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Email marketing is one of the leading customer acquisition channels, easily surpassing efforts of blog content, landing pages, and search advertising.

Despite email having been around for decades, it’s only in the last couple of years that brands are starting to utilize the full potential of modern technology when it comes to email marketing.

Any of the leading email marketing service platforms are capable of providing a uniquely tailored experience for your marketing goals. That includes things like behavior-oriented marketing, segmentation to create specific email lists for different purposes, and all that alongside email automation which helps you save time and money.

Still, email marketing hasn’t been perfected (and likely never will be), and few can say that they are happy with the results they get in terms of conversion rates, so that is going to be the focus for this post here; we will explore 3 different tactics that you can apply to your email marketing strategy today, which should help to increase the number of sales you’re getting on your eCommerce store.

#1: Take advantage of product reviews

To put it simply, product reviews boost your conversions. Statistics show that up to 60% of all online shoppers check product reviews before making the final decision to purchase.

Likewise, customer reviews are also seen as a trust signal, and consumers consider them more trustworthy than hard descriptions that come from the manufacturer. So, how can you use this data to increase your own business?

Simple: get your existing customers to review your products! There are two options in this case,

  1. Send out a personalized global campaign to a segmented list of customers who have bought any of your products, and ask them to share their feedback in the form of a review if they haven’t done so already.
  2. Create an automated campaign that will reach out to new customers a few days after their purchase, to gather their opinion and initial review.

Some products might take a little longer for the customer to fully explore, so personalization is crucial for making the most of this campaign.

There is another factor to consider, which is an incentive. While simply asking for product reviews is going to work in most cases, you’re likely to increase the actual number of reviews if you offer your customers an incentive to do so. A reward for their time. This can be as simple as a few percent discount on their next purchase, or you could offer to send them out a free shirt for reviewing more upper-scale products.

This encourages a satisfying business-to-customer relationship, as customers feel more valued by being offered rewards to complete actions that they could do without an incentive.

Needless to say, they are already your customers, so an incentive might encourage them to return for more purchases.

#2: Segment every single lead & customer

Think of this way. You have 2,000 subscribers, and 75% of them are customers who have made existing purchases on your store.

What about the other 25%? Did they sign-up through your content pages, or through a freebie that you are giving away?

Knowing their source of origin as a subscriber will help you understand what kind of emails to send to that particular audience segment.

Technically, they are your leads, so working towards getting them to become customers is crucial, but that can only be possible when you have a clear understanding how and why they subscribed in the first place.

Recent study done by MailChimp shows that segmented campaigns have open rates 14% higher than non-segmented counterparts, likewise the click-rate was %100 higher compared to that of non-segmented campaigns.

One of the first things you can do, is to tailor your email forms so that they report back, to the email marketing software that you’re using, from where the subscriber originated from.

That makes your email campaigns more meaningful, and you have a lot less leaks to deal with as your list makes perfect sense in terms of where each of your subscribers stand in relation to your business.

#3: Target your customers individually

Studies show that personalization in email marketing can drastically improve customer relationship, as well as promote sales based on better open and click-through rates.

Experian found that personalized subject lines increased open rates for emails by up to 29%.

To start targeting customers with more personalized emails, first you must inspect your existing history with each customer, and recognize the patterns across your whole customer database so that you can tailor more authentic experiences based on what customers like and dislike.

This can be done in a number of ways,

  1. Further enhance your email signup forms to ask for more direct information.
  2. Revisit your existing customer history database and pinpoint patterns that could be used to send more personalized emails.
  3. Conclude customer surveys to learn more about their use cases of your products, but also their expectations for the future.

From subject lines to the actual email content, everything is possible to personalize and it takes only a fraction of your time to create a visual outline of your customer base, but also those who are yet to be customers.

Closing words

Email marketing and eCommerce go hand in hand, it’s the most convenient communication channel for everyone, and is the closest match to what would resemble a direct store experience.

If you can provide a meaningful experience to all of your customers, based on your existing relationship with them, then you’re surely going to earn their respect and admiration based on the way that you are treating them.

At the end of the day, you are both helping each other, so why not create a more personal environment where customers feel like they are being treated with unique care every single time.


Alex Ivanovs is a freelance content marketing expert who specializes in design, development, and small business. His portfolio includes working with Huffington Post, TheNextWeb, and other leading tech brands. Currently works as the Lead Editor at Colorlib.