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How to send better customer emails

Did you know that email marketing was the biggest marketing channel on Black Friday 2015? According to Custora, it drove 25% of all transactions across the UK & US. That’s great, but how does ecommerce email marketing perform on a daily basis? Well, that depends on the best practices you’re using. Here are the four tips to get you on the email marketing road to success…

The pre-purchase email

77% of consumers research their purchases before even thinking about shopping with you. Your pre-purchase marketing allows you to get ahead of the curve and educate consumers. The important part to note about this stage is that it’s not based on sales emails. You want to avoid coming across as spammy.

Each pre-purchase email should build on useful information that is relevant to your customers. Inform them about new arrivals and produce guides on what to eat, wear or do this season. Continue to feed them content about how to enhance their lifestyle with you. Entice them to believe you aren’t just trying to get a sale but can genuinely help them improve their lives. This builds the relationship, and makes you more trusted in the eyes of the buyer.

The abandoned cart email

Did you know that 67% of shopping carts are abandoned? Or that 56% of users leave because of unexpected costs (such as postage)? Abandoned cart emails are about winning the customer over without allowing them to think you’re being pushy. Some retailers will waive the postage fee, but a successful email will do just as well.

Reminding consumers within 24 hours of abandoning their cart will help you to establish who is still interested in purchasing, which averages at around 50% according to Money Saving Expert. From there, it’s a matter of creating urgency or producing a full package. Whether you give them a countdown until the item is gone or suggest other options they could use with their purchase, each email at this stage should tap into their need to buy.

The post-purchase follow-up email

If you want to establish yourself as a brand and build up your recurring customer list, you cannot ignore the post-purchase period. Whether you are asking for a review, just checking they received an item or offering extras they might need, you can build a robust relationship here. Repeat customers make up over a quarter of your online revenue, it cannot be ignored if you want to succeed in branding and in business.

Your customer data needs to feed directly into your emails. The more detailed you can be with your emails, the more genuine and reliable you will seem. It’s not tricky to implement into your email marketing either. You simply need to segment your audience data and trigger your emails based on rules related to that data. Find out how to do that here.

Transactional emails

On the same wavelength as the post-purchase stage are transactional emails. The key to success with transactional workflows is the speed at which you contact the customer. With an automated email process, there is no reason why you shouldn’t be able to contact a customer immediately.

Money is a precious commodity. From accepting their order to advising on shipping details – the more reassurance you offer to your customers throughout this phase, the more likely they are to turn into a repeat customer.

Across all these key stages, two key factors stand out. Personalised information depending on your consumer’s buying journey will determine the success of your emails, and the speed at which they receive your email will contribute to their buying decisions. For more information on workflows, diagrams and examples, why not read CommuniGator’s 5 marketing automation workflows you can use?

lee-chadwick

Written by Lee Chadwick, CEO and co-founder of the Communigator group; one of the market leaders for generating and nurturing opportunities using marketing automation software focused on lead generation. Originally from Yorkshire, Lee is all about squeezing the maximum out of any opportunity. With years in the technology sector, working with many high profile IT companies, Lee has seen a real demand for lead generation technology which has formed the base of Communigator’s suite of technologies.

 

Go back

How to send better customer emails

Did you know that email marketing was the biggest marketing channel on Black Friday 2015? According to Custora, it drove 25% of all transactions across the UK & US. That’s great, but how does ecommerce email marketing perform on a daily basis? Well, that depends on the best practices you’re using. Here are the four tips to get you on the email marketing road to success…

The pre-purchase email

77% of consumers research their purchases before even thinking about shopping with you. Your pre-purchase marketing allows you to get ahead of the curve and educate consumers. The important part to note about this stage is that it’s not based on sales emails. You want to avoid coming across as spammy.

Each pre-purchase email should build on useful information that is relevant to your customers. Inform them about new arrivals and produce guides on what to eat, wear or do this season. Continue to feed them content about how to enhance their lifestyle with you. Entice them to believe you aren’t just trying to get a sale but can genuinely help them improve their lives. This builds the relationship, and makes you more trusted in the eyes of the buyer.

The abandoned cart email

Did you know that 67% of shopping carts are abandoned? Or that 56% of users leave because of unexpected costs (such as postage)? Abandoned cart emails are about winning the customer over without allowing them to think you’re being pushy. Some retailers will waive the postage fee, but a successful email will do just as well.

Reminding consumers within 24 hours of abandoning their cart will help you to establish who is still interested in purchasing, which averages at around 50% according to Money Saving Expert. From there, it’s a matter of creating urgency or producing a full package. Whether you give them a countdown until the item is gone or suggest other options they could use with their purchase, each email at this stage should tap into their need to buy.

The post-purchase follow-up email

If you want to establish yourself as a brand and build up your recurring customer list, you cannot ignore the post-purchase period. Whether you are asking for a review, just checking they received an item or offering extras they might need, you can build a robust relationship here. Repeat customers make up over a quarter of your online revenue, it cannot be ignored if you want to succeed in branding and in business.

Your customer data needs to feed directly into your emails. The more detailed you can be with your emails, the more genuine and reliable you will seem. It’s not tricky to implement into your email marketing either. You simply need to segment your audience data and trigger your emails based on rules related to that data. Find out how to do that here.

Transactional emails

On the same wavelength as the post-purchase stage are transactional emails. The key to success with transactional workflows is the speed at which you contact the customer. With an automated email process, there is no reason why you shouldn’t be able to contact a customer immediately.

Money is a precious commodity. From accepting their order to advising on shipping details – the more reassurance you offer to your customers throughout this phase, the more likely they are to turn into a repeat customer.

Across all these key stages, two key factors stand out. Personalized information depending on your consumer’s buying journey will determine the success of your emails, and the speed at which they receive your email will contribute to their buying decisions. For more information on workflows, diagrams and examples, why not read CommuniGator’s 5 marketing automation workflows you can use?

lee-chadwick

Written by Lee Chadwick, CEO and co-founder of the Communigator group; one of the market leaders for generating and nurturing opportunities using marketing automation software focused on lead generation. Originally from Yorkshire, UK, Lee is all about squeezing the maximum out of any opportunity. With years in the technology sector, working with many high profile IT companies, Lee has seen a real demand for lead generation technology which has formed the base of Communigator’s suite of technologies.