The next step: ecommerce marketing
Posted: Tue Feb 18, 2025 3:30 am
As we mentioned above, one of the main weaknesses of e-commerce compared to traditional commerce is the high level of competition. Creating an online store or integrating an e-commerce module into a website can be relatively simple, but the real long-distance race begins later, once the online store has been launched.
The digital marketing strategy is even more important than the creation of the e-commerce website and is supported by the following actions:
Traffic Acquisition : First, you need to get your target audience to visit your store, with good SEO, paid search engine advertising (SEA), PR, etc.
Conversion : Visiting your website doesn't necessarily mean they're going to buy. In fact, most often only 1% of visitors will do so . Converting a visitor into a customer is a gradual process that needs to be taken care of. The first step is when the visitor decides to leave their contact information to become a prospect or lead . Afterwards, there may be different actions that move them closer or further away from the purchase and a lead scoring model is a good way to measure them.
Customer loyalty : This is the next step after conversion, the difference between cayman islands phone number list making a one-time purchase and becoming a repeat customer. At this stage, a good content marketing strategy is crucial to cultivating a long-term relationship.
The importance of none of these marketing pillars should be underestimated. After all, it's of little use to have a large volume of visitors if you can't optimize conversions and if customers don't become loyal, right?
The effectiveness of email marketing in ecommerce
Email marketing is mainly used for conversion and loyalty actions. It is not the only channel, but it is the one that offers the highest return on investment, $44 on average for every $1 invested, according to statistics compiled by Neetwork .
These results must go hand in hand with a good strategy. One of the main rules of email marketing is not to send generic emails to all leads, but to segment them to promote personalized communication. These criteria are some of the most common for segmenting emails:
Demographic data: age, gender, place of residence, etc.
Date of last purchase
Opening previous emails or clicking on the call to action they include
Purchase history
Product categories that are most consulted on the web
Email marketing platforms like Brevo allow you to set rules to easily automate these emails. For example, to encourage loyalty, you can send an email with a discount code to customers who have made a purchase in the last three months.
Or send it only to those under 30 if you are promoting a youth collection. The possibilities are endless and you will have to see which ones best fit your strategy. A good way to check what works best and what works worst is A/B testing .
The most common emails in ecommerce
Welcome email
When a new user has just subscribed or registered to your mailing list, it is important to welcome them and use that message to remind them of your value propositions.
The digital marketing strategy is even more important than the creation of the e-commerce website and is supported by the following actions:
Traffic Acquisition : First, you need to get your target audience to visit your store, with good SEO, paid search engine advertising (SEA), PR, etc.
Conversion : Visiting your website doesn't necessarily mean they're going to buy. In fact, most often only 1% of visitors will do so . Converting a visitor into a customer is a gradual process that needs to be taken care of. The first step is when the visitor decides to leave their contact information to become a prospect or lead . Afterwards, there may be different actions that move them closer or further away from the purchase and a lead scoring model is a good way to measure them.
Customer loyalty : This is the next step after conversion, the difference between cayman islands phone number list making a one-time purchase and becoming a repeat customer. At this stage, a good content marketing strategy is crucial to cultivating a long-term relationship.
The importance of none of these marketing pillars should be underestimated. After all, it's of little use to have a large volume of visitors if you can't optimize conversions and if customers don't become loyal, right?
The effectiveness of email marketing in ecommerce
Email marketing is mainly used for conversion and loyalty actions. It is not the only channel, but it is the one that offers the highest return on investment, $44 on average for every $1 invested, according to statistics compiled by Neetwork .
These results must go hand in hand with a good strategy. One of the main rules of email marketing is not to send generic emails to all leads, but to segment them to promote personalized communication. These criteria are some of the most common for segmenting emails:
Demographic data: age, gender, place of residence, etc.
Date of last purchase
Opening previous emails or clicking on the call to action they include
Purchase history
Product categories that are most consulted on the web
Email marketing platforms like Brevo allow you to set rules to easily automate these emails. For example, to encourage loyalty, you can send an email with a discount code to customers who have made a purchase in the last three months.
Or send it only to those under 30 if you are promoting a youth collection. The possibilities are endless and you will have to see which ones best fit your strategy. A good way to check what works best and what works worst is A/B testing .
The most common emails in ecommerce
Welcome email
When a new user has just subscribed or registered to your mailing list, it is important to welcome them and use that message to remind them of your value propositions.