Social media has risen from a simple socializing platform to a popular marketing and promotional avenue for many online store owners and ecommerce businesses. In the process, the older and more traditional online marketing method of using emails has been set aside to give way for this newer and fresher online marketing approach. However, it seems that this is not always a good idea, since email marketing for ecommerce and online stores is still very effective when it comes to customer acquisition. In fact, it seems that it is more powerful than social media in terms of online marketing, as this article from Entrepreneur shows:
“…McKinsey and & Co. survey states that email is a far more effective way to acquire customers than all that tweeting and posting and “liking” you’re doing on social media – nearly 40 times more than Facebook and Twitter combined.”
However, in order to truly harness the power of email marketing for your online store and ecommerce business, you need to make sure that you are writing emails that people want to read.
Many online store owners are aware of the challenges of writing effective ecommerce emails, so that they commit several mistakes that makes their emails look unprofessional and amateurish. In order to avoid this, there are certain things that you need to consider while writing emails for your customers.
Mind Your Grammar and Spelling
Professional emails are written with care and detail. Thus, it is important that you check your emails for grammar, punctuation, and spelling errors before you send them out. An error-filled email will definitely disappoint the recipient, causing them to unsubscribe to your email list early on.
Write for People
Treat your customers like valuable clients, and not as an ATM machine – that it, don’t make your emails sound “sale-sy” all the time. Promoting your product doesn’t mean that your emails have to look like advertisements on a newspaper. Instead, add a human touch to every ecommerce email you send and try to trigger the emotion of the recipients. Refer to them with their first name, start with a casual greeting to break the ice and show courtesy, and then put a subtle promotion. When you touch their emotions, you are more likely to generate interest, and that interest is what will make them click your links and go to your online store.
Write Interesting Subject Headings
Subject lines are the first things that people see when they open their emails. If your subject line is not enough to catch their attention, then your email won’t most likely get read. Come up with a catchy and attention grabbing subject line that reflects the message of your emails, and follow with great content that will keep them reading until the end.
Don’t Make It too Lengthy
Everyone’s busy, and so don’t expect that all your recipients will read your email until the end. Thus, you should avoid writing lengthy and verbose ecommerce emails. Avoid lengthy small talk and make your emails concise. If you have to send a long email, consider turning that into a blog post in your online store, and send a short, summarized version as email. Make the summary informative and engaging in order to encourage that recipient to click the link and head to your online store’s blog.
If you really can’t avoid making long emails, at least make it readable then. You can do this by cutting the paragraphs short and minimizing the number of sentences in each. All emails are presented the same way – that is, with black texts and white background, and a continuous email without breaks will only make your email look more boring. Make your email look less boring by cutting the paragraphs into readable chunks. Alternatively, you can use bullet points in order to further make your email easier on the eyes.
Don’t Forget Your Call to Action
One of the things that many online store owners forget in their ecommerce emails is their call to action. Don’t leave the recipient guessing about what they should do after they read your email. Instead, write clearly at the end of your email what it is exactly it is that you want them to do. Do you want them to click the link back to your online store? Do you want them to share and forward the email to their friends and contacts? Make sure that this is clearly outlined in your email. For more information about Call to Actions, you can read this blog post of ours.
Email marketing, despite its age, proves to still be an invaluable marketing tool for many online stores and ecommerce businesses. However, as the world of online marketing continues to evolve, so too should the ways that we use emails in our digital marketing efforts. This doesn’t mean employing any drastic change in our strategy, but rather remembering the simple and basic rules in email writing. Bear in mind the golden rule for writing emails: “Write the kind of emails that you want to receive.”