Email marketing is not dead. Statistics showed that 99 percent of consumers check their email daily while 59 percent make purchase decisions based on emails they receive. If your target audience is millennials, 73% of them prefer to receive business communications through email. It may be a relatively old format, email marketing remains one of the most powerful forms of communication that a brand can use to engage consumers. In case you haven’t used this yet, incorporate email marketing in your marketing plan and start building an email list for your dropshipping business.
What is Email Marketing?
Email marketing is an “old school” form of marketing. It involves sending out marketing communication to both existing and potential customers through email to educate, build loyalty, and sell products or services. The marketing messages can be a transactional email, promotional email, or life cycle email which can help boost sales of businesses including dropshipping businesses.
Why Your Dropshipping Business Needs Email Marketing?
Despite previous predictions that email marketing will be dying out soon with the introduction of innovative forms of marketing, many businesses are revisiting this strategy nowadays to complement other marketing methods such as chat marketing, SMS marketing, social media marketing, and ad campaigns. Email marketing is essential in a business’ overall marketing plan due to the following reasons:
- It’s a direct form of marketing because every person that opted in on your email list will receive your messages.
- Emails are being checked several times a day while social media can go unchecked for a few days.
- Email marketing is inexpensive, highly customizable, and proven effective by email marketing experts.
- It’s the best way to maintain and nurture ongoing customer relationships over time.
- Email is very effective in boosting sales as a dollar spent on email marketing can generate businesses an average ROI of $32.
- Subscribers are more likely to convert into customers because they are real and they are interested in what you’re selling.
- Email is not influenced by centralized platforms like social media and search engines in which changes in algorithms can completely wreck a distribution method.
- Email can affect the three growth multipliers simultaneously.
- Increase the total number of customers by boosting conversions with the help of automated welcome email and abandoned cart email.
- Increase customer’s purchase frequency through win back or bounce back campaigns.
- Increase average order value by automatically emphasizing high-value products to the customers.
Email marketing has been proven effective by marketers with a great email list. Not all email lists will yield positive results, therefore, you must ensure that you build yours correctly.
What is a Great Email List?
A great email list is composed of people who have a genuine interest in your brand and check their email regularly. To avoid wasting your time, money, and effort designing great email campaigns to the wrong group of people, ensure that you build your list organically. Don’t buy email lists because they are less likely to convert. These email addresses are not worth your money due to the following:
- Most of the email addresses are inactive or fake.
- The subscribers are probably not interested in what you’re selling.
- You can get flagged as a spammer because they did not give you consent to send them marketing emails.
What are the Different Types of Email Marketing Campaigns?
Email marketing is a great marketing tool when done the right way. You should plan out what messages to send, when to send them, and to whom should they be sent. There are three main categories of marketing emails being used in eCommerce: transactional, promotional, and lifecycle and here’s how they differ from each other.
Transactional Emails. These are emails that are more functional because key information is being sent to the customers. After customer checkout, emails like order confirmations and order receipts are sent out automatically. Another email is sent to the customer when the tracking number of the shipped products is already available for the latter to track shipment progress.
Promotional Emails. Broadcast emails are sent to your subscribers to let them know of any promotions or deals that you are offering in your dropshipping store. These include seasonal deals, new releases for dropshipping products, monthly newsletters, content updates, or time-sensitive promotions. Emails for Black Friday and Cyber Monday, holiday gift guides, and limited-time-only sale are classified under this category.
Lifecycle Emails. These are emails triggered by the actions made by a shopper and only target a small segment of subscribers. Emails like these are sent to satisfy and retain customers at whatever point of the lifecycle they currently are. Welcome email series, cart abandonment emails, second-order emails, and win-back campaigns are all lifecycle emails.
How Do You Legally Send Emails?
All email marketers must abide by the law to avoid facing serious fines. Make sure that you get the permission of your subscribers first before you send them promotional materials. They should have a choice to opt-in or opt-out of your email list anytime they want. You must educate yourself on the rules and regulations of the following to avoid violations:
Email marketing is a very effective marketing tool when executed properly. Seek legal advice to get a correct interpretation of the existing laws that govern email sending to prevent violations and acquiring serious fines. Don’t buy an email list because you will only waste your money. Aim for a great email list and start building one for your dropshipping business. It will take time and effort but the result will be worthwhile in the end.
DISCLAIMER: The above content is for informational purposes only and should not be taken as professional legal advice. Always consult an attorney for any questions about the legality in sending emails.