Email marketing refers to sending promotional emails to existing and potential customers to make a sale, provide useful information, or create brand loyalty. An email is an important tool for e-commerce since it can send transactional, promotional, and lifecycle communications.
Since email is an “owned” digital marketing channel, the sender has full control over the content and dissemination. It is most effective when used to send personalized, appropriate messages to segmented lists of recipients. It’s a smart strategy for maximizing the impact of your marketing efforts by connecting with clients on the go through their mobile devices.
Transactional emails are more helpful, which are sent to particular customers after they have completed a purchase or other activity. Among these are emails verifying the successful delivery of a purchase, receipts, and order confirmations.
Emails that are “promotional” are sent to inform recipients about a sale or other special event. Examples include emails sent out for Black Friday and Cyber Monday, suggestions for Mother’s Day gifts, summer sales updates, and emails advertising deals that are only available for a short time.
The term “triggered” is commonly used to describe the delivery of lifecycle emails, which take their name from the fact that they are sent in reaction to a customer’s actions and stage in the customer lifecycle. For example, a cart abandonment email is only sent out if the customer has left things in their basket before leaving the site.
According to data compiled by Campaign Monitor, open rates for transactional emails are eight times higher than those for other types of emails. More importantly, the average CTR for an email is 11.3%, as reported by Constant Contact. So, what gives? Rather than only being expected, transactional emails are anticipated. People actively seek them out. Due to the great interest in transactional emails, you shouldn’t skimp on their quality. Let’s begin with the minimum transactional emails your store should send.
Emails confirming purchases typically have an open rate between 80% and 85%. However, this can vary widely by industry. It’s a smart idea to use receipts, which will certainly be looked at, to keep a client around after a deal has been made. But before anything else, check to see that your email confirmations answer the most frequent questions your customers may have, such as when they can expect to get their goods, where they will be shipped, and how they may get in touch with you. It would help if you started experimenting with new parts when the foundation has been laid.
Try suggesting similar products to repeat customers or offer them the option of including an upgrade or extra with their transaction. Crate & Barrel sends customers confirmation emails with the option to add to their order before it is sent.
Include a subscription option, the chance to buy a second of the same item as a gift, suggestions for complementary products, etc. Present a promotional code good for a one-time discount or free shipping on a future purchase. In many cases, it’s better to have the customer return at a lower price than not at all. Therefore, making a “bounce-back offer” might help offset the income loss caused by a price cut.
Ask the consumer to join the community. This approach may fail if your product has no unique features. But businesses who want to share their beliefs with customers may use the receipts to get their customers involved in the community.
Delivery confirmation emails are sent out after a package has been delivered. They’re priceless since the buyer eagerly awaits their order’s arrival, but they also represent a lost opportunity to dazzle and amaze. How can you use the delivery confirmation email to motivate your consumer to take action and deepen their relationship with your company? You may use some imagination in your search for new customers.
Customers are more likely to act on calls to action included in shipment confirmation emails if they are relevant to the products the customers have purchased. When a customer buys a pair of men’s pants, the store’s recommendation engine may point them toward complementary tops and ties rather than a whole suit or women’s clothing.
Streamline the process for your customers so they can easily carry out your directives. Customers will appreciate knowing the status of their order with a single click by including a tracking number tied to the shipping company and the estimated delivery date.
The purchaser should be prompted to share the product with others by being given the option to email a link to the item they just purchased. Put in place a reward system that incentivizes referrals to boost your business through word of mouth. Complement the customer’s purchase with suggested different items. Verify that the product or service your consumers are being asked to purchase is something they have a genuine interest in.
This article will discuss how delivery confirmation emails may be used in subscription-based email marketing.
Companies often lose clients because they don’t value their opinions. The good news is that all it takes to collect customer comments is a quick survey or a single question about their shopping experience.
This request should be submitted with the understanding that the consumer has already obtained and utilized the product in question. An example of a Dairy Queen Customer satisfaction survey is as follows:
A link to an external survey provider or the complete survey can be delivered to customers in an email. One common method used by businesses is some ranking system (for instance, “Rate your experience”). It’s also possible to send customers to an online survey you host. As a result, it’s easy to get a satisfied customers to start buying as soon as they finish their review.
Where does that leave customers who weren’t completely satisfied with their previous purchase? Getting responses and learning how to improve the situation for potential customers necessitates diligent follow-up.
Pay more attention to client happiness than sales if you want to hear positive product reviews from actual buyers. Keep an eye on the stats as time progresses in hopes of spotting patterns that might help your business. You may consider putting the form on your website so clients can look into related offers and products once they have provided feedback. Put the review up as user-generated content on the product page to sway more people to buy.
One great way to encourage repeat business is to thank customers through email for their past interactions with your company. Your brand will remain in their inbox, and you’ll have another opportunity to encourage them to visit your site with discounts and links. According to statistics from HubSpot’s email, thank you emails are twice as engaging as generic marketing emails. The open and click-through rates for the thank you email were 42% and 14%, respectively, compared to 12% and 6% for the average marketing email.
Emails can be composed of scratch or based on pre-made, generic templates. Companies like Bee Content Design provide email templates and service options for businesses. See below a sample email from Bee expressing gratitude to its email list.
Ensure ease of use. Reduce the length and include a call to action to keep customers engaged with your business. Think carefully about your calls to action. The CTA of a good piece of writing adapts itself to the reader. Personalizing your thank-you email will increase the probability that your customer will respond to the call to action you included.
Integrate them into online communities. One of the best ways to get your marketing emails in front of the right people is to have them forwarded. Your customers can already do this by just forwarding the email, but if they could also share it on social media, they could reach a much wider audience in a shorter amount of time.
Six Clever Ways to Thank Your Customers for Their Purchases is a Related Read.
Electronic Mail Marketing
Broadcast emails can be sent to all your subscribers or, more commonly, to a subset of your subscribers. Broadcast emails are sent out for various reasons, including but not limited to time-sensitive promotions, seasonal sales, content updates, monthly email newsletters, and the introduction of brand-new products. Think of these emails as alerts you send when you have something important to share; as such, you should consider your overall goal, offer, and subscriber group before sending.
Since new products are frequently developed in response to user input, there is no better audience to aim for when launching a new offering than your subscribers. If you’re most recent offering only interests a subset of your customer base, for example, you may segment your list based on their purchase history.
Create a time-sensitive offer that speaks to the passions of your target market. Give them a price cut on the same type of things they bought the week before. Remember that it is always best not to allow overly cerebral information to get in the way of a convincing pitch.
Whether you send out a weekly newsletter or are developing a drip campaign around a limited-time offer, using coupon codes in your emails can boost the likelihood that your readers will purchase. When trying to appeal to a customer’s emotions, creating a feeling of community and exclusivity is important.
Clients interested in purchasing may do so quickly and easily by clicking the Shop Now link. Email marketing campaigns that alert subscribers to deals based on holidays or seasonality have been effective in the past. You may want to let your mailing list members know about a Black Friday deal, a sale that will begin after the holidays, or a spring clearance sale.
In addition, you may spread the word about upcoming holidays like Father’s Day. Clothier Ever lane promotes a Black Friday sale through email messages. It uses a lime green banner to draw attention to the 40% off sale it’s promoting.
Informing your audience and telling your brand’s narrative are two of the most important things you can do, and a regular newsletter may be a great tool for doing both. Customer case studies and brand storytelling are underutilized yet effective ways to communicate with consumers (and prospects) and stay in contact without resorting to discounts or promotions.
Taking a stand and engaging customers who share your stance is a wise tactic. Everyone loves a good story, so use one you hear from a coworker or customer or your own business and life as the basis for a newsletter. You may talk about the customer who used your fitness products to lose 50 pounds or the inspiration behind starting your firm. Your brand’s story, whatever its subject, must be interesting and useful to the reader. In the following example, Rothy further explains its mission to positively impact the world by showcasing its sustainability advocacy.
Getting the latest content usually requires checking your inbox. Suppose you use content marketing to educate existing customers and find new ones. In that case, you may consider including this data in a regular newsletter or setting up fresh material to be sent out regularly through email using RSS. If you have the resources, consider creating content that helps put your new or improved products in a larger perspective (e.g., grooming tips for beauty products).
An upsell email is a marketing tool delivered to customers after adding an item to their shopping cart on your e-commerce site. It alerts the consumer that a better, more costly model is available. A well-written upsell email may raise your income by convincing customers to purchase a more expensive upgrade.
To cross-sell, an email is automatically delivered to a customer based on previous actions the customer has taken. These emails, sent a few days after the first action, consider the recipient’s personal information, including their purchase and browsing histories.
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