Ecommerce Email Automation Flows
It’s no secret that email is one of the most effective channels for lead nurturing and conversion. Email wins when it comes to making sure that the right people see the right content at the right moment, and automated emails deserve a central spot in every marketing strategy.
In this blog post, we explore eCommerce email marketing and reveal the best email automations for your business.
What is eCommerce email marketing?
Email marketing is one of the most powerful tools in a business’s digital marketing arsenal. It is one of the most popular means of digital communication, and that’s the main reason why using them for marketing activities can be extremely effective. They build relationships, nurture leads and boost conversion rates like no other channel can.
Why use automated emails for eCommerce?
Automated emails can do everything from promoting your products and services to delivering personalised shopping recommendations. These messages can be uniquely placed in the inbox of leads who have not yet made a purchase or even subscribed – which makes them highly effective at turning browsers into buyers. According to Venture Beat, companies using email automation have seen an average 77% increase in conversions. Automated emails can do everything from promoting products or services to delivering personalised shopping recommendations. It allows you to realise the full potential of data analytics.
Best eCommerce Email Automations
So, what are the best email automations for your business? Of course, you should decide which ones fit your business and adapt according to your strategy, however, the following are the key automations that should be considered.
- Welcome Emails for New Customers & Subscribers
When someone signs up to receive emails or purchases a product from your business they will be entered into your ‘Welcome Flow.’ Your welcome email may be the very first point of contact between you and a new and/or potential customer, so the right messaging flow can make or break your relationship with this audience member. The welcome message can determine the likelihood or frequency customers will open subsequent emails, so it’s important to get it right. Don’t turn people off with hard sell messaging.
- Recovering Abandoned Carts
Abandoned cart emails are best sent within 24 hours and should be customised to the individual’s purchase history. They should be sent after a customer leaves the site without completing their order. If you know that a specific product was left behind this should be included in the email. In addition, it is important to include incentives for quick action. If set up well, email retargeting for this segment is one of the most effective ways to make conversions.
- Paragraph on Order Confirmations and Tracking Emails
One may think of this message as just a digital receipt, but it is so much more than that. This type of email is best sent on the same day as delivery (or even better, within three hours), as they give your customers piece of mind, knowing that the store has received their order and providing them with expectations of delivery times and tracking their purchase.
- Customer Reviews and Feedback
Customer feedback is best sent through automated emails as it will reach customers and new potential customers. In today’s digital world, it’s a great way to both make sure you stay relevant and increase your client reviews, which are essential selling tools. Asking customers to leave a review of their experience with the brand or a specific product will give you an invaluable insight into how people perceive your business and what areas need improving on. It is also a great way to show your email database you care about their feedback, and showcase reviews of your products to increase trust between your business and customers.
Why you should Hire an Email Marketing Agency for Ecommerce?
So how can you best use email automation for eCommerce? And why should you hire an expert to help your business navigate this field?
Email marketing is becoming increasingly complex. There are now more tools available than ever before, and they are still evolving rapidly. This makes it difficult for businesses who aren’t familiar with the industry jargon or best practices around automated emails to best utilise these tools. Moreover, there is no ‘one-size fits all’ strategy.
To achieve maximum impact and results it’s best to put together a unique email marketing plan for your business that will consider things like existing subscriber lists, product categories you sell, and shopping cart abandonment trends, etc.