You might think that emails might be going straight to the junk folder when you receive it from online fashion retailers, but the stats say otherwise. Customers who visit your online store through an email are more likely to shop something as compared to other traffic channels.
A study by Custora states that customers who arrive at an online store via an email are 11% more valuable than other visitors. Ecommerce email marketing can unquestionably be the best way to communicate with potential customers.
Best Email Marketing Practices
Here we are about to discuss some of the best email marketing practices that might help online fashion retailers to gain more customers and retain those customers.
Let’s discuss the ways in which online fashion retailers use email marketing campaigns to give a push to their business:
Know the target audience
Before you use email marketing campaigns, they should be aware of how their target audience is. If you don’t know your audience well, even the best email marketing practices won’t be able to deliver results.
In e-commerce email marketing, you should know the following about your audience:
- What do they like?
- What is their geographical location?
- What kind of weather is prevalent in their area?
- When is their birthday?
- When is their anniversary?
- What kind of products do they usual prefer buying?
You can get some of this information when they are signing up for your online store. You can get the rest of the information from their buying behavior. You can also segregate different users and send them relevant emails instead of flooding everyone with the same one.
Know the Net Promoter Score
You might be aware of the fact that it is far more difficult to retain customers as compared to acquiring new ones. So you have to know your Net Promoter Score (NPS) to get an idea about how your customers view your company.
You can ask some questions like:
“How likely are you to refer our store to a friend or family, on a scale of 10?”
You then need to evaluate the answers, classifying them as follows:
- 0-6 = “Detractors”
- 7-8 = “Passives”
- 9-10 = “Promoters”
The NPS is calculated by using the percentage of detractors and the percentage of promoters, applying the following formula:
NPS = % of Promoters – % of Detractors
The NPS score can range from -100 to 100, showcasing the value that your organization delivers. You should treat the “Promoters” as VIPs and reward them with special offers to keep them happy. After all, they are the ones who will bring you more business.
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