Email marketing is one of the most tried and true forms of marketing because of its ability to reach users at scale, and its high ROI. The key to unlocking email marketing’s true potential is creating email automations. These automations allow brands to speak to customers in large volumes and build relationships. All of this while also delivering content that is relevant and specific to each user. In this article I will walk through 5 email marketing automated emails that are essential for any ecommerce business.
Welcome Series
An email welcome series should be one of the first automations built out for your business and is a great opportunity to make a first impression for new email subscribers. By introducing new subscribers to your brand story, providing value, and potentially offering exclusive incentives, you can lay the foundation for a strong and lasting connection with your audience.
From this series your business can identify what users engage with and bucket them into separate audience categories accordingly. With this information you can send a unique email series speaking to what interests those users the most.
Welcome email from Huha
Abandon Carts
According to data from Baymard, 70% of online shoppers abandon their shopping carts. An abandoned cart email series can be the key to capturing some of these lost sales. This email series not only reengages users that have not finished their purchase, it can also be really helpful in addressing potential objections for not purchasing. Including product benefits, reviews, and images of the products in use can all help address any hesitations of not buying and bring users back to your site to complete their purchase.
Abandon cart email from Occupied Mind
Order Confirmation
Once users complete their purchase they will be on the lookout for a confirmation email including purchase and shipping information. Instead of sending a generic confirmation email, sending an email with a personal message is another great way to boost brand sentiment with your customer. Some brands will also include a referral offer for future purchases in their order confirmation since typically right after the purchase is when users are most excited about their new product, aside from it arriving to them.
Post Purchase
Once users have received their product and had some time to use it is a great opportunity to reach out for a post purchase email. This email series can include asking if they enjoy their product and based on their response remedy any issues early on or prompt users to leave a review of the product they purchased.
Other post purchase email ideas could be a how to series, so users get the most out of their new product, or an upsell series to prompt users to purchase complimentary products to their initial purchase.
Re-Engagement
Overtime, some users will stop opening emails for any number of reasons. Offering them an incentive could be the ticket to get them back on your brand’s website to make a purchase. You should also give them the option to unsubscribe if your brand’s emails are no longer relevant to them. This may seem counterintuitive but removing users that long term are not engaging with your emails should help increase your email sender score landing your emails in your customer’s inboxes as opposed to their spam.
Re-engagement email from Klean Kanteen
Now hopefully you have a solid framework you can implement for your company and to build off of. To discuss a more detailed marketing strategy, with many other types of triggered and automated emails to add value, contact our team today!