In this digital age, one of the most powerful and effective tools you can have up your sleeve is email marketing, especially if you have an eCommerce business.

According to Oberlo, for every $1 you spend on email marketing, you can expect a ROI of $42 – that’s a heck of a ROI and clearly demonstrates just how effective email marketing can be for your business.

Setting your business up with automated emails is crucial to your email marketing strategy as they help keep your brand front of mind and are a fantastic method for nurturing both existing and future customers. They also help you save time – let your email marketing platform work for you.

Our platform of choice for eCommerce email marketing is Klaviyo due to the fact that it can get you set up with all sorts of clever automated emails personalised to your customers.

Here are the 5x types of email automations should have set-up for your online store:

1. Welcome email

A welcome email is an automated email that is sent whenever someone joins your email list.

Setting up a welcome email automation is crucial for acknowledging and thanking someone for joining your email list and is a great opportunity to provide a special offer as a “reward” for doing so. After all, if someone has signed up to your list, they’re definitely interested in your services and products – so this is the time to really grab their attention and leave a strong impression!

According to ActiveCampaign, only 39% of brands send a welcome email, while 27% of brands sent zero emails in the first 3x weeks. This is a seriously wasted opportunity.

So strike while the iron is hot! Whether you send only 1x email or a series of emails over the course of a few weeks, you’ll already be ahead of the game.

Here are a few things you can do with your welcome emails:

  • Survey people and find out what they’d like to receive from you via your emails (this is a good opportunity to segment subscribers and make sure they’re set-up to receive personalized emails relevant to them).
  • Provide a reward such as a discount code to your online store.
  • Tell your brand back-story (we’d suggest doing this over multiple emails in a welcome sequence)
  • Tell subscribers what kind of information and content you’ll be sharing with them via email and how frequently.
  • Provide a free download/lead magnet that solves a problem for your target audience/subscribers.

Give it a go – set-up a welcome email, keep track of open rates and click rates and see what the results are!

2. Abandoned cart email

As the name suggests, an abandoned cart email is one that is sent to someone who started adding products to their cart but didn’t proceed with checkout and making payment.

The reasons for abandoning cart are various. Perhaps they realised the cost of shipping wasn’t worth the order or maybe tax didn’t get added on to the order until the end which gave customers a bit of a surprise. These are things you probably should address separately (e.g. providing a transparent shipping cost earlier in the process and maybe including tax in the price on the product page).

Other reasons could be that someone simply got distracted and had to go and do something else. Or maybe they had technical issues at checkout. 

Therefore an abandoned cart email is a fantastic opportunity to remind customers that they were about to make a purchase. It’s also a good opportunity to offer your support and help if they had trouble checking out.

Abandoned cart emails are predominantly known for providing discount codes. If you don’t want to do this straight away, you could set up a sequence of emails with the 1st email providing a simple reminder. If the customer fails to purchase after receiving the 1st email, then you could decide to provide an offer in the 2nd email.

3. Post-purchase/review request email

A post-purchase email is a great way to show a customer your appreciation for their purchase and support. It’s also a good opportunity to ask for feedback – whether in the form of a review that is live on your website or confidential feedback if they’re not comfortable providing their honest opinion in a public space.

We recommend waiting at least a couple of weeks after their order has been shipped/delievered. It doesn’t really make a lot of sense sending out a post-purchase email if the customer hasn’t even received their order yet!

4. Invite to re-order

An email inviting customers to re-order is particularly useful in the instance that they’ve purchased a product that only has a finite quantity and will run out, for example, food products or soap.

It might require you collecting data on how long it would take customers to consume your product before they needed more of it. If it might take 3 months for someone to use up your product, then you might decide to send an email 4 months after their last purchase to invite them to make a new order. Again, the intent is to remind a customer about your brand and that you’re here ready for them to come back when you’re ready.

If you sell both one-off and subscription products, this could also be a good opportunity to upsell your subscription offer with the argument that customers can just set and forget rather than have to return to the website to make an order each time they run out.

5. Milestone email

This is another good opportunity to thank customers for their support and make them feel special and part of your brand. Examples of milestone emails you could send out include:

  • Birthday email with a special offer to use during their birthday month.
  • 1 year anniversary offer – send out 1 year after someone made their 1st purchase.
  • VIP emails – if someone has made a large amount of purchases (or purchases worth a large amount of money) over a year.

As you can see, there are so many cool and clever things you can do with automated emails for your online store to help increase sales, nurture both existing and new customers and really drive greater brand awareness.

If you aren’t already implementing automated emails as part of your email marketing strategy, just start off with 1x or 2x emails as a starting point and build from there. 

Be sure to track your customer data and email open rates/click rates to see what’s working and what isn’t, so you can make improvements over time and really take your marketing to the next level.

At Moolah Digital, we offer a range of email marketing services as part of our website design projects and for existing clients. If you would like to build a strong online presence that takes email marketing strategy into consideration, then make sure to get in touch with us today.

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