Ecommerce retailers need to bring a 'singular focus' to email messages.

Optimizing ecommerce emails to make the most of contact lists

Writing the perfect business email can be difficult, especially for ecommerce companies. Unlike traditional brick-and-mortar stores, online shops can't hope to grab revenue from passersby, so in many ways, email is the prime way they bring in business. How can you create a dynamic ecommerce email?

Finding your message                                          
A big mistake many online stores make is  trying to cram too much information into one email. Considering the fact that ecommerce operations are likely to send out more than one communication ever, there's no need to fill individual messages to the brim. Instead, Practical Ecommerce suggested that marketers find a "singular focus" for every message, which is especially important during the holiday season when inboxes become slammed with offers, discounts and news from across the Internet.

According to the news source, emails that showcase a "singular focus" tend to feature one call to action, one category or one item per email rather than advertising many different sales at once.

These messages can be aided by the use of images and graphics, which Practical Ecommerce claimed can perhaps communicate brand or product information better than words. 

"Notice that leading online retailers – from Amazon and Walmart to the Gap and Zappos – all use large and attractive graphics in their email marketing campaigns," the news provider wrote. "These are companies that spend a significant amount of time and money optimizing, and they all use great graphics."

Knowing your customers                                   
That said, seeing success with narrowly focused messages means really understanding the members of your email marketing list. If you don't take their needs and desires into account, you could end up promoting an item or sale that is virtually meaningless to them. Accurate targeting can reduce bounce rates, spam reports and unsubscribes, Practical Ecommerce writes.

Targeting customers isn't all about content – it also requires ecommerce marketers to meet consumers where they shop, which increasingly is on their mobile devices. In fact, a recent article from Forbes asserted that instead of first creating an email marketing campaign for desktop devices and then optimizing it for smartphones and tablets, retailers should put mobile first. Giving consumers the opportunity to shop from wherever they happen to be offers ecommerce players an opportunity to increase revenue over the long term, especially as this trend appears to be a new normal.

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