Email Marketing for eCommerce
Effective online shop email campaigns
If you run an online shop then encouraging repeat purchasing is vital to keep sales buoyant, and email marketing can really support this. We helped our eCommerce client who sell plant plugs and flowers worldwide, and they asked us to help them promote products to their existing customers more often via email. They wanted to look professional and have a branded email that looks good on desktops and mobiles. We worked on a consultancy and application basis and designed up some email marketing templates. We helped with the following:
- Set them up in MailChimp
- Designed the branded template e-shot
- Migrated in all their email addresses
- Set up product/audience specific email lists
- Trained them on best practice of how to send emails out effectively
We spoke to the client about the importance of call-to-action within the email, linking through to product on the website to drive traffic and how to source good images to go into the emails each time. We worked on the first few very closely with them, optimising up the content they provided and advising on sales pushes and frequency of mail out.
We worked on a monthly retainer and as this client’s work was very seasonal, and we had to be flexible to their requirements which often came in at short notice. One particular e-shot was for a gift box of 10 plant plugs that they needed to push out as quickly as possible, and through effective email marketing we managed to help them sell out. Through their increased email marketing strategy they have now had to slow down email output as they cleared product lines completely!
The seasonality of their business, meant we gave them extra hours per month during their busy season and then reduced the support hours in Winter. However we use the winter period to monitor their Google Analytics, and work on improved search engine optimisation on their website pages, in preparation for the busy season, and to ensure top rankings again in Spring.