The retail sector is the most widely growing sector today, which means more competition to stand out in your customer’s inbox. Marketers not only need to get new customers on board but also retain the existing ones with different marketing strategies that uphold the interest of your customers and also keep them coming back to you for more!
We have done some research and have come up with these automated email series that will help you to get new customers on board and retain the existing ones.
1. WELCOME EMAIL SERIES
Welcome emails have an average open rate of 45%. Well, that’s a huge number. So why not make the most of it?
How to set up a welcome email series?
- Welcome new subscribers.
- Give users an incentive to purchase.
- Set the right expectations.
- Connect with subscribers on other channels.
Here are a few ideas of the content that you can include in the welcome email:
- The Story of your brand – what is it all about
- How your brand is distinctive
- What you have in common with shoppers
- Why shoppers should be excited
- How can you make the customer experience unique
Below is the email from SurfStitch that warmly welcomes new customers, educates them about the brand and offers a discount.
2. EMAIL NURTURE SERIES
Leading nurture is when you guide the shoppers through each stage of the sales cycle, ultimately driving them to purchase.
How to set up an email nurture series
Instead of bulk mailing customers with promotions every week and focusing mostly on discounts you should try to add value outside of an offer. Make it a more personalized experience for them.
1. Eg. Shopping guide or gifting guide
Here are some specific ideas:
Email 1: Educate subscribers
Suppose they have seen a product and added it to their wishlist. Send an email that highlights
1. The benefits of the product
2. Why it is perfect for them
3. What will they miss if they don’t buy it
Email 2: New Products
Send an Email informing customers of your new products and their specifications.
Email 3: Help subscribers get to know your brand
You use the welcome email as the first introduction of your brand and then, your email nurture series is where you can expand on your brand story.
Craft an email or series of emails that tells the story of your brand and why you’re different.
Tie your brand to a bigger purpose if you can that makes a positive impact on the community. Eg. Supporting local business or promoting “make in India”.
Email 4: Embrace storytelling
This is the best way to connect with customers. If you can find a story from a staff member, your customer or even your own life, use it as a topic for a nurture email. You can include a testimonial too.
Email 5: Engage based on site behavior
If a user has engaged with live chat, send a follow-up email related to that initial action immediately after the chat.
3. NEW CUSTOMER EMAIL SERIES
The email you send to a first-time customer is very critical. This email creates the first impression of your brand in the customer’s mind.
How to set up a new customer email series
Email 1: Welcome email
When to send: Immediately.
This can be similar to the series for new customers – welcoming them and explaining what’s next.
You can also include, content on basic questions like:
- How long will it take for their order to deliver?
- Mode of payment
- Offers/Discounts related
- What’s your return policy?
Email 2: Check-in email
When to send: 3 days later.
Reconnect with customers and ask them how everything went.
Make it easy for them to get in touch with you. Tell customers to reply directly to the email rather than making them submit a contact form or raise a support request.
Email 3: Product arrival
When to send: 2 days after the product is delivered.
This is a simple email informing customers that their product is delivered. Ask them if the product did in fact arrive in time and, more importantly, if it arrived safely.
Email 4: Product review
When to send: 4-5 days later.
Ask for their feedback on the product and their overall shopping experience.
Email 5: Time-sensitive promotion
When to send: 5 days later.
Create a time-sensitive promotion that relates to customer’s interests. Offer a discount based on customer’s browsing behavior.
For eg. If a customer wishlists a product or adds it to the cart and does not buy it , then send a personalized email with a limited period discount to that product.
Email 6: Follow-up promotion
When to send: 1 day after your time-sensitive promotion.
Follow up on your promotion and remind them about the time limit, such as if there’s only 24 hours left.
4. ABANDONED CART EMAIL SERIES
Email 1: send 24 hours later.
Email 2: send 48 hours later.
Email 3: send 72 hours later.
Email 1: Remind your shoppers of what they left behind
Many companies send discounts and promo codes immediately after a cart’s abandoned.
Some customers will abandon just to see if you’ll send a discount.
Instead, you can use the first email as a simple reminder. For example, tell shoppers that they left something in their shopping cart. Add product image to the email. Add benefits, and include a link that takes them directly to checkout.
Email 2: Handle objections
Now find the answer to “why people aren’t buying your products?”
Now is a good time to address those objections and convince subscribers that your product is worth buying.
Run it for a month, and you will have basic data around why people aren’t converting. Use this data and insights to guide how you build out the second email of your cart abandonment series.
Email 3: Offer a discount or incentive
If people haven’t converted after the first email, you’ll want to add extra motivation. Now’s the time to send a discount.
Make sure this email is precise and engaging enough for your customers to interact with.
These are some emails that your business may find useful. Having a better idea that you want us to assist you with? No worries, Our expert team will assist you with your requirement. To try our software for free, create your account now!