Email Marketing Strategy for Ecommerce: Leveraging SMS, Segmentation and Flows

Ecommerce Email Marketing Strategy Diagram

Ecommerce businesses require a multi-faceted email marketing strategy that combines various elements to optimise customer engagement and conversion rates. A well excuteded strategy will play a critical role in driving growth, increasing customer loyalty, and boosting your bottom line.

Embracing SMS in Your Email Marketing Strategy

The first aspect to focus on in your ecommerce email marketing strategy is Short Message Service (SMS). With almost all of your customers owning a mobile device, SMS marketing provides an excellent opportunity to deliver your message directly to them. By sending timely updates, promotional offers, and personalized messages, you can keep your brand top-of-mind and encourage increased engagement.

The reality is, a lot of e-commerce stores we come across will have neglected to fully take advantage of SMS. And when we say ‘fully take advantage’, we are being generous. More often than not, most businesses have not even started capturing SMS meaning that when it comes time to incorporate this into their email marketing strategy, they have to back track and start from scratch.

SMS Integration in Ecommerce Email Strategy

So even if you have no intention of using SMS, you should still be capturing it.

If you do have a database to work with, and its cost effective to take advantage of it (it can be expensive), then use it. We typically recommend starting light by sending one SMS campaign a month followed by a more regular email campaign strategy of once a week (depending on the list size).

The Power of Segmentation

Next, let’s dive into segmentation. Segmentation is the process of dividing your customer base into different groups or segments based on certain criteria. For ecommerce businesses, behavioral segmentation is paramount. This can be based on customers’ browsing history, past purchases, and overall engagement with your brand. For instance, if a customer frequently purchases sports apparel, tailoring your emails to showcase new arrivals in this category can boost your conversion rates.

Another important criterion for segmentation in ecommerce is the total purchasing amount and frequency of purchase. High-value customers who shop frequently deserve special attention and personalized offers. These could range from early access to new products, exclusive discounts, or even personalized product recommendations. Remember, it costs more to acquire a new customer than to retain an existing one.

If you have a promotional campaign, considered providing different offers based on your customers perceived purchasing power. Lower incentives for more frequent purchasers and higher incentives more less frequent, or flip that around if you want to reward loyalty.

Using Pop-Up and Flyout Forms for Targeted Offers

Popup Form Implementation in Ecommerce Strategy

Once you have your segments figured out, the next step is to leverage pop-up or flyout forms on your website. Many businesses only use forms to capture emails, but you can leverage them to provide offers to targeted segements, especially in Klaviyo. For example, if a visitor has been browsing your high-end product range for some time, a pop-up offering a discount on their first high-end purchase might just be the nudge they need to make a purchase. Also, if someone is part of a segment that has never purchased, create a fly out that offers them a discount (perhaps the same one you may have offered in your welcome series flow).

Laying the Foundation with Flows

Lastly, having a solid foundation with email flows is vital. Flows are automated sequences of emails that are triggered by a specific customer action, such as a first-time purchase or a cart abandonment. They ensure that you send the right message at the right time.

A well-known flow is the ‘welcome’ flow, which greets new subscribers and introduces them to your brand. Another crucial flow for ecommerce is the ‘abandoned cart’ flow, designed to nudge customers who left items in their cart to complete their purchase. Before launching any email campaign, ensuring your flows are set up properly is key.

Through all of these strategies, your ecommerce business can maximize the potential of email marketing to boost customer engagement and drive sales. So start building your strategy today, and watch your business grow.

For more tips and guidance on this topic, explore articles on email automation, testing your emails for compatibility, and email marketing in the food industry.