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:
Abandoned Cart Emails
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 product.
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 email!
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 Customer Email Series
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.