An Essential Guide For ECommerce Email Marketing

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An Essential Guidefor eCommerce EmailMarketingA BeginnersGuide toMasteringEmail to BoosteCommerceSales.A Publication of

2IS THIS EBOOK RIGHT FOR ME?Not quite sure if this ebook is right for you? See the below description todetermine if your level matches the content you are about to read.INTRODUCTORYThis ebook!Introductory content is for marketers who are new to the subject.This content typically includes step-by-step instructions on how toget started with this aspect of inbound marketing and learn itsfundamentals. After reading it, you will be able to execute basicmarketing tactics related to the topic.INTERMEDIATEIntermediate content is for marketers who are familiar with thesubject but have only basic experience in executing strategies andtactics on the topic. This content typically covers the fundamentalsand moves on to reveal more complex functions and examples. Afterreading it, you will feel comfortable leading projects with this aspectof inbound marketing.ADVANCEDAdvanced content is for marketers who are, or want to be, expertson the subject. In it, we walk you through advanced features of thisaspect of inbound marketing and help you develop completemastery of the subject. After reading it, you will feel ready not only toexecute strategies and tactics, but also to teach others how to besuccessful.

3HUBSPOT’S ALL-IN-ONEMARKETING SOFTWAREMEMAILMARKETINGSOCIALCONTACTSHubSpot brings your whole marketing worldtogether in one, powerful, integrated system.3333Get Found: Help prospects find you onlineConvert: Nurture your leads and drive conversionsAnalyze: Measure and improve your marketingUCONTACTSDATABASE;WORKFLOWSMore: See marketplace for apps and integrationsRequest A DemoVideo OverviewnSMART FIELDSShare This Ebook!inwww.hubspot.comANALYTICS

4How to Increase Customer LTVThrough Email Marketing for eCommerceBy Hiba HaiderHiba Haider has been working for theeCommerce team at HubSpot since June2012. She has a passion for Marketing andGlobal Business Management. Hiba haslearned a great deal of how the eCommerceworld functions and has been researchinghow this segment responds to variousmarketing methods. Working at HubSpothas allowed her to practice her love formarketing as she continues to learn moreabout eCommerce businesses.Follow Hiba on Twitter: hhaider91Share This Ebook!inwww.hubspot.com

5CONTENTSIntroduction/6eCommerce Email MarketingList Segmentation/10Abandoned Cart NurturingBoosting Online SalesShare This Ebook!inwww.hubspot.com/7/16/13

659% of B2B marketers sayemail is the most effectivechannel in generatingrevenue.BtoB MagazineBuilding relationships with customers is the ultimate key to success. ForeCommerce businesses, managing these conversations can translate toincreased website traffic and higher revenue. But this is all easier saidthan done. Being an online business can have its drawbacks. There is aninnate barrier to creating intimate face-to-face relationships whenmarketing online. But on the flip side, being online allows for eCommercebusinesses to use inbound marketing methods to access their targetmarkets effectively and efficiently. So, what’s a key step your eCommercebusiness should take to get started? Email marketing.This ebook will provide you basic tips and advice on email marketing foreCommerce and abandoned cart nurturing to help you generate moreleads and sales.

7CHAPTER 1eCommerceEmail Marketing

8Boost ROI Through Email MarketingOne of the best ways to ensure that your relationships continue to grow isthrough a robust email marketing campaign. According to a 2011 MagillReport, businesses earned 40 for every 1 invested ROI of emailmarketing. And these numbers are expected to show a 10% growth overthe next five years. It is the time to allocate time and budget towards ahealthy email marketing plan for your eCommerce business so itcontinue to acquire and maintain customer relationships.Here’s goodexample of aHubSpot email!Share This Ebook!inwww.hubspot.com

9What Should Your Emails Be About?Sell!Upselling is a great way to ensure that your customersare remaining active. Provide customers with a list ofrecommended items after their first purchase thatmight be of use to them.Create premium upgrade options with cool exclusivefeatures and customers will be likely to stick around.Customers who are in love with what you offer will paythe extra buck, if you give them the opportunity to.UpgradeProvide discounts for those customers who have proventheir love for you. Make them feel special and enticethem to purchase something else.DiscountsPeople trust familiar faces over marketing tactics. Usesocial tracking tools to see what your customers’ friendsand family members have purchased recently andrecommend those products to your customers.Share This Ebook!inwww.hubspot.comSuggestions

10CHAPTER 2ListSegmentation

11The Number of Email Accounts inthe World is Expected to Grow From3.3 Billion to 4.1 Billion by 2015Segmenting your email lists can make targeting your customers with theright kinds of content easier. By catering to their specific needs, you canbetter capture their attention and retain customers for longer periods oftime. A recent study found that 39% of businesses using emailmarketing practiced list segmentation and as a result, found betteropen rates. But wait, there’s more. Those businesses also experienced28% lower opt-out and unsubscribe rates, as well as a 24% improvedemail deliverability and thereby higher sales and revenue. Emailsegmentation works. Consider the following elements when segmentingyour rsonaShare This Ebook!inwww.hubspot.comPastPurchases

12Segment by Customer TypeTry segmenting your email based on the following customer-types:ConsistentShoppersThese customersmake frequent visitsto you website andconsistently makepurchases.These customershave premiumaccounts with yourwebsite and receivespecial perks whenthey shop.PremiumShoppersShare This Ebook!inwww.hubspot.comValueShoppersThese customers lovediscounts and bargains.They are on a tightbudget and love findinggreat wallet friendlydeals.These customers mayperuse your websiteonce in a while whenthey either needsomething or aretreating themselves.One-TimeShoppers

13CHAPTER 3Abandoned CartNurturing

14How Can eCommerce EmailsNurture Abandoned Carts?An abandoned cart is when a customer visits a website but leaves withoutmaking the desired purchase. Nurturing these customers efficiently andeffectively can reverse this trend and lead to increased sales.After a customer has abandoned their cart,sending them an email at these times afterpurchase yields conversion rates of.20 Minutes40 Minutes60 Minutes1-4Hours5.2%4.9%4.5%3.6%Timing plays a crucial role in all this. Sending a follow up email at the right timemakes all the difference. The sooner you reach out again, the likelier you are toget your potential customers back.Share This Ebook!inwww.hubspot.com

15Make Your Emails Stand OutIt is important to hook your readers so that they are more enticed toopen the emails you send. One of the places you can do this is thesubject line. Below are the open rates of emails when differentcomponents are incorporated into the subject line of an email.Conversion Rates Dependent on Subject LinesCompany Name:53%Product Details:52%Customer Service Language:Urgent Tone:44%Person name:38%46%

16CHAPTER 4Boosting OnlineSales

17Emails Lead to SalesNeed some more convincing before you can start incorporate emailmarketing to your budget? Statistics show that 80% of internetshoppers have followed through with a purchase after viewing anemail marketing promotion. Furthermore, 30% of people exposed toan email marketing campaign went on to instantly make an onlinepurchase. The numbers speak for themselvesShare This Ebook!inwww.hubspot.com

18Successful Email ChecklistThe ultimate goal for any business is to increase sales andrevenue. Incorporating email marketing into your marketingefforts is an excellent way to convert prospective leads intocustomers. Below are few things to make sure you incorporateinto your email campaigns so they are able to yield the bestresults.Personalize emailsMake your emails specific and targeted. Personalizeemails to make customers feel like they’re in a specialconversation with you.Test your campaignsUse your own personal account to test a campaignbefore sending it out to entire list. You’re human andprone to spelling and grammatical errors!Respect your readersBe sure to give your readers relevant information. If theyare investing time to read your emails, make sure it’svaluable content worthy of their interest.Share This Ebook!inwww.hubspot.com

19If you do the things that areeasier first, then you canactually make a lot ofprogressMark ZuckerburgEmail marketing can be exactly what your eCommerce business needs toboost online sales and customer activity. The statistics prove that onlypositive results can come from investing time and money toward acomprehensive marketing plan that includes email marketing. Yourcompany’s customer lifetime value depends on it. In addition, emailmarketing can improve the churn rate of your email lists and lowerunsubscribe rates. Like the mastermind behind Facebook believes,taking this one easy step forward can affect other aspects of yourbusiness and allow your eCommerce to truly flourish. So, what are youwaiting for? Go ahead and start drafting those emails already!

20Request a HubSpotProduct Demo for youreCommerce Business!Interested in learning aboutthe email tools that HubSpotoffers? Click HERE for aninside look!Click Here for aHubSpot Demo foreCommerce businessesThe facts and figures in the ebook were retrieved from [email protected] Marketingtoolkit, GetElastic , The Magill Report and Vero.Share This Ebook!inwww.hubspot.com

An Essential Guide for eCommerce Email Marketing A Publication of A Beginners Guide to Mastering Email to Boost eCommerce Sales. 2 . PowerPoint Presentation Author: Marta Kagan Created Date: 12/19/2012 3:55:38 PM .