How to Drive Repeat Custom Through Email Marketing
In terms of digital marketing and the wide scope of techniques available to marketers in our day-to-day jobs, email marketing could be classed as a traditional method. Especially with all the tech and ads capabilities available to us today, which are optimised by the marketing powers that be regularly!
But we can’t hammer home the importance of email marketing enough - it’s key to the marketing funnel. This is because email marketing is a diverse technique, especially when it comes to e-commerce marketing, in that you can attract new custom, engage current audiences and convert! As well as, retarget previous customers to get them to buy your products or services again.
Below are some handy tips on how to utilise this long established and proven marketing techniques:
We do monthly emails for our client Sheffield FC, they have three mailing lists for their monthly emails: Current members, Free members and Non-members. The objectives for these monthly emails is to connect with current members to retain their custom and to target free and non-members in order to convert them into buying full memberships.
The monthly emails are tailored to each audience in order to make them relevant and personal to each mailing list with mailing time ensured to be sent out at that day’s optimal mailout time.
In this way, we couldn’t recommend monthly emails enough as, as demonstrated in the example above, several audiences can be targeted for different purposes and can be tailored to your brand’s mission.
To use Sheffield FC as an example again, we also use email marketing to retarget lapsed customers in order to drive them to the website and convert by either purchasing Sheffield FC merchandise or by becoming a member.
Retargeting emails are a fantastic e-commerce marketing method as it’s proven to convert customers who have already shown interest in your products and services, so the potential benefits are huge:
- Compared with a normal e-commerce conversion rate of between 2% and 4%, the rate for email retargeting conversions can be as much as 41%
- It therefore encourages ROI for businesses
- Get previous customers interested again by reminding them of the value you offer
- Drive offline action by showing ads that encourage web users to visit your store
- Improve organic search rank by driving traffic to a particular page
A great way to encourage repeat custom through email marketing is with competitions or discounts. These can either be included in your monthly emails, as a retargeting strategy or a stand alone email campaign of it’s own.
Competition emails for e-commerce brands should include an engaging call to action in order to get your target audience to engage with the email and the competition and therefore convert. The prize could be a free product or service. Our previous experience of doing such marketing for competitions has seen us ask for the audience’s best joke (nothing crude of course), or just by simply giving them the option to enter the prize draw. This type of email marketing instils brand loyalty and encourages customer retention.
In terms of discount emails, again these can be used in monthly emails, as a retargeting strategy or a stand alone email campaign of it’s own. The discount code should stand out within the email copy and the code should also be tested beforehand to ensure it’s going to work for your target audience.
Email marketing opens up a whole host of opportunities to target your audiences in many different ways. Have fun with it, make them dynamic, include brand specific image assets, links which drive to your website, include links to your social channels and (unfortunately) always include an unsubscribe button.
Email marketing allows you to connect with a specific audience you’re wishing to target with a campaign and it works. Time and time again. So to remain competitive make sure you do it!