The ecommerce sequence is a chance for me to write about two of my favourite aspects of email marketing… personalisation and automation.
Personalisation is vital customer’s buying experience. As consumers we now expect highly personalised shopping experiences from retailers with an average of 71% of us expressing some level of frustration when our experience is impersonal.
Using automation store owners can target new and repeat customers with custom messages or discounts and re-engage those who haven’t purchased in a while with minimal requirements on their time and effort.
So which sort of emails should you be sending?
According to OptinMonster the percentage of us that abandon carts is currently around 76%. This means that potentially 76 out of 100 shoppers that visit your shop are just clicking away from their carts. Ouch!
It’s easy to assume some of these abandoned carts are due to an incoming email, a knock on the door, a small child requesting a snack, or a host of other distractions which easily (and often!) take our attention. However, OptinMonster also discovered that the biggest reasons that shoppers abandon carts are unexpected added costs (such as shipping charges) and convoluted account set ups. Another quick stat here… 26% of shoppers will leave if the checkout process is too complicated!
With an abandon cart email, you can easily address these pain points. Remind the customer of what they were looking at, it’s value, and then you can even tempt them back with free shipping or a discount code.
New customer welcome/thank you
I’ve already covered the importance of an automated first email in detail, it’s equally vital here.
Send personalised, branded receipts and invoices. Keep your customers updated on shipping, refunds, and cancellations. These are pretty standard and just basic, good customer service.
Make sure to send a follow-up email after a customer buys a product from your store, extending that customer service. Product follow-ups are also a great way to remind the customer that you’re there when they’re ready to make another purchase, and an opportunity to ask for a product review on your website or social media.
Customer re-engagement/product re-targeting
Reach out to customers who haven’t purchased from your store in a specific timeframe. Get past customers interested again by reminding them of the value of your product and tempt them back with a personalised offer.