What does email marketing mean for an eCommerce brand?
Email marketing is a marketing channel that uses email messages to convert potential customers and leads. For eCommerce brands, email marketing usually includes promotional email marketing campaigns and automated email flows such as the cart abandonment flow, welcome flow, and shipping and delivery notifications.
How can an email marketing agency help?
Email marketing has the biggest ROI of any marketing channel for eCommerce businesses. All the various traffic channels flow into your email list and it's absolutely crucial for brands to take advantage of that and power up their email campaigns. The challenge is, that often brands are limited on resources and lack the design skills and the email automation chops to really grow their email marketing program.
Business owners need email marketing experts that have experience working with the particular email marketing platform the business is using, have designers on the team, and can create emails that look good and have high conversion rates.
How to find the perfect email marketing agency
How do you find that perfect email marketing agency for your eCommerce business? Here are a few things to look out for.
Track record of success
First and foremost, the agency has to have a successful record working with similar brands. They have to be good at what they do. Most of the time all you see are customer testimonials and fancy case studies, but you need to look under the hood. Ask to see the actual campaigns the agency has set up and see their email designs, the type of sequences they've built, and their sales funnels. With Mayple, you get to see that data.
Experience in your niche
The agency should also have experience working with other brands in your specific niche. They have to be comfortable working with a similar audience, and a similar budget, and know what works and what doesn't. They have to be able to create email content that works and maximize your email marketing ROI.
Highly responsive and adaptable
It's also important for any email marketing partner you work with to be responsive and adaptable. They should report on the results of each campaign and keep you in the loop with all the metrics they're tracking like open rates, click-through rates, and email revenue. They should also be able to adapt to changes in your audience, and seasonality and do a lot of A/B testing.
What are the skills of a perfect email marketing agency?
There is a wide range of skills that any agency offering email marketing services should have. Here are the most important ones.
Automated email sequences & flows
A good eCommerce email marketing agency should be able to build email marketing funnels for different segments of your audience. And they should be able to take your existing flows and improve them, based on industry best practices. In short, they should know email marketing automation like the back of their hand.
Promotional email campaigns
Promotional campaigns are the backbone of a healthy email program. They're made for sending out promotions, product launches, holiday campaigns, and email newsletters. They're also great for sending out referral and customer loyalty messages to your loyal customers.
Knowledge of email tools & platforms
The agency you pick should be familiar with a variety of email marketing software and how it integrates with your specific eCommerce platform. They should know how to create advanced flows using email list segmentation and personalization.
Each tool requires both implementation and frequent testing and troubleshooting (based on data and customer behavior). And you don't want to launch your email campaigns only to discover that the data isn't syncing properly, so make sure the agency knows the specific tool you're using and has the expertise to use its advanced features.
Detailed eCommerce email marketing strategy
Don't just settle for the first email strategy proposal you get. Get several proposals from your agency candidates and make sure that they are comprehensive, thorough, and realistic.
Expertise in omnichannel strategies
Last but not least, it's critical that the agency you work with has a good understanding of the other channels you're using. No email marketing solution is complete without complementary channels like SMS marketing, retargeting, and push notifications. These other channels are needed to maximize email marketing performance. And not all email marketing companies have the expertise with them. So make sure you pick a full-stack email marketing agency that is able to work on all of these channels and make them work together.
Hire the perfect eCommerce email agency with Mayple
Tired of sifting through lists of candidates and not knowing who to choose? Simplify your whole hiring process with Mayple. We have 600+ of the top digital marketing agencies with proven experience and a track record in your niche.
Here's how our process works:
1. You fill out the information about your business and your marketing goals
2. We match you to the best agencies based on 50+ factors and our proprietary AI platform
3. You approve them and they get started
The whole process takes 3-5 business days. It's simple, transparent and the best part is - you get a dedicated strategist to review your account, make sure the agency is doing its job, and help you expand to new channels.
Want to get your own team of email marketing experts? Get started today!