When your web shop visitor gives you his or her e-mail address, the door is open wide for the most powerful marketing tool of the past decades: e-mail marketing. EMAKERS’ service within this area is divided into two complementary services:
- scheduled e-mail campaigns, such as periodic newsletters and promotional e-mails;
- automated e-mail campaigns, such as e-mail to welcome new contacts (‘onboarding’) and transactional e-mails.
Automated e-mail marketing can be defined as automated sending of pre-made e-mails based upon customer behaviour (a customer triggers something) or customer history. E-mail marketing automation can have countless sales and service goals.
EMAKERS helps companies to professionalize their e-commerce activities using e-mail marketing automation, among many other instruments. We help manufacturers with the development and operation of various types of e-mails, including:
- e-mails to welcome new customers / prospects;
- e-mails with recommendations for the customer or prospect;
- e-mails supporting the sales and / or service process.
Welcome e-mails or ‘onboarding’
When a prospect or customer registers at your site - for example: for your newsletter, as a new (trial) customer, to download a whitepaper or for an event - he or she can give you permission to be contacted by e-mail. Now, you can set the goal to make him or her bit by bit more acquainted with your offer, based on a pre-defined timeline or the prospect’s actions on your website. For example:
- a welcome e-mail, with the goal to activate the customer to a follow-up step;
- offering a "course" to get acquainted with your product (the course may already contain a series of consecutive mails);
- "Do you have any questions?" or "Can we help you?" e-mail, especially if there is no other interaction registered after registration;
- n e-mail to help your prospect complete a profile or indicate personal preferences for the co-operation with you.; This is certainly relevant if you have registered, for example, that he or she has visited the "Personal Settings" page, but has not made any changes there;
- n e-mail to motivate him or her for a first purchase;
When dripping e-mails to customers automatically, the frequency is a very important aspect. You should check your e-mail reports almost continuously to investigate if your e-mails are performing well. Too many e-mails in a short period will irritate your customers, while sending too few emails will make them forget you.
It is also important to inform them in advance what they are registering for. For example, if they know they will receive an e-mail with inspiration for the weekend each Friday for a period of six weeks, they will consciously engage and not label your e-mails as undesirable.
E-mails with a (product) recommendation
The more a web shop knows about you or your purchasing habits, the better the web shop can predict which product is relevant for you. So-called recommendation algorithms are the cornerstone of the most successful web shops.
E-mails with (product) recommendations may, for example, be based on:
- former customer purchases: the customer bought a product of a product group relevant in a specific season last year, or the customer bought a product a few months ago, that will be used up almost now;
- specific profile settings of the customer: for example, you know that it’s his or her birthday on a particular day and sends congratulations, including a discount coupon;
- other customers with a similar profile: for example, when some products are often bought together, you can recommend the associated product as a cross-sell option to the customer.
E-mails supporting the sales and / or service process
The most well-known form of automated e-mail marketing is likely to be the confirmation of your order. When your order is confirmed and paid, you usually receive a confirmation of that order immediately. When the order involves a physical product, typically that e-mail is followed by a notification that your order is on its way (including a track and trace code from the postal carrier).
However, automated e-mailings can be used in many other ways with the objective to sell more (increasing your conversion from interest to purchase) or by increasing customer satisfaction (for instance to avoid returns or encourage recommendations).
- e-mails based on sales signals: when your customer (for example) makes an extensive comparison of products on your web site or performs a comprehensive configuration of the product, you can assume that he or she has a serious purchasing interest; when the product is then not placed in the shopping cart, something might have gone wrong or the customer has found an interesting offer somewhere else; a simple e-mail with the question: "We noticed your interest, can we help you?" Could the customer persuade to purchase the product in your web shop;
- e-mails based on (changes) in customer wish lists: when your web site allows customers to make a wish list, you might actively contact customers when (for example) certain products are close to be sold out or products are lowered in price;
- e-mails to remind customers of a so-called abandoned shopping cart or an order that is not completed: during the purchase process there are countless distractions and sometimes a technical problem might even arise, for example in connection with the payment provider; when a customer does not complete an order, a reminder by e-mail, including the contents of the shopping cart and a clear payment button, is appropriate;
- e-mail to confirm an order: e-mail in which the customer is thanked for his or her order, including a summary of the order and price (and any payment instructions when payment is not yet completed), as well as an expected delivery time;
- e-mail to confirm an (automated) renewal or purchase: mainly relevant for so-called subscription services (when you, for example, send your customer a particular product each month);
- e-mail about the shipping of ordered products: e-mails to inform you that your product is ready or delayed for shipping, the product has been delivered (or can be collected at a pick-up location), or a delivery attempt has been made;
- a service e-mail a few days after delivery of the shipment: here you can take the opportunity to ask if the customer is satisfied with the product and whether he or she would like to review it on your or an external site; service e-mails like these might also open the dialogue with the customer and avoid returns when the customer is not satisfied).
Possible with any e-commerce platform
With automated e-mails, you will benefit the most from your customer base and different customer interactions. EMAKERS works with generic, popular, technology. In that way, there is almost always a solution that can be linked to your e-commerce platform.
The set-up and management of an automated e-mail approach is available from 125 euros per month when you commit for a year contract, including the one-time formatting of your e-mail template, a monthly A / B test and management reporting. Please contact us for a customised quote.
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