Dose 56: Best Email Automation Practices in Ecommerce to Increase Conversions

A valuable part of running an online business is the ability to stay connected with your customers through email marketing strategies. There are so many opportunities that emails provide that you’d lack otherwise, from personally welcoming your customers to reminding them that they’re yet to check out to reach out to them during special occasions.?

In short, emails are the best way to build customer engagement and form stronger relationships with your audience. But how you utilize email marketing to increase conversions is what it all depends on. And that’s what I’ll focus on in this newsletter.?

Welcome Emails?

When gathering and trying to engage new subscribers, you’ll need a few welcome emails. This will allow you to tell the user about your brand story, offer a newcomer discount, and even highlight your best products. Welcome emails drive engagement , with a 68% open and 16% click-through rate.?

Remember that 1-3 welcome emails can let you hit a good spot and even get engagement and interaction. Anything beyond that becomes spammy, and you’ll lose subscribers.?

Abandoned Cart Emails

Abandoned cart emails do exactly as the name suggests, reach out to new or pre-existing customers who added items to their cart but left abruptly. These emails can recover 15% of what could turn into lost revenue. According to a survey, implementing abandoned cart emails have recovered up to 50% of revenue for companies.?

You can easily create a dynamic abandoned cart series with multiple emails, offers, and compelling subject lines and CTAs to encourage customers to open the emails and interact with your content.?

Back in Stock/Wishlist Emails?

One huge letdown for customers when they leave your website is they couldn’t find the product they were looking for in your inventory.?

To retain these customers, it’s important to track the most in-demand products, re-stock them, then let your customers know through an email blast that the products they’re looking for are back in stock. These emails have a 65% open rate .

Re-Engagement Emails?

Not getting too much CTR through your emails? Try to utilize a re-engagement campaign where you first assess why your customers initially purchased from you, what they purchased, and what else can you suggest to them, so they can interact with your store again. For customers yet to subscribe, try to offer a discount code to re-engage them with your brand.?

Promotions & Loyalty Emails?

How do you plan to make your store successful if you don’t reward your most loyal audience? Segment your email list according to long-time customers or those who have made big-order purchases on your website.?

Once this is done, reward them with an offer not many of your customers get, so that even they become loyal customers to get this benefit. These rewards can be an official meet-and-greet, a once-in-a-lifetime trip, or anything that resonates with your brand and audience’s demands.?

Anniversary/Birthday Offers & Emails?

One of the easiest ways to entice your customers is to let them know you remember them and care about them. And the best way to do so is by making them feel special on their big day, from birthdays to anniversaries. Wish them, celebrate with them, and provide them with rewards and gifts that make them feel valued.?

Review/Survey Emails?

Reviews are important if you want to establish your brand as authentic in front of your audience. Hence, make sure to ask your subscribers for reviews via email.?

But for this, it’s important for your email to be personalized and human instead of a robotic survey email. Make your customer realize that it’s really you asking for an honest review of your product/service instead of your brand.?

And remember, people are willing to provide reviews as long as you’re providing the right incentive for them to do so; a gift voucher or loyalty points can go a long way in this regard.?

Email marketing is one of the most successful eCommerce strategies you can utilize for your brand. 91% of users open their email on a daily basis, with 58% checking their inbox before doing anything else online. You just need to take the right advantage in order to turn your potential customers into loyal ones and then keep them engaged in the long term.??

This article is part of my weekly newsletter?Dose of Digital ?where I share tips, tricks and growth strategies.?Subscribe & share!