As a modern eCommerce marketer, what best practices you should follow to advance your email marketing strategy?
Ever thought about it?
If not, then we have the answer for you – Email Marketing Automation
Email marketing automation is a powerful customer retention tool for all eCommerce online retailers.
But why focus on Email Marketing strategy?
Take into account the following reasons:
- In 2019, global email users amounted to 3.9 billion users (Source: Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Source: Statista, 2020).
- For every $1 you spend on emails marketing, you can expect an average return of $42 (Source: DMA, 2019)
- Videos added to your email increase click rates by 300% (Source: Campaign monitor,2020)
- Online shoppers who purchase items from an email spend up to 138% more than those who do not receive email promotions.
So marketing along with Email automation can help you stand out in the eCommerce market and build your brand and establish better customer relationships.
Benefits of Email Marketing Automation
Email Marketing Automation is an effective way to engage customers as it allows you to send out targeted messages at specific times or based on specific actions, to build personalized relationships with existing and potential customers, and keep your brand top-of-mind.
Consider the below perks of Email Marketing Automation:
- Email automation can help you increase brand awareness and boost your subscriber lists.
- Automated emails help you keep your brand consistent
- It is automatic doesn’t require any manual interference
- Time-saving so you can emphasize on other tasks
Must-have Automated eCommerce mails
Now, I’m going to walk you through specific triggered-emails that you must consider before you start broadcasting and how to make the most of each email to benefit your overall email marketing strategy.
1. Welcome Email
The welcome email has become standard across the online world.
Share a friendly little email whenever new subscribers sign up.
As a digital marketer, you know generating a huge email list is often done with some kind of incentive to sign up, like a discount or free shipping. When you offer a customer that incentive in the exit intent pop up, the welcome email will likely be opened immediately.
The welcome message can determine the likelihood or frequency that they’ll open your subsequent emails, so it’s important to get it right. It gives subscribers an idea of what they must expect from you, and it can instruct the customer on what they need to do next.
Here, Automation is significant because customers are expecting that discount in order to continue shopping. Setting up a trigger when an address joins the list is one of the simplest email automation workflows to create.
For successful email automation, always ensure that the email should have a CTA (call-to-action). Never send an email without a purpose, and that purpose should be included in your CTA.
2. Abandoned Cart Email
According to a recent study, around 81.4% of online shopping carts are abandoned by online visitors. That’s a lot of money which could be one of the reasons for revenue but instead left on the table by shoppers who were interested enough to add your product to their cart but not buy.
Design and execute a sequence of emails with a different purpose and share it after specific intervals:
- Email 1: send 24 hours later – Remind shoppers of what they left behind
- Email 2: send 48 hours later – Handle objections convince subscribers that your product is worth buying.
- Email 3: send 72 hours later – Offer a discount or incentive
3. Order Confirmation and Shipping details emails
Automated Order confirmations will give your customer peace of mind, knowing that the store has received their order and providing them with expectations of how soon they can track their shipping progress.
You can share a series of order update emails to keep your customers engaged by notifying them about their product order journey:
- Email 1 – Thank you for purchasing and Order confirmation
- Email 2 – Shipment details
- Email 3 – Out for Delivery updated
- Email 4 – Delivered and Feedback
4. Post-purchase follow up
Following up for a feedback after a customer makes a purchase is an eternal sales technique, which lets the customer know that you value their business and show them that you care about their satisfaction.
In today’s digital world, Customer reviews are significant to make sure you stay relevant with their preference and what changes to make in your action plan to keep them happy.
Outstanding post-purchase follow up emails may include these elements:
- Ask for a review outright, and make it easy to leave one.
- At the bottom of the email, display a few products that are similar to the ones purchased, or products that go well with them.
- Thank your customer once again for their purchase.
- Include information like product care, product use cases,
5. Email nurture series
Automated email campaigns are the best fit for lead nurturing. It means you guide shoppers through each stage of the sales cycle, ultimately driving them to purchase.
Instead of exploding your consumers with weekly promotions and discounts emails, think about what else you can do to engage them with your brand and add additional value outside of an offer.
Customers like product updates but there’s a lot more than you can help them with. You can scale up your value by helping them differentiate between your brand and other brands.
Here are a few ideas that might help:
- Email 1: Educate subscribers about your products and brand
- Email 2: Support your subscribers to get an insight into your products and brand
- Email 3: Embrace storytelling
- Email 4: Engage based on-site behavior
6. Birthday emails
Everyone loves birthday wishes and gifts…
Make your subscribers feel special on their birthdays.
On a subscriber’s birthday, share automated birthday emails wishing them paired with a can’t-resist coupon or small gift. This will increase site traffic as they will purchase products to redeem offers.
Birthday emails are a highly effective type of triggered email for customers which helps business productivity as well because they generate up to 342% more revenue than other promotional emails.
7. Discount emails
Every customer gets extremely happy when they hear “discount” on their favorite products.
So, to level up their excitement, automated discount mails can do wonders for your brand.
Offering your consumers a valuable discount has the power to scale up your business revenue.
Discount emails are great to offer to customers who are about to order a product. The discount incentive acts on the level of security and the customer feels reassured about buying the product in a reasonable amount.
8. Re-Engagement Email Campaigns
Are your once-loyal customers now seem like long lost friends?
This is the biggest downturn for your brand.
But, Email automation has got you covered here.
Using well-composed re-engagement email campaigns based on time triggers can help you pull back customers that are on the verge of leaving. To win them back, share emails regarding new products, smart recommendations, and updates to shipping and return policies.
Another way is sending a sale notification and then following up a few days later with a discount on top of that. If your margins can handle it, it’s worth it to get the customer back to your store.
9. Curation emails
If your emails seem to lack effective content, or you haven’t even been able to get a hold on content creation at all recently.
What will you do to seek customer attention?
Well, the solution is – Curation Emails.
A curated content campaign works great with a narrow focus. If you’re a small business, pick one area of your industry to keep your subscribers informed about, like innovative products.
In the eCommerce world, curated emails for the customers are very popular as it allows marketers to showcase their best selling items and it also allows them to segment customers based on their specific interests.
10. Upsell Offers
The last automation sales technique to persuade a customer to buy a more expensive item or upgrade a product or service to make the sale more profitable is an Upsell offer.
Sending Upsell offers is a great way to increase revenue and establish powerful patterns of repeat purchases by urging customers to spend more. With the help of email automation and triggers campaigns to enlighten the content helps to maximize the relevance of your offer.
Up-selling to a high priced product through triggered marketing campaigns might be helpful. It can come in different forms:
- Installation/ Set-up of the product purchased;
- Consultation – for example, advise the customer on the best place to hang the photo frame they buy from you as well as other decor suggestions;
- Tutorial – like a Zumba class
- Add-ons – think filters on top of the coffee subscription or a cosmetics bag with makeup.
Email Marketing Automation in the modern eCommerce marketing is not just for top eCommerce stores to save time but has become a mainstream necessity for each store to offer exceptional personalized customer experiences to uplift business growth and revenue.
Automation will have a positive impact on your overall Email Marketing strategy as it can take a gigantic burden off of you.
To ensure highly targeted messages are being delivered to your customers at the best possible time, combine automation with email marketing segmentation and you’ll get an amazing outcome.
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