Effective Marketing Elements of eCommerce Email Marketing

Email may be old school but it is still a very effective digital marketing tool for most eCommerce business owners. Email is highly cost-effective and very easy to use particularly if you already have in place a responsive email list. The ROI for email marketing is very high making every dollar spent on marketing by eCommerce businesses worth the while. Without a doubt therefore, email marketing is one of the best marketing strategies to improve the performance of your eCommerce business. This is because email marketing for eCommerce has many advantages when compared to other marketing strategies. The reasons for this are simple and very easy to discern.

Firstly, through emails, your marketing messages will land directly in your email subscribers’ inboxes. What that means is more and better exposure for your marketing messages.

Secondly, you can segment email messages for different recipients. That makes it easy to send different messages according to your email subscriber’s interests. This leads to highly effective marketing personalization which can make a lot of difference in your marketing campaigns.

Thirdly, by the use of software, you can automate email messages for more reach and effectiveness. This helps to reduce time and costs while still very effective as a marketing strategy. The software is simple and easy to use too. The best and readily available email marketing software you can use today will allow you to personalize your emails based on many criteria such as:

Name
Gender
Location
Birthdays
Emails opened
Website pages visited
Purchase history

By using this personalized info to send relevant emails to your subscribers, you’ll increase their open and click-through rates. Because such emails help to direct visitors to a relevant web page, there’s a higher chance of converting such visitors. That translates to more and better eCommerce business.

Aside personalization, email marketing automation is quite effective as far as strategies go. This is because email marketing automation involves sending a series of messages to your subscribers based on a schedule or when certain conditions/criteria are met.

Here are some examples of automated email sequences popular with digital marketers:

Welcome emails
Up-sell and cross-sell emails
Onboarding emails
Re-engagement emails
Promotional emails
Abandoned cart emails
Lead nurturing emails

To create these emails, you’ll find the necessary tools in some email marketing software. Some modern software packages even provide automation templates marketers can use to create effective email campaigns. When creating email marketing sequences, it is possible for marketers to add triggers or special conditions either to add or remove certain subscribers from the email automation. Email marketing is thus hugely essential for any eCommerce business to thrive.

Effective Marketing Elements of eCommerce SEO

Search Engine Optimization (SEO) is a technical process of organizing your business website to make it visible to search engines.  eCommerce SEO is the process of optimizing your web pages to rank high for essential business keywords. Marketers expect that before customers are ready to buy a product, they must have done some diligent research about the product using related keywords. Those keywords help search engines to include the product you are marketing on your website in their search results made available to such searchers. Therefore, to give your eCommerce business the best chance of converting prospects, it must connect with them during the research stage. eCommerce SEO makes that possible.

If you have an eCommerce store, find below specific tasks you can execute to improve your eCommerce SEO:

Technical SEO: These are specific tasks you can execute in your website’s backend to help search engines to quickly discover the site. You can for instance submit your sitemap to index your pages and make them crawlable by search engine bots. Other technical SEO tasks include how to improve user experience on the website and making it mobile-friendly. User experience on a website improves if the site is fast loading and easy to navigate. If for instance, you can increase the loading speed of your website, it helps to boost its rankings, navigability and usability. Because most internet users now access the web via mobile devices, if you focus on making your website mobile-friendly, it helps it to benefit from the huge search data now attributable to mobile devices.

Content Marketing: Without content, no web page can benefit from the ranking on search engines.  This is why quality and highly valuable content is one of the most vital criteria for ranking high for a keyword by search engines. Quality of your content and its relevance to certain keywords are hugely important in this ranking. So, if you carefully use specific keywords on your content, that is SEO which helps the content to be visible to search engines and for them to rank it in their SERPs. Search engines consider search intent by matching the keywords on your content with the keywords searchers are using in their searches. That helps search engines to determine if your content provides the information a searcher is looking for, then include the content in the search results they make available to the searcher. Regularly creating pieces of content that solve your visitors’ problems is vital for eCommerce SEO.

On-Page SEO: These are essentially SEO tasks you carry out on your web page. Some of such tasks include, adding your target keyword to the page URL, title, meta tags, subheadings, and any other aspects of your website visible to search engines. Header tags are most essential. This is because they serve to break down content to help search engines understand the content better.

Off-Page SEO: Just as marketers can improve SEO for their eCommerce websites through many actions on their websites, they can also do things outside their websites for same purpose. One of the most prominent off-page SEO tactics is link building. This is a process of linking your website to other reputable websites in your niche to help its ranking. When other websites relevant to your niche link to your page, they help build web authority for that page. Search engines notice if that happens and they rank your website better for it. This is more so if the website linking to you already has a lot of high-quality backlinks to your pages. This too helps to boost your chances of higher ranking on the SERPs of search engines.

Last Line

If and whenever you decide to embark on eCommerce SEO campaigns, you can acquire more leads and customers through organic traffic from search engines. A great boost for your eCommerce business no doubt.