Email marketing remains one of the most effective strategies for increasing repeat purchases and reducing cart abandonment in the world of e-commerce. If you have an online store built on Shopify, leveraging email marketing can make a significant difference to your results.
Here we tell you how to get the most out of it and show you some examples that you can start applying today.
What is email marketing?
Email marketing, or mailing, is a digital communication strategy that consists of sending emails to a list of subscribers, with the aim of building customer loyalty and increasing sales through product or service promotions.
Unlike other digital channels, this one allows you to communicate directly with your customers and leads. This not only improves your relationship with your audience but also increases the value of each customer over time.
How does email marketing work, step by step?
You've probably received emails in your inbox from brands you've interacted with online . There's a process behind their promotions reaching you. Take note!
1. Database or subscriber list
The first step is to build a database. You can collect this information when users are interacting with your e-commerce site, through subscription pop-ups and forms with basic questions like name and email address. Offering something in return, such as a discount or exclusive content for subscribing, is always helpful.
2. Segmentation
Once you obtain your subscriber data, it's crucial to categorize them according to their interests, behaviors, or demographics. This allows you to send them personalized and relevant emails.
3. Email design
The content you send via email should be engaging, interesting, useful, and relevant to your audience. Starting with your brand identity and the visual style of your e-commerce site, include compelling text, eye-catching images, and clear calls to action. Be concise and direct to capture the reader's attention.
- Subject: This step is one of the most important, as the subject line is the first thing the user will see in their inbox. It should be short, direct, and pique curiosity. Many brands take this opportunity to showcase their creativity, using wordplay or emojis.
- Templates: Platforms like HubSpot offer design templates to ensure your emails are functional and visually appealing on any device. These templates can be customized to match your brand identity.
4. Shipping Strategy
Once you have your database, segmentation, and design, create a mailing strategy. Just as the time and day of publication are important on social media, the same is true for email marketing . Conduct a thorough analysis of your audience, set objectives, and plan your mailings based on the data you've gathered.
It also defines how often to send emails. Here, it's important to strike a balance: send enough emails to stay top of mind with customers, but not so many that they overwhelm them and decide to unsubscribe.
5. Define which platform you will use for your shipments
Although Mailchimp is one of the most popular, at Getmore we suggest Klaviyo (details below).
6. Measurement and analysis
Once the emails are sent, analyze how many people opened them and how many clicked on the links. These metrics help you understand how effective the emails are.
7. Conversions
Measure how many people performed the desired action (purchase, subscription, download, etc.) after receiving an email and plan subsequent mailings based on these conversions.
8. A/B Testing
Experiment with different versions of the emails to see which one performs best with your customers. Based on the results, adjust elements such as the subject line, design, or content.
Email marketing : Examples that work
One of the most important steps in this process is choosing the type of campaign you'll send based on your target audience. Here are three different types you can implement:
1. Abandoned cart emails
Recover lost sales by sending a friendly reminder to users who left items in their cart. Personalize the message and offer an incentive to complete the purchase.
2. Newsletters with offers and news
Keep your subscribers informed about promotions, new products, and brand news. An attractive design and a strong call to action are key to getting clicks.
3. Automated welcome emails
When a new user subscribes, take the opportunity to tell them who you are, what makes you different, and what they can expect from you. Include an exclusive offer to encourage their first purchase.
Benefits of email marketing
Email marketing is not only a powerful and efficient tool for increasing sales, but it is also one of the most effective ways to maintain constant and relevant communication with your customers.
- Improve your conversion rate. Well-executed email marketing has a high conversion rate because subscribers are already showing interest. With the right message, they are more likely to buy. It is estimated that 63% of abandoned shopping carts can be recovered with the right strategy.
- Higher profitability. Mailing campaigns are more economical than other channels such as radio or TV, and do not involve printing or logistics costs.
- It's fast and effective. You can easily reach any part of the world. With a good database, segmenting and sending campaigns is simple and effective.
- Increase brand awareness. Consistent emails keep your brand top of mind for customers. 66% of users prefer to buy from familiar brands they've already interacted with.
- Customer loyalty: It is 67% easier and cheaper to sell to an existing customer than to a new one.
Email marketing automation
In the world of ecommerce, where competition is fierce and every click counts, email marketing automation has established itself as one of the most effective strategies for building customer loyalty and increasing conversions.
This involves scheduling emails that are automatically triggered based on specific user actions. These actions can include events such as first purchase, cart abandonment, newsletter subscription, birthdays, and more. In other words, it allows e-commerce businesses to connect with customers in a personalized way without constant manual intervention, thus reducing both time and costs.
What is the best platform for automating email marketing with Shopify?
Among the available platforms, Klaviyo stands out for its direct integration with Shopify , allowing access to real-time information on orders, viewed products, and user behavior. Thanks to this, email flows can be designed with a high degree of personalization and precision, putting email marketing strategies on autopilot without sacrificing relevance.
How does Klaviyo work?
Klaviyo is a data-driven marketing platform that has become very popular, especially in the e-commerce world. Using your customer database, it performs real-time segmentation and personalization to help you stand out from the other mass emails your customers receive.
High-impact workflows in email marketing automation with Klaviyo
To maximize results, it is recommended to implement the following automated workflows:
- Welcome: High level of openness (45%) and initial conversion.
- Abandoned Cart: Essential for recovering lost sales.
- Abandoned Search: Intervenes when the customer shows interest without completing the action.
- Birthdays: Increase the emotional bond with the customer.
- Back in Stock: Notifies the customer when a product returns to inventory.
- Thank you to new and returning customers
- User Recovery: Reactivates those who have stopped interacting.
Conclusion
As an agency specializing in ecommerce development and Shopify Partners , at Getmore our experience has allowed us to implement effective email marketing strategies that can significantly improve a store's conversion rate.
If you'd like to learn more about the benefits and need help with your strategy, get in touch . We'd love to be your partner !
