How to Write ECommerce Emails That Won’t Piss of your Clients

ecommerce emails

Compared to other Singapore digital marketing strategies, ECommerce email marketing is 61% more efficient in helping businesses increase sales and achieve sales objective. One of the challenges of running an e-commerce business is that you do not get to meet your clients face to face like the brick and mortar businesses. However, you can still communicate with them consistently via email.

Today, we look at four tips on how to write e-commerce emails that will not piss of your clients.

Have a Goal

Just like any other digital marketing strategies, you need to have a goal that you want to achieve from the emails. The goal will help you come up with ideas on how to tailor the email. Otherwise, if you just send the emails blindly, you will not get any ROI since clients will be left stranded. To avoid any form of confusion and overwhelming the clients, each message should focus on one goal.

Create Good Subject Line

One of the main reasons why people open your emails is because of the subject line. If it is boring or does not sound interesting, very few people will open it. Here is a graph showing the reasons why most people open emails.

For your e-commerce emails to be successful in winning over customers, you need to take the time to create the subject line. Here are some tips on how to increase open email rates by writing a good subject line.

  • Strive to create a level of urgency
  • Tell a story
  • Personalize it
  • Use breaking news to your advantage
  • Send offers such as discounts
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Include a Call to Action (CTA)

Finally, you have grasped the attention of the audience and lured them to open the email. The next crucial step is to convince them to take the desired action. The action may be visiting your website and placing an order or subscribing to your monthly newsletter. You can achieve these goals by including a call to action message or button that they can click on to complete the process. Research has proven that CTA buttons are 28% more effective in increasing conversion rate than hyperlinks.

Consider Running a Drip Campaign

The most successful e-commerce companies in Singapore have mastered the art of running drip campaigns. What is a drip campaign? It entails sending a series of emails to potential customers in a predetermined order. For example, when a customer places an order, the first email that you send should confirm the order and provide other details related to the transaction such as the total cost and the expected shipping date.

Singapore online consumers are skeptical about providing their credit card information and address. The order confirmation email will alienate their fears by informing them that the transaction was completed successfully and safely.

After the first email, you can send a follow-up email to get a review of the product. A simple customer survey is ideal for knowing if the customers are happy with your product or service. Studies have proven that polls are effective in increasing customer retention rate, growing profits, and creating loyal customers.

Final Thoughts

Consider the structure of your e-commerce emails before hitting the send button to ensure that you convey the intended message to the target audience properly. Needless to say, the contents of the email should be relevant to the audience. Put into consideration the needs and expectations of the recipients when writing the content.

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About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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