Email marketing is a crucial part of e-commerce. It can make the difference between sporadic sales and those with consistent growth. Leveraging Shopify's e-commerce platform and Klaviyo's email marketing tool can help a brand expand its digital reach. This guide will help you create an email marketing plan tailored to e-commerce.
1. Understand Your Audience
It's crucial to understand your audience before you create any marketing campaign. Investigate demographics, purchasing habits, preferences and pain points. Shopify's and Klaviyo's tools can help you gather and analyse this information, laying the foundation for effective marketing.
2. Segment Your Email List
All customers are not the same. Others may be browsing, while some are frequent shoppers. Klaviyo allows you to segment your list by categories, such as new subscribers, loyal customers, and cart abandoners. Messages tailored to each segment increase conversions and engagement.
3. Create Personalised Content
Generic emails get lost. Personalisation tools are available on platforms like Klaviyo. They can automatically fill in names, suggest products based on browsing history and send birthday messages. These tailored interactions encourage brand loyalty.
4. Automatic Key Emails
Automate time-sensitive emails like cart abandonment notifications or restock notifications. Klaviyo integrates seamlessly with Shopify to send these automated emails depending on user behaviour.
5. Design for Mobile
A significant percentage of emails today are opened using mobile devices. Make sure your templates respond to mobile devices. Shopify Mail and Klaviyo both offer an array of templates that are mobile-friendly.
6. A/B test regularly
Which subject lines generate the most clicks? What email design gets the most opens? Split testing and A/B tests help to refine the strategy with time.
7. Incorporate Strong CTAs
Every email should include a compelling and clear Call to Action. CTAs can be "Shop Now", "Learn More", or "Claim Your Discount". They guide the reader on what to do next, driving conversions.
8. Monitor and adjust
Use the analytical tools in Klaviyo or Shopify to track the success of your emails. Keep track of open rates, conversion rates and click-through rates. These insights will help you to improve your strategy continuously.
9. Encourage feedback and reviews
Invite your customers to provide feedback on products and solicit reviews. This builds trust and gives you valuable user-generated content and insights for your future campaigns.
10. Keep up with the latest industry trends
The e-commerce landscape and the email marketing world are constantly changing. Keep up with industry trends and adapt your strategies to reflect current market dynamics.
Interested in learning more? Read our article on 3 essential types of email marketing for e-commerce stores
Understanding your audience and maximising technology is key to building a successful e-commerce marketing email strategy. Platforms like Shopify Mail or Klaviyo streamline the process, giving you tools and insight to create campaigns that are effective and convertible.