For online businesses, email marketing automation is a valuable customer retention strategy. Automating emails enable business owners to lessen manual tasks and focus on growth. However, many businesses are unsure which automated email campaigns should be prioritized and tested.
As a business owner on Shopify, you can use automated emails for increasing conversion rates and sales rates. I’ll show you the most common types used by other merchants and how to get the most out of each email.
Abandoned Cart Emails
The abandoned cart emails are the notifications that registered users receive. Your system will send these emails to a potential customer when he or she leaves your site after adding products to the shopping cart, or even discards the cart after performing the half or more than half checkout process.
According to Baymard Institute research, up to 81.4 percent of online shopping carts are left abandoned. That’s a lot of money from customers who show enough interest and were only a few steps away from conversion. The careful consideration and study of the abandoned cart emails can enable the business owners to improve the conversion rates.
Welcome emails are the first contact points that a business owner has with new registrants. Note that this is an email for a customer who had not converted yet. So, the automated emails of the Shopify store should be welcoming and encouraging.
Welcome emails had a 45 percent open rate, compared to 18 percent for promotional emails, according to Omnisend statistics from 2016. Shoppers are actively listening to and responding to these messages, therefore it’s a fantastic chance for businesses.
Personalized engagement emails
A business should consider sending a personalized engagement email to customers. You can get the email ideas from their past purchase history. For example, sending a product’s user guide, recommend complementary items, or asking for reviews. Sending birthday email and promotion is also a common practice.
Moreover, whenever a customer tries to complete the checkout process but drops, you can send an automated email. The email can have the content regarding why they should continue the process. There can also be multiple ways to convince them to complete the process.
Educational emails, including brand stories, newsletter, a guide for product care, gift recommendations for holidays can help warming your relationship with customers. Furthermore, you can combine educational content with cross sell and upsell messages.
One of the best promotion channel is emailing people who already subscribed to your list. You can leverage Shopify’s tag to segment customers and send relevant targeted email campaigns.
Once a customer has dropped the purchase at halfway, you can educate them furthermore with the help of promotional emails. Shop owners should send promotional emails once in 24 hours. However, you can test different strategies to find what works best for your business. For example, modify the phrase from “today or now” to “last chance”, running different types of offers.
Business owners can benefit a lot from using automated emails. According to VentureBeat Insight research, it delivers the highest return on investment (ROI) among the most common digital channels, earning firms an average of $38 for every dollar invested. “84 percent of marketers say email is vital or vital for customer loyalty,” according to the report.
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