Email marketing is an integral part to any online business’s success, including Lazada sellers.
For you to succeed with email marketing, you need to be creative with the ways that you collect email addresses and communicate to your customers.
Emails are an avenue that link you with a customer directly. However, you should be careful not to breach Lazada’s terms of service when you send you collect their emails or send your content to customers. The last thing you want is to get banned from selling by Lazada because of your eMail acquisition strategies.
This article will give you a few pointers on how to go about email marketing safely.
Why should you use email marketing as a seller on Lazada?
As a seller on Lazada, your presence alone on the e-commerce site will not assure you of sales. Furthermore, it might make sense for you to diversify your business outside of Lazada into your own brand.com store. Then you can escape the marketplace’s fees and distribute ‘your eggs in more baskets’.
And this is why you need to go the extra mile and use other avenues of driving traffic such as email marketing.
For a start, you can consider the following advantages of using emails:
- Drives traffic
In case you have your email list already, it is possible to use it to your advantage in increasing traffic and sales. There is a lot of competition on social advertising, search ads. And using email marketing effectively is FREE. You can get traffic from your email marketing that is FREE.
- Building customer loyalty
One of the basic pros of email marketing is fostering customer relationship. You can quickly build your brand using email marketing, and this is a chance Lazada may not offer you. Building your brand is crucial to standing out amid fierce competition.
- Enhance likelihood of repeat business
You will have more success if your customers are coming back to your shop to buy products multiple times. Emails keep you in touch with the customers and give them a reason to purchase from you again and again.
- An email list adds value to your business when it is time to sell it
If by any chance you plan to sell your business online through brokerage services, then having a massive email listing can add profits to the sale. The valuation of a business is much higher if they have multiple sales and advertising channels running currently.
- Offers a soft landing in case you are removed from Lazada
Although this is not common, you should be prepared for life after Lazada in case of any termination of membership. Thus, creating a large email list has an advantage in case such a situation arises. You will have the chance to start over again and sell to your customers and other prospects at your own website or another marketplace.
- Helps you to diversify your business off Lazada
Lazada has a massive customer base which forms a ready market for your products. Customers who search for items on Lazada platform have a higher likelihood to buy than those who search through google.
In most cases, they have a clear intent on what they want to buy and simply visit the site to check out. But you should also have in mind that this comes with a cost since you will have to part with Lazada referral and closing fees that reduce your margins.
So it makes sense to try to get some of your revenues outside of Lazada. This is especially true if you have your own brand.com that you can drive email traffic toward.
Collecting emails safely without breaking Lazada Terms of Service
The safest way to collecting emails for boosting your sales is by doing so before a customer reaches Lazada. You can break Lazada’s terms of service by:
- Attempting to divert transactions or buyers outside the platform (so don’t do this)
- Making inappropriate email communications to buyers without approval of customers (so don’t do this)
So it’s pretty clear that you cannot use emails to redirect customers from Lazada to another website. And it’s also clear that you cannot send marketing messages of any kind to Lazada customers. Lazada has its own messaging service to contact buyers.
So they key to building email lists without breaking Lazada’s Terms of Services, then, is collecting emails before a potential customer reaches Amazon. Why is this ok? Because if you collect an email off of Lazada, then it’s not Lazada’s customer.
This way, you are safe since the prospect isn’t a Lazada customer already. The acceptable ways to use should be focused on these two principles:
- Collecting emails before sales are made on Lazada.
- Collecting emails out of Lazada.
The following methods can help you in collecting emails for your marketing campaign:
- Opt-in forms on your website
You can create forms for people to fill with their email addresses and use it for your campaign. You can even add some offers and discounts for those who fill in their addresses so that you give people the impetus to fill in their personal information.
- Content giveaways
You can get people to give you their email addresses by offering free useful content that will provide them with a reason to follow a link or click on a call-to-action. This can be anything from an e-book to a PDF guide that is beneficial.
- Social media
Another great place to get email listings is social media sites such as Facebook. By using a form that users can fill after clicking a call-to-action button. Here, you will also need to offer discounts or any other incentives that can motivate someone into filling in your form. Humans are more prone to give information if they are given something in return.
- Package inserts
You can populate your packages with sheets of product inserts that state specific benefits of sending an email to you. Once you’ve captured that email, you can add it to your mailing list. Many sellers offer warranties if the seller registers by emailing them.
How to use your email lists effectively
Now that you have acquired the email addresses and are ready for the campaign, the following ideas can help you utilize your email software effectively:
- Organize a welcome email
Your first email is crucial to either maintaining your customers interest or losing them. If you must have an automated reply to someone who opts into your listing, then it has to be good. It can be the difference between the prospect gaining or losing interest in you. Therefore, you must have a well-crafted welcome message that forwards your brand to the reader.
- Curation emails
This is an email that you send showing what top products you have to offer. It should also recommend some products that the prospect may like with links for a quick check out.
- Referral emails
Referral emails persuade your current subscribers to refer their friends to you for a reward. It is imperative that you be careful not to be too pushy that you end up chasing your existing customers away. Make it be voluntarily and not under much pressure.
- Discount Emails
These are emails that contain discounts on products to drive more traffic and sales.
- Order confirmation Emails
This is an email that gives the customer a receipt of the order they have made. Be careful with this one as you are not supposed to send emails to Lazada customers or communicate with them external to the platform.
- Survey/Feedback Emails
This is your way of getting to know more about the customer for purposes of marketing and making informed decisions.
- Cart abandonment Emails
Just like the name indicates, these are emails meant to follow up with customers who have left their carts without checking out. If you have your own site, you should have in mind that customers abandon their carts for reasons such as expensive shipping costs, long processes and bad site navigation.
- Re-engagement Emails
These are emails that are aimed at encouraging customers to take a particular line of action. This includes but is not limited to:
- Liking your social media accounts.
- Following your store
- Responding to the email you have sent.
- Giving offers that direct them to check out.
- Giving incentives that motivate purchase such as free shipping.
- Thank you emails
Thank you emails are help you show appreciation for your customers and showing them that you care. These emails have a higher conversion rate than the normal mails due to a higher click-through rate.
You can use the following for your thank you mails:
- A short subject line.
- Personalized recommendations.
- Requesting reviews/feedback
Final Considerations for Lazada eMail Marketing
The following tips can help you out in email marketing:
- Have a goal
Each email you send should be goal oriented and should have a purpose. Don’t just send emails for the sake of communicating or you stand to lose your customers and getting people to unsubscribe. No one wants to receive marketing mails that provide value so always be providing value.
- Optimize for mobile users
Your mails should be optimized for mobile users so that they don’t have to get to their laptops every time they receive a mail from you. The world is mobile now.
- Make it relevant
Put yourself in your subscribers’ shoes and try to evaluate whether the content you send is beneficial or not. Don’t waste people’s time sending mails that have no use. Your mails should be relevant and have only the essential information required by a user. Otherwise you may be on the verge of losing all of your email subscribers.
So, as I hope you can see, collecting an email list and using email marketing can help you scale your Lazada business across multiple sales channels. Effective email marketing can generate sales for free if you work hard to collect emails and engage with your customers in the right way.
I encourage all Lazada sellers to start collecting emails when they have the opportunity. Doing so will help you build a long term strategic advantage for your brand and store.
That’s it. What do you think? Are there other critical tips that we’ve missed? If so, please let us know in the comments section.
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