marketing driven ecommerce

Email Marketing Offers Key to Increased AOV

MSI is working with a number of its partners on email marketing campaigns to drive increased traffic to the site. Email marketing is a vital tool in any companies marketing tool kit. Figures recently quoted in a report by E-consultancy suggest ROI on email marketing to be in the order of £22.26 for every pound spent.

It is vital that your site is setup to deliver the information you need to take advantage of email marketing. Good data needs to be coming from a number of sources. Here are a few general pointers:

• Make sure your registration process is geared towards customers opting in for communication. Don't simply offer them a checkbox, provide a list of bullets on why people should sign up.
  
  
• eCommerce sites should be designed to gather user interactions, don't just rely on Google Analytics to provide information on your customers. The web provides you with the opportunity to associate user interactions with specific customers. Use this information to send customers offers regarding products they have viewed or abandoned in a basket.
  
  
• If you are gathering email addresses for a newsletter becareful if there is another piece of information that is important don't just get the email address. A partner recently contacted us saying their email list would be very powerful if an important date was associated with addresses. If there is a piece of information that would help you segment your customers then why not ask for it. Tell people why you are asking for it - to help provide more suitable offers.
  
  
• Make sure you personalise the email wherever possible, you are likely to sell more if you are offering relevant products to customer.