How to Built a Powerful Ecommerce Mailing List, The single email marketing KPI in ecommerce is pretty simple – return on investment. You look at the cost and revenue and can easily determine email marketing ROI (according to the Global Industry Benchmarks email marketing provides highest ROI among the online marketing channels). If you want to achieve long-term success with email marketing, you’ll need a robust, continuously growing email list. Not sure how to grow one? In this chapter, we’ll guide you through the most effective ways you can apply to your business.
STEP 1. FOCUS ON QUALITY TRAFFIC – DEFINE YOUR TARGET AUDIENCE
To get the most of your email marketing efforts you need to start with your target audience – people who are most likely interested in your product or service. To run relevant online marketing communication, drill down into your data and identify customers who generate the most revenue. Research who they are, what they are trying to accomplish, what drives their behavior, and analyze their buying behavior and buying decisions.
Such information is not only the backbone of a great email marketing program –
it’s crucial for your overall marketing success. Use it to create customer personas, that – if done – right will help you match content to customers’ needs. I second
the Buyer Persona Institute that marketing plans should start with the buyer’s needs – not yours. That’s why a thorough customer research should be the foundation of all marketing.
STEP 2. IMPROVE YOUR SEO
Once you’ve built solid buyer personas, it’s time to create a solid conversion plan.
The first stage in any given online marketing methodology is awareness or reach, where you focus on attracting your target audience (ideal customers) to your website (or physical location). This is where you focus on traffic – the number of visitors
and visits on your website.
A huge part of your website traffic comes from organic search results – people using search engines like Google, Bing, Yahoo to find particular products. That’s why we consulted two ecommerce experts on driving organic traffic with SEO.
STEP 3. CREATE HIGH-CONVERTING WEB FORMS AND LANDING PAGES
OK, now that you know how to optimize your online business for search results, you’re ready to start building your list.
The first step is to ask people who visit your website and are interested
in your product or service to subscribe to your newsletter and receive regular updates from your brand.
To do that, you need a solid web form. Basically, web forms allow people
to sign up, but great web forms grab attention and incentivize subscription – and that’s exactly what you need if you want to grow your ecommerce email
list like a pro!
Place web forms on your home page, product pages, blog, and during registration in your ecommerce store. The more opportunities for a signup the better.
Use multiple different forms depending on the situation:
- Download box to engage content lovers
- Exit pop-up to minimize bounces and maximize ROI
- Scroll form to keep your blog visitors engaged
- Fixed bar to stay at the top of the reader’s browser
Test, analyze, and optimize their performance. When you set out to grow your list with high quality traffic, you’ll be able to see which forms result in the highest conversion and optimize for further growth.
Whatever web form you choose, it needs to meet certain criteria. A great web form needs to be visible (if not eye-catching), it needs at least one form field (email address) and a clear call to action. If you want to personalize your email marketing communication from the start, you can use more form fields (e.g., name, city, sex).
Make sure you ask subscribers only for relevant information. Ask for date of birth only if you are going to use this information in further communication, e.g. by sending a personalised birthday offer.
If you decide to use more form fields, it’s a good idea to write a few words explaining the reason behind it. This helps visitors set the expectations. I’d recommend a short description of your email marketing campaigns, especially if you send valuable content that addresses customer pain points.