Email Marketing for eCommerce: how to maximise impact

Jul 10, 2024

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Email Marketing for eCommerce | Email remains the marketing powerhouse for driving sales, engaging customers, and building brand loyalty. Online sales are now 20% of global retail. So, thinking ahead of the holiday season this year… let’s look at email marketing for eCommerce, and help you create some winning strategies here.

To maximise the effectiveness of email campaigns, leveraging the right tools and expertise is crucial.

This article talks about how you can use Salesforce Marketing Cloud Engagement to build strong email marketing strategies for eCommerce and why partnering with experts like CloudAnalysts is the most cost-effective solution for your eCommerce business.

The Role of Email Marketing in eCommerce

Email marketing is a versatile, potent tool for eCommerce businesses. It serves various purposes:

Email marketing for eCommerce use cases - abandoned cart recovery

Abandoned Cart Recovery

Reminding customers about items left in their cart can significantly boost conversion rates.

Email marketing for eCommerce - use cases - customer acquisition

Customer Acquisition

Targeted email campaigns can attract potential customers with personalised offers and incentives.

Email marketing for eCommerce - use cases - customer feedback and reviews

Customer Feedback and Review

Gathering customer feedback and reviews through email helps improve products and services.

Email marketing for eCommerce use cases - Customer Retention

Customer Retention

Regular updates and exclusive offers help retain customers by keeping them engaged and loyal.

Product Launches and Promotions

Announcing new products and special promotions directly to a targeted audience ensures maximum reach and impact.

Looking for some seasonal expertise, read our article with 10 Ways Create Online Holiday Sales.

Key eCommerce Platforms

Email marketing strategies can be tailored to integrate seamlessly with various eCommerce platforms, including:

  • Shopify: With its extensive app ecosystem, Shopify allows for smooth integration with email marketing tools.
  • Magento: Known for its flexibility, Magento benefits from robust email marketing solutions that handle complex campaigns.
  • WooCommerce: As a WordPress plugin, WooCommerce easily integrates with numerous email marketing services to leverage its wide reach – a small business favourite
  • BigCommerce: BigCommerce supports advanced email marketing integrations that cater to growing businesses with diverse needs.
  • Salesforce Commerce Cloud: cloud-based unified e-commerce platform for retailers and brand manufacturers that integrates beautifully with the Salesforce CRM – an enterprise business favourite

Salesforce Marketing Cloud Engagement

Salesforce Marketing Cloud Engagement is a comprehensive platform that offers a suite of tools to manage, personalise, and optimise email marketing campaigns. Key features include:

  • Journey Builder: Design and automate customer journeys, ensuring personalised and timely communication.
  • Mobile Studio: Send time-optimised SMS messages to prospects that help them take the next step in their buying journey. Perfect in creating those moments that matter.
  • Email Studio: Create and send tailored email campaigns with sophisticated segmentation and targeting capabilities.
  • Content Builder: Design and orchestrate your marketing assets for eCommerce new product launches and other email or SMS marketing campaigns.
  • Audience Studio: Gain deep insights into customer behaviour and preferences to refine targeting strategies.
  • Analytics Builder: Measure the success of campaigns with detailed analytics and reporting.

Our article ‘What does Salesforce Marketing Cloud do‘ describes it all.

Benefits of Using Salesforce Marketing Cloud for eCommerce Email Marketing

  1. Personalisation at Scale: Salesforce allows for hyper-personalized email campaigns, enhancing customer engagement and boosting conversion rates.
  2. Data Integration: Seamlessly integrates with your eCommerce platform to consolidate customer data, providing a holistic view of customer interactions.
  3. Automation: Automate repetitive tasks and workflows, freeing up your marketing team to focus on strategy and creativity.

4. Advanced Analytics: Access comprehensive analytics to continuously optimise and improve email marketing efforts.

Pain Points in eCommerce Email Marketing and How CloudAnalysts Can Help

Email marketing for eCommerce sounds pretty straight forwards, but over the years of working with Salesforce marketing cloud and data cloud clients, we have learned that there are really 4 key pain points that companies need to handle:

  1. Data Silos: Disconnected data sources hinder the ability to deliver personalised experiences. CloudAnalysts can integrate all your data into a single, cohesive system, providing a 360-degree view of your customers. In some cases, we have strung 24 different data sources together – see this marketing cloud case study for a hospitality & leisure luxury brand.
  2. Lack of Expertise: Designing and executing effective email campaigns require specialised skills. Our consultants bring deep expertise in Salesforce Marketing Cloud, ensuring your campaigns are both creative and effective.
    • (Best if you come straight to us rather than through intermediaries, like marketing-only agencies or platinum Salesforce partners with many layers of management, but a low expert to jr. consultants ratio.)
  3. Resource Constraints: Managing email marketing can be resource-intensive. By partnering with CloudAnalysts, you can leverage our team of experts, reducing the burden on your internal resources and ensuring top-notch execution.
  4. Keeping Up with Trends: The digital marketing landscape is ever-evolving. Our consultants stay abreast of the latest trends and technologies, ensuring your email marketing strategy remains cutting-edge.

Why Choose CloudAnalysts?

CloudAnalysts founder Astrid van Dorst

Tailored Solutions: We understand that every business is unique. We offer customised solutions that align with your specific goals and challenges.

Proven Track Record: We have a history of delivering successful email marketing campaigns for all sorts of businesses, including eCommerce business, driving growth and enhancing customer engagement.

  • Comprehensive Support: From strategy development to execution and optimisation, we provide end-to-end support, ensuring your email marketing efforts are seamless and effective.
  • Expertise: Our team comprises highly certified Salesforce Marketing Cloud professionals with many years of experience in digital marketing, Salesforce Marketing Cloud as well as eCommerce.

Email Marketing for eCommerce: Conclusion

Email marketing is indispensable for eCommerce success. By leveraging Salesforce Marketing Cloud Engagement and partnering with expert consultants like CloudAnalysts, you can overcome common challenges, streamline your marketing efforts, and achieve outstanding results. Investing in expert consultation is not just a cost-effective solution—it’s a strategic move towards sustained growth and customer satisfaction.

Ready to elevate your eCommerce email marketing? Contact CloudAnalysts today and discover how we can help you transform your email marketing strategy with Salesforce Marketing Cloud Engagement.

Interested to learn more?

We would be very happy to help you.