Email and SMS marketing have always been, and will continue to be, essential channels for eCommerce brands and most businesses worldwide. Yet, many brands still don’t fully utilize them. If you’re one of them, this article will guide you through five key steps to get started.
Step 1: Deliverability Setup
This step may be a bit technical, but it’s essential to ensure your efforts in these channels pay off. Deliverability optimization used to be complex, involving DNS updates, dedicated sending structures, warm-up processes, list cleaning, and segmentation.
If you’re just starting, these terms might seem overwhelming. Fortunately, ESPs like Klaviyo, Active Campaign, and Mailchimp simplify the process by guiding you through basic steps.
Once the technical setup is done, follow these email best practices:
- Keep your list clean
- Use segments
- Always include an unsubscribe link
- Send engaging content
- Establish a consistent sending schedule
By sticking to these rules, you’ll be in good shape from the start.
Step 2: Build a high-quality Subscriber List
Statistically, subscribers who haven’t yet purchased are closer to buying than website visitors, social followers, or passersby. This is because subscribers allow for consistent one-on-one communication, which other engagement channels don’t offer.
Your goal should be to convert as many visitors and followers into subscribers by developing effective subscription forms.
Another important step is to collect additional information known as Zero-Party Data.
This data will help you with many things
- Understand customer needs
- Personalize messaging
- Optimize website and ad communication
Subscribers are the fuel for Email and SMS marketing. Without them, you can’t expect much success.
Step 3: Set up Automated Workflow
The beauty of these two channels is that half of the communication can be automated.
Email and SMS automation refers to behavior-based, time-sensitive messages. In simple terms, subscribers receive the information they need exactly when they need it because of their actions on your website.
The types of automation you can create depend on your website platform and the customer journey.
To maximize effectiveness, you need to map out the customer journey, understanding the steps customers take before making a purchase or disengaging.
You will naturally lose some visitors at each step, so your goal is to transition as many as possible to the next stage.
To achieve this, conduct thorough research to uncover the reasons why visitors might not:
- Visit the collection page
- View the product page
- Add items to their cart
- Start the checkout process
- Place an order
- Return for subsequent purchases
By doing this effectively, you’ll identify several areas for improvement in your communication, which can serve as a foundation for your strategy.
Step 4: Create Engaging Content
The other half of your Email and SMS marketing efforts consists of manual campaigns. These are not triggered by subscriber behavior but are sent out based on your choices.
One common mistake brands make is sending emails only during promotions, which teaches subscribers that your communication is solely about transactions—like “Product X is now Y% off, BUY NOW!”
The only thing worse than relying exclusively on sales campaigns is doing so every week.
Remember, while Email marketing is powerful, inconsistency in your communication can lead to a decline in engagement.
Therefore, it’s essential to establish a balanced campaign strategy that incorporates both sales and non-sales content.
Non-sales campaigns can include brand-building content, tips and tricks, how-to guides, quizzes, and more.
Another pitfall is being inconsistent with your messaging. It’s crucial to conduct in-depth research on your audience, their needs, your products, and your competitors.
Utilize analytical tools, AnswerThePublic, and Google Trends to ensure your strategies are data-driven rather than based on assumptions.
Once you discover what captures your subscribers’ interest, maintain that focus by implementing a content calendar. You can make a copy of our template HERE.
Step 5: Analyze, Test & Optimize
Once you complete the first four steps, you’ll enter the A/B testing phase, where it’s time to maximize your efforts.
The reality is that we often create strategies based on what we believe will work, but the actual outcomes can differ significantly.
I always say that you and I could sell the same product with the same unique selling propositions (USPs) in the same market, yet still attract entirely different audiences. Various factors shape your audience’s behavior.
Therefore, the Analyze, Test, and Optimize phase is ongoing. There’s always something to test, a different approach to try, and new hypotheses or angles to explore.
Focus on the following areas: forms, automation, and campaigns. Track the key metrics for each aspect and continuously improve them week by week and month by month.
Conclusion:
These five Email & SMS Marketing essential steps will provide a solid foundation for your marketing strategy. Keep in mind that subscribers and zero-party data are your most valuable assets, so prioritize building these resources and establish effective communication with them.
By leveraging automation, creating engaging content, and continuously testing your strategies, you can develop a scalable system that drives growth. Stay focused on refining your approach at every stage, and you’ll achieve sustained success in your eCommerce endeavors.