e-Commerce Email Marketing is not anything new to marketers and owners of e-commerce stores
Email marketing for marketing directors, business owners and anyone that handles the marketing for an e-commerce store is a no-brainer. You simply must have it as a part of your marketing strategy. According to Shopify, the ROI of email marketing for e-commerce brands is 3,800%. With some companies seeing as high as $9+ revenue per recipient from their subscribers.
For e-commerce brands, it is imperative that goals are set and metrics are measured in order to understand the frequency of change that happens amongst consumers and the market in general.
2018 is promising to bring us more data, more personalization and more segmentation when it comes to e-commerce email marketing. For companies that are not already using an email service provider that is equipt to handle mass amounts of behavioral data for audience segmentation, they will find that they are behind the curve and will need to play catchup in 2018.
For those e-commerce companies that have already implemented a solid e-commerce email marketing strategy in 2017, then 2018 will prove to be all about revenue growth, making better sense of already captured data, and discovering how to engage unique audiences with more personalized messages, not only in email, but also across the web as well.
Here is a roundup of e-commerce email marketing trends to look out for in 2018:
1. Welcome series will become mandatory
If you’re not already doing a welcome series when someone subscribes to your mailing list then you’re behind the ball. Most e-commerce stores have already been implementing a proper Welcome email series as soon as someone subscribes to their list. Typical e-commerce sites have some kind of discount offer, usually 25% off the first purchase. Welcome email series not only bring in extra revenue from new leads on your site, but they also help companies to improve their overall email open rates. High email open rates help to show the internet service providers (ISPs), such as Gmail, Hotmail, Yahoo, that you are a reputable sender.
2. Messaging bots and widgets are on the rise
If you don’t already have a messenger bot on your site to help customers in real-time as they browse your site, you are missing out on a large percentage of your audience. Every consumer behaves differently as they move throughout the digital world. Chat or messenger bots help to allow communications with those that need help in real-time. Many messenger bots offer integration with your website and allow you to capture tracking data. Tracking data such as source of the lead and pages visited can all be very important for you in thinking about what kind of personalized emails to send. Messenger bots also serve as a way to capture email address from your site visitors. Hubspot recently released it’s messages feature, allowing companies to interact with their customers in an entirely new format. Gone are the days of ill-timed pop-ups shouting: “signup for our newsletter!”
3. Goodbye open rates and click rates, hello meaningful metrics
Having an email provider that just shows you open rates and click rates will be a thing of the past. Email providers, like Klaviyo and Hubspot, that integrate with your shopping cart and that put your revenue first will be the winners when it comes to email service provider selection. There’s nothing wrong with looking at open and click rates of course, but it’s not enough to simply know that 15% of your list is opening your emails. E-commerce email marketing directors will need to know how much revenue each email is generating. They will also want to track critical data such as level of engagement and unengagement. High unengagement rates may be a sign that you have a spam problem, and a strategy will need to be put in place for that.
4. Simplification will be key
Long gone are the days where an email has to tell a reader everything that’s going on under the sun with your company. Long-winded emails are out. Scannable emails will be in. Marketers can no longer rely on lazy content delivery practices. Simplification will be key when it comes to e-commerce email marketing. Some marketers may even find that single product showcases will be all they need for an email as opposed to an entire section’s new arrivals. Dynamic content that’s personalized to the subscriber’s taste will also start to prevail.
5. E-commerce will get less salesy and more conversational
E-commerce email marketers have been the most notorious for sending out emails that strictly rely on promotional content. While this is justifiable for e-commerce companies as their products require visuals, we may find that this will change over time. Customers, of course, want to see your products, but they also want to have more 1:1 conversations in order to feel any kind of connection with a brand. With e-commerce brands having massive amounts of subscribers, 1:1 conversation is, of course, impractical; however as automation becomes more widespread, marketers will find ways to use workflows and rule-based segmenting to have those more personalized conversations.
As 2018 approaches, it’s important to stay on the cutting edge of what’s to come with technology and data. E-commerce email marketers will find themselves in a new world as reality strikes in how important email marketing is to their overall business.
**Disclosure: I may receive commissions for purchases made through links in this post.