eCommerce Email Automation
Automation is perhaps the biggest tool used in email marketing. A variety of opportunities can be obtained through automation emails. Just by utilizing three types of automated emails, your brand will be well on its way to increasing revenue and engagement exponentially. Cart Abandonment, Replenishment, and Post-Purchase Suggestion emails are the three automation campaigns every brand needs to be implementing.
Nearly half (46%) of all cart abandonment emails are opened. Abandoned carts automatically tells you that a person wants to buy your product or service. Just because the cart was abandoned does not mean the sale is officially dead, because IT ISN’T. Over a third (35%) of clicks lead to a purchase back on site. A great example by Chubbies Shorts shows exactly how this should be done with a awesome visuals, fun and engaging copy, and links embedded in every image to take you back to your abandoned cart.
Replenishment emails are effective in two ways: it shows customers you understand and are aware of their purchasing habits and that it shows you care about retaining their business. A brand contacting their clients right when they need to reorder inventory or a consumable product goes a long way. In Q1 2016 replenishment email campaigns had a Click-to-Open rate at 53.6%. Also reminding customers to buy the products they’re buying anyway will also lessen the chance that they will go to a competitor. Here’s an example from USCutter.
Post-Purchase Emails enable you to increase average order values while ultimately strengthening customer relationships with your brand. People who buy products marketed through email spend 138% more than people that do not receive email offers. Post-purchase emails provide an awesome cross-selling opportunity for retailers and brands, as well as, the opportunity to gather data through surveys and reviews. Check out the example below of post-purchase suggestion emails done right.
The goals that brands will achieve with automation email campaigns is customer retention, aka loyalty. It costs five times as much to acquire a new customer than to keep an existing one and only about 16% put a primary focus on customer retention. Be one of those companies.