These three email automation strategies will have your customers wondering how you know them so well.
To be clear and to the point: email automation is not about forcing conversions.
Conversion is king, no doubt, but the email-automation cycle is intricate. To fully master the process of long term customer-generating conversions, it requires a certain level of restraint plus a sprinkle of care and attention.
For example, checking in on your customers after the delivery to ensure that the order process went smoothly for them.
What are the best email automation strategies for any ecommerce brand?
1. The Abandoned Cart
The best email marketing automation strategies come into their own when sales are on the line.
When a customer has placed a product in their cart, it’s because they have a strong consideration to purchase. That’s why this solution ranks as one of the most important email automations; it’s the last step in the customer buying journey.
Let’s look at the numbers; an average of 70% of all carts online are being abandoned. On mobile devices, this number soars to a whopping 86%.
That sounds despairing. But, over half of that, up to 63% says Business Insider, is recoverable. All of a sudden that’s not so despairing; in fact, it’s an excellent advantage for your business!
What Do You Do When a Buyer Abandons Their Cart?
As an easy way of boosting your email marketing conversion rate, follow-up within 24 hours. And maybe once more within 48 hours. Who knows, maybe even a 3rd or 4th time.
In the email, highlight the product with a large image. Include an appropriate call to action or CTA, and make sure to place the purchase button close to the picture.
Since the user most likely remembers the product they put in the cart, it’s a good idea to mention the item in the subject line, along with a reminder and CTA. And maybe spice things up with a light sense of urgency.
The email automation text needs to remind the shopper what they left behind politely. It’s not a bad idea to offer an incentive by highlighting the product’s benefits. You can even take it a step further and offer a discount or a bonus to sweeten the deal.
Abandoned Cart Example
Here’s an example of some great abandoned cart emails.
2. Welcome Emails
According to Marketing Land, the open rate of welcome emails can be over 90%.Therefore, when a new user clicks on your fancy sign-up popup and subscribes to your service, it’s essential your email marketing automation strategy includes a “Welcome” message at the beginning of the journey.
However, in reality the conversion rate can vary significantly from there on out. It requires a smart approach to help turn that open rate into something other than wasted email open rate stats.
Personalising your email as much as possible ensures a subscriber feels like you’re speaking directly to them. This showcases your brand as relatable and speaks to their needs, wants and desires.
Welcome gifts and promotions are a great strategy to increase the conversion rate, but not essential, dependent on owner preference and type of product.
For example; it is not always advisable to provide a discount on high ticket products. Welcome emails are the start of your relationship with a subscriber. Here you outline whether you’re going to sell to or connect with them. This messaging will help to determine or strongly influence how subscribers will react, and continue to your react, to future messaging.
Here’s a pro tip from the marketing experts: mails sent at 11 AM, 2 PM, and 6 PM seem to deliver better results.
3. Special Occasion Email Flows
Everyone has that one special occasion when they’re willing to spend more. So it’s up to each brand owner to seize that chance and give the subscribers what they need.
For example, a great way that email marketing tool Klaviyo gets brilliant results is by using particular occasions to be more personal with users, like birthdays and anniversaries. However, they also leverage “broader” events such as a public holiday, Mothers’ Day, Black Friday, and more.
In this case, there is a wide variety of valuable user data often available to businesses which include birthdays, dates of joining the service, dates of purchasing specific products, and more that you can use to send out emails to customers.
A discount solution might be better used when user activity drops in terms of engagement being reduced over time, which will allow the subscriber the feeling of temptation; especially on those special occasion moments.
If the customers are unengaged, it’s better to lose on a percentage of profit and have them return than lose them for good.
We Hope This Mini-Guide Was Helpful
Now that you know these 3 strategies, your all set to go out, get those customers, and win!
But if you’re still not sure, Drop Zero Digital’s email marketing solution can take care of it all for you.