If you know anything about email marketing you know that to craft a single email takes a long time, especially if you are trying to write a masterpiece!
It’s true, emails need to be precise and present all the information that you need to convey to the customer. Of course, creating personalized emails is time consuming, so how do you find the time to do it? How do you make sure that every customer gets all the information they need? Simple. You automate the process!
If you want to find out the three types of automatic emails that every business needs, then you had better read on.
Email automation has transformed the way in which marketers are able to engage with customers. Latest technology ensures that emails are dynamic, engaging and personalized to each and every customer’s requirement.
Here are the three types of email that any e-commerce business needs to automate:
1. Cart abandonment emails
Have you ever clicked on a product, added it to your cart, and then clicked away from the site? Most of us have done that. An automatic email for cart abandonment reminder keeps the product fresh in our mind and reminds consumers to return to the site and continue shopping.
Since we left the product in the shopping cart it’s safe to assume that we were thinking about purchasing it. So the cart abandonment email is a soft nudge that could make the customer click on the checkout button.
Below is a great email from Fab. It uses positive words in the header “Smile, it’s still for sale”, has a buy now button and has options to contact customer support. That’s everything you need in a cart abandonment reminder.
2. On-boarding / welcome emails
Have you ever signed up for a service or for a monthly product and then got confused about how to change your preferences? I know we have.
It’s easy to forget how to use a platform if it’s your first time there. For that a good eCommerce merchant will create a series of welcome or on-boarding emails. These emails are aimed at answering any brand related question without the consumer having to ask.
For example, Teespring has an entire page dedicated to how it works. It could easily take each step of the process and make it into a separate email that’s part of an on-boarding series. Then they could add colorful examples and some best selling t-shirts in each email to make the customer interact with their online store.
New customers are given the ability to learn how to put their own shirts up for sale on the site and feel comfortable buying product.
3. Post-purchase follow-up
How many times have you bought a product and have not heard anything back from the company? It sucks right?
I am way more likely to go with a store who routinely reaches out to me and asks me how I’m doing and how I liked the product. It makes me feel as though they care about my experience with them.We’re not talking about product recommendations, holiday greetings or birthday coupons. We are talking about a specific email to go out to the customer asking them how they like the product.
A lot of online stores get the sale and fail to work on post-purchase follow-up. This automatic email series is very powerful tool for 3 reasons:
- Immediate feedback from customer while it’s fresh in their mind
- Ability to correct product flaws
- Opportunity to sell related products
Here is a great example from White House Black Market. As you can see they ask for feedback, state that it will only take a minute, and make it all look slick. That’s a superb looking email.
Important point
Don’t forget that all automated emails need to be brand relevant, personable, and authentic. Don’t just throw something on the page and expect it to stick. Spend some time crafting each one because it will ultimately save you a lot of time and money down the road.
