Email marketing is essential for eCommerce businesses. According to Radicati Group, more than 3.7 billion people worldwide use email. That’s roughly half the world’s population. According to the Pew Research Center, 92% of Americans use email daily. 61% of them do so actively. Customers are more likely to interact with your content via email. MarketingSherpa found that 72% of adults prefer email to communicate with brands and companies. This makes it the most preferred platform among consumers. Another Campaign Monitor study supports this statistic. It shows that email is 3x more popular than social media posts and that click-through rates for emails are 6x higher than Twitter and 5x better than Facebook.
Are you still not convinced?
eCommerce company Envelopes.com Cut Checkout abandonment reduced by 40% You can use a special email marketing campaign to reach customers who have not completed their purchases. They sent emails to three categories of site visitors: customers who reached the checkout page but did NOT purchase, customers who added an item to their cart but did not buy, and customers who visited a category or product page but did nothing. Increased customer conversions by 65% Automated emails can be useful when they are properly optimized and used. Drip campaigns You can keep customers happy and nurture them through the sales process.
This article will discuss 7 email templates that eCommerce businesses should use to maximize their revenue.
1. Welcome Series
It is a common practice to send a welcome email to customers who sign up for an email list. Customers have grown to expect it. Your welcome email will be the first contact you have with a customer. You’ll need to ensure that your message is clear and concise to build trust between you both. Do not try to push your customers too hard at this stage. It might cause them to abandon you. Instead, consider a welcome email to customers as a way to confirm their subscriptions and introduce your brand to new customers. Take a look at the online subscription company. Birchbox The email welcomes new customers and provides information about their service. They also include a CTA at the bottom of the email so customers can keep an eye out for special offers in other emails. This will help increase email open rates.
Tips to Maximize a Welcome Series Email Campaign
- Keep it simple and easy-to-read
- Leverage a discount ladder
- 7-day email sequence from the first purchase to the second
2. Post-purchase follow-up
There’s a chance that a customer who has purchased from you previously may be interested in the products you offer. It’s important to follow up with customers to thank them and offer support. This shows that you care about customer satisfaction and experience. You can ask your customers to leave a review, but make it easy for them to do so. If the products are compatible, you can use the email to show them related products. This email is a great place to provide helpful information about the product (a FAQ, care instructions, or other tips). Most importantly, thank your customer for purchasing the product and reiterate that you are grateful for their business.
Tips to Leverage a Post-Purchase Campaign Follow-Up Campaign
- You can send a thank-you note and follow-up information.
- Social proof is a way to show your excitement about the product that they just purchased.
- You can create ways to provide more information about the product, e.g. A blog post or how to use the guide
- You can give them action, such as Post on social media, sending us photos, or leaving a review
- It’s easy to use the CTA
- They may be interested in products that look similar.
3. Emails from abandoned carts
It is quite common for customers to add items to their shopping carts or go to the checkout page only to be distracted by other things and click away. You have likely experienced this at least once. The email referred to as an abandoned cart is quite self-explanatory. You send it to customers who have left your website after showing interest in your products (i.e. Adding the items to their shopping basket. Sometimes all it takes to convert customers and close the deal is a gentle reminder. Take a look at what Fab.com Does to remind customers about abandoned carts, and incentivize them towards purchasing with strong “act fast!” CTA in the subject line.
Tips to Use an Abandoned Cart email
- Send within 24 hours of abandonment
- Highlight the unique features that make this product better
- CTAs that take them to the checkout page
- Send a discount code to the 2nd or 3rd email address.
4. Re-engagement emails
A “disengaged audience” is an audience member who doesn’t buy from you, visit your website, or open your emails over some time. They are less likely to engage with your content and will not purchase again from you, if ever. Don’t lose heart. These audience members have already engaged with your brand at one point and are familiar with your brand. They also have an interest in your product and may be willing to engage again. An ideal re-engagement email will offer a “too good” offer for disengaged audience members. It could be a coupon code, a free product, or a giveaway. Users will be more likely to engage again if it’s easier to claim the incentive. You can also do this alternatively (or additional!) You can also choose to focus on your customer relationship, showing that you value them and that you are missing them. Split testing multiple re-engagement offers is a good idea to get a better understanding of what works with your audience.
Tips to Maximize Your Re-engagement Email Marketing
- Provide information about your company
- Engaging CTA that stands apart and drives engagement
- Remind them why this is an opportunity they won’t miss.
5. Emails to upsell
Upsell offers can help increase revenue. Customers who have bought from you in the past may be tempted to purchase again. Automation and segmentation can be used to ensure that the offers are relevant for items customers have already purchased. Williams Sonoma offers free shipping codes and upsells related items on recent purchases.
Tips for your High-Selling Email Campaign
- This email should be personalized for each buyer based on what they have bought before
- Show them the products they have recently bought and what it looks like.
- Give a list of similar products to the ones they have already bought.
6. Educational Content
Emails are not just about encouraging sales. They can also be a place where you offer value to customers, which can help them become loyal fans of your brand. To empower customers, use educational content about your products or topics related to your niche. This establishes you to be trusted and reliable as an information source, not someone who only sells, buys, and sells. This content can be personalized further by segmenting emails based on customer interests and purchase history. You’ll deliver highly relevant content that they will love.
Tips for emailing educational content
- Send a summary of the most recent blog post to your readers and then forward them to the original post.
- Do not try to sell them anything. Keep it all informational.
7. Testimonial Email
Your customers will say it better than you. To reinforce your business’ value, use the words of customers.
Tips to Send Testimonial Emails
- Take a look at the testimonial.
- Take a photo of the person who gave you the quote if possible
- Make a video testimonial
