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Sheri Hebbeln
 
May 7, 2014 | eCommerce , Email Marketing | Sheri Hebbeln

Features of Successful Ecommerce Emails

If you're trying to bring your wine marketing efforts up to speed with the ecommerce revolution, look no further than email. Despite the wide range of available digital marketing tools, email is still a great way to stay in touch with customers and increase your online wine sales. Some of the personal quality of relationships can be lost over the Internet, but email allows you to develop the connection with consumers and deepen the bond with wine club members. 

If you have already been employing an email marketing strategy for some time, this may seem like good news. However, you can't keep recycling the same email messages from 2000. The reason email is still a highly effective marketing channel is because it has been evolving to keep pace with newer technology, such as mobile devices, search engine optimization and developments in Web design. With that in mind, here are some components of a successful email strategy in 2014:

Responsive Web design
As mobile devices have dramatically increased in popularity in the past few years, offering a consistent experience across every channel has been more challenging for retailers. More people are viewing their inboxes from smartphones and tablets, which means that emails loaded with images, Flash and videos may not perform very well. Mobile devices can't currently render Flash, according to a post from Content Equals Money. Recipients won't have very much patience for slow-loading messages, and too much text can be difficult to read from a tiny smartphone screen. Responsive design can effectively optimize emails for mobile because messages will conform to the screen size of the device being used to view it. 

Layout is another important concern for mobile viewing, Practical Ecommerce pointed out. Single-column designs may render the best from a mobile device. In addition, calls to action won't have the desired effect if buttons are too small. Be sure to include large buttons to get the intended result. For example, a critical mistake some retailers make is putting the call to action to close to the unsubscribe button. From a smaller mobile screen, it's easy for a consumer to aim for the link to your website and accidentally unsubscribe. It's important to extend the blank space around the call to action so it both stands out and makes it more difficult to hit the wrong button from a smartphone. 

Advanced list maintenance and integration with your CRM
At the most basic level, your email platform should be able to add or remove subscribers to your list and delete invalid addresses, a separate article for Practical Ecommerce stated. However, many tools can go further than this, allowing you to create separate lists and automate subscription changes. For example, you don't want to send a blanket message to every email subscriber. People who visited your website and didn't purchase may not respond to the same kind of emails as loyal, long-term customers. Sending one email with a generic offer to your whole contact list is a thing of the past. 

To improve client segmentation, you should choose an email platform that integrates with your existing customer relationship management software. These programs have a wealth information on consumer behaviors and preferences. This is great way to promote your online wine store.

Email is still a relatively low-cost method of reaching a wide audience, keeping it relevant in 2014. It allows for better targeting than social media. As long as wineries keep new email developments in mind when designing campaigns, they can capture a high return on investment from these efforts. 

Comments

Digdev Direct's Gravatar
 
Digdev Direct
@ May 12, 2014 at 7:34 AM
If you are spending money or time on a marketing plan, which I hope you are, then you better make sure that you are utilizing every opportunity possible when someone is visiting your site to capture their business. Either during there visit, or in the future. If you’re an online merchant then you already know the importance of having a website that portrays professionalism and trust.

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