E-commerce Email Marketing Automation
The number of e-commerce businesses grew rapidly in the last decade since many entrepreneurs saw e-commerce as the opportunity to drive revenue quickly. Many of them have succeeded, but running a successful e-commerce business demands a high attention to gaining new and retaining existing users. The biggest challenges are hidden in e-commerce email marketing.
Deciding which marketing tactics you need to rely on when driving traffic to the online store and converting that traffic is not really simple and it requires strategizing and detailed planning for every channel you use. Social media and email marketing can potentially increase online sales greatly, but you need to be completely familiar with the ways and benefits of both, so you can set relevant KPIs for all channels.
Among marketing mediums, email remains the king of e-commerce marketing in terms of conversion. Here, it’s important to emphasize that e-commerce email marketing does not include only promotional content and newsletters you send from time to time. Email marketing is everything you send via email as an e-commerce business sender. Even the simplest welcome email belongs to it. You wonder: so, if email marketing in e-commerce is every email customer receives, then how to manage all those emails and keep all marketing messages relevant? How to track the actions of every visitor/customer and increase sales? Well, you surely won’t send each email manually. In this article, we’ll focus on e-commerce email marketing automation and its benefits. First, we will briefly present what exactly needs to be automated:
E-commerce Marketing – Email Series:
New Signup: A new person visited your store and decided to sign up. This person is obviously interested in finding out more about your products, so you send a warm welcome. Or, if a person subscribed to your newsletter, you send them a confirmation. Welcome series is the first thing from you they see in their inbox, so it is crucial to realize how to approach new subscribers adequately and increase their enthusiasm for buying in your store. This rarely can be done with only one email – it should actually be a series of emails for lead nurturing sent at certain time intervals!
Transactional Emails: Triggered by the buying actions of customers. Those actions include every step from the first interaction with your online store, buying process of the specific product, till the moment the product is shipped.
Abandoned Carts: Unfortunately, this is an unavoidable situation. Almost 80% of carts in the e-commerce world are abandoned! Reasons why people do not complete their orders are various, but usually, they may simply forget or are not ready to decide because of the product price. The most effective method here are reminders that create a sense of urgency for the customers. Fight against abandoned carts is one of the most important problems in e-commerce and all business owners in this area are looking for the best solutions.
Feedback Emails: E-commerce business owners often do not see the precious aspect of receiving honest and direct feedback from their buyers. Asking the customer how everything went, are expectations fulfilled and is the customer satisfied with the product can significantly increase the possibility that you will win-back that customer, but also get valuable inputs for improvement.
Sales Promotions/Discounts/Coupons: This is a standard category for e-commerce email marketing. Fine, tailored selection of products will increase interest if the content is valuable for customers. Delightful newsletters did not lose their power. Newsletters can be a great solution for every step in your customer’s lifecycle.
Upselling is encouraging buying more expensive products while cross-selling is offering additional products related to the primary product. Emails from all categories need to be well-structured and with rich and high-quality content.
You can see some great examples of behaviorally targeted emails at Neil Patel’s blog.