1. Create More Opt-In Opportunities
An “opt-in” refers to when a visitor subscribes to an email list. If you’re like most ecommerce site owners, then you probably have a couple ways for customers and site visitors to join your email list. But we bet you could be doing more. After all, the first step to growing your email list is making sure people know it exists and have a way to easily join it.
Here are a few of our favorite ways to get people to join your list:
Within the Checkout Process
When someone is making a purchase from your store, they’ve already indicated they trust and believe in what you’re selling. This is the perfect time to ask for them to join your email list as well.
Many checkout flows use a check box to automatically add a customer to your email list when they hit “Buy”. Adding the checkbox at the end of the form is the most logical place, as it’s simply a matter of clicking it right before the “Buy” button. That being said, you should be careful with this technique, as it could potentially get in the way of a customer making a purchase.
This technique is so common that it hardly needs an introduction, but if you haven’t tested email subscription pop-ups on your site, we recommend it. They are a controversial practice, and could be inappropriate depending on your site’s brand.
However, they can also allow you to get people to subscribe who would otherwise never do so. To make your pop-ups more than an annoyance, include a compelling value offer along with them. For instance, you could offer a discount or free shipping in exchange for a sign-up.
Purchase Confirmation Emails
When making a purchase from your site, a customer will already have entered their email address in order to receive a receipt and updates on the progress of their order. In addition to that function, however, you can also use these emails to give customers the chance to subscribe to your email list.
After the receipt part of the email, you can include a short pitch for your email list, offering a discount or free shipping on a future order in return for signing up.
Embedded Forms in Blog Posts
We don’t need to tell you that content marketing is a powerful tool for increasing traffic to your site. But don’t let all that traffic which you’ve attracted to your site via content marketing go to waste. While linking directly to relevant products can be the biggest bang for your effort for your ecommerce blog, you can also include an embedded form at the bottom of your posts which invites visitors to sign up for your email list. You can even customize the form, offering a discount on the products you discuss in the article, for instance.
2. Use a Clear Call to Action
The call to action (CTA) is the statement that prompts the reader to take a particular action. This could be clicking a link, making a purchase, sharing something on social media, or any other number of relevant actions.
Unclear calls to action are a killer for your marketing efforts. Nowhere is this truer than in the fast-paced environment of the email inbox. Consider the last time you checked your email: you were likely aiming to get through it as quickly as possible, often by skimming.
When you send emails promoting your products, you need to make the call to action clear and offer a compelling reason to take said action.
Here’s vague vs clear examples:
- Vague: “Visit this page to get your discount”
- Clear: “Get 30% off this custom watch before it’s gone”
- Vague: “Visit our store to see more”
- Clear: “Shop our full line of dog toothbrushes”
Along with making sure your CTAs are clear, don’t use too many in the same email. Pick the most important action you want a subscriber to take, and cater your CTA to that goal and that goal only.
3. Don’t Send Too Many Emails
Your store has a lot of amazing products to offer. It’s natural, then, to want to tell your customers about all of them as quickly as possible. Avoid this temptation. If you send too many emails, it can overwhelm your email subscribers. In the worst cases, it can get your emails flagged as spam. At the very least, it can cause people to unsubscribe.
There’s no magic number for how often you should send emails. We’d suggest that you keep it to once a day at the most. As in all things in this article, you can experiment with the frequency and time you send your emails. On the other hand, it can be appropriate and even necessary to send multiple emails per day in certain circumstances, such as a flash sale or new product launch.
To read about more of our Essential Email Marketing Tips check out our blog post on the subject here.
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