Email marketing remains a powerful and cost-effective channel for e-commerce businesses to drive repeat purchases, nurture leads, and maintain direct ownership of customer relationships. This episode details essential steps for setting up and optimizing an email marketing strategy, emphasizing tool selection, list migration, platform integration, and the critical importance of opt-in for compliance and performance.
In this week's podcast, Trevor talked to Kelsey Johnson from the email marketing aWeber about how to use email to generate sales for your eCommerce business. Email is still important! Email is used more than any other communication platform and is still widely used, even among Millenials and Gen Zs. Most people will look at their email daily, so it is a very personal and effective way to reach customers. Unlike other platforms such as social, it is used for work, private message and promotional messages. Benefits of email marketing Email marketing works across almost all businesses and has the following benefits: Drives repeat business. Emails enable merchants to stay in touch with customers and encourage future sales. Nurture future customers. Customers may sign up for an email marketing list as they are interested in making a future purchase Ownership. Unlike marketplaces and social media channels, you have complete ownership of your email list Cheap! Email marketing is very cost-effective. Opt-in is crucial From both a compliance perspective and to ensure good performance, it is essential to get customers to opt to receive emails from your business. Steps to run an email marketing campaign Kelsey recommends the following steps to run an email marketing campaign: Choose a tool. You will need a tool to run your email marketing campaigns that supports list management, sign up forms and automations. Very nice to have are split testing and good reporting. Migrate your existing list. Ensure that any email your port over are recent to prevent ending up in the spam box. Integrate with your eCommerce platform. Systems such as Shopify will integrate with most email markets tools enabling customers to be added to lists automatically. Add a sign