Why Email Marketing Is Vital to the Success of Your eCommerce Business
Think about the last time you received an email from one of your favorite businesses. You likely provided that company with your email address willingly because you want to be informed about things like new products, special offers, and seasonal promotions. Or, it could be that you made a purchase and wanted to stay updated about your order fulfillment and shipping details.
The bottom line is that email marketing is a highly effective way for your skin care business to connect with new and existing customers, build their trust, and foster brand loyalty.
How popular is email?
Worldwide, there are close to 4 million email users, 99% of whom check their email every day, (and often up to 20 times per day). And, now that close to 90% of people in the United States own a smartphone, scrolling through our emails is one of the first things we do each morning, often prior to getting out of bed and usually before we hop on social media.
So, in terms of popularity, email is definitely still one of the cool kids.
How does it compare with other forms of advertising?
Paid advertising—including pay-per-click (PPC) ads and social media ads—can monopolize a sizable chunk of your small business budget, especially if you opt to work with a digital marketing agency or a social media influencer.
Compared with other forms of paid advertising, email marketing gets you far more bang for your buck. According to one source, “At 4,400%, email marketing has the ability to offer the highest ROI out of all other digital marketing channels. For every $1 you spend on email marketing, you could earn as much as $44.”
ROI stands for return on investment, which essentially measures how much money your business brings in compared with how much is allocated out for marketing and advertising purposes.
In case you need more convincing, here are a few eye-opening email marketing statistics:
- Produces 4X the ROI of direct mail
- 22.86% open rate (compared with a 0.58% engagement rate on social media)
- 174% more conversions than social media
- Drives an average of $44 for every $1 spent (4,400% ROI)
- 61% of consumers say email is their preferred communication choice
- 60% of consumers will subscribe to a brand email vs. only 20% who will follow that same brand on social media
In a nutshell, email marketing is a cost-effective and efficient way to track and measure consumer engagement without relying on social media or internet search rankings. Especially in the beauty industry, where business owners tend to foster deeper connections with their customers, building a reliable email list ensures you are reaching your customers where and how they want to be reached.
There are three primary types of email outreach.
Using email for marketing purposes is different from using it for everyday correspondence. To continually engage with your skin care customers, you will send three types of emails: life cycle or relationship emails, promotional emails, and transactional emails. Some marketers will further segment these types into smaller subgroups, but typically these three categories represent the majority of the emails you will send.
- Life cycle (relationship) emails
These are your primary consumer engagement emails, meant to help you connect with your customers on a deeper level. They are often triggered and sent automatically when the consumer performs a specific action, such as signs up for your email list. They include welcome emails for new subscribers, thank-you emails, “win-back” emails (sent to entice customers who have not made a purchase in a while), cart abandonment emails, and birthday and anniversary emails, along with customer newsletters that feature tips, trends, and other valuable content.
- Transactional emails
This type of email deals primarily with purchasing or customer service actions. More functional and less emotionally driven, they include messages about customer orders, payment receipts, feedback and review requests, shipping and delivery updates, and username and password information.
- Promotional emails
Not surprisingly, this type of email is mainly used to promote a special offer or sale, for example a BOGO (buy one, get one) event or a special price drop on a specific product or group of products. Promotional emails can also include holiday gift guides and new product announcements.
How do I develop an email marketing list?
There are several ways to build a customer email list. You can place a pop-up box on your website, or you may choose to create a more subtle call to action that appears on each page. For example, you can include an email sign-up box in the header or footer of your site, with a simple message that says, “Subscribe and be the first to hear about new products, sales, and events!” You can also offer a lead magnet such as a free skin care guide or beauty tips video, which users then need to enter their email in order to view. Finally, you can put out a sign-up sheet at in-person events that encourages customers to leave their email address.
What email platform or software should I use?
Another great thing about email marketing is how simple it has become. Thanks to innovative tools and online platforms, you don’t need to be an expert marketer to create an automated email campaign that successfully attracts and retains customers. Check out PCMag.com’s picks for the Best Email Marketing Software for 2021, which breaks down the best options for businesses by ease of use, features, price, and scalability. Then, do some research of your own and read reviews by other businesses to see what has worked best for them.
Visit the Onoxa blog for even more helpful tips for marketing your beauty business.
From designing your product labels and establishing your brand to launching a successful eCommerce website and working with influencers, Onoxa is continually expanding its resource library to help our beauty entrepreneurs grow and scale their skin care business.
And don’t forget to join the Onoxa Insiders Facebook group to connect with your fellow business owners and share marketing advice, business tips, and more!