While the first-ever email left a screen in 1971, the sheer impressiveness of this form of communication still lives on. Not to mention, its power to reach, influence, and capture a reader’s attention is second to none. So, why wouldn’t the world of digital marketing continue using this system to broaden their audience horizon and, more importantly, boost brand awareness and infiltrate conversions?
When it comes to Shopify, the same benefits apply. However, as Shopify is seen as one of the most basic eCommerce platforms known, this can mean that features are limited, and therefore, it’s harder for you to get the most out of your email marketing strategy. That’s why we’re here to help you today. Continue reading for our tips on Shopify email marketing so that you’re guaranteed results.
You may be wondering at what point email marketing will become an outdated digital strategy, but the truth is, we expect to see it stick around for a long while yet. When we take a look at the concept of emails, it’s almost mind-boggling. You can send a piece of information or personal message to anyone on this globe in the space of seconds.
When it comes to Shopify email marketing, the same principles and benefits apply as with any other email marketing strategy. You’re able to reach a broader audience, drive revenue in a way that’s easy to measure and deliver targeted messages, thus upholding relations with customers and clients. Not to mention, it’s one of the most cost-efficient ways to market your products and services, and you’re pretty much guaranteed engagement.
But, how? With the following tips, you can create effective email marketing campaigns that deliver you results.
Our Top Tips for Email Marketing Success
Know Your Audience
You may have seen this coming, but if you’re not clued up on your target audience, how do you plan on grabbing a receiver’s attention and, more consequently, reaching your goals? You need to be wise when identifying who your audience is. First and foremost, it’s time for market research. Who are your competitors’ target customers? Look at your business from a customers perspective; who is most likely going to use your services or buy your products?
From your findings, you can then build a customer profile. You’ll have a particular area to target through characteristics such as age, gender, status, and everything else in-between. Remember, it’s always vital to leverage your existing data so that you do not forget about those loyal to your brand in the first place. Make sure to use Shopify’s handy customer management section to easily build target mailing list!
It’s always a powerful tactic to focus on a niche for certain campaigns too. You may have areas of your business that won’t necessarily appeal to your entire customer base. So, pinpoint the customers that will get the most out of that area of your business, even if that’s just 20 people. The return rate will undoubtedly be worth it.
Once you’ve started curating your email marketing campaigns on Shopify, you need to keep track of who is engaging and interacting with your content. Just hop on Shopify admin, tap on ‘Property Settings’ and then toggle the button near ‘Enable Demographics & Interest Reports’. This will give you the information that you need.
Incentivise Your Customers
Now that you have established your customer database, you may be thinking it’s looking a little bare. That’s because not every single one of your customers will be on your mailing list. Some find it spammy, whereas others just don’t attend to their emails often. Either way, it’s time to draw them in so that you can continue building your contact list and nurturing your leads.
A great way to do this is through exclusive email discounts, special offers and services that they won’t be able to take advantage of just by visiting your site. For instance, “20% off your first order when you sign up for our newsletter” is a pervasive way of incentivising visitors. While this is almost always effective, it might not continue to keep their attention. Why not try offering advice in the form of free downloadable content regularly?
This is an incentive that keeps on giving. Just make sure the information and guidance you’re offering are as insightful and beneficial for your audience as possible, and they’ll stick around. Another tip that’s along the same lines is future incentive. Websites such as ASOS offer customers discounts on their birthday, for instance. This is not only appealing to every shopper, but you’re adding excitement to such a special occasion- something that customers appreciate.
Please Your Customers, Visually
We’re talking the whole shebang. A Spotify website, if you didn’t already know, can be seen as very basic. However, basic doesn’t necessarily mean bad. Sometimes all an eCommerce business needs is a simple platform to showcase its products. If you choose to have masses of information throughout, you need to ensure it still offers the same clean and straightforward approach.
Once your customers click through to your website, they will want easy navigation, the needed information, and a layout that screams professionalism and a good reputation. Not laggy buttons, low-quality imagery and no natural layout.
This isn’t the only aspect that needs to stay visually pleasing. Your emails need to stay clean, while your entire brand persona does too. Consistency is key; your customers don’t want to see busyness, broken widgets or colours that offer the wrong tone. Shopify offers a few free to use templates, or you can take the ropes yourself. Failing that, leave it to an email marketing agency who have extensive experience in Shopify- we don’t like to name names.
Don’t forget, technical elements still play a crucial role in user experience when navigating from your emails to the site. Not only do you want a clean looking base, but you need to make sure it loads quickly, doesn’t hold broken pages or lags when scrolling. These issues need to be addressed immediately, especially when a whopping 4% of consumers will bounce off a page that takes more than three seconds to load.
Be Smart When Designing
Next up, we have the key to creating emails that make the most impact. Content is always king; without precise, quick to the point text that’s supported by visually pleasing imagery, nobody is going to take the time to read or interact with your email campaign. Supporting that, every viewer enjoys a quirky subject line. Something along the lines of “Get Your Bank Holiday Outfit” won’t be as impactful as “Look Spicy This Bank Holiday With Under £10 Dresses”.
Or “Read About Our Sustainable Efforts” doesn’t read as well as “Help Us Save The Planet In Just Two Mins”. Being catchy and using emojis is always a powerful tactic for catching people’s attention. Using an automated system that incorporates the reader’s name is also very compelling.
However, this isn’t where the potential for success through design ends. When email marketing on Shopify, you can target specific customers with thought-out designs. If you have a group of people who tend to purchase a certain product or engage with a particular type of information, why not base the design & content on this? This will not only look personalised, something a customer always loves to see, but you’re guaranteed a higher return.
Now, all the above is probably sounding doable, right? But you need to make sure that it’s worth it. By undergoing A/B testing for different types of emails targeted at various audiences, you can learn what works and what doesn’t. This could be as simple as changing up the colour scheme. Find out what makes your audience tick by trialling and erroring all elements, and you’re setting yourself up for success.
If you’re a business that’s just starting out, this will allow you to confirm your email templates early; templates that lead you to reach your goal of converting leads.
Why Is Shopify Email Marketing Different?
You’re probably wondering, but why Shopify? The main reason why email marketing for Shopify is different to other platforms such as Mailchimp is that it allows you to keep all of the components of your business under one roof. If you run a small business, for instance, and you have a small team, you’re making it more straightforward by keeping everything connected in one place.
Faffing around with endless amounts of software is a given for any marketing team; but it makes a lot of sense to use Shopify email marketing for your Shopify business. Especially if you gain the same benefits as other Shopify email marketing apps.
Not ready to enter the world of Shopify email marketing? Don’t fret; we’re an email marketing agency that knows how to master an efficient email marketing strategy for any business. As specialists in this area, you’re putting your business in the best hands with Soshell. Get in touch with us today to find out how a bespoke approach will help you meet your business goals.