In the highly competitive dropshipping industry, customer relationships are essential. Email marketing, therefore, becomes a viable option for dropshippers to stay in touch with customers and maximize their leads.
This strategy is mostly helpful for product niches that require frequent purchasing or those with high prices.
However, to be successful at email marketing for dropshipping, you must employ the right strategies. Today, you will learn how best you can use email to market your store and get ahead of the competition.
Benefits of email marketing
- Customer relationships
Email marketing helps build strong customer relationships. As you send emails to your customers, you can better understand what they like and dislike. They also hear from you regularly, keeping your brand top of mind. They are thus more likely to buy from you eventually.
- Permission-based method
Unlike other marketing channels, email marketing requires your customer to opt-in to receive your messages. This situation shows you the customers that are genuinely interested in your offering. You are then confident that you are talking to the right people.
Email marketing can easily be adjusted to work on a large scale. You can use email to send messages to an extensive list and also for a small, targeted list. It is thus relatively more convenient to use.
You can measure email marketing in dropshipping much easier than other mass communication methods. Using analytics software, you can check the performance of your campaigns. You can also test your copy, different styles, etc.
Types of emails
Email marketing for dropshipping involves several types, depending on what stage the customers are at. These types include:
Welcome emails: You send these when the customers provide their information on a contact or subscription form. Welcome emails confirm the first Contact with the customer.
Abandoned cart emails: These emails work when the customers abandon a purchase before payment. Abandoned cart emails pose an open rate of over 45%, which is higher than other types. They are therefore useful for driving more sales.
The follow-up email: Follow-up emails are up selling opportunities. After the customer has purchased, you can then email them with other deals or complimentary products they can buy. Considering that customers spend more on subsequent purchases, this is an excellent way to increase sales to your dropshipping store.
Discount email: These are sent to customers to offer discounts on products they might like or have abandoned in the cart. Discount emails are effective at encouraging purchases. It is vital to strike a heavy balance not to affect your profit.
Holiday promo emails: Customers look for the best deals during holiday shopping. You can therefore use email to inform them of what sales they can get at your dropshipping store.
Email marketing software programs
To maximize your email campaigns’ effectiveness, you must find the right software for your dropshipping business. The various software help to draft emails, optimize lists, etc. Some of the best programs include:
This program is an email marketing software leader. It is relatively easy to use and has many integrations, making it a popular option for many businesses.
The platform also offers many email templates with a deliverability rate of 90.6%.
With a free plan, you still have a lot of benefits like:
- 2000 email subscribers
- 10000 emails a month
- You can import templates
- Email scheduling
The platform lets you automate your email marketing processes, although this requires some expertise.
Paid plans start at $10/month and increase with increments of 500 subscribers.
Constant Contact is a comprehensive email marketing software, with over 600,000 subscribers globally. It is easy to use for beginners, making it an excellent option for your dropshipping store. Among the many features include:
- Create and manage email lists
- Email templates
- Marketing calendar
- Built-in social media sharing tools
- List segmentation
- Shopify integration
- Customer support
There is a 60-day free trial. Pricing starts from $16 a month.
Paid plans come with features like automation, surveys, polls, subject line A/B testing, etc.
Send in Blue
Send in Blue is an email marketing platform with over 80,000 users worldwide. It has additional customer relationship management functions.
Send in Blue features over 70 responsive design templates. The platform’s testing capabilities enable you to target your ideal audiences and also optimize your campaigns accordingly.
The top features of Send In Blue include:
- Customizable dashboard
- User-friendly automation workflows
- Support team
Send in Blue is one of the cost-efficient alternatives, making it a viable option for your dropshipping store.
Drip is a powerful email marketing platform you can use for your dropshipping store. It offers seamless integration with major eCommerce platforms like Woo Commerce and WordPress.
Drip’s features include:
- Marketing automation
- Split testing
- Visual workflow builder
- Live chat support
With Drip, you can reach targeted customers within your email list.
The platform is best if you are looking for more advanced features. It thus comes at a hefty price of $49/month, which gets you all the features.
Convert Kit is one of the fastest-growing email marketing programs. It is easy to use and offers some powerful automation features.
Some of the vital Convert kit features include:
- Subscriber segmentation
- Extensive knowledge base
Convert kit does great at email targeting. Most of the features are designed for bloggers. So, if you create a lot of written content for your dropshipping store, this might be the best option.
There is a free 14-day trial and starts at $29/month for all features with a 30-day refund policy.
AWeber is one of the oldest email marketing software for small businesses and has over 120,000 subscribers. The main features for AWeber include:
- Multiplatform integration
- Html email templates
- Email tracking
- Live support
The free plan allows up to 500 subscribers, while the paid plan starts at $19/month.
It is important to measure email marketing metrics regularly. That way, you can quickly know if your emails are being effective. You will also know what needs improvement. Some key metrics to consider when measuring email marketing for your dropshipping store include:
Open Rate: This refers to the percentage of recipients who received your email. It is essential to measure this to know if recipients read your emails. Otherwise, your campaign is pointless.
The open rate is influenced by factors like your sender name and headlines.
Bounce Rate: The bounce rate shows how many emails were not successfully delivered to the receiver’s box. It occurs due to several technical issues. Possible issues could be non-existent emails, blockage by the receiving server, etc.
Opt-Out Rate: Also known as unsubscribe rate. It shows you how many subscribers chose not to continue receiving your marketing messages.
Click-through rate: This is often the main goal for many emails. It represents the number of recipients who clicked a link inside your email.
Factors influencing the click-through rate include anchor text, link placement, and link frequency.
Conversion rate: Conversion rate refers to the number of people that completed the desired action on your emails. These numbers show you how effective your email messages are at converting customers.
Best practices in email marketing for dropshipping
Here are some proven tips you can use to ensure your email campaigns yield your dropshipping store results.
For customers to read your emails to the end, you must make them engaging. It applies to both the copy, the layout, and the media.
Most email marketing software offers easy-to-use and attractive templates.
The copy must be clear, concise, engaging, and useful. If you consistently send emails that are not relevant to the recipient, they will most likely unsubscribe. Also, make your email copy easy to read. That is, allow enough white spaces, use headings, bullet points, etc.
Images are also a great way to get your message across. However, they can also cause formatting issues and increase load time. You must therefore use small images and only when necessary.
Calls to action
Calls-to-action state what you want the reader to do after reading. Plus, it often represents the goal of your campaign. It could be purchasing an item, viewing a piece of content, etc. A call to action includes the means to take action (a relevant button).
Best practices suggest focusing on one call to action per email. Doing so helps to avoid any form of confusion.
Calls to action work best when they create a sense of urgency. So, phrases like “now”, “today”, “while stocks last”, etc., work well.
Make your calls to action noticeable to increase the chances that consumers will click. Experts recommend using bright contrasting colors like red, orange, etc. Also, avoid placing it at the bottom of the email so that readers can see it easily.
Email segmentation comes down to further dividing recipients into smaller groups with similar characteristics. Doing this helps you to send the right messages to the right people. That way, you are more likely to convert.
You could segment your audience based on interests, purchase behavior, location, etc.
For example, you can create a list for customers who have bought before. Your goal for this list could be to build further relationships and upsell some complimentary items.
You may not always get your email content right the first time. So, it helps to conduct regular tests to see what works best. It could be that you are not using the right calls to action. Or you are not emailing the right people. You could be using the wrong subject lines, the wrong buttons, etc.
By conducting such tests, you can tell which areas of your emails need adjustment to become effective.
Be creative in creating an email list.
Email marketing is pointless without an email list. You must focus on generating a steady stream of new subscribers. Some of the best ways of expanding your email list include:
Adding a subscribe button through the order process. You can encourage customers to sign up for updates even as they shop.
Using a static subscriber box across your website. Customers browse through your site and sometimes like what they see. Providing a subscriber box gives them a chance to opt-in for more messages from you instantly.
Use social media. You can also encourage your social followers to sign up for your list. If they enjoy your content, they will happily do so.
Pro tip: Do not buy email lists! These lists will often be unrelated to your niche. As a result, your messages will be considered spam and go straight to the trash.
Email marketing is the most effective marketing strategy for dropshipping. It builds strong customer relationships by keeping you top of mind. Email marketing is also essential for targeted marketing.
There is numerous software you can use to streamline your email marketing efforts. Depending on which platform you use, you must only go through creating your opt-in form. Then, you can start building your email list and generating leads and sales.
However, you must proceed with caution and utilize best practices. If not, it easy to sabotage your efforts and come off as spammy.
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