Your blog is a great source of potential (relevant) web traffic, while your email list provides you with valuable data on your customers. When combined, they can help you to drive up customer engagement and increase ecommerce revenue for your business – here’s how you do it!

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What’s the goal of your email strategy?

Before you can bring your ecommerce blogging together with your email strategy, you need to be clear on what the goal your email strategy is – otherwise you won’t get the most from hooking the two up. There are many goals you can have for your email strategy:

  • Increase your customer base
  • Get more sign-ups to your email list
  • Generate data on your customers
  • Drive sales and re-capture abandoned cart customers

Once you know the direction you’re heading in, you’ll be able to get the maximum from bringing together your ecommerce blogging and email strategy.

Note: you might be doing a bit of all of the above with your email strategy, which is fine too. Just make sure that you’re clear on what your main goals and KPIs are and invest more in those areas. If you’re looking to capture abandoned carts, you will need to create a tight funnel with urgency offers, whereas a growth-oriented email strategy will need competitions and landing pages.

Schedule your content with an editorial calendar

Whatever goal(s) you have for your email strategy, the first way to hook it up with your ecommerce blog is to create a global editorial calendar. This way, you can give your customers a consistent story and theme across both channels.

As part of your editorial calendar, you need your email newsletter and topics to work in harmony with the content on your ecommerce blog. You could design a seasonal calendar so that in summer your blog titles talk about the best light summer jackets, or sweat proof tees. You’d then use the same theme in your email newsletter — highlighting the latest blog post, offers, and seasonal product categories.

You can simplify the process of creating an editorial calendar by using a tool like CoSchedule. This helps you to visualize what you’ll be covering in your emails and blog posts, allowing you to plan months in advance, saving valuable money and time in the process!

Use email list segmentation to inform your blog titles

A benefit of using email as part of your marketing strategy is the valuable data email can capture about your customers – and your ability to then market to people off the back of it!

Things like location, age, job role, browser — use these to inform your sales (and blogging) strategy.

  • Use customer data to create blog titles that are more relevant to your audience. For example, if your customers are within the millennial age bracket, you could write about current social topics affecting millennials. Or if they’re all based in Chicago, then you can angle your blog posts to the Windy City.
  • Use email list segmentation to make the most of the data at your disposal and create targeted micro-campaigns for individual customer segments. Some ecommerce platforms come with in-built email marketing, making it simple to extract the data you need. If you’ve used a major provider get further insight into your customers: for example, make the most of Shopify’s dashboard, or anybody on WordPress should try a CRM like Presspoint to help hook it all up. Combine your ecommerce store data with your email data, creating blog posts and campaigns that are relevant to your customer’s circumstances and feed into their buying habits.  

Cross-pollinate your channels using direct action

Provoke a response from your customers – it’s your way of getting them to do what you want them to. One of the best ways to join your ecommerce blogging with your email strategy is to insert CTA’s that link them together. How? By adding a CTA in your emails that takes people to your blog, and inserting a CTA in your blogs that lead people to your email sign up list.

Simple, but effective! Don’t forget to cross-promote across all your marketing channels — social media should support your blogging and email efforts too.

While combining your email strategy and ecommerce blog is a great way to drive up engagement and revenue for your business, don’t stop there. Bring your email list and blog with your social media channels and you’ll have a multi-channel assault that will do great things for your company.