Five reasons why email is THE core channel for “on-the-go” customers of an e-commerce business

This blog post was written by Chris Cano, Customer Success Manager at dotmailer.

People say that email – a channel with a history spanning five decades – is dead. But I don’t buy it. According to Forrester, approximately 122,500,453,020 emails are sent every hour.

Here are five reasons why email is the core channel for your everyday consumer:

  1. Effectively reflects your brand image
  2. Cheap & drives conversions
  3. Dynamic (i.e. personalization & segmentation)
  4. Consistent, coordinated and deliverable
  5. Very measurable for marketers

Email is very much alive, and has in fact undergone years of evolution into the channel that the consumer wants it to be. Nowadays, for a marketing channel to prove valuable to business strategy, it needs to provide the flexibility and adaptability that the hyper-connected consumer desires. Email is a blank canvas for the marketer – it’s a cost-effective channel to reach prospects & customers, with an on-brand message that drives ROI through dynamic campaigns that keep people engaged. As long as you use email intelligently (i.e. you have the data and tech in place) and employ an on-brand strategy, this channel could prove an essential component in the success of your e-commerce business, whether B2B or B2C. These case studies on workwear provider Alexandra and British homeware brand Cabbages and Roses provide the perfect illustration.

If you’re looking to up your email marketing automation game, these campaigns will give you a jump-start:

Abandon Cart email – “We’re ready when you are.”

Triggering emails on the back of abandoned baskets is a great way to drive revenue and increase conversion. Having insight data in your email marketing platform allows you to store behavioral information on your subscribers in order to drive intelligent and engaging interactions, ultimately leading to conversion. For example, a customer might log onto your website via desktop, browse, and add products to their cart. Then, for some reason they may close their browser. Rather than this information being lost, it can be pushed into your email platform, stored, and then utilized to send the customer an email with their basket details and a CTA for checkout. Email is therefore the perfect tool to recuperate the abandoned customer journey.

Post-purchase email – “We’ve missed you, have you missed us?”

Triggering emails on the back of a customer’s purchase information is something every online retailer should be doing; it’s integral to the e-commerce handbook. Segmenting customers based on recency, frequency and monetary value (RFM model) is a great way to target your audience because it will subsequently drive ROI. For example, rather than sending generic offers on shoes to your entire database, you might want to send a particular segment a 10% discount offer on a high-value pair of stilettos, because this segment has an average lifetime value (ALV) of over £2,000 and they have bought more than 1 pair of stilettos in the past year. They also haven’t purchased for 3 months, hence the offer. This segment is more likely to action over the rest of the database. Sending highly personalized messages through dynamic content will have a greater chance of increasing key metrics, such as click-through-rates (CTRs) and conversions.

At the end of the day, it’s the simple measures that prove essential – segmenting, targeting and personalization drives value right to the top of your customer’s inbox (if your deliverability is top notch, that is).

To see eight other key programs you should be sending to grow your e-commerce business, pick up your free copy of our best practice guide.

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