- Boost engagement
- Effortless design
- Targeted marketing
- Cart abandonment
- Engagement monitoring
- Business expansion
- Campaigns analytics
What makes email marketing for ecommerce businesses work?
What are the trends businesses should keep in mind?
What are the features that work best?
If you find yourself asking these questions, the solutions are here.
ArrowLet’s understand how Zylker, an upcoming ecommerce retail brand, uses Zoho Campaigns to navigate through the twists and turns of creating a successful email marketing strategy. Discover how Zylker overcame challenges and found success in optimizing their email campaigns, boosting customer engagement and driving sales. Learn from Zylker’s experiences and implement their strategies to elevate your own ecommerce business.
Disclaimer: Zylker is a fictional ecommerce business created specifically for the purposes of providing an example case for readers.
Low customer engagement
New ecommerce businesses often struggle to engage effectively with new signups. Zylker ran ads on social media platforms and conducted offline events to spread brand awareness. Despite them getting good responses, their conversion rate was rather low.
Solution:
- The first thing they did was add a pop-up sign-up form from the predesigned sign-up forms templates available on Zoho Campaigns on their ecommerce site. They offered discounts to new sign ups.
- Those who signed up entered the lead nurturing workflow and were targeted based on their behavior.
- Personalised messages are sent to recipients who open emails, while a separate follow-up strategy used for those who didn’t and for unresponsive contacts.
- The contacts are kept up to date about the latest offers through their monthly newsletter.
Convenient ecommerce content creation
Zylker, operates with a relatively small team. They outsource their design needs to create professional-looking emails. However, their designer required a three-day notice and was unable to accommodate urgent requests. As a result, Zylker was occasionally forced to use generic templates available online, which were sub-par.
Solution:
- Once they moved to Zoho Campaigns, they had access to a wide range of predesigned templates specifically for ecommerce platforms.
- They could also bring product images and price details from their store within the template editor.
- The Zylker team was able to create coupon codes to drive more revenue, too. They could drag and drop these codes generated within the store using the template editor.
- Since Zoho Campaigns templates are designed to be responsive, be it a desktop or a mobile phone, Zylker could reach a wider audience.
- This way they do not have to hire a designer for their marketing campaigns.
Behavioral based targeted marketing
Earlier, Zylker’s hasty email marketing approach caused a significant decline in their email deliverability rate, resulting in a surge of unsubscribes and a drop in sales. The common practice was to send sale announcements indiscriminately, and industry trend newsletters to their entire contact list. This, of course, backfired and many of their emails ended up in the dreaded spam folder instead of the intended inboxes.
Solution:
- Once Zylker integrated Zoho Campaigns with its online store, they could easily segment their buyers based on their purchase history, profile information, and email interactions.
- The instant flow of data from the store to the campaign tool makes it easier to generate targeted emails and reach customers at the right time with the right message.
Abandoned cart targeted marketing
It was incredibly frustrating for Zylker’s team to see abandoned shopping carts on their website. Around 60% of their customers left products in the cart and never came back to it. Zylker knew they were missing out on a great opportunity.
Solution:
- Zylker’s team began with a series of automated emails to encourage contacts falling at the final hurdle to complete their purchase.
- They orchestrated the timing of the reminder emails using automated workflows. Zylker started nudging people to complete orders two hours after they left their cart abandoned.
- Zylker also displayed product details to recipients, reminding them of what they left in their cart. They send automated reminder emails almost immediately, before the end user becomes complacent.
Purchase follow-ups
A few months into the business Zylker noticed that their revenue remained steady, but as time went on, they started to see a decline in customer engagement and loyalty. Customers were no longer leaving reviews, and those who had previously been loyal to our brand were now making fewer purchases.
Solution:
- All Zylker had to do was set automated follow-ups, which saved time and ensured follow-ups were sent at the right time.
- Zylker configured different follow-up messages based on different behaviors, such as opening messages, leaving messages unopened, specific, and multiple link clicks.
- This allowed them to customize their follow-ups to the specific needs and interests of their buyers.
AI-Driven Product Recommendations
After implementing their successful strategies, Zylker turned their focus to increasing sales and encouraging customers to explore other products on their website. By enticing customers to spend more time on their site and make additional purchases, they could maximize revenue and grow their business.
Solution:
- The easiest solution for Zylker to take their business to the next level was to use Zoho Campaigns’s AI-backed product recommendations.
- This is based on the buying behavior of other customers who bought the same products and also based on the inventory.
- They had to simple drag-and-drop component where they could select the type of recommendation they want to use and the system will automatically display relevant product recommendations to individual customers.
- This encouraged customers to stay longer on their site and explore more increasing engagement and boosting sales.
Analyze campaign performance
Zylker also found themselves at a loss when it came to handling their data. They lacked a clear strategy for conducting analytics and struggled to leverage their data to its full potential. This left them uncertain about how to proceed with their business goals and left them missing valuable insights that could have driven growth and innovation.
Solution:
- To address this challenge, Zylker adopted a data-driven approach with Zoho Campaigns’s robust analytics capabilities and tracked performance in real time.
- They categorically tracked the monetary conversions of their emails to compare that with their overall revenue.
- They tracked the performance of their campaigns by analyzing the open rates, click through rates and even the unsubscribes to tweak their strategy if needed.
Conclusion
In the end, Zylker was able to turn around its marketing strategy effectively by making the best of all the features offered by Zoho Campaigns.