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BEST PRACTICES & STRATEGIES

Email marketing tips for e-commerce

Email marketing’s strength is in attracting, Of course, customer trust and loyalty cannot be built
nurturing and converting ideal prospects, says overnight but a series of emails over time can make it
Digital Agency Network, backing it up with a slew happen. A well-crafted email sent to the right target
of research data including: audience two or three times a week will nurture the
customer relationship.
• 89% of marketers use email marketing as their top
lead generation channel. The side benefits of loyalty email campaigns are that
they increase brand credibility, customer engagement
• According to McKinsey, the “average order val- and customer lifetime value. For example, VIP or pre-
ue” (AOV) is 3x higher than that of paid ads or so- mium memberships are the most common loyalty pro-
cial media branding tactics. grams offered by brands. These emails encourage
customers to sign up to take advantage of great offers
• And with the number of daily email users projected and special invitations to various events.
to reach 4.6 billion by 2025, marketers are right on
the money. Delivery emails are one of the best ways to either in-
crease your customer retention or build trust with your
Because of this, the craze for email marketing is grow- ideal prospects. Once the customer receives the prod-
ing immensely and drives businesses to create sepa- uct, make sure to send a quick delivery confirmation
rate emails based on the purpose or goal of the email, message along with video tutorials or guides. Video
e.g., welcome email, post-sales message, review or length can vary from 30 seconds to 10 minutes de-
review requests, order confirmations, price drop infor- pending on the complexity of product usage. After that,
mation, back in stock and delivery confirmation, shop- you can even include user-generated content to pro-
ping notifications, etc., that serve to earn trust and cus- vide some insight into how others are using the prod-
tomer loyalty. uct.

December 2022: Email Marketing 7