I have seen firsthand how effective Email marketing can be as it remains a powerful tool in eCommerce, allowing you to reach your customers directly with targeted, timely, and personalized messages. It’s like having a coffee with your customer and building relationships, not just promoting products.
The return on investment can be astounding, often surpassing other digital marketing techniques. According to the DMA, email marketing has an average ROI of $42 for every $1 spent.
Types of Email Campaigns
Email campaigns keep your customers engaged and boost your marketing goals. Here are some common types of email campaigns to help you better understand them:
Promotional Emails
These emails drive sales by featuring special discounts, sales, and offers that encourage immediate action. For instance, a ‘Flash Sale!’ Email can significantly boost your revenue by triggering the fear of missing out.
Newsletter
Newsletters build relationships and provide value by keeping your audience informed about your company’s news, new products, and valuable content. Think of them as friendly conversations sharing stories, insights, and tips that resonate with subscribers.
Transactional Emails
These emails enhance the customer’s experience with order confirmations, shipping notifications, and account alerts. They are often read and opened more than other types of emails, showcasing your brand’s professionalism and reliability.
Re-Engagement Emails
These emails are intended to re-engage inactive subscribers. These emails are sent to those who haven’t interacted much with your brand in a long time. They contain compelling messages that remind the recipient why they originally signed up. We miss you. Welcome back with 20% off on your next purchase.
Seasonal campaigns
Seasonal campaigns tap into the festive spirit that comes with holidays and other seasonal events. These campaigns are aligned with times of high consumer interest and offer themed promotions that consumers can’t resist. Seasonal emails, such as a “Spooktacular Holiday Gift Guide” or “Spooktacular Sale for Halloween”, can help drive sales and engagement by riding on the excitement of the season.
Confirmation Emails
Your customers will be informed about any upcoming activities or events by sending them confirmation emails. These emails are essential for a number of reasons, including confirming an appointment or booking. As an example, you might say “Your appointment has been confirmed for the 15th of July at 2 PM.” “See you then!” This confirms that everything is going according to plan, reinforcing your customer’s trust and clarity.
Retargeting via Email: Bringing Them Back
Let’s now talk about retargeting by email, one of the most effective tools in your arsenal for e-commerce. Imagine being able to reach out and woo customers again, turning a missed sale into a success. Email retargeting is like having a chat with a friend who almost bought something but needs a little push to make the sale.
Retargeting emails aim to reconnect customers with your brand who have interacted but not completed an action. For example, they may not have made a purchase or signed up for a mailing list. Imagine that someone comes to your online shop, adds some sneakers to their shopping cart, and then leaves the site without purchasing. You can send a friendly message to remind them that the sneakers they loved are still there and offer them 10% off their order if they complete it now. It’s personal and timely.
Retargeting by email is the best way to increase conversions and ensure that your brand remains top of mind. With effective segmentation and targeting, businesses can tailor their email content to specific audience segments, increasing relevance and driving higher engagement rates.
Setting Up Automated Email Flows
Automated sequences or email flows are vital for effective retargeting. Automated email flows ensure your audience receives timely and relevant communications based on their behavior and interactions with your website. Key components include:
Welcome Flow
Welcome Flow is the first impression of your brand. It introduces new subscribers to it and nurtures them toward a purchase. After someone joins your email list they should receive an engaging and warm welcome email. This welcome email is sent to new subscribers and sets expectations about future communication. It may also include an introduction of your brand, its mission and values. You can then send them additional emails that showcase your bestsellers and new arrivals to give them a taste for what you have to offer. A discount or free shipping for their first order can be a powerful incentive to encourage conversion.
A welcome email could say “Welcome!” We are thrilled to welcome you. We are passionate about quality and sustainability. Browse our bestsellers. Enjoy 10% off your first order with code WELCOME10. This creates a welcoming and informative tone that makes new subscribers feel part of the community.
Abandoned Cart Flow
The Abandoned cart flow excels at recovering potential lost sales. This flow is for customers who added items to the cart, but then left the website without making a purchase. The sequence starts with a gentle reminder sent to the customer shortly after they abandon their cart. A second reminder will be sent if there is no response. This time, it will highlight the benefits of items that were left in the shopping cart. A final reminder that includes an incentive such as a coupon or free shipping can help to sweeten the deal and encourage the customer to complete their order. Social proof like testimonials or customer reviews can reinforce the value of products. Mentioning limited stock, or discounts that are time-sensitive, can also create an urgency.
You left some amazing items in your shopping cart. Get 10% off your next purchase! Then, “These hot items are still available for you.” “Don’t miss it!” Last chance! You can get free shipping by completing your order today. This sequence helps to keep the abandoned cart in the mind of the customer, increasing conversion rates.
Abandoned Checkout Flow
The Abandoned Flow is designed to target customers who started the checkout process, but did not complete their purchase. This automated sequence begins with a message that contains a link to the customer’s cart. It makes it easy to complete their order. The email will often include a limited-time offer to boost conversions, like “Complete your order within 24 hours and get 15% off!” This creates urgency, which encourages quick action. Messages like “Need Help?” and similar messages that offer customer support are also effective.
Customers are reassured by a message such as “Need help? You can personalize the email by including the items in the shopping cart, their benefits and any other relevant information. For example, “Don’t forget to grab your favorite new product!” The communication becomes more compelling and relevant when it says, “It’s ideal for enhancing your everyday routine.” The Abandoned checkout flow recovers lost sales by implementing these strategies. It also improves conversion rates.
Post-Purchase Flow
The Post-Purchase flow is designed to improve the customer’s experience and encourage them to make repeat purchases. A customer receives an email confirmation after completing an order. This confirms that the order was successful, and provides shipping information. Then, you can send a follow-up email with tips and guides about how to use your purchased products. This will increase customer satisfaction.
Here are some tips on how to make the most of your latest purchase. Few days later, a request for feedback or review via email helps to foster trust and engagement. We might say, “We’re hoping you enjoy your purchase!” Let us know what you think by leaving a review. In addition, suggesting similar products in subsequent emails may encourage future purchases. In a subsequent email, you can introduce your loyalty program, its benefits, and encourage customers to return. For example, “Join the loyalty program, and earn points for your next purchase.” The Post-Purchase Flow increases customer satisfaction and encourages repeat business by providing ongoing value and engagement.
Upsell Flow
The Upsell Flow is designed to encourage customers to buy a higher-end or more expensive version of a product that they have purchased or are considering. The flow starts by highlighting all the features and benefits that come with the more expensive product. Customers can see the benefits of upgrading when they compare the basic version with the premium version. An email could say “Upgrade to the premium version for enhanced quality and features.” Include an incentive such as, “Upgrade Now and Get 10% Off Our Premium Range” to further encourage customers to make the change. This targeted approach will increase the average order value of your business by convincing customers to choose a more expensive item.
Cross-Sell Flow
The Cross-Sell Flow suggests complementary products that complement or relate to the recent purchase of the customer. Following up with emails that suggest related products can increase the overall value of an order. You might like to add these accessories as a complement to your recent purchase. The benefits of complementary products are highlighted to provide context and encourage additional sales. Bundle discounts such as “Buy Together and Save 20%” can make an offer more attractive. This strategy increases sales and improves customer satisfaction by offering useful product suggestions.
Product Stock Flow
The Product In Stock Flow informs customers when an item that was previously unavailable becomes available. A product availability alert lets customers know that the item they are interested in has returned to stock. The emphasis on the popularity of the product and the demand creates urgency and excitement. An email could read “Good News! Your favorite item has returned to stock. This popular item has returned and is selling quickly! Including phrases like “Limited stock available” can prompt immediate action, ensuring customers don’t miss out again. This process helps you to capture sales that would have been otherwise lost.
View Abandonment Email
The Browse Abandonment email targets customers who visited your website, but did not add the products to their shopping cart. This email reminds them of the products they were interested in and encourages them to make a purchase. An email could say something like, “We noticed that you were looking at these items.” “Take another look!” Include product names, images and prices to make your email more appealing. Adding recommendations of similar products will also help to capture the interest of your customer. You can say, “You may also like these items” and then list a few related products. This flow can be used to re-engage customers and encourage them to return to your site, increasing the chances of a sale.
Time Delay Psychology
Time Delay Psychology is the use of delays to increase effectiveness. Explaining the reasons behind certain delay periods can help manage customer expectations. Waiting 24 hours to send a reminder, for example, ensures that the customer remains interested. In an email, you might say: “We wait for 24 hours before sending a message to make sure that you are still interested.” Conversion rates can be optimized by discussing ideal delay periods, such as 48 hours for abandoned cart emails. This method balances urgency with the decision-making process of customers, improving engagement and conversions.
Best Practices for Retargeting via Email
Timely Follow-Ups
In the world of email targeting, timely follow-ups are essential. The sooner you contact a customer who abandons a cart or the checkout process, the better. A quick email sent shortly after a trigger action will keep your brand in the customer’s mind and increase the chances of conversion. Imagine getting a gentle reminder just minutes after you left items in your shopping cart. It reminds you that you are interested and can often encourage you to make the purchase.
Compelling Subject Lines
Another important aspect is to create compelling subject lines. Your subject line will be the first thing that a potential client sees. It must grab their attention and encourage them to open your email. Use phrases that evoke curiosity or urgency. For example, “Don’t miss out on your favourites!” Your cart is waiting! A compelling subject line will increase your email open rate and help you create a successful campaign.
Clear and concise communication
Clear and concise communication is essential once you have captured their attention. Focus on the advantages of the product they are interested in, and give them compelling reasons to make the purchase. Focus on the needs of the customer and keep the message simple. You can say, “Your new shoe is just a few clicks away. Enjoy comfort and style on every step!” This ensures the customer is aware of the benefits and reasons for making the purchase.
Mobile Optimization
Mobile optimization is essential in today’s digital world. Your emails should be easily navigable on mobile devices as many customers check them. Make sure your emails are responsive and have clear, easy-to-tap calls to action. This improves the customer experience by making it easy for them to complete the desired action.
Discounts and Incentives
Discounts and incentives can be powerful motivators. Customers love a great deal. Offering discounts, free shipping or bonuses will encourage them to convert. Imagine getting an email saying, “Complete the purchase and get 10% off plus free delivery!” It’s difficult to refuse such an offer. These incentives can add an extra boost that can make a big difference in conversion rates.
Last but not least, respect and compliance with privacy laws are non-negotiable. Make sure your email campaigns are compliant with the data protection laws and offer clear unsubscribe methods. Respecting the privacy of your customers builds trust, and shows that you respect their choices. Include an easy opt-out option for your customers if they wish to do so. This will ensure that they feel respected and comfortable throughout their interactions with your brand.
To sum up, retargeting and email marketing are effective strategies that can greatly increase your eCommerce business. Use these strategies to get the most out of your marketing campaigns and see your company grow.
