Email Marketing With Shopify
Driving traffic to your Shopify is quite a challenge, especially when you are at the beginning phase. And while there’s no easy formula for success, there are a few strategies you can use to maximize the potential of every visit to your Shopify website.
Email marketing is one good example. It can provide entrepreneurs the ability to build relationships with their target audience. It allows you to share valuable content, helps you guide your customers through the checkout process, and helps drive traffic and increase revenue of your Shopify store.
While social media and other messaging platforms are the “new trend” for online user engagement, email marketing still remains the leader. In fact, according to research, the return on investment of email marketing is at 3,800% for SMBs and medium sized businesses.
In this guide, I will walk you through everything you need to consider with an email marketing strategy for your Shopify store.
Choose the Right Email Marketing Platform
The very first step is choosing the email marketing service that you’ll be using to collect contacts and send emails.
There are a lot of different email marketing providers out there. What you’ll need to choose would be the one that you feel will work best for your Shopify business – you also need to find a service or provider that can integrate easily with your Shopify website.
Here are some email marketing platforms/provider to consider:
These email marketing platforms or providers offer a place for you to keep your mailing list and automate the production and sending of all your emails.
Growing Your Email List
Next step is to grow your email list. Here, you need to get creative and you need to make it easy and exciting for anyone to sign-up.
Remember, your offers must be clear and concise with a simple action item: the opt-in form.
The opt-in form is also known as the email sign-up box that you see on almost every site.
There are many popular email marketing software solutions that provide handy opt-in form generators. You just need to get a snippet of code, and just paste into various places around your Shopify site.
But, where to place opt-in forms?
Here are good places to consider.
- Header or navigation bar
- About Page
- Checkout page
- Via Pop-ups
Segment Your Email List For Better Engagement
One of the biggest mistakes that a lot of business owners make with their mailing list is sending the same email (content) to everyone. It’s a big No No, because not every subscriber on your mailing list is equally engaged.
Moreover, if you sell items in different categories (for example, men’s shoes, women’s shoes, and kid’s shoes), not every subscriber will be equally interested in every product category.
Do you want to relay the same message to every person? Of course not. You want your emails to be as relevant as possible to the recipient.
Ideally, it’s tough to customize all your emails to cater specifically to all the subscribers on your list. However, you can create emails based on specific criteria using segmentation in order to increase user engagement and ROI.
Segmentation works this way: it sorts your contacts into different lists based on their engagement and all the information that you have on them.
You can differentiate all your contacts based on Customer Type, Interest, Location, and Behavior.
To make it a lot easier for you, you just need to choose an Email Marketing Platform that has the segmentation options that you need. To find out what segmentation options are available to you, you will need to refer to the features offered by the provider.
You can just refer to the features listings or documentation guides for all these information. Or you use Google – search for your the provider’s name plus “segmentation”, “segment your list” or similar keywords to learn more.
Convert Subscribers into Customers
Here’s how you can convert your blog readers into customers in simple steps?
Well, it’s a must that you keep your customers engaged with great content, which you send out frequently by email. Next is you need to turn your engaged readers into users via BIG content and an email marketing drip campaign., and then finally, use behavioral activation messaging to talk to your visitors in their own buying cycle.
- Use Email to Drive Shopify Blog Readership
You must keep your readers engaged. Remember, it’s not always about the sale or getting the sale.
The greatest Shopify websites rigorously email their readers to achieve two things:
- Great content
Not only do they write ‘High-quality’ content, but they email it out and get it in front of their readers consistently.
You can update your blog maybe at least twice a week and email your readers about it all the time. Your emails can be short but it should contain a clear synopsis of the excellent content that your readers can click through and read.
- Use a Drip Series of Emails as your Conversion Funnel
So, you’ve got a growing Shopify blog list and you’re keeping them engaged with content updates. Email is bringing them back and your users are sharing your content – everything is going well according to plan!
But the question here is, how do you convert these readers into customers? 90+-% of them are not going to sign up for your product right away so how can you help them along?
One of the most effective and popular ways to drive new signups for your product is to use a drip email campaign.
You can share all of your secrets so that your customer can solve the problem on their own. In this strategy, you are implicitly sharing why they should sign up or buy your product to make their lives a lot easier. That’s right, you are giving away your “secrets” and, in doing so, you’ll win the hearts and minds of your new readers.
For inspiration, take a look at HitTail‘s homepage:
For me, this is a good example of a sign-up form to get potential readers into your educational emails. This site has this little form pop up after around 20 to 30 seconds ensuring that it does not distract from the primary CTA (call to action). The goal here is to capture emails of those readers who would otherwise not sign up or buy your product.
To set this up, you need to pre-create a series of 5-8 emails over a month period. Your drip email campaign is a new channel to attract prospective visitors that are not ready to sign up or buy your product. Two best places to implement this new campaign are:
- Landing pages.
- Share your content to your Shopiy blog subscribers and inactive users via email in exchange for customers’ permission to email them more of your educational content.
Another cool tip is to display remarketing using tools like Trada to bring your Shopify blog readers or landing page visitors who don’t sign-up for a free trial back to sign up for your educational campaign.
- Drive Activation with In-App Emails
So, you’ve got blog readers excited and signing up for your new products or free trial. Getting to this point is challenging enough but it’s not good if you just stop here.
What is the next step? Well, by using automated emails, you can set up a system to help you drive customers toward activation in your products.
You must identify what counts as an activation. It can be when your customer sent out their first live behavioral email, or the creation of their first landing page, or the creation of the first project within Basecamp. There are many possible triggers but you really want to do here is to encourage new, inactive users to take this activation step as early as possible.
Here are some ideas:
- Follow up with your subscribers that do not complete the activation step within 24 hours with a helpful reminder of what they need to do to start or finish the activation process.
- Email your subscribers throughout the free trial period with examples of what others have achieved with your product.
- You may also send a ‘personal’ email to ask them about the challenges that they are facing and how you can help them.
Always bear in mind that you must look at email marketing as a channel that you can optimize to help systematize your user acquisition. By investing time and effort in testing your automated campaigns, you can leverage content to convert your readers that come both directly or via your Shopify blog into customers that actually pay.
Email marketing is a powerful channel for your Shopify business. Whereas most channels—like ASO, SEO, and social media—are volatile and subject to change, the email list you build over the years will become a pillar of your success that continues to drive both new and loyal customers to the products in your Shopify store.
There are actually no limits on how far you can segment your customers, target them across various channels, and personalize your emails to speak to them directly. The potential for increasing your sales via email marketing should not be underestimated. Start collecting your visitor emails today, identify your segmentation opportunities, and remember, always provide good value.