Unlocking Growth: Why an email leads campaign is a must for e-commerce success
If you manage an e-commerce store you know that standing out amidst a sea of competitors takes more than just a high converting website and great products. To hit your sales targets at an efficient cost you need a strategy that drives sales and builds long-term customer relationships. One powerful yet under utilised tool is an email leads campaign that’s integrated into your ads set up.
Here’s why we strongly recommend integrating email leads campaigns to our e-commerce clients who are focused on growth.
Building a Targeted Audience
Email leads campaigns are designed to create a pool of potential customers who have already shown an interest in something your brand offers. By running ads to a ‘lead magnet’ (a quiz or a download, for example) you create a list of individuals who are already brand aware and can be targeted with precision. This ensures that the marketing efforts spun off your email list are directed towards a highly relevant audience, increasing the likelihood of conversions compared to broader, less targeted methods.
For example, a makeup brand might run ads for a quiz that helps users find their ideal lipstick shade. The collected email addresses come from people who are:
Aware of your brand
Interested in buying lipstick
Trying to solve a pain point (finding the right colour)
This makes your future marketing laser-focused: "Hey, Aperol Shimmer (your best colour match) is on special offer this week."
Cost-Effective Marketing
Email marketing is more cost-effective than social or PPC advertising. Once you’ve captured a lead’s email address, you can communicate with them directly without additional advertising costs. With email, you pay once for the acquisition and, if you choose, you can continue nurturing that lead without ongoing expenses (although, with the right budget, we’d usually recommend supporting your email campaigns with highly targeted ads).
Enhanced Customer Engagement
A well segmented email list allows you to engage with potential customers on a more personal level. By sending tailored content, special offers, and personalised recommendations, you can build a relationship with leads that is more meaningful than a generic ad. Engaged customers are more likely to make a purchase, become repeat buyers and recommend your brand.
Nurturing Leads Through the Sales Funnel
For higher-priced or more complex products, leads rarely convert immediately. That’s why nurturing them through a well-structured funnel is key. Integrating your new leads into optimised flows in Klaviyo (or a similar platform) adds depth to your funnel - think welcome emails, product guides, or follow-ups that answer key questions. This process increases your chances of turning leads into paying customers.
Increased Conversion Rates
Email marketing boasts some of the highest conversion rates of any digital marketing channel. By leveraging your email leads campaign, you’re reaching individuals who have already shown an interest in your products. With well-crafted messages and calls to action, you can move them towards that purchase.
Building Brand Loyalty
An email leads campaign isn’t just about immediate sales; it’s also about building long-term brand loyalty. Regularly communicating with leads through valuable content, exclusive offers, and personalised recommendations fosters a sense of connection and trust with your brand, and will increase the chances of them becoming a brand fan who busily recommends you to their friends and family. Loyal customers are more likely to return and make repeat purchases, which is invaluable for sustained business growth.
Actionable Insights and Data
Email leads campaigns provide valuable insights into your audience’s behaviour. Metrics such as open rates, click-through rates, and conversion rates offer insights into what resonates with your audience. This data can be used to refine your messaging, segment your audience more effectively, and optimise your ad strategy.
Complementing Other Advertising Efforts
Integrating your email lists into your advertising audiences can supercharge your ROAS, and when you know those ads are delivering alongside a Klaviyo campaign, there’s a great opportunity to reinforce your messaging. In the last few months we’ve also seen a return of the power of the lookalike audience in some accounts, are email lists make great seed audiences.
If you’re serious about growth, adding an email leads campaign into your e-commerce store’s ad setup isn’t just a good idea - it’s essential. It allows you to grow a meaningful audience, get closer to them, reach them at a lower cost, and efficiently target them across more than one platform, all of which should ultimately drive higher conversion rates and stronger brand loyalty. The value of email lists grow as they grow, so it’s vital to keep feeding them.
If you’re ready to chat about how an email leads campaign can pack a punch in your e-commerce strategy, we’d love to help.