Integrated Email Marketing
Send Email Marketing Directly from Shopify
Shopify email marketing seamlessly integrates your Shopify products into your email marketing campaigns directly within Shopify, taking your email marketing campaigns to the next level. Integrate products directly into your email, get real-time analytics and tracking, segment email lists and optimize list growth from one single location with more power than ever before. This integration gives Shopify stores the power to create, send and track email marketing directly from their store without the need for 3rd party software. Shopify stores can still use their own email service providers such as MailChimp or SendGrid.
Shopify Email Notifications
Email marketing is one of the best communication tools in marketing, and Shopify has leveraged customer email notifications to help Shopify stores nurture their customer relationships. Shopify email notifications include order confirmations, abandoned carts, new account signups, shipping delivery, abandoned cart emails and welcome emails. Continue reading to learn more about these powerful communication tools available in your Shopify store.
Shopify Email Marketing Campaign Types
Discover the Difference These Campaigns Provide
Email Newsletter Campaigns
Communicating with your Shopify store customers on a routine basis is helpful in keeping your email list warm, as well as remaining in front of your customers by reminding them you have products in your store in which they have shown interest. Newsletter campaigns can be sent once per week (but not during holidays) and feature new product launches, new website or app features, close out sales or surveys. These email campaigns types do not usually offer promotional price reductions.
Promotional Email Campaigns
These are sale related email promotions that are not holiday specific. Promotional email campaigns are great for new or existing products that are going on sale, post-holiday sales, close-out sales or announcement of future promotions. These types of emails can also be used for in-store only promotions, however if you offer in-store and online promotions be sure to split these emails into two separate email promotions. Online customers may not be near your physical store location.
Seasonal Email Campaigns
Seasonal email marketing can be a great boost for sales and is fun for your customers. Think of any holiday that takes place in the US and you can probably already imagine a theme-based email campaign. Take advantage of seasonal email marketing early, even sending 20-30 days in advance is not too soon to start sending emails. Be sure to update emails with urgency as the holiday draws closer by adding days left until sale is over, this will help increase your emails click through rate.
Triggered Email Notifications
Triggered or automated emails are one of the most important aspects of Shopify email marketing. Most of these emails are standard with your Shopify store. Configure these emails with your own branding and use your own content to make them unique to your company. Triggered Shopify emails include order confirmation, order shipped, order delivered, happy birthday, review request, product back in-stock, lost password retrieval and post-purchase drip.
Abandoned Cart Emails
Sending an email to shoppers who have left items in their cart is a great idea, and the best part is that abandoned cart emails come standard in Shopify. Do not however make the mistake of not branding your abandoned cart email template. When a shopper receives an abandoned cart email from your Shopify store, they should have confidence in knowing where it came from. They should also have confidence that clicking on the email will take them to your Shopify store.
What happens when a shopper signs up to your email marketing list? How about when shoppers create an account in your Shopify store? Are you sending them unattractive, canned emails welcoming them with a cold message written by the programmer who wrote the code? Go further in branding your welcome emails, make them yours with a custom design and content that is warm and welcoming and add a 10% off coupon to entice them into make a purchase.
Top 10 Shopify Email Marketing Tips
Design: Customizing emails with the same design as your store, helps subscribers quickly identify your email which will increase customer click through rates.
ROI: Advertising to acquire new customers is expensive, sending email marketing to subscribers can drastically lower your acquisition costs and increases ROI.
Drip: Shopify automatically sends triggered emails to customers, take advantage of this automation by branding your message and adding promotional offers.
Conversions: Increase conversions with offers geared towards past purchases using customers buying history and segmenting your Shopify email marketing list.
Acquire: A fast way to grow your email list is to auto-update your ESP email list when sales occur. You can also add notifications when new subscribers are added.
Segmentation: Increase sales by segmenting your list and sending emails to the appropriate subscriber. Segment by asking for preferences at signup.
Contests: Contests and games added to popups are a great way to acquire email list subscribers, which is important in order to keep up with unsubscribes.
CLV: Keeping your email list warm by sending once per week or twice per month can be an important factor in helping to retain customer lifetime value.
CRM: Shopify can connect directly to your CRM, adding direct access between Shopify and your CRM helps to keep your email lists in sync.
Integration: Shopify connects seamlessly with most email providers, making your email marketing efforts less time-consuming and more productive.
Building Trust with Shopify Email Marketing
The nature of email marketing is built on trust, which is a great start to building any relationship. Email marketing differs from other marketing channels in that customers ask to receive email from your Shopify store, whether through a purchase or signup. This is trust, your customer has trusted you to send email to their inbox. This is a very important step in relationship building and often leads to higher lifetime value or CLV with your customers, who have trusted your Shopify store by opting-into your email marketing.
Shopify email marketing has unique value, unique because it enables you to collect intimate details about your customers buying patterns. Customers on the other hand learn what to expect and even grow to expect certain sales or promotions based on previous emails. Utilize this unique trust in your Shopify email marketing to grow trust, sales and ultimately lifetime customer value.
Shopify Email Marketing
Email Marketing Design and Branding
Nothing sells products like a beautifully designed and branded email marketing template. Designing a branded email template that encompasses your Shopify stores colors, look and feel is the best way to offer a great experience for your email subscribers. Why then do so many Shopify stores insist on sending canned, non-branded email marketing that is cold and disconnected from their brand?
While many Shopify stores attempt to customize their email templates to try and achieve a more professional look, the unfortunate reality is that most end-up looking far from professional. Here’s why this is important, your email subscribers receive professionally designed and branded emails from a host of companies, these emails set the bar high-enough in terms of design quality to make poorly designed emails uninteresting. Let’s face facts, no one wants to waste their time clicking on uninteresting and boring emails.
Bottom line, if your store is going to successfully engage in Shopify email marketing, then you need to take your email design and branding to the next level. That means a modern design similar to that of your Shopify store, professional photography for products, and creatively written content that succinctly speaks volumes about your products. In short, professionally designed and branded email marketing templates get more click-through’s and convert to sales more often than cold, poorly designed email templates.
Shopify Email Notifications
Triggered Email Configuration and Branding
Did you know that there are over twenty triggered email notifications in Shopify that require configuration? If you said no, you are in good company. The fact is Shopify stores require proper configuration to operate at an optimized level, and this includes triggered email notifications. Successful Shopify stores take full advantage of the marketing value in triggered email notifications by properly configuring and branding them so that they are warm and more personal.
Here’s why your Shopify stores triggered email notifications are so important, they are the critical email notifications for order confirmations, abandoned carts, new account signups and shipping delivery (just to name a few). As you can see, it is imperative that your Shopify store customers receive these timely emails and know immediately who sent them. This is just smart business, there is also a marketing element that we will explore in more detail below.
Branding your triggered email notifications is more than just adding your logo, branding means configuring the colors, look and feel of your email notifications to match that or your Shopify store. Making your triggered email notifications look and feel the same as your Shopify store adds trust to the emails and takes your stores presence to the next level. Shopify email marketing is a powerful channel for sales and communications, making the most of the opportunities it provides is essential for the long-term success your Shopify store.
Accelerate Email Subscriptions
Convincing shoppers to subscribe to your Shopify email list is easier than you might think, you just need to know where an email sign-up can take place and optimize those areas. Our short list to help increase email subscriptions.
Offer a Discount: Who doesn't like getting a discount on products, right? Research shows that more than 50% of email subscribers who join email marketing lists, do so just to get a discount that has been offered. Offer a discount but give it an expiration date. Here’s why, when a shopper finds a product they want in your store and they subscribe to your email list to get a discount, the last little bit of motivation they need to convert is the urgency of a discount that will expire.
Newsletter Popup: We all see these on almost every retail site we view, that’s because this type of email collection works. You can add some nice graphics to make your popup look professional, just keep the design clean and unobtrusive. Keep in mind that Google has strict rules against popups on mobile devices, if your store uses a popup email collection form be sure to turn it off for mobile devices.
Contests and Games: One of the many great things about Shopify are the apps available to help enhance your email subscription experience. There are contest email subscription apps for a more mature audience, and there are game email subscription apps for a younger audience. Both types of apps are available from multiple vendors and at various pricing options. These types of apps can be both entertaining for shoppers and powerful for collecting new subscribers’ emails.
Forms Not Links: Don’t make potential subscribers click to another page in order to subscribe to your list. Instead, make it easy for email subscribers by adding your email subscription form directly into every page in your store. Adding an email sign-up form in the footer of your store is the standard practice, and most people know to look there for your email subscription form.
Social Media Sign-up: Do not assume that just because people are viewing your Facebook or Instagram feeds, that they are automatically subscribed to your email list because they are not. You must add an email subscription form to your social media accounts, and then create content to entice subscriptions. Most email service providers offer embedded forms for social media, you can also add an email subscription app to most social media accounts.
Checkout Sign-up: Shopify comes standard with the option for customers to subscribe to your email list during checkout. This option is set to not-subscribe by default, change this option to ‘Preselect the sign-up option’ in the Shopify account setup.
Increasing Non-subscription Email Viewership
The first rule for increasing email subscriptions is never, ever buy emails! That said, there are options for using an email list that you do not own. First option is to trade ad space in your own email campaign for ad space with another brand, with both brands sending the other brands content to their own list. The other option is what is known as a media buy, with this option you pay an advertiser who owns a large email list, to send your email campaign to their email list. Both list sharing examples are good non-spam methods to increase the viewership of your Shopify email marketing campaigns.
Email Marketing Analytics
Tracking the progress of your Shopify email marketing campaigns is more than a one-time event, it should take place on every email campaign. The first step of tracking is making sure your Shopify store has Google Analytics properly installed. Whether you are using Shopify email marketing to send your email campaigns or an ESP such as MailChimp or SendGrid, you still need Google Analytics.
The next step is to tag each URL in your email campaign using Google Campaign URL Builder. This isolates each campaign so that you can create individual campaign reports. To use Campaign URL Builder just enter the URL to you each product in your email campaign, then give it a source (ex. MailChimp), next give it a medium (ex. email) and finally give it a name (ex. Valentines-Day). Your URL’s will now have unique and searchable parameters for each email campaign. The insight is incredible for email campaigns, track everything from email click throughs, to conversions and even historical reports for previous year’s email campaign stats.
ESP & CRM Email Integration
Attrition is the nature of email marketing, so it is critical to continually replenish unsubscribes with new email subscriptions. While Shopify email marketing is the best tool to manage email subscribers, you may opt for an ESP such as MailChimp or SendGrid. This is where Shopify integration is less consistent, while some ESP’s such as MailChimp easily integrate into Shopify, other ESP’s such as SendGrid may not. In these cases, you need a Shopify developer to write the API call, contact ATTAIN Agency for help from our Shopify developers.
We are often asked about integrating CRM systems into Shopify for email subscriptions, and email marketing. Fortunately, Shopify easily integrates into just about every CRM and for most integrations there are apps provided in the Shopify app store. Some CRM vendors have created their own API’s for Shopify integration, in these cases its best to work with your CRM vendors technical support or hire an ATTAIN Agency Shopify developer to integrate your CRM.
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