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Email
Marketing for
E-Commerce
Who am I?
Purpose
● Reach your customers more effectively
● Learn from your data
● Increase revenue in a quick and easy way
What are your
business goals?
● Drive revenue
● Build brand awareness
● Customer retention
● Repeat purchases
What we’ll cover
● Getting started with email
● Connecting your store
● Personalization
● Optimization
● Automation
Getting
Started
What to focus on
● Build your list
● Writing and design for email
● Know your audience
Build your list:
● Social media
● Collect at events
● Signup forms at checkout
● Pop up signup forms
Writing and designing for email:
● Start with editorial calendar
● Use clear and concise language
● Have clear call to act...
Knowing your audience:
● Target your message
● Test to learn
● Review your reports on a regular basis
● Connect your servi...
Connect
Your Store
Why is connecting
important?
● Data, data, data!
● Connect your marketing
activities to sales
● Target your messaging
Personalization
Tailor campaigns to ensure that each
customer receives relevant content.
Why is personalization
important?
The more a customer feels like you’re
sending content that’s relevant to them, the
more ...
Personalization tactics
● Customize campaign content
● Send product recommendations
based on sales history
● Use data like...
Optimization
Making your emails the best they can
be through data-based decisions.
Why is optimization important?
● Different devices and inboxes/software
● Provide content
● Drive more activity
● Better u...
Optimization tactics
● A/B testing/multivariate testing
● Test your emails with tools like Inbox Preview
● Send emails in ...
Automation
Create emails to automatically send
to customers or subscribers.
Why is automation
important?
● Generate more revenue
● Allow more time for other
marketing tactics
Automation tactics
● Onboarding emails
● Abandoned cart recovery
● Purchase follow-ups
● Best customers tool
Conclusion
Bring it all together
Next steps
● Start with small experiments
● Tie back to business goals
● Always do something
Resources
More tools to help you sell more stuff.
What’s In Store
mailchimp.com/whats-in-store
Connect Your Store
mailchimp.com/connect-your-store
Our marketing blog
blog.m...
Shopify Retail Tour - Mailchimp Email Marketing
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Shopify Retail Tour - Mailchimp Email Marketing

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Email marketing, optimization, personalization, etc

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Shopify Retail Tour - Mailchimp Email Marketing

  1. 1. Email Marketing for E-Commerce
  2. 2. Who am I?
  3. 3. Purpose ● Reach your customers more effectively ● Learn from your data ● Increase revenue in a quick and easy way
  4. 4. What are your business goals? ● Drive revenue ● Build brand awareness ● Customer retention ● Repeat purchases
  5. 5. What we’ll cover ● Getting started with email ● Connecting your store ● Personalization ● Optimization ● Automation
  6. 6. Getting Started
  7. 7. What to focus on ● Build your list ● Writing and design for email ● Know your audience
  8. 8. Build your list: ● Social media ● Collect at events ● Signup forms at checkout ● Pop up signup forms
  9. 9. Writing and designing for email: ● Start with editorial calendar ● Use clear and concise language ● Have clear call to actions ● Repurpose content ● Images as content ● Make sure your design is responsive
  10. 10. Knowing your audience: ● Target your message ● Test to learn ● Review your reports on a regular basis ● Connect your services
  11. 11. Connect Your Store
  12. 12. Why is connecting important? ● Data, data, data! ● Connect your marketing activities to sales ● Target your messaging
  13. 13. Personalization Tailor campaigns to ensure that each customer receives relevant content.
  14. 14. Why is personalization important? The more a customer feels like you’re sending content that’s relevant to them, the more likely they are to make a purchase.
  15. 15. Personalization tactics ● Customize campaign content ● Send product recommendations based on sales history ● Use data like purchase history, location, and engagement to target your campaigns
  16. 16. Optimization Making your emails the best they can be through data-based decisions.
  17. 17. Why is optimization important? ● Different devices and inboxes/software ● Provide content ● Drive more activity ● Better understand your customers
  18. 18. Optimization tactics ● A/B testing/multivariate testing ● Test your emails with tools like Inbox Preview ● Send emails in the timezones of all your users ● Send at the best average time of day for the subscribers on your list
  19. 19. Automation Create emails to automatically send to customers or subscribers.
  20. 20. Why is automation important? ● Generate more revenue ● Allow more time for other marketing tactics
  21. 21. Automation tactics ● Onboarding emails ● Abandoned cart recovery ● Purchase follow-ups ● Best customers tool
  22. 22. Conclusion Bring it all together
  23. 23. Next steps ● Start with small experiments ● Tie back to business goals ● Always do something
  24. 24. Resources More tools to help you sell more stuff.
  25. 25. What’s In Store mailchimp.com/whats-in-store Connect Your Store mailchimp.com/connect-your-store Our marketing blog blog.mailchimp.com Free Skillshare courses skillshare.com/mailchimp

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