Email marketing helps you keep in touch with your customers and prospects. In particular, this allows you to inform consumers about your promo campaigns and new products in stock, notify them about the state of their order, and bring them back to your website.
One of the best things about email marketing is that you can automate all regular interactions between a customer and your brand. This includes welcome series, browse and cart abandonment messages, transaction notifications, customer reactivation campaigns, and so on.
This type of communication occurs daily and takes a lot of time and effort if managed manually. Lucky for businesses, many modern-day marketing automation platforms come packed with all the tools you need to streamline your daily marketing routine — such as simple and convenient drag-and-drop workflow editors.
All you need to do is create your message and set a condition to fire the email — i.e. a trigger. The triggers can be based on a certain time interval, a specific action your customer takes, or both. Here’s how this works in the eSputnik’s workflow editor:
Moreover, many marketing automation tools allow you to use multiple communication channels, including email, Viber and SMS messaging, web and mobile push notifications — as parts of a single omnichannel workflow. This way, you can reach out to significantly more customers — at the right time, with the right message, and through their preferred channel.
You can also choose the number of messages, time intervals between them, as well as communication channels in the workflow. As you receive more data about your customers and the performance of your campaigns, you’ll be able to fine-tune your workflow to meet the needs and preferences of your specific audience, down to each particular customer. If you’ve just started dipping your toes into marketing automation, it’s best to start with multichannel campaigns using inexpensive channels — this will help you save your marketing budget as you grow.
In this post, we talk about the 4 ways you can grow your sales using automated marketing campaigns via email and other communication channels.
1. Cart abandonment and browse abandonment emails
According to the intensive eCommerce research, about 70–80% of online retail customers abandon items in their shopping carts. You already have an advantage here as a user has already shown their interest in a specific product. Here, you can remind them about the product they’ve left behind. It’s a well-known remarketing practice used to entice customers into completing their purchase and increase conversions.
Here’s an example of a marketing workflow you can set to send automated emails to the users who have abandoned their shopping carts:
- the system sends an automated reminder email to the customer 2 hours after the cart abandonment event;
- 24 hours after the email, the system checks if the customer has opened the email and completed their purchase. If not, the customer will receive a web push notification reminding them of their abandoned cart;
- 3 days after the first email, the system checks if the purchase has been completed. If not, the customer will receive a Viber message with a discount for the product left in the cart.
Automated workflow for browse abandonment — an event when a customer has viewed specific products or categories on your website but hasn’t ordered anything — works in a similar way.
You can set a workflow that includes two emails it. The first email will contain a block with products a customer has browsed through, and the second will show product recommendations in addition to the browsed products.
Personalised marketing is much more effective in this way since each particular customer receives information about the exact products they are interested in.
2. Wishlist emails
If your online store allows users to create wishlists, you can set a trigger event to send an automated email — for example, when the product in the customer’s wishlist appears in stock or gets a discount.
In the example below, the email will be sent to the user the moment the event occurs, followed by a push notification in 24 hours if there’s no purchase.
With this, you demonstrate to customers you care by providing them with updates on the products they are interested in. And since the entire process is automated, your managers won’t need to dig into the database to notify customers manually. This helps you boost customer loyalty, sell more products, increase revenue, and save your marketing budget.
3. Cross-selling and Upselling
As you might have noticed, the above automation workflows are all based on the customers’ preferences about and interactions with your particular products. Moreover, you can use this for cross-selling and upselling techniques.
Cross-selling is a marketing practice where you offer your customers additional products that allegedly go well with the ones they’ve already added to the cart, thus increasing the average order value. For example, if your customer is buying footwear, you can offer them to complement their order with shoe care products.
Upselling is selling a more expensive or upgraded version of the product a customer was interested in. For example, you can showcase the benefits of premium smartphones to the customers who were initially looking for mid-range ьщвуды.
To introduce cross-selling and upselling techniques to your email marketing, add product recommendation blocks to your emails. Especially since you can automatically personalise the recommendations to each user.
4. Customer Reactivation
As the research results show, the chance that a potential customer will complete a purchase, is only 5 to 20%, while the possibility of a second purchase by a customer who has already made one is about 60 to 70%. That’s why it’s important to retain your existing customers.
Send triggered emails to users who haven’t opened your emails and made a purchase for some time (usually, for 6 months). Include an incentive for consumers to engage them in interacting with your brand again. This could be a promo code or some kind of special offer.
It’s good practice to unsubscribe those contacts who couldn’t be reactivated. This way, you won’t spend money on emails that will never get opened.
All the workflows mentioned in this article can be set up in mere minutes and they will start working for your business right away, driving your customers down through the purchase funnel. You can optimise the communication at any moment by adding another communication channel or fine-tuning the content of your emails. Moreover, you will most likely come up with your own triggers to automate customer-brand interactions that are specific to your business. But to ensure that your sales increase, start with these basic best practices in email marketing.