Marketing Angela B. Clyne  

E-mail Marketing In E-commerce

The competitive pressure in online trading is growing steadily. In addition to direct competitors, sales platforms are displacing more and more online shops. In order to withstand the pressure, one’s own marketing costs almost seem to explode. New possibilities and favorable, successful ways are looked for, in order to be able to advance with affordable budgets the own business success.

Flexible solutions that pay for themselves quickly and are profitable are interesting, which is why the role of e-mail marketing is becoming more and more important for online merchants. This form of online marketing is still one of the most effective and efficient marketing tools.

Scatter losses, high investment costs, advertising blockers

Interested parties and customers have long since emerged from an unspecific mass. In 2017, we will no longer be talking about target groups that can be divided on the basis of classic interests. We can no longer simply distinguish between an age group of 18 to 35 years and 36 to 50 years. Even the segmentation within this group according to clusters such as “interested in technology” is no longer sufficient.

Where does this lead us?

We have to get to know customers and, of course, interested parties, observe them and respond to this behavior. We have to support them, accompany them and lead them a little. We have to use the right incentives to awaken new needs and turn shopping into an experience. An experience that takes place across channels, is fun and an experience that is personally tailored to those who are on a shopping tour. Does everything sound very abstract? Then we make it more practical.

Aim of providers on World Wide Web

The aim of providers of products or services on the World Wide Web is undisputedly to turn new customers into loyal repeat customers and interested parties into enthusiastic customers. It is the individual accompaniment of each individual that is decisive for their own business success. This results in two requirements:

We have to collect data about our customers/interested parties in order to get to know them better. We have to build up a personal, individual and yet automated communication on the basis of this database.

E-mail marketing and automated processes make such communication easy to implement.

The basis for this are our own customers and interests, of which at least the e-mail address is available at the beginning. More and more data about the customer can be collected about purchases that have taken place, about the behaviour on the website or, for example, about requested information. This data is automatically and software-controlled assigned to the respective customer – based on his e-mail address – and stored. This gradually creates a customer profile in a database, which can be supplemented again and again with further information from the customer’s own online shop or from reactions to a newsletter.

These data – so-called customer profiles – form the basis for actually sending individual, relevant and personal mailings/offers. They are based on purchases made, products sleeping in the shopping basket, articles viewed, clicks on specific products in the newsletter, personal events such as birthdays or anniversaries, or a classic example of a recent purchase. Especially notifications along the order process enjoy a high acceptance and opening rate.

Information on incoming payments, dispatch procedures or delivery processes

Here it is worthwhile to include product recommendations, personal vouchers, discounts or products that are closely aligned to the interests. You can also think of a survey to find out more about your own customers and their satisfaction.

These communication channels can be easily established in advance in the form of e-mail marketing campaigns. They define criteria that must be fulfilled in order to trigger the automatic dispatch of a mailing. If, for example, a new customer logs on to the shop, a welcome series is automatically started that greets the customer, draws attention to promotions or contains an attractive discount code at the beginning.

When a customer triggers an order, the previously defined campaign, which is based on your internal process, starts for him. For example, the recipient automatically receives mailings when the order has been received, payment has been made, the goods have been dispatched and delivery is due. Alone along the ordering process many attractive and interesting mails can be sent, which are neither seen as advertising nor as annoying. On the one hand, they ensure that the customer is always informed about his order. A service that your customer will appreciate. On the other hand, it is the chance for you to further trigger the anticipation of the new product with new recommendations and to trigger further purchase incentives.

So forget about e-mail marketing, which is understood to send a monthly newsletter with the same content to all recipients. See email marketing as a way of individual, personal, relevant and automated communication that drives the success of your online store.

With us at your side, you can rely on a strong partner in software, consulting and service. We support you right from the start, advise you in strategic matters and gladly implement your campaigns and mailings. We create attractive designs, take care of the filling and also take care of the dispatch.

In addition, we have put together a package from our many functions that contains all the relevant modules for you to quickly implement professional e-mail marketing. You don’t have to search long for what you need and don’t have to pay for superfluous features that you don’t need. The mailingwork E-Commerce Box is the perfect package for your success.

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