Launch sales with email marketing

Many online store owners deliberately do not use email marketing or consider this promotion channel to be ineffective. Indeed, there are many myths and misconceptions in this area. The most popular among them is that all mailings will certainly end up in spam and are not opened, that is, they are of no interest to the client. In addition, there is a myth about the customer base. Some believe that it takes years to collect, while others believe that it can be bought. A few more misconceptions relate to the frequency of messages sent and their content (in particular, it is believed that each letter should contain information about promotions and lead to a purchase).

All this is fundamentally wrong. Selling via email is just as real as it is with other marketing channels. Moreover, today the automation of the processes of importing data into the mailing service, the formation and sending of messages, as well as communication with additional communication channels, with all possible instant messengers, is being increasingly implemented. To do this, a multi-level scenario is created and implemented: for example, if the client has not read your message sent to the mail, he can be reminded of this in Viber or via SMS, as well as through web-push, pop-up notifications. Multi-channel communication with the client leads to the desired result faster.

In fact, email marketing today is not a way to attract leads (potential customers who have shown their interest), but an opportunity to retain and “reactivate” current or old customers. It also allows targeted work with the VIP segment and contributes to the growth of brand loyalty.

How to start an email campaign?

To get the first customers and the first profit from this promotion channel, two simple steps are enough. First: provide a subscription form on the site that will help you get contacts for the base. Continuous collection of information for six months will allow you to launch a mass mailing and get a tangible profit, many times covering the costs. The subscription form should be prominent but unobtrusive. On the main page, it is worth allocating a separate block for this, and placing a static module on the pages of the site.

The second step is "spam prevention". You will need to set up a double opt-in subscription (or double-opt-in, via a link) so that future emails do not fall into spam.

What can be automated in the mailing list?

Modern automation tools can be adapted to the needs of any trading platform. After starting the project, you can set up the following series of letters:

• immediately after subscription (registration) - to retain attention and increase loyalty;
• after the first purchase;
• viewed products and "abandoned cart" - as a reminder of the interest shown in your products and stimulation to purchase;
• after purchase to receive feedback and to interest in new products;
• reactivation, for those who have not made orders for more than 1-3 months (or 6-12, depending on the type of product).

Why is email marketing profitable?

Mass mailings quickly pay off if the number of addresses in the database exceeds 3000. But even with 500 subscribers, you can start sending engaging emails. Interestingly, this marketing channel is one of the most budgetary. On average, the cost of sending 1000 letters does not exceed 2-4 dollars, and the profit received from one campaign can exceed the costs by 100 times!

An email newsletter can be launched simultaneously with the launch of an online store, and it will be profitable. Over time, the profit will only increase, as the number of subscribers in the database will increase. This promotion option will be profitable even for products with a long operational period, when purchases are made every few years. After all, with the help of the mailing list, you can collect customer reviews and form a credibility among new customers.