Why Your eCommerce Store NEEDS Email Automation
So you run an e-commerce store? That’s great, then you surely already understand the importance of maintaining a solid email list.
The email list you keep is like your business’s best friend. It can make or break it, it can be the difference between success and failure.
Sounds dramatic? Well, my internet-savvy salespeople, it’s true.
When carefully cultivated, your mailing list becomes an asset to your store. You are able to continue remarketing it, growing it, and eventually watch as the conversions come rolling on in.
Considering how expensive other methods of customer acquisition (SEO, AdWords, paid social) can be, it’s understandable that most e-commerce stores live by the ethos of “building the list”.
So, you understand the importance of your email list, but the types of emails you are sending are equally imperative to your store’s success.
If you are stuck in the generic sending game then it’s time to make a change.
The alternative? Stylish, lucrative, juicy automation.
So, What About Automation?
If you have been accosting and attacking your email list with random offers then stop, this simply doesn’t work.
Instead, use automation to send targeted, unique emails to your list.
Automation allows you to send emails based upon the actions customers took when browsing your store.
This has serious pulling power, and can create a higher number of conversions based upon each email sent.
So let’s take a look at the emails successful e-commerce stores send their mailing list.
The Abandoned Cart
You might think that once a cart has been abandoned that’s it. Show’s over, no sale made.
That couldn’t be further from the truth.
Studies indicate that up to 87 per cent of consumers abandon their carts, although 70 per cent of them hold the intention of eventually checking out.
However, many never return to their abandoned cart despite intending to at some point.
Naturally, this is a grand disappointment, a wasted opportunity. After all, these people made it as far as checkout, they obviously liked what they saw.
How do you, a savvy-seller, hold on to this customer?
You grab their email early in the checkout process, this way you can send them automated emails following up on the order if they do abandon the cart.
You still have the opportunity to make a sale.
It’s good to send one automated email an hour after the bounce and another 24 hours after.
Here’s what the abandoned cart email looks like:
You can see the following:
- A catchy subject line which grabs the customer’s attention.
- A link to account sign in. Once they sign in they will be taken back to checkout with the item ready to be purchased.
- A clear, simple call to action with a large scale image of the product and a prompt to “make it theirs”.
It takes some time to set up these emails.
Your mailing platform has to be integrated with your store so that you have a clear understanding of who your customers are and what they are selecting.
The end result can be incredibly fruitful, and these emails have been found to lead to a great number of conversions.
The Product Review Email
Most customers love to read product reviews.
In fact, A study by Econsultancy.com indicates that 61 per cent of shoppers read reviews before deciding on a purchase.
According to the study:
. A product with 50 or more reviews can result in a 4.6 per cent conversion rate increase.
. 63 per cent of consumers will be more likely to buy from a site which has positive user reviews.
. Customers who utilise both reviews and customer Q and As are 105 per cent more likely to buy when visiting a store. They will also spend up to 11 per cent more than those who don’t utilise reviews and customer Q and As.
So what does this mean?
Basically, if you have positive product reviews on your pages you have a better chance of making that all-important sale.
However, you need to remember that consumers often leave reviews with the worst of intentions.
Although customers often like to leave negative reviews, this isn’t the be all and end all of the customer reviewing situation.
If you are able to connect with your customer through some intelligent prompting you will have a greater chance of them leaving a positive review on your site.
Once again, automated emails come into the fray.
Here is an example of an automated product review email. It is sent to the customer once 14 days after they bought the product and then after another 30 days.
In this email you can see:
- A clear prompt for the customer to review the product they purchased.
- An incentive: the chance of winning a $500 gift card is a great incentive for a customer who has already purchased products from their website.
- Cross-selling of other promotions as well as links to new products.
It is imperative for e-commerce stores to send these emails.
The reviews your products receive are imperative to your store’s success, therefore your reviews are an asset your business.
If your competitors don’t have this form of content than your chances of converting above them are far greater – it’s fantastic.
The Customer Win Back Email
The moment a customer has made a purchase and is added to your mailing list you have done all the hard work.
You can then send them a customer win back email after they haven’t returned and made a purchase from your store for some time.
The following email is sent after the customer hasn’t made another purchase in two months and over:
So, what do we see?
- A reminder of what H&M has on offer for customers.
And nothing more.
It’s simple and costs next to nothing to send with a great chance of conversion – where can you go wrong?
These are the three types of emails you should be sending if you want to really thrive in e-commerce.
They vary in scale of work put in, but regardless of the form of email the returns can be incredible, and therefore should be implemented on any e-commerce store.