AdminBy Elsie Udoh
One of the most essential tools that can help in the successful marketing of your business as an e-commerce owner is an email list. This is because an email list helps you to reach your customers directly, maintain relationships, and boost sales.
Join our WhatsApp ChannelIf you read our last post on building an email list, then you know by now how important an email list is to a business and how to build one. Not sure what we’re talking about? See the post here
Still unsure about how to get started building an email list for your e-commerce brand? Well, let Prime Business Africa provide you with clarity on that by helping you see why and how you should build an email list for e-commerce.
Why You Need an Email List for Your E-commerce Business
Running an e-commerce brand involves a hard struggle trying to sell a product or service to customers online. Since it’s not a physical contact, it’s very possible to lose your customer halfway into the buying journey without being able to salvage it.
This possibility makes it highly important for you to build a solid relationship with customers so they don’t make last minute decisions to not purchase your offerings.
Now, what’s the best way for you to connect with customers? Of course you’d agree that it’s by means of constant communication. We can liken this to a romantic relationship. It thrives and flourishes with constant and healthy communication, but take that away and what do you have? A looming heartache.
We don’t want you to experience that in your business. Heartaches that comes from abandoned carts and loss of sales can be avoided when you have a well-curated list of email subscribers. This will enable you to generate repeat purchases, recover abandoned carts, and announce new products or sales directly to those who are already interested in your brand.
Now let’s get started with building an email list for your e-commerce brand.
Step-by-Step Guide to Building an Email List for E-commerce
These steps are quite similar to that of building an email list for any business but have been specifically tailored to match your needs as an e-commerce brand. Let’s break them down one after the other:
1. Choose an Email Marketing Service
The first step is to select an email marketing platform such as Mailchimp, Klaviyo, and Constant Contact. These platforms offer tools to help you manage your email list, create eye-catching email templates, and track the performance of your campaigns.
2. Add Sign-up Forms to Your Website
Once you’ve chosen your email marketing service, you’ll need to add forms that encourage visitors to sign up for your email list to your website. The key here is to make it easy and attractive for people to subscribe.
Place your sign-up forms in visible spots on your website, like the homepage, product pages, or during the checkout process. You can even use pop-ups or slide-ins that appear as customers are browsing. Just make sure your forms are mobile-friendly since most people will likely visit your site from their phones. Here, learn how to build a sign-up page from scratch
3. Offer a Lead Magnet
A lead magnet is something valuable you offer in exchange for a visitor’s email address. For an e-commerce business, this could be a discount code, free shipping, or access to exclusive content like style guides or product tips.
For example, you could offer a 10% discount on their first purchase when they subscribe to your newsletter. This will help to grow your email list, and also encourage customers to make a purchase right away.
4. Segment Your List
This involves dividing your email list into different groups based on customer behaviour, preferences, or demographics. Not all customers are the same, so your emails shouldn’t treat them as if they are.
For example, you could create segments for:
- New subscribers
- Customers who have made a purchase
- Shoppers who abandoned their carts
- High-value customers (those who spend a lot or shop frequently)
This allows you to send targeted, relevant emails to each group, which increases your chances of converting subscribers into paying customers.
5. Create Valuable Content
Now that you’ve started building your list, you need to provide value to your subscribers. If the only thing you’re sending them is sales promotions, they might lose interest. A good mix of promotional and non-promotional content will keep your audience engaged.
Think about what your audience cares about. You could send product recommendations, tutorials, customer stories, or behind-the-scenes looks at your business. If you’re selling skincare products, for example, you might share tips on how to create a skincare routine, or if you’re in the fashion industry, you can send seasonal style guides. This way you’re building trust and keeping your customers interested in your brand.
6. Use Social Proof
Social proof is a psychological phenomenon where people follow the actions of others. In e-commerce, this means that if people see others engaging with your brand, they’re more likely to trust you and sign up for your emails.
You can use social proof to build your email list by showing customer reviews, displaying how many people have already subscribed, or sharing testimonials from happy customers.
7. Promote Your Email List on Social Media
Social media is a great place to promote your email list and encourage people to sign up. You can post about your lead magnet, promote exclusive deals that are only available to email subscribers, or simply remind your social media followers to sign up for your email newsletter to stay updated on the latest news and promotions. Make it easy for them to subscribe by adding the link to your email sign-up form in your bio or as a swipe-up link in your Instagram Stories.
8. Use Giveaways and Contests
Hosting a giveaway or contest is an effective way to grow your email list quickly. The trick is to make the prize relevant to your target audience, this ensures that the people participating are genuinely interested in your brand.
For example, if you’re selling fitness gear, you could run a contest offering a bundle of workout equipment as the prize. To enter, participants would need to sign up for your email list. This way, you’re attracting subscribers who are likely to be future customers.
9. Monitor and Optimise Your Campaigns
Building an email list is an ongoing process, and it’s important to track your progress. Most email marketing platforms offer analytics tools that allow you to see how well your sign-up forms are performing, what your open and click-through rates are, and which emails are converting subscribers into customers.
Pay attention to these metrics so you can continuously optimise your campaigns. For example, if your open rate is low, you might need to improve your subject lines. If people are signing up but not making purchases, then it could be time to rethink your email content.
How to Grow Your Email List Without a Website for E-commerce
If you sell your products or offer services on social media but do not have a website yet, you can still build an email list by using social media, guest blogging, or even in-person events. Share your email sign-up forms on social media platforms like Facebook, Instagram, and YouTube and collaborate with influencers or other businesses in your niche to grow your list.
You can also collect emails during pop-up shops or events if you run an e-commerce store with a physical presence. Simply set up a sign-up form on a tablet or paper, and encourage customers to subscribe for exclusive deals or future updates.
Conclusion
Building an email list for your e-commerce business is one of the smartest moves you can make. Not only does it give you direct access to your customers, but it also allows you to build stronger relationships, increase repeat purchases, and grow your business long-term.
By following the steps outlined above, you’ll be well on your way to creating a highly engaged email list that drives results. Whether you’re offering discounts, sending product updates, or sharing valuable content, email marketing remains a powerful tool to boost your e-commerce success. Don’t wait—start building your email list today!
