Email Marketing + PPC = Maximum Shopify Growth
Ready to turn your online store into a conversion powerhouse?
Today, we’re diving into the dynamic duo of digital marketing: email marketing and pay-per-click (PPC) advertising.
I love both of these marketing strategies, but if you do just 1 of them on their own, you’re leaving money on the floor.
Just doing PPC? Great, you’re driving traffic to your site, but Ecommerce conversion rates are some of the lowest in the industry. People will click your ads, have a mooch around, and then, more than likely, go and check out another store.
It’s essential that if you pay for people to visit to your site, you capture their Email address, so you can continue to market to that visitor without having to pay again. And thats where Email markeitng comes in to play.
If you’re just doing Email marketing and have the best converting flows and campaign, but not sending any targetted, warm leads to your site (which is what we do with PPC), then those emails aren’t being sent.
When combined, these two strategies can create a marketing juggernaut that drives traffic, boosts conversions, and fills your cart (and your pockets).
Let’s break down how to mix and match these tactics for maximum impact on your Shopify store.
1. Start with a Bang: Align Your Messaging
First things first: consistency is key.
Your PPC ads and email campaigns should sing the same tune.
Imagine you’re running a summer sale—your PPC ads should shout about it just as loudly as your emails.
This alignment ensures that customers get a cohesive experience, making your marketing efforts more memorable.
Think of it like a well-coordinated dance routine; everything flows smoother when everyone’s in sync.
2. Segmentation Nation: Target the Right Audience
Let’s talk about segmentation.
Both PPC and email marketing allow you to target specific audiences, but combining these efforts can make your targeting laser-sharp.
Use the data from your email list to create custom audiences for your PPC campaigns.
For instance, if you have a segment of customers who bought winter coats last year, target them with PPC ads for new winter arrivals.
It’s like having a personalized marketing genie at your disposal.
You can take this one step further and utilize look-a-like audiences within your ads platform.
Take the data from your email marketing system of customers, and ask your ad platform to serve your ads to people that “look like them”.
3. The Power of Retargeting: Follow Up with Precision
Dynamic remarketing meets email follow-ups—this is where the magic happens.
When someone clicks on your PPC ad but doesn’t make a purchase, they get a friendly nudge through a retargeting ad.
Couple this with a well-timed email reminding them of their abandoned cart, and you’ve got a one-two punch that’s hard to ignore.
It’s like having a digital sales assistant that never sleeps.
When you implement this approach you can almost guarentee a high increase in conversions.
Throw in a custom discount code in your email follow ups, and it will be hard for the customer to ignore.
It may not happen on the first email, but if you provide a well crafted abandoned cart follow up sequence, they’ll come back to finish their purchase sooner or later.
We can put this approach on steroids by combinding it with social media retargeting too.
Email marketing tools like Klaviyo intergrate seemlessly with platforms like Facebook to allow you to create an omnipresence machine.
What if you not only emailed your visitors with a discount code, but they also saw retargetting ads everywhere they went reminding them about their 10% of their first order? Powerful!
4. Incentivize and Convert: Exclusive Offers and Promotions
Who doesn’t love a good deal?
Use your email campaigns to offer exclusive discounts or early access to sales, and promote these perks through your PPC ads.
Highlight that your email subscribers get VIP treatment.
This not only grows your email list but also gives your PPC ads an irresistible edge.
It’s like offering a golden ticket that shoppers just can’t resist.
5. Analyze and Optimize: The Data Dream Team
Data, data, data.
Both PPC and email marketing generate heaps of it, and together, they provide a 360-degree view of your customer’s journey.
Analyze which PPC ads drive the most traffic and see how these customers interact with your emails.
Use this insight to tweak your strategies.
Maybe a particular ad resonates more with a certain segment, or an email subject line boosts open rates.
It’s like having a treasure map that guides you to marketing gold.
Conclusion: A Match Made in Marketing Heaven
Combining email marketing and PPC is like pairing peanut butter with jelly—they’re great on their own, but together, they create something truly special.
Align your messaging, target the right audience, follow up with precision, offer exclusive deals, and let data guide you.
By leveraging the strengths of both channels, you’ll create a seamless, powerful marketing strategy that drives sales and keeps your customers coming back for more.
So, roll up your sleeves, start mixing and matching, and watch your Shopify store thrive!
Happy marketing!
