Guest post by Siobhan Scanlon  founder of Peacock Bride

Today’s world is full of noise. I’m not talking about the hustle and bustle of city life. I’m talking about the internet. I’m talking about Google Ads, online sales, social me-dia and news. Starting a business online has never been so easy yet so daunting. With the amount of choice that is being fired at us everyday on Social Media or the likes of Google, finding new and creative ways to reach potential customers without being spammy is becoming increasingly important to eCommerce.

Having a strong, thought out email marketing strategy should be the back bone of any eCommerce business. Not only does it allow you to talk directly to your audience and customers, it means that if social media ever takes a nose dive, then you would still have a direct line into your customer’s inbox.

The key to a successful eCommerce business is creating a dialogue with your cus-tomers and using email as a tool opens up a far more in-depth conversation that the likes of social media. Not only is it feeding right into their inbox on their phone or lap-top, but it gives you chance to let your story unfold over a matter of days or weeks (as opposed to the instant gratification of social media). Rather than going in for the hard sell on email one, you can use that email to introduce yourself, and your tone of voice, as well as letting them know what is going to happen next. People like trans-parency and if you set it up so they know what to expect, you’re more likely to have people staying with you on your journey.

A product may not ever be mentioned until email 3 or 4. Using the first 2 or 3 emails to give away some free content or tell them some funny stories to let them get to know who you are builds your relationship – This is gold. Making your emails relata-ble and accessible to people will make them interested in what you have to offer them. Even if they don’t buy from you the first time round, they may enjoy getting your emails because you make them smile and later on down the line they could de-cide to click the buy button. Having a base of loyal engaged followers is priceless. Email marketing is about the long game.

Ultimately people buy things from people they like and trust. Using a proactive email marketing strategy will give you the time and access to build that with your custom-ers.

If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

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