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Email marketing is still one of the best marketing strategies to drive traffic and conversion. While other pundits say that this is outdated, I beg to differ.
On average, the open rate of emails across all industries is 21.33%, with a click rate of 2.62% Can you just imagine what can happen to your traffic and conversion if you have an email list with 100,000 subscribers?
That is 2,000+ traffic to your site—and you do not even have to pay for advertising! And if the conversion rate average is 2%, you would have made at least 200 sales from just one email.
Today, I’ll show you the benefits of email marketing, and by the end of this tutorial, you should gear up and start working on your email list.
The top benefits of email marketing for e-commerce that we will cover are:
- Your marketing recipients are targeted
- You save money: email marketing is cost-effective
- You save time with automation
- You can track your results
- Your campaign is accessible
Let us get started!
1. Your marketing recipients are targeted
With email marketing, you are not blindly showing an ad to people who may not have any interest in your offer. An email list is comprised of people who gave you their email addresses for a reason—they are interested in what you have to say.
It all begins by capturing the lead’s email address, which happens in your squeeze page or website. In this process, you offer something to your site visitor, but this site visitor has to provide you his email address.
As such, all people who are in your email list downloaded your offer. It is now a matter of asking yourself what offer was downloaded.
Here are some things to ponder about:
- People who gave you their email list because of a discount code are interested in your product
- Those who downloaded your eBook are interested to learn
- The ones who gave their email list in exchange of a report want data
- The ones who joined your webinar are interested in a course
As you can see, you know what motivated your customers to hand you over their email address. Naturally, you cannot offer a random product to everybody. What you want to do is to maximize the results of your campaign with the least effort.
If a person downloaded your discount coupon but never made a purchase, a simple nudge can convert this lead into a customer.
A person who watched your webinar may be interested in buying a course—so you need to send a follow-up to this person and convince him to buy your online course, or give him a discount that he cannot refuse.
If you advertise on social media or Google, you will never have this same targeting precision. Even if you can do retargeting by using pixels, these pixels can never capture the same level of intent and motivation like email marketing does.
If you have built a store on Shopify, you can read my blog in the five best email marketing tools for Shopify.
2. You save money: email marketing is cost-effective
How much money does it take to advertise? And how effective is it?
According to WordStream, the average conversion rate if you advertise on Google s 4.40%. For every 100 people who saw your ad, about four people are going to buy.
The question is, how much money did you have to spend to reach 100 people? And how much did you pay for the clicks that these ads generate?
You see, you pay for ads on a per impression and per click basis. I am not saying that advertising on Google or social media is wrong—all I am saying is that it is much more cost-effective to spend on sending emails than spending on partially random ads.
With email marketing, the average conversion rate is 5%. While this number is not too far out from the results of Google ads, the cost is more favorable to you.
With tools like GetResponse, you can send an unlimited number of emails to anyone who is in your email list. The number of people on your list is what you pay for. For example, you can have up to 1,000 people in your email list at a price of $15 per month.
Your $15 will take you far in email marketing, but it will not even get your foot at the door if you advertise.
3. You save time with automation
An email automation tool is what you need to get you out of the hamster wheel. Without an autoresponder, you are going to have to write an email and send it to each new subscriber.
You do not want this. What you want is an autoresponder tool that sends an email to a subscriber based on a sequence you programmed.
Here are the things that an autoresponder can do:
- Capture emails – autoresponders like GetResponse allow you to create an email capture form; this form is tied up to a system that automatically sends a digital download to the person who subscribed.
- Send automatic “thank you” email – once a person subscribes, the email autoresponder will send an email thanking your subscriber.
It is up to you to program the content of this email; you can create several types of “thank you” emails according to what your lead downloaded.
- Segment your leads – as mentioned earlier, you will know what your lead did—if the lead downloaded a book, you can send this email address on a list. If the lead registered for a webinar, you can keep this email address on another list.
Since you have different lists, you can choose one list to send a marketing material that applies to this list.
If you want to market a course, send it to the list of people who attended your webinar—they are more likely to respond and buy your course.
- Send a series of emails – with tools like GetResponse, you can program a series of emails that will be sent automatically at the interval that you choose.
You can also program GetResponse to send different emails based on what the customer did on the email. If it was not opened, you can send a different email as compared to someone who opened it.
- Send newsletters – if you have a weekly newsletter, or an announcement, you can blast it to the thousands of emails you have on your list.
- Automate blog post notifications – you can also create an automated program where your autoresponder will email your blog post to your subscribers.
All you have to do is to integrate your autoresponder tool with your CMS like WordPress.
These programming and integrations do not need any coding knowledge. You can do all this with button clicks. Autoresponders and website builders like WordPress and Shopify are now intuitive—no coding is required to make two software tools work together.
To make this happen, the first thing you have to do is to register for an email subscription tool, like GetResponse. Next, download the GetResponse app or plug-in in WordPress or Shopify.
From there, just log-in to your GetResponse account and the two will be integrated. Before you choose what email marketing platform to use, you have to check your web-builder platform of your chosen email marketing tool is compatible.
If not, look for something else. What I personally recommend are MailChimp and GetResponse. These are the two most powerful tools out there, but GetResponse is definitely better. It does offer a free trial for 30 days, and it only costs $15 per month with 1,000 subscribers.
4. You can track your results
With an email marketing tool, you can track how your customers are behaving upon receipt of your email. You know if they are opening your mail or not. You also know if they are clocking links or not.
Because if this data, you can begin to analyze what kind of content resonates with your audience. You can also check how each subscriber is rated. Tae a look at the screenshot below:
The contact rating is a measurement of how engaged a person is—with engagement as a measurement of whether this email subscriber is opening your emails or clicking your links.
In the example given above, a person with a contact rating of five stars is an indication that this person is engaged.
You can segment your subscribers based on this, and only send email marketing materials to people who are actively engaged with your business.
You can also view which of your campaigns work best. For example, you can see if your subscribers are coming from your embedded forms or your pop-up forms.
In addition to these, you can also view where your email subscribers are coming from based on country, and what device they are using.
Lastly, you have access to a report that tells you the average open rate for the emails you send. If your email open rate is lower than your industry average, then something must be wrong. From these data, you can create actionable action plans to improve your engagement rate.
5. Your campaign is accessible
The last benefit of email marketing is accessibility. If you use a browser notification, a person may miss this or completely ignore it. On the other hand, subscriptions on social media channels are also often ignored.
While all subscription notifications work on mobile, an email has a personal touch to it—you will not send an email to someone unless you have an important thing to say. This is what your subscribers are likely to think.
Your subscribers will see your emails whether they are on a phone or on desktop—mobile is better since they are always logged-in.
Here are some stats from a study done by Return Path:
55% of opened emails were done on mobile devices; 16% from desktops; 28% is from client mails
64% of emails that were opened on mobile had a reading time of seven seconds or more
Most people open their emails at 10 AM on Tuesday
These stats come from an analysis of 27 billion client emails. As you can see, mobile reigns supreme in terms of engagement.
Because everybody uses mobile—they will open your email if they are notified.
If you rely on ads and free traffic, your subscribers will never go back to your website. What you want is a consistent returning flow of traffic—traffic from people who are interested in your business, not cold ones that randomly found your content from the web.
Learn How to Explode Your Traffic
The best time to build your email list is yesterday.
Yes, you should start the soonest possible time. You see, building a list is tough. Unless you have an irresistible lead magnet, it will take some time to create a massive list.
But before you start, you need to create a lead magnet.
People will never give you their email addresses unless you have something beneficial to offer. A lead magnet is something that you give out for free. It can be an eBook, a report, a discount—anything that is of interest to your target consumer.
I will be writing about the best lead magnets to use soon, so stay tuned to my blog—subscribe to get notified of my new posts where I help you build your e-commerce business.
At best, you need to at least start by offering a free eBook. I know it is hard to write one, so your best course of action is to hire a ghostwriter to do it for you.
You need to invest in an affordable freelance writer to write your book; it takes only a week or so to get this done, and you should be ready to start building your email list.
Five of the Best Email Marketing Tools for Your Shopify Dropshipping Store
No One is Subscribing to My Email List: Why?
Why do you need an email list for blog and e-commerce?
How to Create Automated Email to a Subscriber with MailChimp and Elementor
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