eCommerce Email Program Best Practices with Luke Crocker

In the rapidly evolving digital landscape, email marketing remains a cornerstone of effective communication and customer engagement strategies. In this article, LION Digital’ CRM and Loyalty Director Luke Crocker will share his specialist knowledge to explain the intricacies of crafting successful email marketing campaigns and automation. Luke demonstrates how the team he leads at LION explores the various stages of email marketing, including awareness, consideration, acquisition, and retention, providing valuable insights for businesses looking to enhance their digital outreach.

The Journey Begins: Raising Brand Awareness

Luke emphasises the importance of a personalised customer journey, from initial brand discovery to their first purchase. The first step in this journey involves capturing potential customers’ attention through compelling website forms. These forms, whether pop-ups, embedded forms, or fly-out forms, offer incentives like discounts or gifts with purchases to encourage email signups. By capturing email, SMS and other crucial customer information, businesses can tailor their communications based on customer preferences right from the start.

Data Capture: The Foundation of Personalisation

A critical aspect of email marketing is the effective capture and utilisation of data. When working with LION Digital clients, Luke incorporates a multi-step form approach that balances the need for low-friction simplicity and detailed information gathering. Starting with basic customer contact details and progressively asking for specific preferences allows for a more personalised communication strategy without overwhelming potential customers.

Engaging the Interested: Moving to Consideration and Acquisition

Once a potential customer joins our LION Digital client’s mailing list, the focus shifts to nurturing that person through targeted email flows and campaigns. Luke outlines several strategies to guide customers through the consideration phase, including a personalised welcome series, browse abandonment flow, and dynamic content blocks based on their preferences. These automated sequences are designed to drive customer action through education and urgency, encouraging customers to make their first purchase.

The Power of Segmentation and Engagement Tracking

A key to effective email marketing is understanding and segmenting your audience, explains Luke. Using tools like Klaviyo, our LION Digital team can segment your business’s audience by initiating and collating email engagement, product interests, stated preferences, and purchase history. This allows for more targeted and relevant communication, increasing the likelihood of conversion and retention.

Retention: Keeping Customers Engaged Post-Purchase

Acquiring a customer is just the beginning. Luke highlights the importance of retention strategies, including the post-purchase flows, targeted cross-sell recommendations, and timely replenishment reminders for consumable products we action for our LION clients. These strategies ensure ongoing engagement, encourage repeat purchases and foster a loyal customer base.

Mastering Email Marketing For Your Business

Luke Crocker sheds light on the sophisticated yet accessible strategies that businesses can employ to maximise their email marketing efforts. From the initial data capture on a website to the nuanced engagement of long-term customers, the journey of email marketing is a testament to the power of personalised communication. Luke’s insights loosely outline our LION Digital roadmap to email marketing success, emphasising the importance of thoughtful engagement and showing considered appreciation at every stage of the customer journey.

This personalised approach to email marketing underscores the dynamic nature of digital marketing and the pivotal role of email communication in building lasting customer relationships. The team at LION Digital excels at customising tailored strategies to help our clients win more customers while successfully growing customer loyalty. If you’d like to learn more about making email and SMS marketing work harder for your business, reach out for a discovery call to discuss your business needs.

Article by

LUKE CROCKER –
CRM & Loyalty Director