Ecommerce Email Marketing businesses can help increase brand recognition, drive repeat purchases and drive additional traffic and sales.
Send a welcome email to new subscribers and provide them with a time-sensitive discount, this can increase customer retention and lead to repeat business. In your order confirmation email you could also include cross-sell or upsell promotions as a cross-sell or upsell promotion.
Introduction
Ecommerce Email Marketing is a highly efficient tool that enables brands to develop meaningful relationships with their customers while increasing conversions. Email can also serve as a powerful revenue driver for online retailers and help achieve a higher return than other channels like paid search.
Emails offer many advantages for both businesses and customers, including personalized targeting of specific consumer groups as well as real-time engagement through trigger emails such as purchase receipts and order shipment status Updates.
Emails can also help brands provide a high-quality post-purchase experience for consumers. Order confirmation emails provide an important opportunity for brands to showcase important details like shipping insurance and delivery guarantees to build trust among their customers, encourage new customer referrals and offer rewards through referral programs like Klaviyo. Using email automation tools like Klaviyo makes this process more streamlined.
I. The Anatomy of Cart Abandonment
Cart and checkout abandonment can be a significant challenge to sales growth, so understanding why guests leave is critical in devising effective strategies to enhance and optimize the online ordering process and checkout experience. If consumers are leaving due to trust issues, marketing departments may test and implement different tactics like using reviews/testimonials on sites, adding social proof into emails, offering money back guarantees etc. in order to address it more effectively.
Recapturing abandoned carts and lost revenue with email recovery strategies can be relatively simple. For instance, outdoor gear brand YETI uses an automated email sequence which starts within one hour of cart abandonment reminding guests of the beautiful items sitting in their carts, followed by another email offering discounts the following day to encourage them to complete their purchases. SaleCycle reports that their event-based abandoned cart email sequence results in average order values 14.2% higher than regular purchases.
II. Crafting Effective Abandoned Cart Emails
Email campaigns that target customers who have added items to their cart but have yet to convert can be especially successful, since these customers tend to have high purchasing intent and motivation.
Effective abandoned cart emails rely on using persuasive language to evoke emotional appeal. Focus on emphasizing the benefits and values associated with products your customers left in their cart, highlight cross-sell opportunities or find upgrades tailored specifically to their needs, and create a sense of urgency or scarcity among your audience to encourage quick decisions and transactions.
After someone abandons their cart, you should send an initial email within an hour to maximize your chances of winning them back. This initial message could express regret, offer discounts or explain that an item might become available tomorrow; Whiskey Loot’s email copy employs a friendly tone consistent with their brand voice that draws in potential buyers.
III. Timing and Frequency of Abandoned Cart
Emails can be an affordable way of retargeting shoppers who have abandoned their carts, but their use should be used carefully in order to avoid becoming spammy and repel customers. Brands should conduct A/B tests with different copy, creatives and CTAs in their emails in order to determine which works best with their specific audience.
Personalizing subject lines using customer profile properties can be an effective strategy to increase open and click-through rates of an email campaign. Whisky Loot, for instance, uses customer names and cart items to personalize emails that remind recipients about any products they may have left behind and include purchase motivation in the form of product discounts.
Successful email campaigns also require compelling call-to-action buttons, which should be visible, visually appealing, and easy to click on mobile devices. They could lead users directly to the cart, landing page or any other conversion-focused content on your website.
IV. A Comprehensive Email Recovery Strategy
Emails can be personalized to offer a more tailored customer experience and engage readers, such as personalizing subject lines with customer names or product references that have been added to cart or product details. Personalizing emails increases open rates and conversion rates while decreasing email fatigue or annoyance levels.
An ecommerce brand can use email marketing to create an element of urgency or scarcity in their subject line or attract customers with discounts or exclusive offers. By taking this approach, businesses can increase urgency while instilling fear of missing out, compelling shoppers to complete their purchase quickly and Confidently.
Add relevancy and increase cart recovery email effectiveness by including relevant recommendations based on what was left in their cart as well as browsing and purchase history of customers. Jilt offers templates that dynamically populate emails with visually appealing recommendations that align with brand aesthetics, helping ensure emails are optimized for mobile viewing – over 61% of people check emails using smartphones! Lastly, ensure emails are optimized for mobile as 61.9% of customers check them on smartphones!
V. Personalization and Automation
Email marketing automation has proven itself an effective tool in driving business growth, yielding the best return on investment compared with other marketing channels. Email marketing services automation focuses on targeting only relevant segments of your audience for optimal conversion rate and user experience enhancement.
Although many entrepreneurs find email automation convenient, some entrepreneurs may prefer not using it because they enjoy being more involved with creating customized marketing material and engaging with their customers face to face. This approach may be particularly suitable for small businesses that strive to cultivate long-lasting relationships.
Not too many emails should be sent as this could turn customers off and come across as spam, however; you need to strike a balance by using AI personalization technology to deliver timely, automated, and relevant emails for each subscriber that make them feel seen, heard and understood – something most customers look for from their favorite brands. AI personalization technology can assist by adapting virtual agent prompts according to individual customer data sets for optimal response times and tailored virtual agent prompts tailored specifically towards meeting each subscriber’s specific needs.
VI. Optimizing Cart and Checkout Experience
eCommerce brands typically optimize their cart and checkout experience for maximum conversions, providing tailored buying experiences to each of their customers and increasing conversion rates as a result.
To achieve this goal, the “Add to Cart” button must be clearly visible on all product pages and display items and their prices as soon as they are added to a customer’s cart, in addition to displaying applicable shipping fees, taxes or additional costs upfront – this gives customers confidence that their purchase won’t surprise them later on and gives them peace of mind in continuing the purchase.
Be sure to offer all of the most popular payment methods on your site to build user trust and reduce cart abandonment, such as furniture eCommerce brand Huckberry does by offering various payment options and explaining each one clearly in their checkout page.
Placing the payment information field last in your checkout process speeds up the overall experience by allowing customers to provide their information faster – an effective conversion booster that often goes overlooked.
VII. Monitoring and Analyzing Cart Abandonment
Cart abandonment occurs for various reasons and these can vary between brands and websites. Acknowledging these issues and taking steps to resolve them will improve user experience while increasing conversions and sales.
To keep customers from abandoning their shopping carts, businesses should offer multiple payment options, clearly display final shipping costs and taxes on product pages, offer guest checkout to facilitate an effortless buying experience, send cart abandonment emails to remind them about their intent to buy, as well as employ Google AdWords/Facebook retargeting campaigns as a means of winning back potential customers who may have abandoned.
If your cart and checkout process has serious flaws such as frequent errors, slow page loads times or an overwhelming user interface, consider investing in customer service software such as Loop, Returnly or ReturnLogic to streamline returns for both customers and agents. Gorgias can provide comprehensive customer support that’s integrated with your ecommerce store for an ideal returns experience that reduces cart abandonment while simultaneously increasing conversions and sales.
