Emails are one of the best marketing channels for eCommerce stores. We’ve written about lifecycle emails that keep customers engaged throughout their lifetime of interaction with your brand. In this post, we’ll go over three email marketing tips that can help you grow your subscriber list, and your conversions.

Email marketing tips: Give away content that adds value

The basis of any strong email marketing strategy is valuable and relevant content. Valuable means that you’re giving away something of value for free in exchange for customers’ emails. This may be advice related to your industry or market, videos about how people have used your products, testimonials and use-cases for your products, blog about your product and market, and so forth. For example, many websites and services offer a free eBook with valuable information if you provide your email address.

Relevant content means timely and contextual content. If somebody just provided their email for more information on your store, the first email they get shouldn’t be about accessories to your most popular products. Content should be based on a customer’s behaviour and journey so far on your store.

Once you create or build free content, you can market it through various channels with the goal of gaining more email subscribers. You can share the content on social platforms, use listing platforms like ProductHunt to drive traffic, participate in industry forums, etc. Once people sign up, you can start providing them with your content on a regular basis.

In this way, when people sign up for your store, you’re not constantly pitching them to purchase your products, but you’re building trust, and positioning yourself as an expert. This also creates a positive experience for customers because, hey, who minds getting useful content!

Email marketing tips: Create a drip campaign for onboarding

A lot of marketing effort is generally put towards getting people to provide their email address. However, equally as important is the experience people have once they sign up with their email. You can create a drip campaign to take these leads and turn them into paying customers.

These drip emails nurture the leads, that is, familiarize them with your product and brand, and the value these can create for people. Nurtured leads create 47% higher order values than non-nurtured leads.

You can set up a welcome email that provides people with useful information and content. After the welcome email, continue to drip emails to customers based on a calendar to keep them moving along the funnel. Get more information about onboarding emails on ConversionXL.

Email marketing tips: Pick content snippets or full content

This part is more to do with the layout and the level of information you provide in your emails. For the content library you have, you can choose to include all of the content or just a snippet in your emails. All content means that all the information regarding that particular content is included in the email and customers don’t have to navigate anywhere else.

On the other hand, snippets provide a glimpse of the content, and readers generally have to navigate to a website to get the full content.

email marketing tips snippets

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Both layouts have pros and cons. Full content in the email creates a better experience for readers as they don’t have to click and navigate anywhere else. However, you may be restricted in terms of the type of content you deliver. For example, you may not be able to include things like videos, dynamic charts, etc.

Snippets can help organize and display different content topics without the reader having to scroll too much. This can be useful for summarizing long case studies, display different topics covered on the blog, etc. However, since the snippets generally can’t contain the meatiest part of the content, the copy has to be extremely engaging to prompt readers to click through.

Email marketing tips: Tools to enable your email strategy

You can enable and automate many of the tips above using a number of email marketing management platforms that have WordPress integrations. You can use Receiptful and connect it to your store using the plugins for WooCommerce and Easy Digital Downloads. Receiptful allows you to create, personalize, and manage receipt emails following order completion, follow-up emails based on events and triggers, and abandoned cart emails.

You can also use services like MailChimp to build subscriber lists, segment member emails, automate emails based on triggers, and manage different email campaigns.

Email marketing tips: Summary

Emails are great channels for online stores to nurture leads and improve conversions. Emails allow you to connect with your audience using your brand’s tone and voice. Emails are 40 times more effective at acquiring new customers than social platforms. A robust email marketing strategy can help you boost subscribers and ultimately increase conversions.

There are three main tips to keep in mind when you’re building your strategy. First, any good email marketing starts with lots of free value-added content. Customers are much more likely to connect with you if you have engaging content that you’re willing to give away. Second, know the difference between providing your audience a content snippet in the email before directing them to your site, and providing them with full content in the email. One may work better for you than the other. Third, make sure to put effort into emails once a customer has signed up to your list, not merely on getting them to that point.

You can use a number of email management tools to plan and automate your store emails. Many of these tools have integrations with WooCommerce and Easy Digital Downloads to help you connect your store and get started quickly.

What works well for your emails? Please share in the comments below.

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Posted by Jai Sangha

Jai is a regular contributor to Sell with WP, and helps merchants improve their WordPress eCommerce businesses with plugin reviews, marketing or customer service tips, and tutorials.