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How to take advantage of E-mail marketing to increase conversion rate?

“4.3 billion people are expected to use email by 2022. This is approximately half of the world’s population”According to Oberlo.com

Due to the popularity of email, E-commerce merchants should know how to take advantage of this platform to develop their business. As your customers are using email, then you should as well. By using email marketing, business owners are likely to generate the email marketing ROI of 42:1 for their store. 

Understanding the importance of email marketing, it’s time for E-commerce merchants to come up with their best email marketing strategies. But the question is, how?

In general, online store owners need to go through successfully 4 phases:

#1: Attract potential customers with lead magnets

#2: Introduce your business

#3: Increase the conversion rate

#4: Take care of your customers in the long-term

Now, let’s get into detail

How to take advantage of E-mail marketing?

#Phase 1: Attract potential customers with lead magnets

Do you want to turn people who visit your landing page into your potential customers? 

One of the most effective and fastest ways is to generate traffic to your landing page, and at that page, you can place a lead magnet. Whoever wants to receive the lead magnet, they need to fill in the information: their emails.

So what is a lead magnet, exactly?

Lead magnet – a “specific” piece of information that is valuable enough to “bribe” people with giving you contact information.

Lead magnet’s goal is to optimize the number of new leads being added to the system. Here are some types of lead magnet you can use:

  • Instructions / Reports
  • Document
  • Toolkit / List
  • Training videos
  • Free download/trial software
  • Discount / Free shipping
  • Question / Survey

And in order for your lead magnet to have a high conversion rate, here are some checklists:

  • Super specific
  • Something big and important
  • Immediately satisfied
  • High perceived values
  • High practical values

You can refer to this checklist to evaluate the effectiveness of your lead magnets.

Once you have come up with your lead magnets and have people leave their email information, let’s move on to the next phase.

Hubspot’s lead magnet example

#Phase 2: Introduce your business

In this phase, the autoresponder-enabled campaigns and emails are sent as soon as customers leave their email information, the purpose is to introduce your brand. Bear in mind that these email campaigns are only sent if this is your customers’ first time coming to you.

The main actions of E-commerce merchants in this phase are:

  1. Welcome new followers
  1. Tell them what they will get from you
  1. Tell them what they need to follow to get the most out of you and your brand

If you are successful in this phase, your customers will begin to recognize your brand’s name in their inbox, and they will interact with the emails that you sent.

The content will convey:

Step 1: Start by welcoming new followers, introducing them to your brand and you.

Step 2: Repeat within 3 to 4 bullet points of the benefits they will receive. This is important because if you don’t describe the benefits you offer, how can you describe the benefits of selling them?

Step 3: Tell them what they should expect, using the template: This is what we will do. This is what you need to do.

Step 4: Encourage them to put your email on your email list with detailed instructions.

Step 5: Offer the content that is most useful to them and they can be used right away. This makes them very excited.

#Phase 3: Increase the conversion rate

Moving on to phase 3, your emails will be automatically sent based on the behaviours, interests, and interests of potential customers after they perform a specific action related to your offer.

In this phase, you should turn your email followers into payers based on what they’re interested in. For example, if they leave an email to receive beauty tips at home, you can offer them cosmetics or skincare products.

These campaigns are aimed at people who have just followed your email or have recently interacted with your brand. They may have just left their email information but haven’t made a purchase, so use this email campaign to call them to make a purchase. The goal of this phase is to help you connect, and move them to the next state on the customer journey.

The content of this phase will be:

Step 1: Recognize their previous actions

Step 2: Try to overcome the difficulties that you know they are experiencing it. Don’t just talk about tactics, talk about benefits in the future. Provide thoughts, emotions that are holding them back.

Step 3: Go to the next appropriate step for them. Speak clearly.

Step 4: Ask them to buy.

Email marketing is about building your relationship with your followers. But you need to set their expectations right from the beginning of the relationship. So if you want them to be customers, you have to have the courage to ask them to buy.

You introduced you, introduced your business to potential customers. You linked them to the other marketing channels you had, you asked them to add your email to the main directory …

Now, what do you do next?

It’s time for them to buy from you…

Cambly’s email for customers who are interested in finding jobs

#Phase 4: Take care of your customers in the long-term

After you successfully persuaded your potential customers to buy your products, it’s time to take care of them. You should nurture relationships with people who have already made a purchase or with those who have not yet purchased. The goal is to make them more engaged with you, get value from you and get ready for the next sale. Set up a nurturing drip email campaign that will take care of this for you automatically.

The main purposes of this phase are:

  1. Nurture and demonstrate what you give to your customers is valuable.
  1. Create customer desires.
  1. Categorize customers by behaviour to easily offer deals that match that behaviour.

You can transfer valuable content at a set time such as 1 time per week, once per day, or every 2 weeks … Such contents may include educational content, examination content breaking or partially styled content.

Educational content can be FAQs, frequently asked questions, instructions on how to do things, tools, checklists, forms.

Content of discovery can be New ideas, things that inspire you and them, your new challenges, beliefs, discoveries, discoveries.

Partial content can be: What happens today, tell a story, or email in a conversational style.

Coursera’s educational content

One important thing at this step to remember: Send at least 1 email in a long-term care series to them each week. Content can be your Blog, Video, PDF guide on topics that interest them. With great care, you can have a loyal customer base who will continue buying products from your store. 

In conclusion

If you do well in these 4 phases, then congratulations, you are able to set up effective email marketing campaigns and generate revenues for your store. Keep up the great work and carry on understanding more about the customers and taking care of them constantly so that they stay with you.