Email marketing is now the inevitable part of running an ecommerce store. Sending emails to customers to let them know what are you selling or what products are best for them is a great way to promote your brand and business.
Email is always a great way to connect consumers with your brand. Consumers prefer to receive emails that contain offers, information, deals and updates. And when you send these text mails at the right time you get the chance of making revenue.
You may wonder why you should send emails while you are connected with your customers and target audiences in social media channels. This is the most common mistake nowadays ecommerce business owners do. They think sending emails to consumers is time consuming and the claim is not false sometime.
As an ecommerce business owner you have tons of works and duties to fulfill customer’s orders and to manage your stock and these must have to be your main things to worry about. And sending emails manually to your customers and audiences will be a burden.
That is why ecommerce marketers suggest to adopt automation in email marketing strategy. Automating your emails saves both of your times and money as you can single handedly run email campaigns without spending your valuable time in composing your mails and sending them manually. There is lots of email automation software which provide brilliant features and services to make your email marketing campaigns easy and effective.
What is Email Automation?
Automation refers adopting some technologies such as software that will do your task automatically and email automation is the same process of sending preset emails to your target audiences. Automated emails are sent when a customer meets a certain trigger. For example, signing up to your site triggers the welcome emails and when a person does this, he/she automatically receives the welcome emails. Another example is abandoned cart reminder emails, which are sent when visitors leave your carts behind.
Automated emails are the most effective way to run an email campaign and also to engage in email marketing. You do not have to compose your mails manually and send them to their recipients worrying about time. Email automation simply sends preset emails to your customers and audiences when they meet your email rules.
With email automation you create the email once, then set and forget. Every time visitors or customers hit the triggers you defined will get their emails at the minute after they take their action. Email automation is a also great way to automate your marketing strategies.
Why should you be sending automated emails?
Email automation helps business owners to save time and money and to run any email campaign successfully. It builds a connection between the brands and customers. Automated emails are beneficial not only for their easy personalization process, but also they are very effective in improving conversion. Automated emails get 119% higher click rates than newsletters and broadcast emails. It is not only personalization of your emails that you can do with email automation; this also helps you to turn any prospects into customers and customers into loyal customers.
There are many reasons why you should adopt email automation. Some of them are-
While email marketing is effective for your brand to get promoted, email automation helps to improve the efficiency of your marketing strategies. Emails are the best way to convert readers to shoppers and an automated email is more than 40 times more effective to gain new customers than newsletters and promotional emails.
Sending emails manually is time consuming and sometimes costs you extra money on hiring people to maintain and run email campaign and marketing. Again maintaining time when sending manual emails become hard and it can affect your whole marketing strategy. On other hand, adopting email automation helps you to save both time and money. Email service providers or software send hundreds of preset emails to hundreds of recipients at a time. It is easy to maintain time frame of sending any mails with email automation as every personalized emails get sent when their triggers get hit.
Your every email should be relevant to your customers. Otherwise you will lose potential customers. An automated email is based on a specific trigger that enables the system to send the mail to its recipients. When a particular customer takes any specific actions, he/ she receives the preset particular emails according to the trigger that person meet. That means you do not have to take the load of composing relevant emails every time you get a reason from random visitors or customers.
Email automation helps you to increase traffic on your site. Automated emails are the faster way to create the connection with your audience. The fast you contact with them the more they become loyal to you. How? When a particular person get welcome emails at his/ her first click to your site, it simply reveals how much active you are and how much you care about your customers. It builds a relationship and develops trust among the customers.
Email automation allows you to send emails to hundreds of recipients of your list. That means you have the chance of getting closer with your target group faster than social media where you have to be in person. You can control the number and also can categorize the types of you target audience. Sending emails in every phase of your customers’ journey also helps to influence them to trust you.
Automated emails are personalized emails which confirms relevancy. The more relevant your mails the much higher level of engagement. Customers react fast and positively to emails that contains information and deals for them. Automated welcomes emails for example, doubles the open rate, triple the click rates and even increases the conversion rate seven times more than promotional emails.
I hope you now get the big picture why you should use email automation for email campaigns and marketing.
Here are 7 most fundamental automated email flows that you must set up for better engagement and to improve conversion.
Welcome emails are automated emails that are sent to new subscribers when they sign up to your newsletter. These are the most important emails as 74.4% new subscribers expect an email from the site owners or from the company after they sign up. Again subscribers who receive a welcome email show 33% more engagement with that brand.
Let’s talk behind the statistics. What makes this number, right?
A welcome email is your first approach to your intended visitors to make them customers. When a new visitor or customer subscribes to your news letter or buys something from your site, they expect some gratitude from you. Simple “thanks” mail as a welcome email could show your gratitude to your new buyers or “welcome to the family” simply could emphasize your care to them.
Welcome emails can be a single email contains greetings, first time visiting offers or basic information of your business. But many leading brands and company use a series of welcome emails.
An automated welcome email builds the connection between your brand and your target customer. Create attractive welcome emails; try to design a series instead of using single email. Well designed automated welcome emails are effective to drive traffic, improving of click through rate and even better option for increasing conversion.
Some tips to follow when creating welcome email campaign
Sending personalized product recommendation emails increases sales! Automated product recommendation emails provide your customers all information about your products automatically instead of segment by items and category. This email automation campaign helps to drive new customers, boost reengagement of old customers, and improves click through rate.
Product recommendation in email makes the email content so relevant and these emails successfully bring back customers. This email also increases the chance of improving conversion through CTR.
Remember that, your main purpose of this email campaign is to engage visitors and customers not just to provoke them with deals and discounts. It is your golden chance to build a loyal customer base through personalization.
Cart abandonment is the largest conversion killer in ecommerce. You cannot stop people leaving their cart but you can minimize the rate. An abandoned cart recovery email is an automated mail that is sent when a particular visitor or customer leave his/ her cart.
The purpose of sending these recovery emails is to remind them that they have left behind something or to influence them with lucrative discounts and offers to complete the checkout process. Abandoned cart recovery emails are helpful to recover most of your lost sales. Lost sales are incomplete checkouts which are abandoned by your customers consciously or unconsciously.
Many online store use default cart recovery emails but personalized abandoned cart recovery emails/ series of emails work better. Again it is better to send a series of emails of 2 to 3 emails instead of sending a single reminder or offer promotional email.
Here are some important tips of formulating cart recovery email series with their best sending time-
Now come on the timing of sending these cart recovery emails-
Email automation system allows you to customize time when you want your mail to be sent. So you can change the time schedule of your mails but it is better to send the first email after 24 hours of abandoning of a cart. It is because consumers need to think about purchasing and they prefer comparing products. Sending first reminder email after 24 hours means you give them enough time to think and rethink of purchasing the abandoned products.
Following up is a great tool to win the price in ecommerce. It increases sales and acts as a sales tool. Sending follow up emails to your customers show that you actually care about your customer’s happiness not only your business which is very fundamental to win their trust and loyalty.
For example, you can send a “Thanks for your purchase” follow up email after a customer buy something from you.
Many leading brands and business often run purchase follow up email series campaign to get back their customers and for new engagement. A purchase follow up email that is sent after checkout or after shipment to appreciate customers’ actions helps online brands to increase ROI. Follow up emails also have the highest click through rates.
How to set it up –
Checkout follow up email is also a cart recovery email that is sent to the customers when they click on any product or add the product in their shopping cart. Every day you may have hundreds of visitors among which some are your potential customers. Your foremost duty is to convince every prospect to click the CTA button to convert themselves in your customer.
Order status follow up emails are great for building communication with your customers as it allows you to connect them emotionally. Sending a follow up email when a purchase done which simply tells the customers “Thanks” or “Grateful to have you…” always works as a retention tool.
Order status follow up emails include the confirmation of customers’ current purchase, shipment confirmation, shipping tracking, and delivery confirmation. These types of follow up emails have average 75% open rate.
Some tips for setting up excellent order status follow up emails-
Order status emails may not be so effective like cart recovery mails to drive sales directly but these small initiatives can boost customer engagement and retention.
Reordering follow up emails generally focus on regularly ordered products purchase which your customers buy from you on a regular basis. For example, perishables products, medicine, ink, printing papers or products that have daily demands require reordering emails.
An effective reordering follow up emails can boost your sales and revenue. These follow up emails are most effective to retain customers. A personalized reordering follow up email is a great strategy for email marketing to generate additional revenue. When you send a reordering follow up email to your old or regular customers to let them know you are waiting to make another deal with them, this simply strengthen customer lifetime value (CLV) by providing customers with a sense of personalization that they seek.
In ecommerce capturing new prospects and turning them to customer is an easy task in comparing to keep an existing customer or to make him/ her life time customer.
With time customers will forget you and your brand. They may find new interest but your interest should always be retaining them again and again. And that’s why you should run a re-engagement email campaign which actives your inactive customers.
Reengagement emails are sent to those customers who have not purchased from you for long time. For example, if you sell cosmetics or accessories then set the reactivation email sending time within 30-90 days after your customer becomes disengaged. It is better not to exceed 180 days to send a reengagement email to your inactive customers.
An automated re-engagement email helps to re-engaged and re-activates your inactive customers. This campaign not only helps you to retain your old customers but also prevent your other emails to get spammed. It also helps your site to get back its large portion of database where inactive database can create SEO issues.
Like cart recovery follow up emails, sending a series of three reengagement emails instead of one increase the efficiency of your email campaign. These emails include reminder, lucrative offers, product recommendation (new products), reengagement discounts and deals and gifts.
Here is a reengagement email structure any ecommerce business or site can follow-
Why people subscribe to your email list or to newsletter? Simple, for information about promotions, deals and new product’s update.
Consumers prefer to get informed about products and services by the ecommerce owners. When you send an email to inform people about new arrival of products that they may get interested, the opening rate of your mails get increased and so your click through rates. Your target audience may stop seeing your emails if they get enormous numbers of emails that are not relevant or give them any deals or discounts.
Sending emails with coupon codes, deals, discounts or product updates helps to boost engagement and retain customers.
Some tips for update and announcement emails-
Many ecommerce owners organize webinars, training session, seminars or events to educate their customers. To inform their audience they send event follow up emails which contain event’s date, address and the reason why the recipients need to attend these events.
For example, online terrarium accessories owners arrange half yearly or annual fair to teach their customers how to build a terrarium.
You may arrange such events like webinar and informing your audience the exact time, date and how they will attend your session is now easy with automated event follow up email campaign.
Automation lets you to lose some burden on your shoulder. Email automation campaign will help you to save your time and increases the efficiency of your marketing strategy. So get your mind set and list the most used email automation providers or bot. select the best suited one and get started!