engage with your email list and get valuable feedback from them is by sending them surveys. Using online survey providers such as Survey Monkey and Google Forms, you can easily create surveys and send them to your email list.
Of course, the hardest part is deciding which questions to ask. If your goal is to increase engagement among your email subscribers, consider asking what their preferred email frequency is and what type of emails they want to receive. You can even add a text box for any additional comments they may want to provide.
Keeping it short and sweet will result in more responses. Just a few simple questions can help you build a more effective email campaign that keeps your subscribers engaged.
2. Start a Replenishment Campaign
Imagine that your customer purchases a bottle of shampoo from your business. They are almost out of the product when they receive a helpful email reminding them to reorder soon. Not only is the customer grateful for the reminder, but you just increased your likelihood of earning repeat business.
This is called a replenishment campaign, and these campaigns rely on triggered emails to drive clicks, conversions, and sales. Whether your product needs to be replaced within weeks or months, you should be taking advantage of this by sending reorder messages through your marketing automation solution.
Know When Your Product Needs to Be Replenished
To begin sending replenishment emails, you first need a rough estimate of how quickly your customers go through a product. To establish a baseline, you might consider surveying your audience and offer them a discount in exchange for this information.
Set Up Triggered Emails
The next step is to set up triggered emails that will be sent a certain length of time after the initial purchase. The first email should be sent at least a few days before the customer is projected to run out of the product. Remember to make it incredibly easy to reorder directly from your email so that the customer can go straight to the checkout!
Enhance Your Replenishment Campaign
Replenishment campaigns are great for driving repeat purchases, but they can also provide excellent cross-selling opportunities. In your reorder reminder emails, add personalized suggestions for products that your customer may also be interested in to increase your average order value.
3. Give Them the VIP Treatment
Consumer inboxes are inundated with emails, which makes it extra rewarding to know that they signed up to receive your newsletter. Now, it’s your turn to make them feel special.
You can make your subscribers feel like they’re getting VIP treatment by sending them exclusive deals, access to member-only content, and sneak peeks at upcoming products. To enhance this feeling, create exclusive content for them that can only be found in your newsletter.
Remember to emphasize that these exclusive perks are reserved only for email subscribers. In your email copy, you can work this into your headlines with phrases such as “A Sale Just for You” or “For VIP Members ONLY (Psst … That’s You!).”
Teasing with these exclusive deals on social media can also make current subscribers feel special while making non-subscribers consider opting-in to your newsletter. Simply put, give your loyal subscribers what they deserve, and you’ll be rewarded with higher engagement and conversions.
4. Win-Back Abandoned Shopping Carts
Maybe your click-throughs are high, but do these clicks turn into sales? For most eCommerce retailers, increasing revenue is the primary goal behind their email marketing campaigns. If the consumer loses interest during the checkout process, that could be a lost sale down the drain.
With an effective email recovery campaign, you can re-engage shoppers and bring them back to complete a purchase. These lost shoppers add up over time. If your eCommerce business makes $10,000 per month in online revenue, winning back just 10 percent of lost sales can result in an extra $12,000 per year!
To avoid losing precious sales, it’s essential to set up abandoned shopping cart emails. With a robust marketing automation platform, you can immediately begin sending triggered emails that re-engage shoppers and win-back sales.
How to Set Up Abandoned Cart Emails
Most advanced marketing automation systems have built-in features that allow you to easily create and send abandoned cart emails. However, you will most likely have the ability to customize them as you see fit.
For a highly-effective email recovery campaign, it’s recommended that you send no more than three emails. The first email is a helpful reminder, the second is a gentle push toward completing the sale, and the third is a last-ditch attempt to convert the consumer.
Note how long you wait until you send your recovery emails and test to gauge which time lengths seem to result in more conversions. If consumers convert more when you wait a day, as opposed to an hour, then this will help you fine-tune your campaigns for increased sales.
5. Implement a Re-engagement Strategy
Despite testing your headlines and changing up your email content, your subscribers still aren’t engaged. Before you decide to remove these unengaged subscribers from your email list for good, it’s time to use a few re-engagement tactics to rekindle their interest.
A re-engagement strategy is extremely beneficial to your email marketing campaign for a few reasons. First, it can have immediate results by generating quick sales and strengthening your relationships with your subscribers.
More importantly, a re-engagement campaign identifies those who are still interested in hearing from you. Those who aren’t paying attention to you anymore can be removed, which helps keep your email list clean.
Re-engagement Versus Win-Back
Since we previously mentioned win-back emails, let’s quickly clarify how they differ from re-engagement emails.
A re-engagement email is used to rekindle interest in your brand and grow your relationship with subscribers. Win-back emails are simply meant to drive subscribers toward a purchase after an abandoned sale. This distinction is important because it establishes the goal of your campaign, which helps you create more effective emails.
Identify Reasons for Disengagement
There are many different reasons why people may lose interest in your emails. To launch an effective re-engagement campaign, you should first identify why they aren’t engaged:
- Are you sending too many emails?
- Is your content not relevant to them?
- Were they never interested in the first place?
Once you know why they aren’t interested, you can create a re-engagement strategy that will solve the issue.
There are a few common re-engagement strategies that are used by eCommerce companies. Why? Because they are extremely effective.
One of the most common strategies is to send a re-engagement email with an incentive. In the example below, Shutterfly offers a valuable coupon and sets an expiration date, encouraging the subscriber to act quickly.
Another strategy is to ask them to update their preferences. Subscribers may simply be receiving too many emails, in which case it’s better if you send them fewer emails, rather than have them opt out completely.
6. Improve Email Personalization
The days of email blasts are long gone. Now, marketers need to create personalized experiences for users to keep them engaged. With more marketers recognizing the importance of personalization, consumers now have higher expectations when it comes to targeted email offers and messages.
This means that you need to immediately start improving your emails to reflect each individual subscriber’s interests and behaviors, or risk falling behind the competition.
Personalize by Location and Time
If your subscribers are spread out across time zones, a great way to personalize their experience is by sending them emails according to their location.
By simply segmenting your email list (more on this later), you can send subscribers emails at different times and send them content based on their area. Even a simple change of your background image can be a form of personalization.
Celebrate Important Milestones
Remember when your coworker remembered your birthday when no one else did at work? It felt good, didn’t it? You can give your subscribers a similar experience by celebrating important milestones with them.
For example, you could send them a special anniversary email with a discount to celebrate the day they joined your newsletter. You could also celebrate your eCommerce store’s milestones and personally thank them for being part of your success.
Personalize Your Email Campaign’s Landing Pages
Don’t stop at personalizing your emails! You can drive more sales by matching your landing pages to your personalized emails as well.
If you personalize your emails by location, keep this going by creating landing pages based on unique locations. This will add to your reader’s experience and increase your chance of converting them.
7. Segment Your Email List
Email subscribers aren’t all the same. They have different backgrounds and interests, so why do so many marketers treat them all the same?
Achieving higher engagement rates is as simple as segmenting your email campaigns. Email campaigns that are sent to segmented lists achieve higher opens, clicks, and revenue compared to sending the same email to a single list.
Your subscribers want targeted and relevant content sent to their inboxes. By creating segmented and targeted campaigns, you can make subscribers happy and increase your revenue while you’re at it. Sounds like a win-win, right?
How to Segment Your Email List
With the right marketing automation, you can break down your subscribers by age, gender, industry, geolocation, education level, and so much more.
In fact, you can even create segments based on your customer’s past purchase data, allowing you to craft better email messages that drive more sales.
The Key to Smarter Segmentation
When it comes to segmenting your email list, your data hold all the power. If you want to achieve better results, you need to carve off some time to analyze your data.
Interestingly enough, 64 percent of marketers believe that it’s their duty to collect, but not analyze their data on a daily basis. That needs to change if you plan on utilizing advanced segmentation strategies.
Analyzing your customer’s past purchase behavior can be used to predict future buying behavior. If you know what your customers want before even they realize it, you can continue to delight them and keep them returning to your online store.
Regular data analysis is essential if you want to improve your marketing campaigns. It may seem challenging, at first, but you will be heavily rewarded by pleasing your subscribers and earning more sales.
If you are swabbing all your unengaged subscribers from your email list, you could be throwing away valuable customers in the process. Before you pull the plug on them, it’s important that you first try using tactics designed to help boost their engagement. With strategy and technology, you could be a simple fix away from seeing higher engagement and increased sales.
With nearly 600 exhibitors and more than 10,000 attendees, IRCE 2017 took Chicago by storm this June. The springbots exhibited for their first time, operating a prime booth spot, as well as joining forces with AdRoll to host a happy hour for prospective customers and partners.
A variety of sessions focused on different areas of growth for eCommerce, from marketplaces to the role of social in online selling. Here are the springbots’ 5 key takeaways from this year’s Internet Retailer Conference + Exhibition:
Relevancy is key.
A huge area of focus at IRCE 2017 was segmentation – specifically, building marketing and nurture campaigns around customer personas. Presenters walked through key examples of how stats like email open rates and paid social engagement skyrocketed when segmentation was used to connect the right audience with the right message.
Email is still king, with a lot of buzz around triggered emails – structured drip campaigns are becoming increasingly popular to funnel shoppers into series based on their on-site engagement and past purchase behavior.
Marketing channels shouldn’t be siloed.
Think your organic influencer content should just live on social? You’re missing out on a huge opportunity to capture engagement through other channels where your customers are shopping.
A real-life example was presented by founder Griffin Thall of Pura Vida Bracelets, a jewelry lifestyle brand with over 850k followers on Instagram. They send out weekly email recaps of their top social posts, bridging the gap between fun, millennial-oriented content and selling. They’ve seen high engagement from Instagram followers who might not yet be shoppers, converting fans into customers through the power of email marketing.
Shipping costs really do matter.
Marketplaces (most notably Amazon) were heavily discussed at this year’s IRCE, especially in relation to shipping. Amazon has established a consumer expectation of free shipping on online purchases, putting pressure on small retailers to conform.
Shipping costs are at the forefront of customer concern – according to IRCE surveys, nearly 3 in 5 consumers are likely to abandon their shopping cart if they discover shipping charges at the time of purchase. In addition, 35% of shoppers say that free shipping is the most important factor in their purchase decision.
Shoppers are savvier than we thought.
Consumers are consistently getting smarter when it comes to digital media – seeing an average of over 5,000 pieces of advertising per day has both de-sensitized shoppers, as well as made them more critical of online media and ads in general.
You already know the basics (ie, ad content should match your chosen landing page) – but shoppers are looking for something beyond the logistics of where an ad takes them on your site. They’re looking for “thumb-stopping creative” and a digital experience that supersedes what they could find in a brick & mortar retail store or with another retailer.
Mary Beth Laughton, Senior Vice President of Digital at Sephora, was a keynote speaker at this year’s IRCE. Laughton spoke about the brands’ mobile exclusives that keep shoppers constantly coming back for fresh content that they can’t get anywhere else. They’ve also created mobile experiences to make an in-person experience come alive through email, sending a shopper a list of products to purchase that she used during an in-store makeover.
Bring marketing back to the basics.
Marketers are easily bogged down by the hundreds of tasks they might have to complete in a day – but every marketing related activity should all drill down to one question. Does this interaction make sense to, as well as surprise and delight, my end user?
Keeping segmentation and relevancy in mind, create meaningful touch points with your customer that keep them coming back as loyal shoppers for a lifetime.
Want more of our recap from IRCE + news from the springbots? Follow us on Twitter at @springbot.
About the Author
Nichole Wolf is a Customer Relationship Specialist at Springbot and is responsible for coaching our awesome customers, making sure they get the most out of our latest product offerings and features.
Launching an eCommerce site is a big achievement, but the work has only just begun. As a new eCommerce merchant, it’s crucial for you to get a handle on your marketing data and understand how to leverage it to grow your online store.
Analyzing your data can feel overwhelming, especially with how much information we can collect these days, but you might be pleasantly surprised to find that using your data—even “big data”—can be deceptively simple!
Ready to make your new eCommerce store profitable? Here are some hassle-free ways to leverage your data for future eCommerce growth:
Create Better Buyer Personas Using Social Data
The more you know about your target audience, the easier it will be to sell to them. This is one of the reasons why many marketers create hypothetical profiles of their ideal customers, known as “buyer personas.”
You could spend all day trying to get inside the mind of your prospective buyer, or you could use social media data to build better buyer personas. Social media platforms such as Twitter and Facebook contain a goldmine of information about your target audience that can help you market more effectively to them.
For example, you can monitor specific conversations on social media to see what customers want in a product and what language they use to discuss this product. This can help you speak to your target audience in the way that resonates with them the most.
Segment Your Email Campaigns
Email marketing is the king of digital marketing channels and a must for all serious small to mid-size businesses (SMB), but if you aren’t using your data to segment your email campaigns, you are leaving money on the table.
Segmenting your email list can dramatically improve your opens, conversions, and deliverability rates. Consumers expect a personalized experience, and your online business needs to deliver if you want to compete in today’s eCommerce marketplace.
There are plenty of ways to create email segments that allow you to send highly personalized emails. You could segment by demographics, location, past purchase history, customer behavior—the list is endless!
If you’re new at email list segmentation, don’t sweat it. With Springbot’s digital marketing software, creating custom segments is a snap. Plus, we’re always here to help if you need it!
Use Past Purchase Data to Encourage Additional Purchases
Once a customer makes their first purchase from you, it’s important that you begin leveraging this data immediately to encourage them to purchase from you again.
Why is this so important? Because a customer that makes a second or third purchase from your business has a much higher chance of placing another order than a customer who has only purchased from you once.
So, how do you use your data to turn a one-time buyer into a lifelong customer? Use their past purchase data and behavior to send them highly relevant offers.
For example, let’s say that your customer purchased a laptop from you. Now would be an excellent time to send them a 10-percent-off coupon on laptop cases. You could also send them emails recommending products that others with similar purchase history have bought from your store.
By using your past purchase data, you can increase the average order value of your customers and improve their experience while you’re at it.
Fix Underperforming Landing Pages
How are your landing pages doing? If you’re a new eCommerce business owner, you most likely have a few landing pages that could use a few tweaks.
Even small changes to your landing pages can make a huge difference to your ROI. This is why it’s essential that you know how your landing pages are performing so that you can make the necessary adjustments.
To do this, you’ll want to go into your Google Analytics reports and identify both your top performing landing pages and the ones that aren’t doing well. Carefully compare these pages to see if there are any obvious differences between your best and worst performers.
If your pages have high traffic but also high bounce rates, this is a clear indication that something is off with your page. You can optimize your landing pages by split testing your calls-to-action, your headlines, and your images for a better ROI.
Harnessing your data can seem intimidating in the beginning, but everyone must start somewhere. The strategies listed above are a great way to begin improving your new eCommerce store. Once you start seeing results, we guarantee that you will soon become a data-obsessed marketer like the rest of us!
Need to chat with an eCommerce marketing expert? Schedule a personalized consultation with the springbots to take your next step towards data-driven eCommerce marketing.
These days, few marketers will argue that email marketing works. We all know it does, which is why the conversation has shifted toward a single question: How can we improve the performance of our campaigns? That’s where email segments come into play. Think about it; your subscribers are made up of people with unique tastes who are in different places in the sales funnel. Why should they all receive the same email?
Plus, segmented email campaigns result in higher click-through rates and conversions; we’ve got the success stories to prove it! Use these four essential segments to start improving the performance of your next email campaign.
If you’re new to email segmentation, then creating a segment based on your subscriber’s demographics is a good first start. To be clear, demographic data typically includes things such as gender, age, job title, industry, and income level.
Just because it’s a beginning email segment doesn’t mean it’s not essential. Let’s say that you own an online clothing store for both men and women. If you send your entire email list a promotion featuring a new women’s tee shirt, that’s not a relevant offer to your male subscribers.
Failing to segment based on demographics is an easy way to irritate your subscribers. Even one irrelevant email can result in an unsubscribe, so make sure that you collect this data from your opt-in forms.
Degree of Engagement
Some subscribers have a high degree of engagement with your email campaigns. They open up your emails, click on the links, and they may even download your white paper.
Others are less engaged, and something needs to be done about these subscribers before they hurt your deliverability. By segmenting users based on their degree of engagement, you can keep your highly engaged subscribers interacting with your brand and launch a re-engagement campaign for those who have lost interest.
A re-engagement campaign can ignite the spark once more with inactive subscribers and get them excited about your brand. For instance, you could target these users with a tempting discount to encourage a purchase.
Or, you could simply offer them the chance to alter their email preferences and reduce the number of emails they’re receiving. If your inactive subscribers don’t respond, then you can automatically remove them from your email list for good.
Position in Sales Funnel
Moving a potential buyer along the sales funnel can be a trial. Marketers need to be ready to impress consumers at every touchpoint or risk losing them to their competitors. Fortunately, email segmentation has made this task much easier on marketers. Now, you can segment your email list based on where they are at in the sales funnel.
Why is this so essential? Because it’s a no-brainer that a subscriber who has just opted-in to your email newsletter should receive a different email than one who is currently engaging with your brand and expressing interest in your products.
The path to purchase can be slow going for some marketers, but you can speed up the process by segmenting your email list this way.
Email is such a powerful channel for customer acquisition that it is often overlooked when it comes to customer retention. This is a shame, considering how much marketers stand to gain by nurturing their loyal customers.
Consider this infographic from Invespcro, which shows that existing customers are 60-70 percent easier to sell to and spend 31 percent more than new prospects.
Segmenting your email list by repeat customers not only increases the likelihood of a sale, but it also improves the customer experience. By accessing their past purchase data, you can see which products they purchased and use this to cross-sell them relevant products.
You can also send your loyal customers offers that make them feel special. They provide your eCommerce store with valuable business.
Why not show your appreciation and drive a sale at the same time?
How to Begin Segmenting Your Emails
Creating email segments isn’t nearly as complex as it seems. With an automated marketing solution like Springbot, you can easily keep track of your data and leverage it to create highly segmented email campaigns.
Additionally, we’ve made it simple to build custom segments with our Custom Segments feature. You can check out more of our customer segmentation and reporting capabilities here!
How effective is your digital marketing strategy? You may know that it’s making you money, but it could be making you more—much more, in fact. To gain a competitive edge and drive revenue to your online store, your organization needs to be on the path to reaching its full marketing maturity.
With a marketing maturity model, you can get a better sense of your current marketing performance and identify a framework that will help you fill the gaps in your digital marketing strategy. That way, your digital marketing strategies will work together seamlessly to provide a better experience for your customers.
Ready to see how you measure up? Let’s get started!
Determine Your Brand’s Place on the Maturity Model
Marketing maturity models will vary, but they generally include different milestones that an organization can use to characterize its current digital marketing efforts. These stages will look similar to the following outlined below:
Ad-hoc Marketer: The organization lacks a documented digital marketing strategy and has a disorganized data system. Teams work in silos, causing inefficiency and lack of coordination.
Up-and-Coming Marketer: Leadership has begun to recognize its disjointed structure and is making small improvements to its marketing processes and data systems.
Full-fledged Marketer: The organization has an effective digital marketing strategy and is now looking to improve upon it by investing in better tools and technology. Teams within the organization (IT, sales, marketing) work well together at this point.
Best-in-Class Marketer: This is the stage that every marketing executive strives to attain. At the advanced stage, organizations know which channels bring them the best ROI and leverage the best talent, data, and technology to achieve full marketing maturity.
According to a TEKsystems survey, less than one-fourth of organizations reach full marketing maturity. By reaching the highest stages, you can gain a competitive edge over others in your industry.
Develop Your Goals
The path to digital marketing maturity becomes much clearer after you know where your organization currently stands. The next step, however, is harder for any company. Developing an effective plan to reach your business goals can be difficult, but it is essential to set your company on the right path.
Seeing where you fall on the marketing maturity model can help you identify some of your organization’s more obvious weaknesses, but you may not get the full picture from this model alone. In this case, knowing where you stack up against your competitors can help fill in the gaps.
With Springbot’s eCommerce Scorecard, you can easily compare your key metrics with peers in your industry. Get your free report here so that you can form a more strategic plan to improve your marketing efforts and reach your goals.
Leverage the Best Tools and Technology
Once you have identified your goals, you can begin taking steps to evolve your marketing maturity and progress to the next stage. To do this, you need to have the right digital marketing tools and technology.
Today, it’s simply impossible to have a fully optimized marketing strategy without a robust marketing automation platform. Modern marketers need to be leveraging big data with automation if they hope to streamline their workflow, convert more customers, and achieve a better return on investment.
Digitally Transform Your eCommerce Business
You are now equipped with the knowledge of where your business stands and have the tools and technology to achieve your marketing goals. The final step is, without a doubt, the hardest, but it also the most satisfying.
Executing your plan to improve your marketing maturity can be frustrating, especially for a large organization. It can also be scary for some senior-level executives. However, even small changes can help your business rise to new levels and make a significant impact on your bottom line.
Reaching the optimal stages of the maturity model requires your departments to be fully integrated so that data and technology can be leveraged by all. As a result of this integrated approach, you will be able to maximize the performance of your marketing efforts and put your business on a clear path to success.
In the world of digital marketing, change is quick and constant. To become a key leader in your industry, your eCommerce brand needs to have a holistic marketing strategy that is fully optimized and integrated.
By using a marketing maturity model, you can see where your business currently stands and how to improve. That way, you can move your business forward and create a more seamless experience for your customers.
Customer testimonials are particularly important for online retailers. Online shoppers don’t get the opportunity to physically hold your products or get advice from an in-person sales associate. As a result, they need greater reassurance that your product will meet expectations.
To ease their uncertainty, consumers want to hear from other customers. By displaying customer testimonials on your eCommerce site, you can help online shoppers overcome any doubts they may have and guide them toward a purchase.
Check out the following seven reasons to better understand how customer testimonials can boost your sales numbers and ultimately benefit your bottom line.
1. Customers Need Social Proof
Consumers want to be assured that they are making a good decision, and they will often look to their peers or high-authority figures to ensure that they are taking the correct action. This phenomenon is known as social proof, and it is a powerful selling tool for marketers.
Customer testimonials are a highly-effective form of social proof that can convince indecisive consumers that they are making the right choice by purchasing from your online store. In fact, it’s one of the first things shoppers will look for when they visit your website.
According to a BrightLocal survey, 90 percent of consumers read up to 10 reviews before they feel that they can trust a business. If you don’t display them on your website, you are guaranteed to lose a few sales.
2. Testimonials Build Trust in Your Brand
If consumers don’t trust your brand, they aren’t going to purchase from you. To build trust into your brand, you need someone else to recommend your products.
Displaying customer testimonials on your website can do wonders for establishing trust and likability into your brand. To add a more personal touch to your testimonials, consider featuring the customer’s photo (with their permission, of course) along with their quote or story. Seeing human faces combined with customer testimonials will enhance credibility and drive more sales as a result.
3. They Can Tell a Powerful Story
Few things grab a consumer’s attention like a powerful story. Your brand story is one of the most powerful marketing tools you own. Don’t forget that your customers’ experiences are tangible extensions of that story.
To craft compelling customer testimonials, you need to ask them the right questions. Some customers will have no trouble singing your praises, but others need to be asked certain questions to encourage them to share more details.
By digging deep, you can achieve answers that not only help you tell a unique and persuasive story, but also advise on how to improve your business and further boost your sales.
4. They Help Manage Your Online Reputation
You may not have much control over Yelp or other online review sites, but you can control what you put on your own website. Customer testimonials are a way for you to promote your positive customer experiences and glowing reviews.
Every business has unique value propositions or qualities that help them stand apart from the competition. Customer testimonials are an opportunity for you to highlight those key benefits and allow you to put your best face forward.
5. Testimonials from Influential Figures Are Extremely Persuasive
Your products may be great, but few people are going to take your word for it. However, praise from an influential blogger or celebrity can easily persuade consumers to purchase your products.
For an example of this in action, take a look at Neil Patel’s consulting page on his website:
He includes big name brands he has worked with and mentions notable figures such as Timothy Sykes and Noah Robischon to establish his credibility. You can achieve the same boost in credibility by featuring influential people on your site.
6. Buying Is an Emotional Process
There are many different emotional states that a consumer can be in when they ultimately decide to make a purchase. Customer testimonials can be used to make a personal connection to consumers by being relatable and convincing.
After all, consumers don’t want to hear from a faceless brand. Instead, they will be far more convinced by unbiased customers who can take away some of their apprehensions when it comes to purchasing from your online store.
7. Testimonials Highlight Your Expertise
The best testimonials will mention specifics about your industry expertise or how knowledgeable you are in your niche. Rather than boast about yourself, customer testimonials will establish your credibility for you.
Consumers want to buy from businesses that are an established authority in their industry. When they read positive testimonials, it can reassure them that they made a solid choice in doing business with you.
As most digital marketers know, the online marketplace changes fast. Marketing tactics that were once effective can become obsolete in the blink of an eye. Despite rapidly changing trends and technologies, email is the one marketing channel that continues to outperform the rest.
According to a 2017 Email Marketing Industry Census, email marketing earned the top spot as the best digital marketing channel for ROI three consecutive years running. From tiny startups to established eCommerce stores, email is now the great equalizer for business owners, regardless of industry or budget.
It’s no surprise, then, that this powerful medium is still considered king of the digital marketing realm. There are many reasons why email marketing has achieved such significant staying power where others have not. In short, it all comes back to improving the customer experience.
As we go deeper into these reasons, you will understand not only why email remains supreme, but how you can leverage email marketing to improve your business.
Email Has Key Advantages over Social Media
Email is an easy marketing channel to overlook. It’s not as exciting and trendy as, say, Facebook or other social media platforms.
However, it does have some major advantages that give it an edge over other mediums.
Everyone Uses Email
Consider the demographics of the most popular social media networks. Snapchat is geared toward the younger crowd. Women make up the majority of Pinterest users.
Email, on the other hand, is used by nearly all demographics which gives marketers a much wider reach. After all, who doesn’t have an email address these days? Many businesses require that you have an email address to use their services, including social media networks such as Facebook and Instagram.
Email Marketing Is Permission-Based
As long as your email capture methods are legal and effective, email users will give you their email addresses. It’s reasonable to assume that these consumers expect you to send offers to their inboxes.
In fact, most consumers prefer email as the primary method for brands to communicate with them. When your subscribers are already primed for offers, your conversion rates will naturally go up.
Marketers Have More Control
What happens if Facebook goes belly-up? Your followers are lost and gone forever. With email marketing, your subscribers are yours alone.
Of course, this doesn’t mean that you shouldn’t bother with social media. On the contrary, you should be using social media to grow your email list and to maximize the conversions of your campaigns.
Email Technology Has Improved
One of the biggest reasons why email marketing continues to be so effective is due to the steady improvement of automated marketing technology. With the ability to effortlessly personalize the customer experience and deliver highly targeted content to consumers, business marketers can drive more conversions and sales for their online store.
Even better news is that automated marketing software is improving all the time and is more affordable than ever for small to medium businesses. In today’s hyper-competitive digital landscape, companies who aren’t leveraging automated marketing technology are destined to fall behind the competition.
Email personalization has been a game changer for marketers in the last few years. Business owners are seeing a significant increase in open and click-through rates by simply adding personalized subject lines or recommending products based on a customer’s past purchase history.
Without marketing technology, personalizing emails would be tedious. Now, consumers have come to expect personalized emails, and most are even willing to give up their personal information in exchange for a customized online experience.
In a similar vein, advanced segmentation capabilities have allowed marketers to tailor their email messages to specific groups of consumers. Luckily, the days of email blasts are far behind us. Now, marketers can segment their email list based on purchase history, demographics, location and time zone and so much more.
This technology has proved invaluable to email marketing campaigns everywhere and is now the standard for any eCommerce merchant who wants to scale their online business.
Effective at Every Stage of the Customer Journey
The customer journey is far more complex now than it was in the past. Consumers can research a product on their smartphone and complete a purchase on their desktop or in the store.
One of the top benefits of email marketing is its potential to reach consumers across devices and at various stages of their path to purchase. No matter what stage they are in the customer journey, you can effectively leverage email to nudge consumers toward a sale.
Email is a tried and true method of generating new leads and is 40 times more effective at acquiring leads than Facebook and Twitter combined. Thanks to marketing automation, its ability to rope in new customers has only grown.
Now, you can easily set up a campaign that target new subscribers and welcome them to your email marketing messages. As you learn more about your new subscribers, you can begin sending them personalized offers based on their interests or how they interacted with your brand, nurturing them into lifelong customers.
Nurturing Leads to Customers
In the middle of the buyer’s journey, consumers know their online options and are now considering buying from you. At this stage, it’s important to convince them that you are the best option available. Email can help accomplish this goal by convincing the customer of the unique benefits that only your business can provide.
Once you have convinced them that your online store is the best place to be, the journey isn’t over yet. The decision stage is where email can be a true game-changer. With the average shopping cart abandonment rate at nearly 70 percent, chances are good that you will lose some sales if you don’t have automated triggered emails set up to close the deal.
The fact is that most consumers are window shopping when they first begin the checkout process. Automated triggered emails can recapture lost sales and get customers back on the path to purchase.
Email gets significant applause for being effective at generating leads (and rightfully so), but many brands forget that email is also extremely valuable for growing existing relationships with customers. After all, a loyal customer is far more profitable to your business than a new lead.
You can use email to delight your existing customers, build lasting relationships with them and drive more sales to your online store. The most effective way to achieve this goal is by using segmented, highly-targeted and triggered campaigns.
Too many marketers forget about their customers after they make a purchase. By using email segmentation, you can circle back to your most profitable customers and capitalize on their past purchase behavior.
For example, you could send them a helpful guide or a discount to a recent product they purchased. Solving the customer’s problems with your email content will go far in building loyalty to your brand, and they will be more likely to choose you for their future product needs.
Email Is Best for Your Bottom Line
It takes considerable time and money to identify which marketing channels and techniques will work best for your business. Although social media and paid search may not work for everyone, email marketing is has proven to be a much safer investment for online merchants.
Email has a wider reach and has enormous potential for online businesses, regardless of industry or budget size. As such, it remains a powerful marketing channel that every business owner should be utilizing if they want to grow their business and maximize their profits.
The Most Cost-Effective Marketing Channel
It’s not difficult to see why email marketing is particularly appealing to small business owners. According to the Direct Marketing Association, email marketing brings in $40 for every $1 spent and gives business marketers a better ROI than search, display, and social media marketing.
This is only one-half of the equation, however. Email marketing is effective today largely due to marketing automation technologies. The good news for small business marketers is that automation software has not only gotten better but more affordable as well.
These days, marketing automation isn’t just for the big eCommerce stores. Now, small to medium-sized online stores can compare pricing plans and find a solution that fits their budget.
The Numbers Don’t Lie
If you need further convincing that email is king, simply consider the five statistics below:
- Companies that invest at least a fifth of their marketing budgets into email marketing are eight times as likely to see a 50 percent increase in sales, according to Econsultancy and Adestra.
- eMarketer asserts that B2C marketers who leverage automation have seen conversion rates as high as 50%.
- Segmented and targeted emails generate 58% of all revenue, according to Direct Marketing Association.
- Earnest Agency finds that 72 percent of B2B buyers are most likely to share useful content via email.
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter, according to McKinsey & Company.
These statistics point out what many marketers have known for years. Email marketing isn’t just valuable; it’s a requirement for those who wish to grow their brand and drive conversions. With the right marketing strategies and innovative technology at your side, you can easily leverage email to make your message resonate with your audience.
The Future of Email Marketing Looks Promising
To remain competitive, digital marketers always need to be looking ahead. By analyzing our own data and looking at current trends, we can make data-driven predictions that help us make the most of our marketing campaigns.
Although email marketing is the most effective marketing channel now, what will it look like in the future?
The good news is that the future looks bright for email. Not only is email getting a show of confidence from Google, but it is likely to get even better for marketers, with the latest upcoming technology and trends.
Google Investing in Email
Google recently announced that Google Wallet is integrating with Gmail for Android users, allowing them to send and receive money straight from their email. This is a big vote of confidence in email’s potential, going forward, as Matt McGowan wrote in an article on Marketing Land.
Google has always focused on improving the user experience, and this move simply backs up what email marketers already know. Despite its age, users still rely heavily on email and show no signs of stopping.
The Rise of Video Marketing
One of the hot trends in digital marketing is using video, and this trend has now made its way into email marketing. Currently, it’s somewhat difficult for marketers to master in the beginning, but those who manage to get it right are already seeing higher opens and click-through rates.
Video marketing is just getting started, and email will be a powerful medium for short, interactive videos. This can be leveraged to boost brand awareness and engagement—all from the consumer’s inbox.
Artificial Intelligence Enhancing the Power of Email
Artificial intelligence (AI) is already changing the digital marketing landscape with deep learning and machine learning capabilities. With the help of AI, we are already improving the customer experience with enhanced personalization and segmentation.
This advanced technology will only fuel the potential of email marketing. Using predictive analytics, marketers will be able to deliver hyper-targeted and personalized emails to an even greater degree than they are now.
Email may be an older medium, but it has proven itself as the king of all marketing channels. Automation is getting smarter and more powerful, allowing marketers to craft a highly customized experience for individual users that caters to their specific needs.
For small to medium businesses, email is a true game changer. With the right marketing strategies and technology, this marketing channel can work for businesses of any industry, regardless of size.
Smart eCommerce marketers know that email is anything but dead. In fact, it remains the number one driver of ROI out of any marketing channel, which may be why nearly half of small business owners plan to increase their email marketing budgets this year.
With the competition growing by the minute, you will need to ramp up your own email marketing campaigns to keep your audience engaged with your brand. By leveraging the latest technology and using some smart email marketing techniques, you can continue to provide relevant content to your loyal subscribers.
Ready to begin building smarter email campaigns? Let’s get started!
Build a Better Email List
A large subscriber list doesn’t bring a lot of value if only a few of them are engaged with your email content. To keep your email campaigns going strong, you need to constantly be adding new, high-quality audience members to your database.
You can start improving your list quality by leveraging your current subscribers. For example, you can create highly shareable email content that your subscribers are likely to share with family and friends or start a referral program to attract new audience members.
To recruit new subscribers, try a special promotion that requires users to submit their email addresses to access the offer. Be sure that your signup form is displayed prominently on your website and social media platforms like Facebook.
Don’t forget to scrub your database regularly. Try sending inactive subscribers a reengagement email with an appealing offer to rekindle their interest in your business.
Automate and Personalize
Personalization is more important than ever, and you need to do everything that you can to boost your visibility in an ever-crowded inbox.
Personalizing your emails is a must if you want to grab your subscribers’ attention and provide them with relevant content. Adding a personal touch to your emails can significantly improve your opens and click-through rates, driving more sales to your online store.
For example, MarketingSherpa found that by simply adding the recipient’s name to the subject line, click-through rates improved by 17.36 percent. Other personal touches in the subject line could include mentioning their geographical location or referencing past purchases.
If you want to achieve similar results, you should be leveraging marketing automation to deliver subscribers relevant and highly personalized emails. By delivering personalized messages to your subscribers at the right time, you can maximize the impact of your email campaigns.
Segment Your Audience
According to the Direct Marketing Association, 77 percent of ROI comes from segmented, targeted, and triggered campaigns. Segmenting your email lists isn’t optional if you want your eCommerce business to thrive.
Consumers are more selective these days about which email campaigns they are willing to join. By signing up for your email list, they trust that you will provide them with something of value. If you send them too many irrelevant emails, it might cause your unsubscribe rates to rise.
With email segmentation, you can deliver relevant content that is exactly what your subscribers want—at the right time and frequency. Smart digital marketers are using advanced segmentation strategies to generate new leads, moving them further along the sales funnel, and keeping subscribers engaged with their brand.
Since you’re a champion and want to stay leagues above the competition, you can leverage RFM segments that measure the behavior of your subscribers, ranking your most valuable customers and helping you tailor your campaigns to maximize your profits.
You can segment your email lists in so many ways. Don’t be afraid to try different segments to see what works best for your business like demographics, purchase history and geography.
Track and Analyze the Data
Most digital marketers know that monitoring the performance of their campaigns is essential. By tracking key metrics and analyzing the data, you can make adjustments that will better engage your audience and boost sales at the same time.
There are some key metrics that every email marketer should monitor, such as click-through rates, conversions, and unsubscribe rates. Most email service providers will track the basics for you, but for a more insightful analysis, you may need to dig deeper into the data.
Here are a few additional metrics that you should consider tracking to enhance your campaign’s performance: engagement over time, type of device used to view the email, site traffic, time spent on email, average order value, and emails reported as Spam.
Not all email service providers (ESP) are equal, and you might be surprised at what they can and can’t track. The good news is that Springbot integrates with 3rd party ESPs to help you track all the results in real time.
Email marketing continues to advance in exciting ways, and the savvy eCommerce marketers can use it to build customer loyalty and drive revenue growth. With the help of a robust marketing platform and smart segmentation techniques, you’re all set to maximize your ROI this year.