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How to set up email marketing to grow sales on BigCommerce

How to set up email marketing to grow sales on BigCommerce

by 
Luca Borreani
 | 
May 29, 2024

Email marketing is a powerful tool that can significantly boost sales for your BigCommerce store. By effectively reaching out to your target audience and providing them with valuable information and offers, you can drive traffic to your website, increase customer loyalty, and ultimately, generate more sales. In this article, we will explore the various aspects of setting up and optimizing your email marketing strategy to maximize sales on BigCommerce.

Understanding the Importance of Email Marketing

Email marketing plays a crucial role in the success of any e-commerce business. It allows you to directly connect with your customers, build relationships, and nurture leads. According to research, email marketing has an average return on investment (ROI) of 4400%, meaning that for every $1 spent on email marketing, you can expect an average return of $44.

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The Role of Email Marketing in E-commerce

Email marketing serves as the backbone of your e-commerce business by enabling you to engage with your customers throughout their journey. It helps you communicate product updates, promotions, personalized recommendations, and customer support, among other things. By leveraging the power of email marketing, you can enhance customer experience, drive more repeat purchases, and ultimately increase sales.

Benefits of Email Marketing for BigCommerce

When it comes to BigCommerce, email marketing holds immense potential for growing your sales. Some of the key benefits include:

  1. Increased customer loyalty: By sending relevant and targeted emails, you can nurture customer relationships and increase loyalty, leading to repeat purchases and higher customer lifetime value.
  2. Higher conversion rates: Email marketing allows you to deliver personalized messages based on customer behavior and interests, increasing the likelihood of converting leads into customers.
  3. Cost-effective marketing: Compared to other marketing channels, email marketing offers a higher ROI. It enables you to reach a large audience at a fraction of the cost.

But the benefits of email marketing don't stop there. Let's dive deeper into how it can specifically benefit your BigCommerce store.

Enhanced Customer Engagement

Email marketing allows you to engage with your customers on a more personal level. With the ability to segment your email list based on customer preferences, purchase history, and demographics, you can tailor your messages to resonate with each individual. By sending targeted emails that provide value and address their specific needs, you can establish a deeper connection with your customers and keep them engaged with your brand.

Furthermore, email marketing provides an opportunity for two-way communication. By encouraging recipients to reply to your emails or click through to your website, you can gather valuable feedback and insights directly from your customers. This feedback can be used to improve your products, services, and overall customer experience, ultimately leading to higher customer satisfaction and loyalty.

Drive Traffic to Your BigCommerce Store

Email marketing is a powerful tool for driving traffic to your BigCommerce store. By including compelling calls-to-action and enticing offers in your emails, you can entice recipients to visit your website and explore your products. Whether it's a limited-time promotion, a new product launch, or a personalized recommendation, email marketing allows you to showcase the value and benefits of your offerings, encouraging recipients to take action and make a purchase.

In addition, email marketing can be integrated with other marketing channels to amplify your reach and impact. By including social media buttons in your emails, you can encourage recipients to share your content with their networks, expanding your brand's visibility and attracting new potential customers to your BigCommerce store.

In conclusion, email marketing is a vital component of any successful e-commerce business, especially for those using BigCommerce. It enables you to engage with your customers, increase loyalty, drive conversions, and maximize your marketing budget. By harnessing the power of email marketing, you can take your BigCommerce store to new heights and achieve long-term success in the competitive e-commerce landscape.

Setting Up Your Email Marketing Strategy

Before you dive into creating email campaigns, it is essential to establish a solid foundation for your email marketing strategy. This involves identifying your target audience, determining your goals, and selecting the right tools to execute your strategy effectively.

Identifying Your Target Audience

The success of your email marketing efforts depends on how well you understand your target audience. Take the time to analyze your customer data and segment your audience based on demographics, past purchase behavior, and preferences. This segmentation will enable you to create targeted email campaigns that resonate with your customers and drive engagement.

For example, if you have an online clothing store, segmenting your audience based on gender, age, and style preferences can help you tailor your email content to their specific interests. You can send personalized recommendations, exclusive discounts, and updates on new arrivals that are more likely to catch their attention and encourage them to make a purchase.

Determining Your Email Marketing Goals

Setting clear goals for your email marketing strategy is crucial for measuring success and optimizing your efforts. Depending on your business objectives, your goals may include increasing sales, driving website traffic, decreasing cart abandonment rates, or nurturing leads. Having specific, measurable goals will guide your email content and allow you to track your progress effectively.

Let's say you run a subscription box service. Your goal could be to increase the number of subscribers by 20% within the next quarter. To achieve this, you can create email campaigns that highlight the value and benefits of your subscription box, offer limited-time promotions, and provide incentives for referrals. By tracking the number of new subscribers and analyzing the conversion rates from your email campaigns, you can determine the effectiveness of your strategy and make data-driven decisions to optimize your future campaigns.

Choosing the Right Email Marketing Tools

BigCommerce offers a variety of email marketing tools and integrations to help you streamline your campaigns and achieve your goals. Look for tools that offer features such as email automation, personalization, segmentation, and analytics. These tools will enable you to create professional-looking emails, automate your campaigns, and track their performance.

One tool worth considering is Mailchimp, which integrates seamlessly with BigCommerce. With Mailchimp, you can easily design visually appealing emails using their drag-and-drop editor, create automated email sequences based on customer behavior, and track important metrics such as open rates, click-through rates, and revenue generated from your email campaigns. Additionally, Mailchimp's segmentation features allow you to target specific segments of your audience with tailored content, increasing the relevance and effectiveness of your emails.

By selecting the right email marketing tools that align with your goals and requirements, you can streamline your email marketing efforts, save time, and achieve better results. Remember, a well-executed email marketing strategy can be a powerful tool for driving customer engagement, increasing sales, and growing your business.

Creating Effective Email Campaigns

Once you have laid the groundwork for your email marketing strategy, it's time to create impactful email campaigns that grab your audience's attention and drive action. Here are some key elements to consider:

Designing Your Email Layout

The design of your emails plays a crucial role in capturing your audience's attention and conveying your brand message. Use a clean and visually appealing layout that aligns with your brand identity. Ensure that your emails are mobile-friendly, as a significant portion of customers now open emails on their smartphones.

Consider incorporating eye-catching graphics, such as images or GIFs, to make your emails visually engaging. Utilize white space effectively to enhance readability and focus on key elements. Experiment with different color schemes and font styles to create a cohesive and aesthetically pleasing design that reflects your brand's personality.

Writing Compelling Email Content

The content of your emails should be engaging, informative, and tailored to your audience's needs. Craft compelling subject lines that entice recipients to open your emails. Personalize your emails by using merge tags to address recipients by their names. Provide valuable content, such as product recommendations, exclusive discounts, or educational resources, to keep your subscribers interested and build trust.

Segment your email list based on demographics, past purchases, or engagement levels to deliver more personalized content. Incorporate storytelling techniques to create a connection with your audience and evoke emotions that resonate with them. Include user-generated content, customer testimonials, or case studies to showcase the real-world impact of your products or services.

Implementing Call-to-Action Strategies

Every email you send should have a clear call-to-action (CTA) that prompts recipients to take the desired action. Whether it's making a purchase, signing up for a webinar, or following your social media accounts, make sure your CTAs are clear, persuasive, and prominently placed. Use buttons or hyperlinked text to draw attention to your CTAs.

A/B test different CTAs to determine which ones resonate best with your audience. Create a sense of urgency in your CTAs by using action-oriented language and limited-time offers. Leverage social proof, such as customer reviews or social media shares, to reinforce the value of clicking on your CTAs. Continuously analyze the performance of your CTAs and optimize them based on data-driven insights to improve your email campaign's effectiveness.

Optimizing Email Marketing for BigCommerce

To fully leverage the power of email marketing on BigCommerce, it's essential to integrate your email campaigns with your store and utilize the platform's available features.

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When integrating your email marketing efforts with BigCommerce, you open up a world of possibilities for personalized and targeted communication with your customers. By syncing your customer data seamlessly, you can create segmented email lists based on purchase history, browsing behavior, or demographics. This level of customization can lead to higher engagement and conversion rates.

Integrating Email Marketing with BigCommerce

BigCommerce offers seamless integrations with popular email marketing platforms, allowing you to sync your customer data, automate campaigns, and track results. This integration ensures that you have a centralized system to manage your email marketing efforts and maximize efficiency.

Furthermore, by automating your email campaigns through BigCommerce, you can set up triggered emails based on specific customer actions. For instance, you can send a welcome series to new subscribers, birthday discounts to loyal customers, or product recommendations based on past purchases. This level of personalization can foster customer loyalty and drive repeat business.

Utilizing BigCommerce Features for Email Marketing

BigCommerce provides built-in features that can enhance your email marketing campaigns. For example, you can leverage the platform's abandoned cart recovery functionality to send automated email reminders to customers who have left items in their carts. This feature can significantly boost conversion rates and recover potentially lost sales.

In addition to abandoned cart recovery, BigCommerce offers tools for creating visually appealing email templates that are optimized for both desktop and mobile devices. By utilizing these templates, you can ensure that your emails are engaging and easy to read, regardless of the device your customers are using.

Tracking and Analyzing Email Marketing Performance on BigCommerce

Analyzing your email marketing performance is crucial for measuring success and identifying areas for improvement. BigCommerce offers robust analytics and reporting capabilities that allow you to track metrics such as open rates, click-through rates, conversion rates, and revenue generated from email campaigns. Use this data to refine your strategies and optimize future campaigns.

By regularly monitoring and analyzing the performance of your email marketing campaigns on BigCommerce, you can gain valuable insights into what resonates with your audience and adjust your tactics accordingly. Experiment with A/B testing subject lines, calls to action, and content to continually improve your email marketing ROI.

Maintaining and Improving Your Email Marketing Strategy

Finally, it's essential to continually maintain and improve your email marketing strategy to stay ahead of the competition and maximize results.

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But what exactly does it mean to maintain and improve your email marketing strategy? It goes beyond just sending out regular emails to your subscribers. It involves actively managing your email list, testing and optimizing your campaigns, and staying updated with the latest trends and best practices in the industry.

Regularly Updating Your Email List

One crucial aspect of maintaining your email marketing strategy is keeping your email list up-to-date. It's not enough to simply collect email addresses and send out mass emails. You need to ensure that your emails reach engaged and interested recipients.

One way to do this is by regularly cleaning out inactive or unsubscribed subscribers from your list. By removing these contacts, you can focus your efforts on those who are genuinely interested in your content and offerings. Additionally, encourage subscribers to update their preferences and provide feedback to tailor your emails to their changing needs.

Testing and Improving Your Email Campaigns

Another critical aspect of maintaining and improving your email marketing strategy is testing and optimizing your email campaigns. Sending out the same generic email to all your subscribers may not yield the best results.

Instead, consider testing different elements of your email campaigns, such as subject lines, CTAs, and email content. A/B testing allows you to compare different variations of your emails and determine what resonates best with your audience. By optimizing for higher engagement and conversion rates, you can continuously improve the effectiveness of your email campaigns.

Staying Updated with Email Marketing Trends

Email marketing trends and best practices are constantly evolving. What worked a year ago may not be as effective today. To maintain a competitive edge, it's crucial to stay up-to-date with industry news and the latest strategies and techniques.

Attend webinars, read industry blogs, and follow marketing experts to learn about the latest trends in email marketing. By adapting your email marketing strategy accordingly, you can stay ahead of the curve and continue driving sales on BigCommerce.

By following these steps and implementing a well-rounded email marketing strategy, you can leverage the power of email to grow sales on BigCommerce. Remember, email marketing is a marathon, not a sprint. Consistency, personalization, and continuous improvement will yield significant results over time. Start today and unlock the full potential of email marketing for your BigCommerce store.

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Luca Borreani
Luca Borreani
CMO & Co-Founder
Not Only A Chat, But a Human-Like AI Converting Visitors Into Buyers
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