In the age of social media, it would be easy to think email marketing is dead. That couldn’t be further from the truth, though. It’s the old way of email marketing, sending one-size-fits-all messages, that’s obsolete. An email service provider allows you to send tailored emails.
If you’re still sending the same emails to everyone on your list or sending emails with no strategy behind it, get ready to take notes. We’re going to look at how an email service provider (ESP) can help you send more effective emails and streamline your efforts.
The results? Higher conversions, more sales, and happier customers. It doesn’t get much better than that.
But before we jump into the how-tos, let’s talk about why email marketing is still king:
- Sending emails regularly helps build brand recognition and trust.
- Email marketing is a win for both customer acquisition and retention. In fact, it’s 40x more effective at acquisition than Facebook or Twitter!
- If a customer has signed up for your emails, they want to hear from you! People don’t give their email address out to just anyone. If they’ve given it to you, they want you to use it!
- Speaking of customers wanting to get email from you, a 2015 survey found that people want to receive promo emails at least weekly.
The bottom line is if you have an email list but no email marketing strategy, you’re just not making as much money as you could be.
Email marketing tools, like a good ESP, can change that.
How to use an email service provider to create effective email marketing
There are four ways email service providers help you level up your email marketing strategy:
By allowing messages to be sent out over and over to different customers at different parts of their buying journey, the emails will keep working long after you set them up. Aside from periodically updating the content, you won’t have to think about them.
Almost any message can be automated but this feature is particularly useful for sending cart abandonment emails and post-purchase messages. When a customer clicks away from their cart or makes a purchase, it’ll trigger the ESP to send the appropriate message, drawing the customer back in.
2. List Segmentation
List segmentation means your email list is divided into categories based on your customer’s wants, needs, and browsing/purchasing history. It's one of the most effective email marketing tools out there because people are more likely to make a purchase when they see things for them.
That bears repeating: segmented email lists produce 760% more revenue than one-size-fits-all emails!
An eCommerce-focused email marketing service will fully integrate with your store, allowing the ESP to pull and analyze traffic and sales data from your store to know how best to target your audience.
For instance, if you own a pet goods store and someone has purchased items from the “dog” section, your email marketing service will take note, decide they probably have a dog, and put their email address on the list you send to dog owners. From that point on, they’ll get emails full of items just for their furry friend.
4. Compilations and Reports
Want to access this data for yourself? No problem. If you’re using a service like Klaviyo, they’ll compile the data into helpful reports that tell you exactly how many sales each email has produced, which calls to action are getting the most clicks, and even which subscribers are most likely to engage with your mailings. This allows you to make changes to your strategy so your emails are as effective as possible.
Essentially, a good email service provider is like another employee, working quietly in the background to help you:
- Automate your emails so you can make money without thinking about it
- Segment your email list into smaller, more targeted lists
- Pull valuable data from your store via integration and then using it to help you target customers
- Compile data into convenient reports so you know what’s working and what’s not
If you run an eCommerce store, you really can’t afford to be without one!
Oh, and if you want a deal on Klaviyo, let me know. I’ll hook you up.