Top 5 Trends in Ecommerce Email Marketing

Email continues to be one of the most effective ways to drive business in the ecommerce industry. Your message gets direct to the customer inbox. We are particular about who we subscribe to and how long we continue as a subscriber which makes it important for companies to continuously be evolving, testing and staying up to date on email marketing trends to meet customers needs. Customers expect emails from trusted brands that are going to meet their needs, set expectations or delight them.

In my last post, I talked about 5 Ecommerce Email Marketing Examples That Boost Your Bottom Line. Looking for even more ways to stay ahead of your competitors? Check out these top 5 trends in ecommerce email marketing.

  1. Quality Images and Graphics
  2. Personalization and Localization
  3. Exceptional User Experience Across All Devices (Mobile, Landing Page Optimization, Shipping and Payment)
  4. Multi-Channel Integration and Consistency (Social, Search, Blog/Content)
  5. Less Frequency, More Focus

 

1. Quality Images and Graphics

Our world is becoming increasingly image focused, with Pinterest and Instagram rising to the top as the hottest social sites right now. This trend also flows into ecommerce email marketing. Just look at what some of the tops brands like Amazon, Victoria’s Secret and Target are doing in their email marketing. High quality images and photos help to create emails that inspire and delight customers are becoming the main focus. Likewise, graphics need to be equally as stunning to win over customers.

2. Personalization and Localization

As consumers, we expect a hi-tech experience with our ecommerce emails in today’s modern age. That means we want to be addressed by our first name and given special offers and perks based on our location. As an ecommerce email marketing professional, you need to make sure you’re delivering on that expectation.

TIP: Set up triggered emails to offer your customers a special deal or gift on their birthday or anniversary with your company.

3. Exceptional User Experience

This one is similar to the point above, but more far reaching. Most online shoppers nowadays are internet snobs! That means you need to deliver an exceptional user experience in your ecommerce email marketing campaigns. What does this mean specifically? Here are some points to consider:

  • Your emails should display correctly across all devices (laptop, mobile, tablet)
  • Your landing page should be optimized for the user
  • Frictionless payments (mobile, tablet, integrated with social, voice-enabled, etc.)
  • Quick and easy shipments (free shipping, same day delivery)

4. Multi-channel Integration and Consistency

In the old days of ecommerce email marketing, you could send out an email that looked basically however you wanted and as long as it had your company logo on it, you were good to go. The same cannot be said today.

Today’s consumers are used to consistency. That means your website should look like your emails and your social pages. You need to have social sharing buttons in your ecommerce emails. You need to add an email sign up to your paid-search ads. In a nutshell, no matter where your customers are interacting with your brand, it should be a seamless and consistent experience that builds trust and promotes sharing across multiple channels.

5. Less Frequency, More Focus

Yes, email is inexpensive and effective for driving ecommerce sales. However, in general, we are all inundated with dozens, hundreds, maybe even thousands of emails a day – from co-workers, friends, and companies. What’s more, platforms such as Gmail are attempting to reduce the overload by filtering messages into separate email tabs like “Primary,” “Social,” and “Promotions.” So how do you break through the clutter?

Many ecommerce companies inaccurately think that the MORE emails you send, the better chance you have at getting consumers to act. In fact, the opposite is true. Just think of your own personal inbox during holiday season. There are SO many promotional emails offering discounts and sales. Many people just skim the subject lines and open maybe one or two promotional emails out of dozens.

So rather than bore your customers with blast after blast of promotional emails, send them fewer, more focused messages. Highlight just one category or item or sale in every email, and don’t send too frequently.

As a final tip, you should always pay attention to your subject line, deliverability, design and copy. Make sure all of these elements are fine-tuned to grab the attention of your customer and guide them towards their next purchase.

 





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