Itâs all about sending your customers the right email at the right time
Automated email sequence can double your ROI. As an e-commerce store owner, you know that writing an email to every customer you had on your last campaign would take up a lot of time.
Plus, I am sure you don’t want to send the same type of email to every subscriber on your mailing list. It may not be appropriate because each one of them is on a different stage of the buyer’s journey.
When subscribers receive an irrelevant email, they are more likely to unsubscribe, or worse, mark you as spam. However, you can avoid this potential problem and improve your email marketing revenue.
How?
By setting up email marketing automation.
You can implement automated email flows with the use of email marketing software. In my case, I use Klaviyo to send out specific emails at a specific time of the customer’s journey or as a response to actions performed by customers inside our store.
It’s all about sending your customers the right email at the right time.
When setting up an automated flow, don’t forget to personalize it.
Start by using your customer’s first name or his/her title. A personalized email can have a significant impact not just for you, but for your customers as well.
According to studies done by Experian Marketing Services, personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalized emails. They also found that personalized, triggered mailings have similar lifts, with 25% higher unique open rates and 51% higher unique click rates.
These results could only mean that sending relevant emails have tremendous benefits for your business.
With that in mind, here’s what you have to do.
You need to set up triggers. These triggers will help you segment your customers into different groups that will allow you to send out personalized emails based on their interests and purchase behavior.
Yes, a personalized email can help. It is also beneficial to segregate your list through your marketing automation which would result in higher engagement.
For example, when a customer leaves an order in the cart; our abandoned cart email which contains five sequences will be triggered. We’ve set them up at a different time and day with an attached coupon to be used when they continue with their purchase. This email sequence will only stop once the customer makes a purchase.
Once that customer completes a purchase, a thank you email will be triggered which contains six email sequences. These sequences are scheduled days and weeks apart with the intention of reminding them about the status of their order and to request for feedback or testimonials. Each email has a promo code they can use with the intention of inviting them to purchase again.
These are just two examples of the flows that we’re using. There are others that you can set up such as you’re welcome email, cross-sell, customer win back and a lot more.If you know that your business could benefit from setting up an Automated Email Sequence or email marketing automation but aren’t sure how to get started, I would be happy to talk to you about automation tools and strategies we can use to increase your conversions.
