How and Where to Run Effective And Personalized eCommerce Mailing Campaigns?
Arkadiusz Krysik
6 min
Today email marketing is probably one of the most important ways to reach potential customers without the need for direct contact. In this article, we will try to answer the question why eCommerce mailing campaigns are important and what are the most effective ways to run them.
Why Is Email Marketing So Important in the eCommerce Market?
Email boxes are one of the most visited places on the Internet by users all over the world. Statistics show that almost 99% of customers on the web check their email box at least once a day and there are over 5.9 billion active email accounts globally.
From the marketer's point of view, this channel is a great way to run promotional campaigns. 80% of online retailers said email marketing is the most effective way to improve customer retention rates. In turn, as many as 59% of users admitted that email campaigns are able to influence their purchasing decisions.
It is worth paying attention to the life cycle of customers in online stores. What does this term mean? It is about all interactions with an eCommerce site made by individual users, from the first time they saw a store ad on the Internet to a return visit many months later and conversion. Mailing campaigns create a unique opportunity to reach customers at different stages of this cycle and tailor the content to their expectations.
Top 5 Most Popular eCommerce Mailing Programs of 2021
1. MailChimp
The most popular mailing program offering a free plan of up to 2,000 contacts and 10,000 mailings per month with a limit of 2,000 mailings per day. It stands out because of an intuitive interface for designing the appearance of the email. It can be easily integrated with BigCommerce, Magento, Spotify and other platforms.
2. GetResponse
This is another very popular, easy-to-use Polish platform for mailing and creating newsletters thanks to an intuitive editor, templates or your own design in HTML. In addition, GetResponse offers other advanced marketing automation tools necessary to promote an online store, such as: creating landing pages, organizing webinars, paid ads, web-push notifications and many other conversion-enhancing tools. What distinguishes GetResponse is a strong emphasis on the development of webinars and eCommerce websites.
3. ActiveCampaign
It is an advanced mailing tool popular with large companies. ActiveCampaign is characterized by great flexibility in terms of building a campaign. This automated solution allows you to conduct A / B tests, synchronize data with other tools (e.g. Shopify or Facebook Messenger), or send an SMS campaign integrated with mailing. When it comes to sending mailings and newsletters, this tool has similar solutions as others indicated here, but ActiveCampaign can definitely be singled out due to the system based on machine learning technology that supports the creation of unique and personalized content.
4. FreshMail
This is yet another tool from Polish market. Freshmail offers a wide range of ready-made templates (over 150 proposals) and an easy-to-use intuitive drag & drop editor. Sending newsletters can also be encoded in your HTML. Moreover, Freshmail offers advanced statistics, optimization of shipping time, advertising and organization of webinars. This makes FrashMail an option for beginners and advanced businesses alike.
5. Sendinblue
This is yet another tool from our local market. Freshmail offers a wide range of ready-made templates (over 150 proposals) and an easy-to-use intuitive drag & drop editor. Sending newsletters can also be encoded in your HTML. Moreover, Freshmail offers advanced statistics, optimization of shipping time, advertising and organization of webinars. This makes FrashMail an option for beginners and advanced businesses alike.
Examples of Effective Mailing Campaign Strategies
Welcome Messages
Welcome email is a great way to introduce yourself to the client and present your brand from the best side. It is said that you only get one chance to make a good first impression and welcome emails are exactly that for eCommerce sites.
Welcome emails are estimated to have as much as 86% higher open rates than other types of emails and generate up to 320% more revenue (per email!) as compared to other marketing emails.
It is also worth adding that about 33% of online store customers are more engaged with a given brand if they received a welcome message from it. This is a great place to unleash your creativity and create a unique text in the tone of voice characteristic of a given brand.
Special Promotional Offers
Mailing campaigns are also an effective medium to present new offers and promotions to former customers. If they have used the store's offer before, there is a high probability that they will be interested in information about new discounts and products in the online store.
Industry statistical surveys have shown that approximately 21% of customers open promotional messages and 2.56% click on the offer. Among the various types of promotional emails, the most effective are those with reduced prices, showing a conversion rate of 1.04% and a CTR of 9.68%.
Curated Content
The customers of an online store can be very diverse. This is quite a popular situation in the world of online sales, where one product can appeal to different consumer segments.
For this reason, it is worth focusing on personalizing your mailing campaigns. By using the collected information about individual customers, such as their age, gender or location, unique promotional messages can be specially adapted. Personalizing your email campaigns has a big impact on open rates, clicks and engagements, while reducing bounces, unsubscribing and spam reports.
Abandoned Cart Emails
One of the most effective and popular email implementations in eCommerce marketing is abandoned cart messages. They inform customers and remind them that they added products to the cart in a given store, but did not complete the transaction.
Abandoned cart emails can recover up to 15% of revenue that would otherwise be lost.
According to recent Bluecore research, mailing campaigns aimed at reminding customers about the abandoned cart had an average conversion rate of 2.63% and a CTR of 21.78%. It was the best result among all types of conducted email campaigns.
In the emails informing about the abandoned cart, it is worth offering the consumers recommended products, for example Bestsellers or Recently viewed, in order to encourage them to buy products complementing their cart.
Up-selling Strategies
The latest interesting use of email messages on the eCommerce market are up-selling strategies. They involve sending offers to customers with products that match the ones they bought during the recent visit.
These types of solutions have conversion rates of 0.5% and a CTR of around 6.8%. This is a much lower result as compared to other email campaigns, but considering that the time and effort required to implement such a strategy is minimal, it is definitely an option worth considering.
To Sum Up
When conducting online sales activities, the use of email marketing should be your highest priority. According to the latest data, mailing campaigns generate as much as PLN 38 in revenues for each PLN 1 spent, which is an impressive return on investment of 3800%. This makes these campaigns one of the most effective online marketing options available.
