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Jaime Brugueras is a 10-year marketing analyst veteran and the co-founder of Mineful, automated email software (that integrates with Bigcommerce) where he collaborates on customer retention and segmentation with anyone who is interested. You can find Jaime on on Google+and Twitter.
Your business is all about customer response and interaction. Creative solutions for interacting like social media, community development and local deals are relatively new, but internet email marketing has long been a staple of direct outreach strategies.
HTML email marketing is a great solution for staying in touch with your customers long after a sale and retaining top-of-mind positioning for future sales. Here are some tips on how to make your automated emails encourage more business and pull in more conversions.
Consumers Actually Prefer Email Marketing Above Even Social Media
Social media is all the rage, and marketers are all hopping on the bandwagon and claiming that email marketing is dead in the water thanks to the Big Social. That couldn’t be more wrong!
In a 2011 marketing research study, consumers said that they were 200% more likely to be influenced by promotional emails than search engine results, traditional advertising, and word-of-mouth; and 300% more likely to be influenced by promotional emails than social media. The only influence that outdid ecommerce email marketing was prior familiarity with the brand—meaning people actually want to get your emails if they like your product.
Follow these tips, and the next time someone tells you email marketing is dead, just show them your repeat business and customer response rates. Or better yet—don’t! If marketers think it’s a good idea to abandon email marketing while you’re seeing results from it, that’s just less competition for your message.
Typically you’ll see automatic email in one of three flavors: Recurring, Transactional, or Threshold.
- Recurring emails are sent on a regular calendar interval, and include birthday or anniversary messages and reminders for renewals and subscription updates.
- Transactional emails are sent at the end of a conversion or transaction. This can range from a “Welcome” message upon subscription, a confirmation after a purchase, shipping information notices, and essential product information updates.
- Threshold emails are sent after a special set of customer behaviors triggers an event. These often come in the form of product suggestions based on browsing history, discounts awarded from product purchases, and re-engagement messages based on a lack of use.
- Each of these three kinds of automated email have the distinct purpose of engaging (or re-engaging) your customer base with your brand, and they accomplish it in many different ways.
There are some basic, but essential tips for good automatic emails that produce results:
- Absolutely No Spamming: Sending too much over too little time will be seen by customers and email spam systems as garbage, and your messages may not even make it to the inbox.
- Front-Load Subject Lines: Most email systems, on computers and especially on mobile devices, truncate long subject lines. Make sure your most important information is right at the beginning of the subject, or your emails won’t be nearly as compelling.
- Make It Easy On The Eyes: Make sure your emails are consistent and well-designed, and try to make that design mobile-optimized if you can.
- Test, Test, Test: A/B testing is absolutely essential. Constantly attempt to optimize your emails and keep a close eye on the response measurements.
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