5 Ways an Email Marketer Will Grow Your E-Commerce Brand
To reach the true potential of your e-commerce brand, the expertise of an email marketing specialist is indispensable. From creating the optimal customer journey to coordinating omnichannel campaigns, email marketers play a pivotal role in driving e-commerce success.
In this blog post, we'll explore the key skills of email marketing specialists and how they can fuel growth.
Plotting and Implementing Email Marketing Strategy
If you run an e-commerce brand or work for one, then you probably don’t need me to tell you just how important email marketing is for e-commerce. Here at RPM, our clients get about 40% of their total revenue from email marketing alone.
That said, such numbers can be achieved only when you have the right email marketing specialist steering the ship. With email marketing, you get what you give. If you treat email marketing only as an afterthought to be handled by interns or jack-of-all-trade marketers, you can’t expect much progress in that area.
This underlines the need to specifically hire marketers who not only have the technical skills that’ll be discussed below, but also have firsthand experience in email marketing.
2. Navigating The Likes of Klaviyo and Mailchimp
There are a million email marketing platforms out there, and while using these platforms can be a little tricky for most, it’s the job of an email marketer to have in-depth understanding of these platforms and use them to get the best out of your email list.
Klaviyo (my personal favorite), Mailchimp (wouldn’t recommend), ActiveCampaign, And Omnisend are among the most popular email marketing platforms out there. Each platform has its strengths and weaknesses, but they all provide basic optimization features like automation, A/B testing, and audience segmentation. A good email marketer will apply these features to send the right message to the right audience at the right time.
3. Email Marketing Content: Copy and Design
This skill is a little more optional than the rest because not every good email marketer will also be a good email copywriter and designer. In my experience, most good email marketers are likely to also be capable of producing good copy. It’s unlikely to find someone who’s great at all 3.
So if you’re hiring for this role and you consider email design essential (it’s not always essential because plain-text emails tend to perform better for many brands), then you need to either hire an email marketing agency, or hire two people; an email marketer (who's also good at copywriting) and an email designer.
4. Coordinating Omnichannel Campaigns
The true magic of marketing lies in the synergy of multiple marketing channels. The inbox is not the only touchpoint you have with customers. Ideally, they should also see you when they’re scrolling through social media (organic posts and paid ads) as well as when they’re on Google (SEO).
Seeing the same marketing campaign across all your marketing channels greatly increases the chances of getting the desired response out of your customers. Therefore, good email marketers collaborate seamlessly with other members of your marketing team to create unified, compelling omnichannel campaigns. This is how you leave a lasting impression on your customers, and maximize customer retention.
Still on the topic, an email marketer can also contribute to omnichannel customer service by creating automated post-purchase follow-ups and customer feedback requests.
5. Insights from the Crystal Ball: Monthly Performance Reports
Finally, no form of marketing is ever complete without insights to guide future actions. Good email marketers compile the relevant data from your email marketing platform to provide monthly reports that summarize the results of your email marketing activities.
These insights help you navigate potential challenges as they arise, double down on what’s working, and take all necessary measures to ensure your e-commerce brand continues to flourish.
Bonus: Embracing the Ever-Evolving Landscape
The world of email marketing - and marketing in general - is ever-evolving. That’s why good email marketers make it a point of duty to stay up-to-date with the latest trends, technologies, and best practices to keep your campaigns fresh and effective. From incorporating interactive elements like GIFs and videos to partaking in meme culture, email marketers embrace change to create the best possible experience for customers.
P.S: Are you wondering if you’re truly getting the very best out of your email marketing? Get yourself a free, no-obligation audit to uncover the missing pieces of your email marketing strategy.
