KEY TAKEAWAYS:
Email marketing has been around for a while, but what if your business could send emails that would allow for a customer to purchase your product without ever having to leave their inbox?Tom Klein, CEO of MailChimp says that this service may soon be available.
In-email purchasing removes potential barriers to completing a purchase and shortens the sales funnel. This conveniency for the consumer ultimately leads to more sales.
We’ve spoken a lot in previous posts about the impact of the COVID-19 pandemic on the acceleration of online shopping. Many of the marketing platforms we know and love continue to launch new and exciting features in an effort to keep up with the ever-changing digital landscape. A recent development comes in the way of email marketing with the inception of in-email purchasing. Here’s what in-email purchasing actually is and the benefits it provides for small businesses:
What is In-Email Purchasing?
Although email marketing has been around for over 40 years, the fast and furious optimization of online shopping over the past year has given birth to a new and exciting development: in-email purchasing. In-email purchasing allows consumers to make purchases directly in an email without ever leaving their inbox. Once believed to be a mere pipe dream, CEO of MailChimp Tom Klein has recently announced that this feature may actually be made available in the near, not far, future.
Many small business owners are already capitalizing on email marketing’s high ROI in today’s competitive digital landscape, but the inception of in-email purchasing promises to take things to a whole new level. When you consider that the current ROI for email marketing is $42 for every dollar spent, adding in-email purchasing to the mix would place email marketing at the forefront of every SMB marketing strategy.
In the Customer Journey, Speed + Convenience = More Sales
So, how exactly can businesses benefit from in-email purchasing capabilities?
In-email purchasing shortens the sales funnel and removes potential barriers to purchase. The shorter the customer journey, the higher the likelihood that the customer will complete their purchase. Consider the fact that 60% of consumers report making a purchase as the result of a marketing email they received. Now, imagine how much higher that percentage would be if consumers didn’t have to navigate away from their mail app or platform to complete their purchase. Shortening the sales funnel makes the buying experience that much more convenient – and, as previously discussed, convenience is exactly what today’s consumers want.
Set Yourself Up for Success at In-Email Purchasing
Want to succeed at in-email purchasing? Get ahead of any learning curves by familiarizing yourself with the MailChimp platform before it launches in-email purchasing! Experience on-demand MailChimp training from the email marketing experts at TTG. Not setup for e-commerce quite yet? Don’t worry! We’ll guide you through the Wonderful World of WooCommerce, one of the most popular online store platforms.
Sources:
- https://www.wordstream.com/blog/ws/2021/03/26/digital-marketing-trends-2021
- https://kinsta.com/blog/email-marketing-statistics/
- https://blogs.constantcontact.com/email-marketing-statistics/
- https://www.litmus.com/resources/email-marketing-roi/
- https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf
