Email Marketing

Using email to communicate with customers is called email marketing. You can send one-off emails to remind people of a promotion or sale, a full-fledged email campaign, or a series of emails centered around a central theme at key moments for potential customers. This could be when they first join your email list, or when you're promoting a new product launch.

Before you can email potential clients, you need to build a mailing list. Many businesses offer one-time discounts to first-time customers. 

If you're thinking about prioritizing email marketing, Alex recommends focusing on connecting people during the consideration phase rather than trying to win back abandoned carts. Prioritizing those who are still thinking about shopping is more cost-effective than reaching out to those who have left.

"Especially if you're a relatively young and growing brand, hitting those who already show high purchase intentions with additional messaging and touch isn't going to lead to huge incremental revenue," said Alex. .

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