Email marketing is a small business super salesperson. Always in the right place at the right time. Constantly following up with interested subscribers for you, always promoting your products and services and leading customers to make the purchase.
Works while you sleep, never takes a day off work, never calls in sick!
In this quick guide we’re going to outline the 12 automated campaigns we set up for every client we work with, increasing their sales, growing their email list and building goodwill with their customers.
Welcome To The Family
￼You can 3x your transactions in Shopify sending a welcome email. Introducing your new customer to your email list helps to familiarize them with opening your emails.
Decide the key messages for new subscribers and start with what you need to say, and then determine how many emails it’ll take to say it. What do they need to know about your brand, your company ethos and?
If you sell a product or service, it might be this:
- How our product or service works
- How we’re different from our competitors
- People rave about us
- A special offer
Nurture Your Subscribers
Only 25% of your subscribers are ready to buy right now. In addition, a whopping 50% of your subscribers are qualified but not ready to buy from you.
So, how do you turn subscribers into customers? Nurturing, of course! In fact, subscriber nurturing generates an 8% click-through rate, compared to regular email marketing that generates only a 3% click-through rate.
Those numbers are pretty encouraging, so where to begin?
1 – Education series:
￼￼￼￼Helping your subscriber become more knowledgeable about your product or service, education allows them to become an informed / savvy buyer.
2 – Emails That Help Them Improve:
everyone’s looking for something that will make them better. Better at their job, better at their hobbies, better as a person. Send nurturing emails that speak to these personal goals.
Position these emails around showing ROI, convincing their boss of something, getting promoted, impressing friends and family, losing weight, or whatever it is that motivates your subscribers every day.
Asserting yourself as someone who can make their lives better makes you their ally and helps establish the trust you need to turn them into a customer.
Cart Abandonment & Sales Recovery
67.19% of online shoppers abandon their carts. There are hundreds of reasons why people abandon online transactions and it happens. Setting up a cart abandonment recovery series is remarkably
Nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases back on site.
You have to understand that customers often abandon their carts without meaning to do so, for example because the website crashed, because the process was complicated, or because the site timed out.
The First Time Customer
Make subscribers feel great for choosing you and they’ll buy more later on. When they buy for the first time, give them the “first time customer” experience and keep the post-purchase good vibes going.
Post-purchase open rates are double that of regular bulk promotional emails. It makes sense buying new stuff is exciting, after all.
What not to do
Don’t simply rely on unbranded, impersonal emails that are sent by default by your E-commerce system. They’re very boring.
What to Do:
Reinforce that they’ve made a great decision, and leave them confident in buying from you again. This can be as simple as thinking about:
Copy: make sure that your brand tone of voice comes across in your post-purchase
Branding: ensure there’s continuity between your site and your post-purchase emails. Strong aspirational imagery helps create a sense of excitement about the brand that your new customer is buying into.
Getting Repeat Customers
Which online store owner wouldn’t want to increase customer loyalty? If your aim is to get more repeat purchases and continued subscriptions you are in good company.
Not surprisingly, 45% or more of email marketers have improving customer loyalty defined as an email marketing goal. This has been consistently so seen in several research reports.
Newsletters and interesting content are often used to establish a base level of relationships nurturing and to keep top of mind with current customers. But customer loyalty emails show considerable higher open and click through rates…
Remind customers about their voucher or coupons that aren’t redeemed yet. Especially if it is about to expire. If there’s an expiry date, it gives an extra sense of urgency, it can boost direct sales.
Early or exclusive deals
Exclusivity intrigues the mind, for fear of missing out can be a very strong motivator. If you are planning to have a big sale try and announce it among the preferred or VIP customers first
A thank you email for purchase, being a long time subscriber or writing a review, makes sure they know you appreciate them. You can add extra spice to the email by making it a personal note from an account manager, service centre employee or even the CEO.
Reactivating Lost Subscribers
Sometimes, people stop responding to your emails. Trigger an automatic series designed to reactivate your lost subscribers and get them buying like they used to.
A number of times your users can become inactive after opening a new account. It is extremely important to win back those users who have abandoned you completely.
Re-engaging your old customers or subscribers is a lot easier than acquiring a new customer. A good win-back campaign can capture some of those inactive subscribers and can help you turn them into customers.
A win-back campaign is also a sure shot way to increase email open rates as your customers have already given you their permission at one point. And unlike new customers, your old customers are already know you
All you need to re-engage your old customers and ultimately drive sales is a compelling win-back campaign with a personalised subject line and appealing copy. You might choose to include a special offer to entice them.
Win-Back Subject Lines:
Personalise your win-back subject lines for higher open rates.
- [First Name], We Want You Back
- We Miss You [First Name]
- Where Have You Been [First Name]?
- Come back to [Company Name]!
- Did you forget about your [Company Name] account?
Due For Re-Order?
Remind customers to re-order when they’re about to run out of your product to maximise lifetime customer value.
With some smart thinking and even smarter email marketing software you can time your automated campaigns to be sent when you know your customer will be running low on the last product they bought from you (if your product is a perishable item)
Up-Sells & Cross-Sells
Send an upsell series right after someone buys and generate more revenue. Best time to make a sale? Immediately after a sale.
Use customers’ purchase histories to create email campaigns with information about other products you sell that they may be interested in purchasing.
For example, if a customer recently bought a smartphone, you know he or she may also be in the market for such accessories as cases, covers, and screen protectors. One study showed, for instance, transactional emails that include cross-sell items have 20% higher transaction rates than those without them.
Website Page Abandonment
follow up based on what pages people visit on your store, and send targeted sales material based on what they were looking at.
They don’t even need to have anything in their cart / basket for you to set up a triggered automation offering them something highly relevant to what they were looking at.
“You recently browsed” / “Are you still interested in” are great emails to send for page abandonment used by ebay.com and Amazon.com
Sales / Products Announcements
If your company has a new product / service or a special promotion based around a product line, send out an email – or a series of emails – to announce the news and help pique customers’ interest.
Sales emails are best when they’re mentioned in advance, creating a build up to the event. Try emailing at least 4 times prior to the sale kick off date for maximum response.
Generate interest from previous customers and inactive subscribers by getting them to come back and explore your store.
With new product updates, your subscribers can be informed of new additions to their current purchase and be convinced to order and re-order from your store.
Sent on a regular basis – such as monthly, bimonthly, or quarterly – newsletter emails are a great way for businesses to reinforce their industry expertise, build loyalty and engagement with subscribers, as well as grow a list of qualified prospects and customers.
We have clients who get a triple-digit ROI on the email newsletters we produce for them, meaning a very strong payback. In addition.
This is one of the easiest email campaigns to set up and can be really fun depending on your company culture.
Celebrating a subscriber’s anniversary for joining your email list is another excellent opportunity for keeping your company top of mind and encouraging sales.
On average, anniversary emails generated almost seven times more revenue compared to bulk mailings to the same customers in a study by Experian CheetahMail.
This is another easy campaign to set up on autopilot every time a subscriber joins your list.
Wrapping It Up
If you don’t hire a marketing team like us to do this kind of automation set up for you, you can most definitely have a crack yourself. Set aside a few hours to get accustomed to your particular email marketing softwares automation features.
We always suggest (and use) ActiveCampaign you’ll get a higher return from your marketing and sales processes. Your conversion rate will increase as you send targeted, personalised messages that align with your contacts’ interests.
You’ll have more loyal customers, more repeat orders, and more referrals as you nurture a strong relationship throughout all stages of the customer lifecycle.