by Filip Blajet Dec 6, 2023

E-commerce and email marketing are powerful combination. Leveraging a reliable email service provider enables online businesses not only to expand their audience but also to boost revenue substantially. E-mail marketing is effective on its own, but only when combined with features it reaches a higher level. What features are crucial when selling products?

Table of contents

Grow your audience and manage it effortlessly

Send transactional emails

Automation sequences and e-commerce email marketing

Appealing newsletters and promo offers

Power of personalization

Plugins and integrations in favor

All the statistics you need

A/B testing to improve results

Grow your audience and manage it effortlessly

A bigger audience means a bigger opportunity to boost your revenue. That’s why it’s so important to look for new potential customers constantly. Constantly seeking new potential customers is crucial, and utilizing contact forms that automatically add clients to the newsletter list is worthwhile. This should align with GDPR and double-opt form. In the Elastic Email app, we offer pre-designed landing pages and form templates for e-commerce companies, free and ready for immediate use.

Growing an audience is one thing, but managing it effectively is another. With Elastic Email’s contact management, segmenting your audience based on their activity or creating new contact lists is easy. This is where the insight from Yates Jarvis, the founder of 2visions, a marketing consultancy for e-commerce, becomes particularly relevant. He notes, "When you segment your database, using a tool such as Elastic Email lets you ensure top relevancy of content to your readers. Think about it in terms of personas, purchase funnels, promotional relevance, and right-timing in the customer lifecycle." Contacts can be added manually, by import, or through API calls, and segments can be combined with specific custom fields or statistics (like days since last opened). Clever segmentation allows for easy customer list transfers with automated rules.

Send transactional emails

Whether it's courses, shoes, or furniture, sending transactional emails to clients is essential regardless of what you sell online. This includes delivery information, transaction confirmations, or invoices. Timely delivery to customers' inboxes is crucial.

Utilize API key (available in both Elastic Emails products) or SMTP relay to automate the entire process. Clients receive crucial information immediately, increasing trust in your brand. With our robust API, delivery rates are not a concern anymore.

Automation sequences and e-commerce email marketing

Automation goes beyond transactional emails. Various sequences and workflows can enhance your e-commerce strategy. Welcome emails are common and build customer engagement (4x higher the open rate and 5x higher the click-through rate). In e-commerce, automated sequences related to cart abandonment are effective. Follow up with additional discounts or bundle offers if a client begins checkout but doesn't complete the transaction. For sure, your customer will appreciate that and you will increase the conversion rate!

Re-engagement email campaigns target customers who haven't made purchases or opened an e-mail in a while, providing an opportunity to clean up lists and maintain a positive sending reputation

With API calls and segmentation, only your imagination can limit your email automation. Learn more about email automation workflows that might be effective for you.

Appealing newsletters and promo offers

Sending visually appealing newsletters is a key email marketing function. When considering email marketing, the first thing that may come to mind is newsletters appearing in your inbox. Newsletters don't have to be dull - they can be works of art. What newsletters are the most effective for e-commerce? 

You can present specific products of your offer or let customers know about new additions. Is something new in the stock? Let your most engaged customer know about it. Holiday sale? We are sure that your clients will want to check out new promotions. 

Elastic Email makes it easy to create impressive newsletters with pre-designed templates ready for use. But if you prefer to create it from scratch, you should try our email designer. It’s intuitive, user-friendly, and powerful - there are so many blocks and rows that you can combine to customize the template! 

Power of personalization

Personalized emails get much more attention than standard ones. Even 26% of customers are more eager to open emails with personalized subjects. According to ActiveTrail, 58% of revenue is generated thanks to segmented and personalized emails. 

Utilize custom contact fields for full personalization power, incorporating advanced details beyond email or name. To gather more information about your clients, you can use progressive forms and constantly get more customer-related details. In line with custom fields, you can also create user segments, as we mentioned before. Even transactional emails can be personalized!

Plugins and integrations in favor 

Enabling the coordination of data and workflow across two or more distinct software applications is a valuable asset in the field of e-commerce. This can significantly enhance efficiency, cut down on expenses, and expedite the frequently monotonous processes of repetitive tasks. Instead of manually shifting data between applications, this process becomes automated, saving time that can be redirected to more essential and creatively demanding responsibilities.

For instance, you can seamlessly integrate your emails with platforms like WooCommerce or Drupal. Plugins are in place to make this integration even smoother. Discover additional details about the top Elastic Email integrations to optimize your company’s workflow.

All the statistics you need

Email marketing offers advanced analytics. Information about open and delivery rates is the most standard . But it’s also worth knowing that you can get more insights about clicking on specific links or use click maps, similar to popular heat maps. You can also check which particular customers engaged with your emails and when to optimize the time-sending of your campaigns.

With UTM, you can also check the effectiveness of action after click. Use Google Analytics or any other analytical tool, like Piwik Pro, to follow the traffic source and check your post-click actions.

A/B testing to improve results 

Just as you test various elements in your online store, conducting A/B testing in email marketing is worthwhile. What can you test? Compare different subjects, preheaders, templates, or “From” information. In Elastic Email, you can test up to 8 different variants within one campaign. 

The process operates by initially sending all variants to smaller audience groups, and eventually, the most effective one is sent to the remaining group members. This allows not only testing but also deploying the proven and successful version to the majority of the audience simultaneously.

Implementing even some of those features into your email marketing strategy might significantly improve your e-commerce performance. Not only will you generate revenue, but you'll also cultivate a dedicated community of engaged customers and brand enthusiasts. Elastic Email provides you with all those crucial attributes, many of them available even in the free version. Sign up and explore it firsthand  - if you have any problems while using our app, don’t hesitate to contact our Customer Support Team. Stay informed about the latest features and tips by regularly checking our blog!

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Filip Blajet

Filip is a marketing specialist at Elastic Email, who spends a lot of time with data and ads. Outside of work, he loves football, binge watching tv series and travelling.

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