E-mail Marketing Tips for Canadian Fashion E-Commerce Businesses
In an age where so much of a company’s marketing strategy focuses on online marketing and social media, you may wonder if e-mail is a good strategy. E-mail has proven to be, and still is a winner as far as online marketing strategies go. E-mails can now only go to users who have opted to be on your list and receive information about your company and your deals - that’s where the money is…in an interested market.
Even with the busy lives and schedules most people have today, they are still likely checking their inboxes at least once a day. Sending e-mail marketing campaigns, enables you to connect to your customers regularly, with timely, relevant messages.
So, how do you plan and develop a successful e-mail marketing strategy knowing all of this? Let’s go over a few tips and tricks that can help you with this.
Deliver value
One sure-fire way of sabotaging your e-mail marketing strategy is by sending out irrelevant e-mail or e-mail that is happening too frequently. Wasting someone’s time will see that person unsubscribe in a hurry. So how can you avoid your fashion company’s e-mails being treated as spam? You need to ensure that you are doing two things
Create stunning emails
First, create really eye-catching, easy to read templates that will draw people in especially since you are in fashion space! Your email list is made up of people who have chosen to hear from you and love your aesthetic, so it makes sense to give them something beautiful to look at!
Think about it - would you rather read an email that's been designed with care, or one that's been thrown together without any thought? Designing beautiful emails shows your subscribers that you value their attention, and that you're willing to invest time and effort into your relationship with them. It also makes your emails more enjoyable to read, which means people are more likely to actually read them!
Offer useful information
Second, you need to make sure the information is useful, interesting and relevant. It’s also a good idea to personalize the content as much as possible using e-mail software to help you to be sending out relevant information.
Keep it short and sweet
Like the majority of other digital content, e-mails do much better when they are concise. A busy person is unlikely to go through dozens of e-mails, and is unlikely to have time to read much more than the headers. So, design your e-mails templates to be broken up by hero images, headers, and brief bits of text. To provide more information, use links to your website content, which is the point of the e-mail in the first place.
Make it mobile friendly
Another thing to think about, the majority of online consumers are completing their searches and purchases on mobile phones. So make sure that both your e-mail and the website you are directing them to are designed to work smoothly and efficiently with mobile phones. Again, your e-mail aims to get people to come to your website and purchase your products.
Have a catchy subject line
Think of your subject line as the most important part of your e-mail content. Initially, all someone will see is your subject line. The subject line determines whether people will click into your e-mail to continue reading and find out more, or whether your e-mail will end up in the Spam folder. So, take care with choosing your subject lines.
You want something that will catch their attention, a teaser that will draw them in without becoming spammy. You should avoid sales words like “buy now” or “free” as these terms will usually land your e-mail in a junk folder.
Optimize delivery time
How often your e-mails get opened can be determined by when your e-mail arrives. Discovering when you get the best open rates with your audience is a key to success. Different people and age groups are more likely to open their e-mails at different times of the day. So, know your target audience and learn when it is that they are most likely to open their e-mails.
You can find out when your customers are most active through your email dashboard or through Google Analytics!
Analyze the data
Just as with any other form of marketing, analyzing your data is key to building a successful marketing strategy. So, take advantage of data like:
delivery rates
open rates
click rates
unsubscribe rates
Test out different subject lines and key words, different template designs and different sales offers. Don’t just guess at what your audience is responding to, confirm it.
Automate your eCommerce email marketing
These days, eCommerce email marketing is highly automated making it an easy way to connect with your past and current customers. There are a large variety of companies like Klaviyo, or my favourite, Omnisend that offer easy-to-use templates that help you
keep your brand image consistent
edit your content
connect it all back to your business
E-mail marketing strategies are usually a very inexpensive form of advertising to implement, so your return on investment is going to be high. A well-executed campaign is worth the time and energy you put into it.
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