There are three lessons in particular that have stood out most over the years, primarily because of their simple practicality and their permanence at the heart of my approach to email marketing, no matter the products or persons involved.
1. Send out something interesting at least once per week. Run a sale. Spotlight a product or collection. Share a recent video from your Instagram feed. Something.
Keeping the email list warm is one of the most common challenges for ecommerce stores, because the assumption is that an email should be tied to a grand sale or event. It doesn’t. Stay top-of-mind and don’t let your competitors win the headspace of your customers.
I’ve also witnessed an added benefit to this: holding to this once per week rule not only keeps your list active, it stretches and sharpens your team’s abilities to crank out good content and to think creatively for how to showcase your products.
Need ideas? Spend 10 minutes every Monday browsing through inspiration at reallygoodemails.com.
2. Automation is the single most important pillar to your email strategy. Successful ecommerce marketing ultimately boils down to the right message at the right time to the right person.
Being able to send out targeted emails automatically, triggered by a customer’s behavior, is essential for every single business that sells online. Why? Because of the incredible scaling effects that this has.
Here is what I recommend starting with for your first email automation flows.
3. Urgency is your most powerful bullet, but you don’t get unlimited bullets. In my experience, nothing moves the needle better than creating urgency – whether around an expiring sale, products that are low on stock, or limited time offers. It’s a proven approach to standing out in the inbox.
But use urgency sparingly. In order for it to be effective, the audience has to believe in its authenticity.
It’s also best to not be timid when creating urgency. For best results, send out several reminders leading up to the deadline.