PIM
Manage all product content in one central system of record.
Activation
Easily syndicate product content to every consumer touch point.
Enhanced Content
Enrich product pages with below-the-fold content and rich media.
Catalog Sites
Share customized, up-to-date digital product catalogs.
Automation
Enhance collaboration with Salsify’s automated workflow engine.
Activation Insights
Continuously optimize your organization’s product content syndication.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
PXM Platform, Integrations, and APIs
Integrate the PXM platform with the rest of your enterprise systems architecture.
Supplier Onboarding
Accelerate supplier onboarding while ensuring your schema requirements are met.
Product Listing
Sell products faster with Product Listing.
Content Enrichment
Increase online conversions with Content Enrichment.
Automation
Save time and increase operational efficiency with retail automation.
SXM Platform, Integrations, and APIs
Integrate the SXM platform with the rest of your enterprise systems architecture.
Activation Network
Automate how you exchange product content data to the digital shelf.
Enhanced Content Network
Turn product pages into product experiences with Enhanced Content.
Ecommerce Platform Integrations
Create winning product experiences on owned sites with powerful ecommerce software.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
Open Catalog
Connect to the digital shelf faster with an open, standardized, and free product catalog.
Resources
Resource Library
Explore our ecommerce resources to get everything you need to win on the digital shelf.
Blog
Read our blog to get actionable insights for navigating changing markets and industry demands.
Webinars
Watch our on-demand ecommerce webinars to gain expert advice and tips from our community of industry leaders.
Engineering Blog
Explore our engineering blog to get developer resources, insights, and tips.
Events
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Knowledge Base
Investigate our knowledge base to build your Salsify skills and understanding.
Product Updates
Explore the latest news and updates for Salsify products.
API
Examine our comprehensive API and webhook guides to start working with Salsify quickly.
Learn how to prioritize and deliver what your shoppers want with the latest insights.
Trying to keep up with emerging marketing trends is tricky. Getting in front of the right people at the right time? Trickier still.
On social media, you hope your posts will shine through the abyss of busy feeds, while paid ad campaigns can quickly rack up costs.
So what’s the solution? Email marketing for ecommerce lets you land directly in shoppers’ inboxes with unique messaging made just for them. Here’s a breakdown of what it is, why it’s the ideal marketing tactic for ecommerce brands, and how you can get started.
Email marketing for ecommerce is the process of sending targeted and personalized emails to potential and existing customers to encourage them to make purchases, develop brand loyalty, and foster long-term relationships.
There are two main types of emails that ecommerce brands send:
When planning your email marketing strategy, make sure you account for both these types of emails and ensure the messages they convey weave together seamlessly.
Aside from landing directly in your customers’ (and prospective customers’) inboxes, email marketing for ecommerce has plenty of benefits.
These benefits of email marketing for ecommerce include:
The great thing about email marketing is that once it’s set up with automated triggers in place, it works on autopilot while you work on other parts of the business. Check out some guidance on what types of triggers to set up below.
First things first, you need a platform to run your email marketing from.
Choose a tool that has the features you need now, but that also has the ability to grow with you. Look for ones that offer segmentation, tagging, automated sequences, and triggered emails.
As well as collecting email addresses from people when they make a purchase, think about other ways you can build your email list.
Ways to build your email list can include:
Whatever method you use, there should be something in it for the customer. Remember: They’re giving you access to their sacred inbox, so they should get something from it too.
Image Source: Flaus
Most email marketing tools will have the option of grouping together similar customers based on their purchasing behavior, interests, and other data points.
Here are some ways you can segment your list:
Segmenting shoppers in this way means you can send highly relevant emails that are tailored to their specific needs.
For example, if you sell recipe kits, you might have one audience segment of busy parents, and one made up of students looking for cheap, quick meal ideas.
Once you’ve segmented your audience, you can start to map out automated sequences for different scenarios. For example, you can create a post-purchase sequence, a replenishment reminder sequence, or a series of emails that go out when a customer takes a specific action.
Here are some sample sequences you can set up:
Image Source: Alala
A re-engagement email from Alala encourages subscribers to check out new product arrivals.
The more you learn about your customers, the easier it will be to send personalized emails. This shift is why segmentation is so important.
Use the data you have to understand what customers might want and when so you can send well-timed emails exactly when they need them the most. Research by Drip found that personalized emails have an average open rate of 18.8%, which is 5.7% higher than non-personalized emails.
For example, you can send discounts to customers on their birthday, send a reminder to customers who usually buy a product at a certain time of the year, or use their previous purchasing behavior to recommend products they might like.
Image Source: Jetson Health
Jetson sends customers $10 off on their birthday.
Creating a high-performing email marketing strategy doesn’t happen overnight. It takes some trial and error — the more you send, the more information you have to improve your campaigns moving forward.
It’s a good idea to split-test (or A/B test) your campaigns to see what messaging, subject lines, and copy resonate the best with your customers. Most email marketing tools will have this as a built-in feature.
A welcome email series is an automated sequence of about three to five emails sent to new email subscribers. You can introduce your brand, forge a deeper connection with possible customers, and generate sales. According to Invesp CRO, welcome emails generate 4x more opens and 5x more click-throughs than regular email marketing campaigns.
When writing out your welcome series, think about including these essential points:
Your welcome series will often be the first point of contact a potential customer has with you, so make it count.
Image Source: Wild Wonder
This welcome email from Wild Wonder introduces the brand and includes a personal note from the company’s founder to instantly create a human connection.
Email marketing for ecommerce is a popular way for brands to connect with shoppers and build long-lasting relationships. When you show up regularly in your customers’ inboxes, you stay front-of-mind and can deliver personalized messages based on their unique wants and needs.
Ready to incorporate email marketing into your overarching marketing strategy? Download this for everything you need to get started.
DOWNLOAD GUIDELizzie Davey (she/her) is a freelance writer and content strategist for ecommerce software brands. Her specialty is combining customer research with actionable copy to create pieces that people actually want to read. Over the past 10 years, she's worked with top industry brands to bring their vision to life and build...
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.