Email marketing automation is an excellent customer retention tool for online businesses. Even so, many businesses don’t have much idea which automated email campaigns are worth prioritizing and testing.
There is a major upside to adopting email
marketing: this method of marketing typically generates the highest return on
investment (ROI) out of the most common digital channels,earning businesses on average $38 for every
dollar invested. Furthermore, some 84% of marketers believe email is important or
critically important for customer loyalty.
Here are a few email campaigns to consider to help
you get kick-started:
Depending on the source, as many as 80% of online
shopping carts end up being abandoned by potential customers. That’s a lot of
unrealized sales from shoppers who were otherwise interested in buying your
This can still be good news: while online businesses may lose as much as $4 trillion to cart abandonment, savvy businesses can recover more than 60% of that lost revenue. That’s why it is important that you have a cart abandonment strategy and automated emails that support it.
Though there is no one-size-fits-all approach to a
strategy like this, try the following: send your first email 24 hours after
cart abandonment, followed 48 hours later by a second. Send your third email 72
hours later. If this strategy proves effective in drawing shoppers back to
their carts, keep sending those emails!
A welcome email is the first email a customer
receives when they join your mailing list. You can write a welcome email for
new customers, but in this instance, we’re talking about a welcome email for
new subscribers who haven’t yet converted to being a customer.
Welcome emails can be used in a number of ways,
such as giving users an incentive to purchase, setting the right expectations,
and getting your subscribers to connect on other channels.
Offering your subscribers a coupon in exchange for
joining your mailing list can be a great way to capture potential customers,
but make sure you set up your email automation to send the coupon code in the
Whatever your plan, welcome email should be used
to introduce your brand. Be sure to craft a few sentences to tell the story of
how your brand came to be, how you’re different, and why shoppers should be
excited. Now, that’s what we call a welcome!
Repeat customers tend to make up almost a quarter
of revenue, though they rarely make up much more than 10% of your customer
base. Your efforts are best spent creating an entirely automated email campaign
designed to strengthen your relationships with existing customers rather than
attracting new ones.
Repeat customers should be treated differently than your new customers. They already know, like, and trust your business, and this trust has been founded on previous positive experiences.
Instead, then, your repeat customers really want
relevant information and products that solve their problems. Write your repeat
customer emails accordingly.