The email marketing for eCommerce is divided in two categories. One category is automatic emails (aka drip campaign, automation and flows.), and another is campaigns (aka newsletters and promo campaigns.). Below are the three phases, that automatic emails develop in email marketing for eCommerce, which will be the main focus of this article.
Email Marketing Strategy For Ecommerce
To begin with, let me use the analogy of building a house. As you might know, it would be extremely difficult to build a house without a blueprint. You need to either hire an architect or engineer to develop a custom blueprint, or you can save money by buying the cookie-cutter blueprint, which fits your needs. In any case, you have the plan for your house, which you can provide to the builder, who can build it for you, or you can build it yourself.
The same thing in email marketing for eCommerce. You need to have the email marketing strategy (blueprint) before you can build it. There are three ways to do it.
- You can build it yourself.
- You can buy the cookie cutter.
- You can hire a consultant to do it for you.
As you may guess, all your options depend on how much time you have, and what your budget is. If you want to build it yourself, you need to educate yourself first. It is time consuming, and maybe too expensive for you in the end. Yes, you will save money on consultant/freelancer fees, but you will lose a lot of time on educating yourself.
I personally believe that the second option is the best of the best for new or growing eCommerce stores. Why? It is cost efficient, and you can build it quickly. For example, based on five years of experience, we have built the cookie cutter email marketing strategy for eCommerce. It has all the automation emails you need for your store. In addition, we provide videos explaining how to build it.
The third option is the most expensive one. However, it will save you a lot of time, as you will have a consultant/freelancer to do the email marketing strategy for you.
It does not matter which option you pick, since it is your personal decision. What matters the most is the outcome. You need to have the blueprint of what you want to build for your eCommerce site.
Email Marketing Content Creation For Ecommerce
Since we used the building a house analogy in the first part, let’s continue using it for this part as well. Having the blueprint does not mean you can start building a house. You need to buy materials first: bricks, wood and etc. The same thing we do in email marketing for eCommerce. You need to create content for your emails, which you can not build email marketing without. You need email copy and design.
Many of the business owners are perfectionists and I get it. I am the same way in many areas. However, I educate myself to release to the world what I have completed as soon as it is 80% ready and finish it later. As we grow our business, our standards expand with it. Therefore, it is difficult to be 100% happy with what we have all the time. We may be happy today, but in the future, our standards will continue to grow, and we will need to revise what we have based on our new knowledge and desire to improve. The same thing goes with email marketing content.
First, I highly recommend starting with a simple footer and header for the emails, and the email copy.
After you see the result and growing budget, you can improve, and add cool designed banners and etc.
The most important thing is to take the email marketing strategy and write as many emails as possible, which you can use from day one.
***REMEMBER. You can always revise when you have extra time.
Implementation Of The Email Marketing Strategy For Ecommerce
Now, you have the email marketing strategy, and you have content for each email. Time it to build it out.
The first step is to build the framework for each automation. The automation starts from a specific trigger, like when somebody purchased something, or when they were added to the specific list. The step number one in building the framework – is to pick the right trigger. Next, you need to add a delay, which is how soon you want them to receive emails in this automation. Then, you add emails.
After the framework is done, you can add content to each email in the flow.
By the way, if you have, for example, abandonment cart flow, and you have five emails in the flow, but you wrote only the first email so far, make it live while you are working on the other emails. You do not need to wait until you are done with all five emails to make them live at once.
When I do projects for my clients, and we are in content creation/implementation mode, I activate emails as they become ready. This way, they start working for us while we are working on creating the other emails.
This is how you build the automatic part of email marketing for eCommerce. In case you have questions about this, or any other related topics, feel free to ask them below in the comments section.