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Social media affords many promotional opportunities, PPC drives a lot of traffic, and on-page SEO yields organic search rankings that keep on giving— but to this day, nothing bolsters an eCommerce strategy quite like email marketing. That’s exactly why yearly spending on email marketing in the US alone is expected to hit 350 million dollars by 2019.
But like any marketing medium, you won’t get much out of it if you don’t think it through and plan it out with specific goals in mind. Whether the intention is to build loyalty in new customers, keep old ones happy, promote new products or establish industry authority, you have to approach things carefully and analytically.
To that end, here’s how I recommend you go about devising a great email campaign that will truly back up your broader eCommerce efforts.