“The power is on the list”, is one of the most famous quotes in the online
Although that quote may seem like a cliché, it’s not. The power is indeed on thelist.
According to a research done by the Digital Marketing Association UK, for every $1 spent, email marketing generates $38 in return. That’s a 3800% ROI.
If you can expect that kind of ROI for your email marketing efforts, you know you need to get started sooner than later.
However, not because email marketing is a powerful channel means you need to throw emails down your customers’ throat for no reason. You need to send the right emails at the right time. According to the previously mentioned research, segmented and targeted emails generate 58% of all revenue.
In this article, I would like to share the 5 emails that are guaranteed to help you boost your e-commerce store’s sales.
Email #1: Welcome Email
After one of your customers subscribes to your email list, you may think there isn’t much to do but send them offers and discounts. That couldn’t be further from the truth.
The welcome email is one of the most important emails you can send your
subscribers. This is the moment to awe them with an amazing experience by sending them relevant and useful content. This will help create a deeper
relationship with your subscribers, increasing their loyalty towards your brand.
The best way to introduce them to your brand is by using a “Welcome” email. You need to welcome them to your brand and to your story. You need to tell them what they can expect now they are subscribers, what they can expect to get from you, and how you will help them solve their problems and fulfill their needs.
This is one of the best welcome emails I have ever seen. The email starts with a stylish typography and a beautiful photography of a model. Then, they explain what you can expect from them now you are a subscriber. They explain so in a simple way while highlighting the value proposition of their brand.
It ends up with a cool signature, which makes it even more personal.
Email #2: Post-Purchase Follow-Up Email
When someone makes a purchase from an e-commerce store, the most common email they get afterward is a receipt (which usually misses the opportunity to connect even more). Only a few send an email asking for feedback on the purchase, and in many cases, they do it wrong.
It’s imperative you follow up with your buyers after they purchase from you.
There are many reasons why you should do so:
• Just like with the welcome email, following up can help them to connect
with your brand, increasing their loyalty.
• You can send cross-sell offers, increasing your customer’s frequency.
• It can help them have a better purchase experience, making them more
likely to share it with their friends.
• It can help you inform them how to use your products, which lowers the
chances they don’t like it or understand it.
• It can lower the buyer’s remorse.
• Most importantly, it can help you get a product review.
The last point is the one I would like to focus on because product reviews are a powerful tool for most e-commerce stores.
Product reviews are key to succeed in e-commerce since 92% of
consumers read them, while 88% incorporate them into their purchase
You shouldn’t worry too much about getting bad reviews (as long as you trust your product’s quality), since 68% of consumers trust reviews more when they see both good and bad scores.
Getting people to leave a review isn’t that hard with the use of the right tools. First, you should install Yotpo, a tool that allows you to add product reviews to your product pages.
Then, you need to set up a post-purchase flow with Klaviyo. At least, you should send one email, but preferably, try to send two.
If you send an email with the following structure, Klaviyo will automatically add your product’s picture, and title, with a link to the product’s page.
The best time to get a product review is to send the email a week after it was delivered. This gives them enough time to get to use the product.
This email is quite simple in design and structure, leaving no option for you to do anything else but leave a review. They could add a few words by the author of the product so the buyer would feel more “connected” to the product, and therefore, more likely to leave the review.
Finally, the “Why review” gives the buyer a reason for them to leave a review, which makes it easier for the buyer
This is a highly detailed product review from Taylor Stitch. A bit too detailed, I would say. However, what makes this review much easier than a traditional product review, is that you can post it from within the email itself. This can save buyers a lot of time.
Email #3: Abandoned Cart Email
According to a study made in 2014 by Fresh Relevance, around 60% or more customers who put a product in their carts abandon it before they finish buying. That is a big leak most stores have and that needs to be fixed.
The best way to do so is by sending them what’s called “abandoned cart emails”. These emails consist on friendly reminders to the people that had an account with your store to come back and finish the checkout they had started.
However, not because people abandon their carts it means you can spam them to death with your reminders.
In 2015, the team of Marketing Sherpa made a study in which they asked an audience of 2057 American adults what they thought of the abandoned cart reminder emails. They found that:
• 51% thought cart abandonment reminders were helpful.
• 38% of the respondents expressed annoyance in receiving a reminder.
• 16% of respondents felt that the reminders were so annoying that they
wished companies would stop send them.
It’s clear that many people are OK with you sending them cart reminder emails, while a minority hates them.
The key, then, is to send them emails that both remind what they left in their carts while providing value at the same time. This “value” can be:
• Using humor
• Adding a discount or a unique offer
• Having great visuals
• Showing persuasive copy
• Explaining the benefits of the product left in the cart
• Highlighting the value proposition of your store, like free shipping and
Dollar Shave Club
Dollar Shave Club sends this email a few days after abandoning their cart. The copy and visuals in this email are what makes it so good. They show you what you can expect with their subscription box, they highlight the value proposition
(free shipping, satisfaction guaranteed, etc.), and they explain what you can
expect from them. All in all, a great abandoned cart email.
Bonobos sends this email 2 days after leaving their cart. They use humor to call your attention, while also reminding you to come back.
This isn’t as good as the previous email, but at least it’s not annoying.
Email #4: Drip Campaigns
An email drip campaign is a series of emails sent throughout a period of time with the intention of “nurture” the subscriber into a buyer.
This type of email campaign is mostly used in the B2B world, where the
purchasing time usually takes a long time. However, any e-commerce store can use drip campaigns to increase their sales.
The companies that nurture their subscribers get a 50% more sales. Not only that, but those nurtured subscribers increase their average order value by a 47%.
Unfortunately, it’s hard to find e-commerce stores that use drip campaigns the right way. When I subscribe to an e-commerce store’s email list, I usually go from barely knowing the brand to getting spammed to death with irrelevant offers.
In order to nurture your subscribers, you need to have only one goal in
mind: educate them. It’s that simple. You only need to focus on educating
them and making them aware of their problems, so you can help them solve them through your products.
To create an effective drip campaign, you should always start with no intention to make a sale and with the sole focus on solving one problem or teaching one solution to your customers. This solution should be tied to your products, so after a few educational email, when you start sending more sales-focused emails, your products will make sense to your buyers.
A drip campaign can be as long or short as you want them to make. I
recommend for it to take at least two weeks, in which you send an email every 3-5 days. But this depends on what you offer and how hard is to make a sale. Usually, the more complex and expensive the product, the longer it takes for someone to be ready to purchase. If, on the other hand, you sell clothes, it could take you just 1-2 weeks to get them ready to buy.
Email #5: Winback Emails
It’s great news when you get a new sale. It’s not so great when you don’t hear back from that customer ever again. After all, it’s cheaper to retain a customer than to acquire a new one. Not only that, but repeat customers spend 3x more than first-time customers.
One of the best ways to retain your customers is by sending them “winback
emails”, or “re-engagement emails”.
The idea is simple, you reach out to your customers a certain period of time
after a purchase (usually between 60 to 90 days), and remind them of your
products. Usually, more than one email is needed to make these winback email work. Especially, when combined with “discount ladders” (i.e. a discount that gets bigger as times goes by).
According to the Ometria’s Win-Back Email Cheat Sheet, the metrics for a
winback campaign can be incredible:
• The average win back email open rate varies between 30% – 50%.
• Win back emails achieve 15% – 30% click rate.
• And you can expect a conversion rate of 1% – 3% from a winback
True Citrus send an amazing winback email after 60 days of a purchase. See
how they use a personal and even funny tone to touch back with you and remind you of their recipes (a solution) and their products.
It could work even better if they offered a discount, and if they focus only on one thing, either an educational piece or a product. Still, it’s a good example of a winback email done right.
You can find more examples on this article.
Email marketing is a powerful tool all e-commerce stores should be able to use to their advantage. There are countless more emails you can send, each with different goals and configurations.
But if you use the 5 emails I described in this article, you will see an increase in your brand’s loyalty and sales.
Have you ever send any of the 5 emails mentioned in this article? If so, what was your experience? Share your comments below!