In the industry of ecommerce, there are many marketing tactics that you’ll need to be familiar with. For the sake of this article, however, we’re going to be focusing on ecommerce emails.
Emails are a great marketing tactic for any industry. After all, most people around the world are connected to their computer in some way, shape, or form. An email is the perfect medium for reaching a large audience not only efficiently, but fairly quick, too.
So with that said, what are some ecommerce emails that customers look forward to? Today, my aim is to show you some different styles of emails for ecommerce, and open your eyes to new ways to capitalize in the ecommerce email marketing scene.
Let’s get started.
Honestly, the best ecommerce email anyone can receive is one that’s promoting some sort of discount. Even if it’s a simple 10% off, people really get excited.
One of the most popular ways of using this sort of email format is to personalize the email and tailor it for specific clients. Use their name, and give them a sweet message letting them know that they’re appreciated. After all that is said and done, the discount is really just the icing on the cake.
Another way you can capitalize on this and grow your email list at the same time is to offer initiative for signing up. Once they’ve signed up, a simple 10-15% off coupon will really seal the deal.
The key in this case would be to follow-up with a success message. This will let the customer know that they have signed up and the discount is ready to be applied to their purchase. It’s a simple tactic, but it really does wonders.
Doing something this way will allow you to do what’s called a double opt-in. This is simply where customers who sign up get a second email with a link, where they will be required to click-through and get their coupon. This will assure you that the people who are signing up actually want to be there, and it will decrease the likelihood of them unsubscribing.
As a small side note, don’t forget that DataValidation can save you a lot of trouble in this process by quickly and 100% accurately detecting active and inactive emails. It’s easy to sign up, and even easier to use. Plus, no matter how big or small your brand is, there’s a pricing plan for you.
Welcome ecommerce emails
Everyone likes to feel welcomed, right? Of course we do! One of the things that makes customers feel so connected to a brand isn’t the product, believe it or not. It’s actually how much they believe the brand cares about them.
This is why so many mom-and-pop shops outsell big corporations in their given town, and even why companies like Walmart invest in greeters. It’s all for the sake of knowing that you, the customer, are welcome at that brand.
For that reason, a welcome email in ecommerce is not only beneficial, but it’s almost expected. Don’t get me wrong, nobody is expecting you to send them some sort of poetry or scream from the rooftops, but they are expecting a nice message about how much they’re valued.
This type of ecommerce email can manifest differently depending on your brand, but it should follow all these points below:
- Company branding
- A welcome message
- A short message about how much you appreciate them as a customer
- Helpful links (this could be something like a ‘Shop now’ button, or even a help center article or two).
As long as your welcome ecommerce email follows those few basic rules, it should be a real hit. So, if you’re not already, try sending out a few welcome messages, and see how customers react.
It’s also worth noting that this may require some A/B testing. Mock up a few versions of your message and see which one does best. After just a few attempts, you should have a pretty good idea.
I’ll be honest, at first, I thought that this was a little creepy. But after a while, I really came to realize that not every company cares enough to send you a birthday message.
A lot of people hear “ecommerce email” and they automatically think it’s something promotional. The truth is, an ecommerce email doesn’t necessarily have to promote anything. Sometimes, it’s good for a company to just acknowledge someone’s birthday. In return, you can basically guarantee that the average customer will be more satisfied with your service, and ultimately buy more.
For this, you will definitely need to find a way to keep track of birthdays. Depending on the size of your email list, it could prove to be a little difficult. But, as long as you add a field to input that information when people sign up, you should be good. A big tip here would be to make that an optional field. Not everyone wants to put in that sort of information. But, those that don’t mind so much are usually the ones that will appreciate a birthday message the most.
Cart abandonment notifications
We’re all guilty of filling up our online shopping carts, checking the shipping costs, and then totally forgetting about it. But, you’d be very surprised at how many people really do forget about it. This is called cart abandonment.
To be honest, this is such a low effort way to increase sales and customer satisfaction at the same time. It’s estimated that there’s an average of over 69% of cart abandonments per ecommerce site. Yes, that means that 69% of the people that load up their carts aren’t following through with a purchase.
This sort of issue could be the cause of a lot of things. Most people say that they were “Just window shopping”, which is a perfectly legitimate excuse. However, you can definitely cut down on lost revenue by sending a quick reminder to those who have left their cart.
The best practice for conducting an abandoned cart email is to keep it short and simple. Let them know that their items are ready to be checked out, but only while supplies last. Since you can’t guarantee that those particular items will always be in stock, give them a nice, big CTA that takes them directly to their shopping cart.
Using a similar tactic, Salecycle has reported that over half of abandoned cart emails are opened, and a third of those opens lead to purchases. That’s pretty incredible, if you ask me, and well worth the effort.
Order confirmation emails
Many people are skeptical of shopping online. That’s why one of the best and most relieving ecommerce emails a customer can receive is an order confirmation email.
An order confirmation email can simply be a digital receipt of what they’ve bought, how much they’ve paid, and everything else that would go on a normal receipt. However, some brands make it incredibly simple by simply sending an ecommerce email that says something along the lines of, “Hey, we got your order, and we’re processing it now. It’ll be on it’s way to you shortly.”
Again, the goal for an email like this is really just to let the customer know that their order did indeed go through, and that they should be expecting their purchased item soon.
You can really use your imagination with this, but the main idea should always be to give them something to save and reference. Here are some of the things you should think about including in an order confirmation email:
- Order number
- A tracking number/link
- Date of purchase
- A way to contact
- A thank you message
If your order confirmation email has those above, it’s going to do its job well. That’s not to say, of course, that one couldn’t do well with less information, or even more information, but these are just general guidelines. Try it out, run some tests, and see what works best for your brand.
Website updates and other information
Nothing is worse than going to an online shop that you’re familiar with, and seeing everything changed around. At least it is in the mind of a customer. Unfortunately, most customers don’t need much of an excuse to shop elsewhere, as long as it’s easier for them to find what they want.
One of the most important ecommerce emails you will ever send is one that tells customers about website updates. This could include price changes, website design, or even checkout procedures. Whatever it is, just like them know that a change is coming, and they should be prepared.
You want your customers to be as prepared as possible when they’re browsing your digital products. That’s not to say, however, that you should spam them with every little detail change. Make it an important email, but don’t make them regret ever signing up to your email list.
At the end of the day, it’s all about the customer
As we find our way to the end of this list, we’ll close with this final thought: it’s all about the customer. A successful ecommerce email should be designed to bring the customer satisfaction. That being said, as many ecommerce emails as there are listed above, that doesn’t even begin to cover the possibilities.
Before you conduct an email for ecommerce you have to ask yourself one thing - Is the goal of this email to bring the customer something useful? If you answer no, then you should definitely take a different approach.
Ultimately, the customer wants to know that you care. If you can come up with an ecommerce email that captures that essence and brings something valuable to the customer’s table, then you might have yourself a real winner.