The concept of triggered emails is based on segmenting your customers. It is about how effectively you segment the customer list that will decide the success of a triggered email campaign. Your email that lands in the inbox will realize its goal only if it is relevant to the customer. Statistics reveal the relevance of triggered emails.
73% millennials prefer to contact brands by email as its part of everyday life. Automated emails get 119% higher click rates than broadcast emails. (Epsilon)
If you have an e-commerce site, triggered emails become extremely vital not only to drive sales but, to create a long-term relationship with customers and brand loyalty.
When the e-commerce business generates leads via triggered emails, the average order value and conversion rates are bound to be higher. So, let us look at triggered emails that keep the audiences engaged and moves them further along the sales funnel.
1. Welcome emails
Whenever a customer makes a purchase it is now a practice among e-commerce companies to send welcome emails. This is your first bit of contact with the customer if he/she subscribes to the email/newsletter or makes a purchase.
This is your opportunity to develop and keep further communication going so, don’t lose it by trying to hard sell. You can use this opportunity to know more about the customer by asking some relevant questions like – preferences, interests, birthday, etc.
You can also offer a discount coupon as a welcome gift and this can lead to immediate conversion. This welcome email should thank the customer for opting in for email or newsletter or making a purchase, which should be immediate while the customer is still interested and your brand is top-of-mind.
You can also ask the customer to follow your brand on social media or check out your blog.
2. Post-purchase emails
If the customer has made a repeat purchase it is important to send a post-purchase email. This is your way of saying thank you for choosing your site to shop and show the audience that you care for their satisfaction even after the payment is done.
You can ask for their rating of the experience of shopping on your site- their feedback to be precise.
Recommend some products that are similar to the ones the customer has purchased. You can also include information about the product in detail about its uses and product care. Don’t forget to thank your customer for making a purchase.
3. Cart abandonment emails
When customers visit your e-commerce site and try to buy something but, decide to retreat or not buy, it results in cart abandonment. They might face some issues while making a payment or simply decide not to buy now. In such a case send an email reminding them that they have almost purchased a product/service. This triggered email should be sent immediately when the product /service is still fresh on their minds.
When customers add something to the cart it means that they had decided to purchase, thus a gentle nudge might be needed to get someone to buy the product/service.
Here you can create urgency by saying that the product will be sold off if you don’t buy it soon. Or you can offer a discount that will be valid only for 24 hours. You can send an email by arousing curiosity and saying, “Did you forget something?”
You can offer help just in case the customer has faced issues while making a purchase.
Alternatively, you can add a positive customer review of the product /service.
4. Re-engagement emails
Many customers become disengaged, which means they haven’t purchased for quite some time or visited your site. They might not even have visited your site for many months. So, its time you make efforts to re-engage them and create interest in your brand. These are customers who have engaged with your brand in the past. Use emails to get them back to the site and purchase.
You can offer a new product for a discounted rate, or free products or discount offers. Or rather make them feel more wanted by saying “We miss you!” this will remind them that they have stayed away for a while.
5. Relevant updates and information
Email is the best medium to let your customers know about new products or offerings, discounts, sales, offers, etc. But, remember the updates and the information that you send should be relevant to the customers. Otherwise, the customers would just not respond or get irritated. If they get too many messages that have irrelevant information, they might not open the emails or simply hit unsubscribe.
Thus after you segment your audience, make sure you are sending relevant information based on their interest.
6. Special occasions
Sending triggered email on customers’ birthday, anniversary or holiday makes them feel special. It is a great way to make customers feel that they are special. This enhances your relationship with them.
There are various ways to know customer details- ask for the information when they visit your website for the first time or make a purchase by asking them to fill in a form- send a survey form in which this information is asked.
This is one of the ways to create a long-term relationship with the customer.
7. Educational emails
If you want to offer value to your customers sending educational emails will be the best option. It gives them the confidence that you are concerned with their enjoyment and success and not only interested in drawing business from them.
This type of content is about product ideas, best maintenance practices, or even something about what you plan to launch in the future, your vision or the progress you’ve made. All this creates a positive impression.
This type of email should be sent based on the customer’s purchase history and interest so that it’s relevant to them. When these emails are sent on a regular basis you develop a rapport with customers, resulting in lead nurturing and customer retention.
Wrapping it up…
Welcome the new users through triggered email. Engage the audiences by sending relevant information and updates. You can also educate your audiences through triggered emails.
Always follow up customers who abandon the cart by sending them a gentle reminder. It is also important to send thank-you emails post-purchase. Connect with your audiences on special occasions like birthday, anniversary or new year. If someone hasn’t engaged with your brand try to re-engage them through triggered emails.
Juvlon specializes in rendering the best email marketing services that focus on attaining your marketing objectives. It believes in using emails in the most effective manner.
Also, get in touch with our team to know more about our services.