When a prospective customer visits an ecommerce website, their journey has just begun. Assuming that they find the right information on the site and like what they see, the next steps are critical to the ultimate goal: a sale, or a “conversion” of some sort.

Email to the rescue

Now, we know you’re groaning right now, but that’s because most email campaigns are randomly executed and therefore, ineffective. A well-crafted, targeted email campaign can help to build your database and give you a direct line of communication to prospects who will actually welcome the information you send.

Industry experts predict that there will be 259 million email users in the U.S. by the year 2020. And when done properly, email generates $38 in sales for every $1 spent, according to the Direct Marketing Association (DMA). Talk about an ROI opportunity!

Strategic deployment of automation

This sounds like a military tactic, and in a way it is. It’s precise and well-planned to hit a specific target at a specific point in the process. It is timed to follow a predetermined path or coincide with an event. The decision path is purposely developed to deliver the right message at the right time for optimum impact and action. This type of campaign can help support marketing efforts, recover abandoned carts, and support sales teams.

The better understanding you have of your customer and detailed target personas, messages can be thoughtfully personalized and laser focused.

Pro Tip #1: Utilize an email automation software that also integrates with your CRM. That way, all your data can be organized and stored in one convenient location.

Pro Tip #2: Try to automate the simple emails first, the ones you find yourself sending over and over, but keep them personalized.

Email as a boost to search and social

As an adjunct to a solid SEO campaign, email will strengthen the effect of your SEO efforts by providing more links to your website and content. And by directing email subscribers to your social-media channels, their level of interaction with your brand rises and your call-to-action is much more likely to spark a conversion action.

Pro Tip #3: Don’t be afraid of opt-outs. The last thing you want is to be flagged as spam, so make it easy for those who don’t want to engage to remove themselves from your lists.

Leverage email to tie it all together

Email is one of the best methods available to tie all of your digital and manual efforts together. With killer strategic planning behind each email, you can start to automate processes, engage your market and ultimately generate more sales and build brand advocacy.