Email marketing accounts for over 7% of all transactions on ecommerce websites, making email the one of the most effective ecommerce marketing channels, according to a report by Custora.
Email is a critical part of an eCommerce brand's sales-nurturing and engagement strategy. The roles that email can play vary from automated responses, offers and promotions, product updates, status updates, one-to-one outreach, abandonment sales recovery, nurturing workflows and customer service. By capturing an email address of a prospective customer, you can build and nurture the relationship into greater engagement, which is far less expensive than acquiring new contacts.
The unfinished sale:
Furthermore, greater than 80% of orders started in eCommerce store are not completed, which directly impacts business performance. Using email for order abandonment provides eCommerce businesses with a remarkable opportunity to improve sales.
Email is a powerful tool for nurturing subscribers and prospects into buying customers. Below is an acquisition report focusing on customer acquisition channels--comparing PPC, email, Facebook, display ads and Twitter.
According to data by BrainSINS clients:
Email can play numerous roles for an eCommerce business. For one, it may be the primary tool for customer service representatives to help customers with orders. These emails may also play an additional nurturing or advocacy development role.
Types of emails:
Emails that include social sharing buttons have a 158% higher click-through rate. -- GetResponse
Tools and tips to employ with email marketing
SOURCES:
Further reading: 5 tips for designing a better eCommerce website
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