Building a strong Shopify email marketing strategy is perhaps one of the most important things you should do when working with digital marketing. By having an effective and streamlined email marketing campaign, you will be able to achieve outstanding results close to or even better than with social media marketing or other types of online marketing.
But when you do decide to work with email marketing and plan out an effective campaign, you will first need to get acquainted with how you can do this, especially considering that you will be working specifically with Shopify. Hence, here is the ultimate guide on how to build a strong Shopify email marketing strategy.
#1 Understand the Importance of Shopify Email Marketing
First and foremost, you need to understand the importance of Shopify email marketing before you actually start working with it. Many business owners and marketers underestimate just how effective this tactic can be and just how many people are still using email on a day-to-day basis. Moreover, not every marketer understands how many things can be done with the help of email marketing. Here are just some examples of the benefits of email marketing:
- You will be able to build strong customer relationships both in the short term and in the long run.
- You will be able to drive sales and increase revenue by expanding your client base.
- You will be able to influence essential metrics such as the total number of customers, purchase frequency, average order value, and others.
- You will have full control of your email marketing campaigns because you won’t have to be working with third-party service providers.
#2 Learn About the Types of Email Marketing Campaigns
Now that you fully understand just how important and powerful email marketing is, you will be able to treat it with due seriousness. Understanding such simple things will help you make better decisions when working with email and will help you budget your campaigns better. But you should also get some more background knowledge before starting – and that’s why you need to learn about the types of email marketing campaigns.
As Sarah Johnson from the writing services reviews site Online Writers Rating says, “There is a variety of email marketing campaigns that you will be working with. Welcome emails, promotional emails, cart abandonment emails, product emails, and retargeting emails are just some examples of these.”
Welcome emails are meant to confirm the subscription to your newsletter and welcome the new subscriber.
Promotional emails inform subscribers about available sales or discounts as well as new products you have to offer.
Cart abandonment emails send out reminders to buyers who have products left in their cart while the order is incomplete.
Other transactional emails can also be used as confirmation or reminders.
Product emails are mostly used for cross-selling and up-selling, informing customers about new product launches, promoting your bestsellers, and educating customers about your products.
Retargeting emails are used specifically in retargeting campaigns as a standalone type of content as well as together with other types of content.
PRO TIP: Find out tips for writing each of these types of email marketing campaign in our post: How to Grow Your Drop Shipping Business with Email Marketing.
#3 Set Realistic Goals and Create A Schedule for Your Strategy
To properly execute your email marketing campaigns, you should first set realistic goals for them and create a schedule for your strategy that you can actually follow. Of course, planning out everything can feel a bit tedious and can even take quite some time, but the more you plan, the more prepared you will be to any unexpected situations.
Setting realistic goals can be challenging if you don’t have any prior experience with email marketing, but you can set something ambitious and then change these goals as you get started with your email marketing campaigns. Alternatively, you can set smaller goals and then increase them later on.
Depending on the types of email marketing campaigns you choose to start with, your schedule will have to be aligned to your actions. Welcome emails are obviously the first ones to be sent and need to be sent out automatically when someone subscribes to your email newsletter. Transactional emails can also be sent out automatically, but some of the emails will need to have more manual involvement.
#4 Build Your Email List Gradually Using Different Tactics
Something very important to remember is that you need to be building your email list gradually by using different tactics instead of purchasing an email list. Building your own list will allow you to have more control over who subscribes to your newsletter, decrease your unsubscribe rate, and increase your other metrics such as open rate and conversion rate.
Perhaps the simplest way to grow your email list is by placing the newsletter subscribe button on your website preferably in a place where it will be visible and easy to access. However, you can also use other techniques for growing your email list such as hosting giveaways (where one of the rules for participating is subscribing to your newsletter), offering discounts or free content for subscription, and so on.
PRO TIP: You can read about the automation of email marketing campaigns for Shopify and another eCommerce platform in the recent post about the CRM tools.
#5 Design Email Templates and Put Together Content Guidelines
Now that you have most of your strategy planned out, you need to work on the emails themselves. As Liam Brown from the custom writing service reviews site Best Writers Online puts it, “One of the best ways to make email marketing easier is by designing your email templates beforehand. Using the same template will help you strengthen your branding, maintain consistency, and reduce the amount of time you have to put into creating the emails every time.”
You should also put together some content guidelines that you can follow while creating content for your emails (including text, audio, and video). Like email templates, content guidelines will help you and your team have a clear and consistent brand voice and keep your email content of approximately the same quality throughout multiple campaigns.
#6 Practice Writing Emails and Hire A Good Email Marketing Team
Speaking of your team, finding the right specialists for creating your emails and executing your email campaigns is just as important as everything you have done so far. It’s not just about you as a marketer or business owner learning have to create an effective Shopify email marketing strategy but also about having the right people working with you on it.
When hiring your email marketing team, considering the specialists already working for you. Email marketers will need to be able to work together with your social media marketing team, sales team, customer support team, and other marketing teams. Alternatively, you can have a single marketing team that works with different types of marketing, including social media marketing, email marketing, PPC ad campaigns, and so on.
PRO TIP: Get more tips about it in the article about how to improve your Shopify eCommerce Marketing Strategy
#7 Test Out Every Email Before Sending Out Email Campaigns
Once you have pretty much everything ready, you still can’t just start executing your email campaigns. Instead, you need to take some time to test out every email before sending them either separately or as a part of one of your email marketing campaigns. Testing your emails will allow you to get more control over the results these emails will have. For example, you could be intending to achieve one thing, but you may get a completely different outcome from your control group which will make you reevaluate the choices you have made.
As Natalie Woodard from the essay writing service reviews site Writing Judge notes, “A good way to test out your emails is by having a group of subjects you send the emails to and analyze their reactions. However, you can also seek an expert’s consultation to get even more insight into how good your emails are and whether you should be using them already (or they still need improvement).”
#8 Track Email Metrics and Strive to Improve Them Over Time
Last but not least, you need to track your email metrics and strive to improve them over time. Much like with any other type of marketing, the goals you have set from the beginning may not be achieved as a result of your efforts. This either means that you didn’t set realistic goals or that your email marketing strategy is lacking something. In the first case, you will need to reevaluate your goals. In the second case – your strategy. Here are just some metrics to keep an eye on:
- Open Rate: This is the rate at which your subscribers are opening your emails. If the rate is low, there is probably an issue with your email subject lines.
- Bounce Rate: This is the rate at which your emails don’t reach your subscribers’ inboxes (because they get filtered as spam, because of technical errors, or because the email addresses are inactive).
- Click-Through Rate: This is the rate at which your subscribers click on the links in your emails. It can sometimes be referred to as the conversion rate.
- Opt-Out Rate: This is the rate at which your subscribers decide to unsubscribe from you. If the rate is high, you should probably use segmenting more effectively, improve your overall email quality, and look for other reasons why the rate could be so high.
All in all, using email marketing to promote your Shopify store, gain a bigger client base, develop your relationship with customers, etc. is perhaps one of the best things you can do when working with digital marketing for Shopify. Use the techniques in this article to help you plan out your Shopify email marketing strategy and start using it to its fullest.
About the Author:
Tiffany Porter has been working as a Chief Writer at Online Writers Rating reviewing variety of writing services websites. She is a professional writing expert on such topics as digital marketing, blogging, design. She also likes traveling and speaks German and French.