In today’s ultra-competitive business environment, just having an amazing line of products and services may not sustain the growth of an eCommerce entity in the long run. In today’s online shopping frenzy, smart marketing is the secret weapon. This is where implementing a number of effective strategies in email automation for eCommerce marketing comes into play.
Email automation has emerged as a powerful tool in the arsenal of online retailers, offering personalised engagement and streamlined communication with customers. Email automation is a subset of marketing automation, and eCommerce marketing automation can help marketers minimise manual tasks by 30%. It has also been found to increase leads and conversion rates.
Statistics reveal that email marketing is the most widely used marketing automation feature, with 79% of marketers employing this method as part of their marketing efforts. And with automated email campaigns accounting for 21% of email marketing revenue, it’s no wonder why marketers are turning to email automation for eCommerce marketing success.
From nurturing leads to re-engaging dormant customers, email automation can revolutionise the way businesses revolutionise their marketing efforts, driving conversions and fostering long-term customer relationships.
Let’s explore a range of proven strategies tailored specifically for eCommerce businesses, equipping marketers with the knowledge and tools needed to thrive in today’s competitive business landscape.
1. Create a welcome email series
Creating a welcome email series presents a unique opportunity for brands to forge a meaningful connection with new subscribers. This series will typically comprise two emails, which gives brands the chance to establish themselves among customers more personally.
A welcome email series boasts an impressive average open rate of 68.59% and an average click-through rate of 16.05%.
In the initial email, express gratitude to the subscriber, extend a warm welcome to the brand, and provide a glimpse of what they can expect in future communications. This sets the tone for a personalised and engaging relationship.
Follow up with a second email designed to deepen engagement. Encourage subscribers to connect further through mobile apps or social media platforms, emphasising the value that the brand and its products bring to their lives. Highlight key benefits and unique selling points to compel them to make a purchase.
By crafting a compelling welcome series, brands can effectively introduce themselves to customers, cultivate trust, and lay the groundwork for lasting brand loyalty.
2. Recover revenue with abandoned cart emails and automation
Abandoned carts pose a significant challenge for eCommerce businesses, with a staggering 70% of online shoppers abandoning their carts before completing a purchase.
To combat this issue effectively, it’s crucial to implement a robust abandoned cart email strategy. Take inspiration from industry leaders like Adidas, who go the extra mile by sending a series of four abandoned cart emails over the course of a month.
By following a similar approach, brands can significantly increase their order rate and recapture lost revenue. Craft a series of abandoned cart emails that gently remind customers about their unfinished purchase and provide them with the option to resume where they left off. Additionally, offer alternative payment options to streamline the checkout process and make it more convenient for customers to complete their transaction.
Utilise persuasive copy and enticing visuals to re-engage customers and encourage them to take action. Whether it’s offering a limited-time discount, highlighting product benefits, or emphasising scarcity, tailor emails to resonate with the target audience and compel them to convert.
By leveraging the power of abandoned cart emails and automation, brands can recover lost revenue, reduce cart abandonment rates, and ultimately boost eCommerce sales.
3. Win back users with targeted email campaigns
Another effective strategy in email automation for eCommerce marketing success would be to personalise messages that resonate with past customers. By personalising messages that resonate with their previous interactions and preferences, brands can effectively win back their interest and loyalty.
Start by segmenting an email list based on past purchase history, browsing behaviour, age range, location, or engagement levels. This allows brands to tailor their messages to each segment’s specific interests and needs. For example, brands can send exclusive offers or product recommendations based on their previous purchases or browsing history.
Craft compelling and personalised content that speaks directly to the recipient, addressing them by name and referencing their past interactions with the brand. This highlights how much a brand values their patronage and demonstrates that the brand understands their customer’s preferences.
Brands should also utilise dynamic content blocks to showcase relevant products or promotions based on the recipient’s past purchasing behaviour. This not only increases the relevance of a brand’s emails but also enhances the chances of driving conversions.
Implement automated email workflows to nurture and re-engage inactive or lapsed customers. Send targeted emails at strategic intervals, such as special anniversary offers, replenishment reminders, or personalised recommendations based on their purchase history.
Work with a marketing automation expert to help you with email automation for eCommerce marketing success
In today’s fiercely competitive eCommerce landscape, relying solely on exceptional products and services may not sustain long-term growth. By leveraging email automation for successful eCommerce marketing, brands can experience steady, exponential growth.
Schedule a consultation with a marketing automation expert to help you implement effective strategies in email automation for eCommerce marketing success. They can help propel your eCommerce business to new heights of success by equipping you with the email automation strategies and tools needed to sustain long-term growth.
