3 automated emails every eShop must have

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17 February 2022, by and

Many businesses underestimate the value of email marketing, and they do not know how to start or which automated email marketing campaigns have priority and which are worth a try. However, email marketing is a powerful tool for every digital company.

According to a VentureBeat Insight study, those who use email marketing achieve an ROI of $38 for each $1 spent. That means that there is a higher revenue (ROI) compared to common digital channels. The same study mentions that “84 percent of marketers believe email is important or critically important for customer loyalty”. At the same time, it is proved that email marketing encourages repeated sales and customer retention in general.

So, let’s take a look at 3 automated emails that every e-commerce store needs to adjust/ set up and optimize to keep its audience loyal and increase its sales! Keep in mind that there is no unique “recipe” for how long you should send each email or how many emails should be in the series. Read the examples below and experiment!

Welcome email series

The welcome email is the first email that everyone who subscribes to a mailing list should receive. You may have a welcome email for customers, but in this case, we refer to a welcome email for new subscribers (they are not customers yet).

A study conducted by Inboxarmy claims that welcome emails have on average 4 times higher open rate and 5 times higher click-through rate than a common email marketing campaign. Shoppers pay close attention and interact with such messages, which is a great opportunity for any business.

An effective welcome email aims to welcome new subscribers, set the right expectations, and connect them to other channels. Often, it is an opportunity to provide a market incentive to potential customers.

Of course, there are a lot of welcome email variants you can use. It may be an email or a series of emails. We would suggest you try the following instructions:

Email 1: The first email should be simply a welcome to new subscribers and an introduction to your brand. It is also good to mention the channels at which the subscriber can follow you (e.g. Facebook account).

Email 2: The second email should be a comprehensive history of your brand. What makes it stand out? What does it have in common with the buyers? Why choose it?

Email 3: Finally, we suggest your third email to include a kind of offer, such as a small discount, as well as some products that are popular or new.

Abandoned cart email series 

According to the Baymard Institute, the average cart abandonment rate is 69,80%! A series of emails can help you reduce the number of customers who add products to the cart but do not complete their purchases. 

Email 1: Your first email should just remind your buyers of what they left to their cart. We also suggest you include a link that leads them directly to checkout. No offer is needed at this point, as an email may be enough to get a customer back without limiting your profit margin.

Email 2: What are the main reasons they did not buy the products in the cart? Think, record, and then write an email explaining why to choose you. You may list the product benefits and share the FAQs, for example.

Email 3: Finally, the third email should include more incentives to buy through discounts or offers on the products left in the cart.

Email series for repeat customers

According to a Stitch Labs report on customer loyalty, repeat customers, on average, account for a quarter of an eShop’s revenue, though for just 11% of the customer base.

You should not neglect those customers. It costs a lot more to get a new customer than to turn an existing one into a repeat one. That’s why you should have a series of emails aiming to empower this relationship. 

This email type differs from business to business, so you have to decide how your business can better interact with its loyal customers. As repeat customers know and trust your business, you may focus more on offers related to their interests.

A basic series of emails that starts after a repeat customer completed a purchase could be like this: 

Email 1: In the first email, you should mainly make sure that the product was well delivered as expected. Depending on the product, this email could motivate a review.

Email 2: Since there is a relationship with the customer, your second email may include a personalized offer or suggestion. It may also be an appropriate time to showcase some of your new products.


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