Email remains as one of the most important marketing channels available for all businesses including eCommerce businesses or shopping websites. Attracting first-time visitors to your web store is in itself a task with expenditure, and winning back old or dormant customers again should not ideally be as laborious. Email plays an essential role in converting simple window shoppers into loyal customers.
Email marketing is the glue that ties your company together, providing a pleasant customer experience and establishing trust with your customers. Once in place, your eCommerce email marketing strategy may help you continually develop and expand your business over time.
An eCommerce email strategy distinguishes from a regular email strategy in that it incorporates transactional emails as well as promotional emails, such as order confirmations, delivery alerts, and payment receipts. Promotional emails are intended to inform subscribers about special deals, share your latest product lines, and stay in touch with them in general. Neither form of email is more vital than the other; rather, they should collaborate to develop a strong plan that fosters sales while also meeting consumer requirements.
Table of content
- Introduction: Email Marketing for eCommerce
- Types of emails in eCommerce
- Promotional or marketing emails
- Transactional emails
- Difference between Promotional and Transactional Emails
- Promotional Emails for eCommerce
- Welcome Email
- The Re-engagement Email
- Referral/Discount Email
- Holiday Sales Emails
- Survey/Feedback Email
- Thank you Email
Types of emails in eCommerce
There are different types of emails when it comes to email marketing for eCommerce. Here are the two types of emails in eCommerce Email Marketing
1. Promotional Emails
A promotional email is a promotional broadcast that often offers incentives to increase a company's sales and income.
The primary objective of this type of email marketing is to persuade people to buy something. Email marketing has become one of the most efficient ways for businesses to reach customers. However, sending out emails for a product or service does not ensure that you will make a sale; you can't even be sure that they will get in the inboxes of your subscribers.
Emails with custom subject lines are more likely to be opened. Instead of sending out bulk duplicate emails, marketers should add consumer data such as their name and last order details. Aside from the theme, the material should also suit the target audience's profile and preferences.
Furthermore, the promotional email should adhere to the subject line; keep in mind to stay on topic. When a receiver clicks on an email, you just have a few seconds to catch their attention. Rather than employing ‘technical' phrases that would most likely exhaust the reader, adopt the simple language. Long paragraphs may often be overwhelming. They are most effective when they are brief, relevant, and powerful. At the same time, the email should be interesting and snappy.
Having multiple contents in your promotional email reduces its effectiveness. Cluttered emails are more difficult to read, and readers are more likely to miss the main point. Instead, the purpose of a marketer should be to guarantee that the content and call to action stress the core goal of the promotional campaign.
Use action-inducing words or phrases. Active calls to action can boost click-through rates and lead to purchases. Using promotional emails as part of a corporate marketing plan may assist increase brand visibility, consumer engagement and confidence, and income.
2. Transaction Emails
A transactional email is a form of an automated email that is sent and received between a sender and a receiver. Transactional email varies from a marketing email in that it is prompted by events, interactions, or preferences inside a service or application rather than a company's marketing campaign.
As a result, transactional email is frequently referred to as "triggered" email. While transactional emails can aid in marketing by recovering abandoned carts or reactivating dormant users, their primary purpose is to give an expected update to an (in)action or request made by the receiver.
To put it another way, these are emails that recipients anticipate receiving and, in many cases, will refresh their inbox until they do. Receipts and confirmations are the most well-known forms of transactional emails. These occur after a transaction has occurred, which is why these emails are referred to as transactional in the first place. When consumers receive an email with information about an online transaction, it is often an order confirmation or a receipt. E-books, PDFs, and other downloaded items, as well as product keys for software purchases, are often delivered as part of an email receipt.
Confirmation emails, on the other hand, do not always have to be connected to a monetary transaction.
Transactional email may tremendously help any business and its consumers, whether it is a small team with a mobile application or a large e-commerce firm with hundreds of goods. It may boost revenue and engagement by using behavioral triggers, reduce the burden on support staff by automating numerous requests that would otherwise require manual fulfillment, and develop customer trust and loyalty by using customization and outstanding communication. While caution is required to avoid overloading users, transactional email may eventually assist businesses in providing an outstanding experience, which is beneficial not just to its consumers but also to its bottom line.
Difference between Promotional and Transactional Emails?
Well, here is the answer to that is transactional emails are sent to a person as a result of the user doing a certain activity. Whereas promotional emails are sent to users in order to raise awareness, increase interaction, or close a transaction.
Marketing emails are often delivered to lists of contacts who are either prospects or clients.
Email for Transactions: One-to-one emails containing information that helps the receiver execute a transaction or procedure. Using subdomains for marketing and transactional emails helps you to segregate the reputations of those domains. This separation guarantees that they don't interfere with one other and end up generating difficulties if either goes wrong.
Now let's talk about a few types of promotional Emails for eCommerce.
Promotional Emails for eCommerce Businesses
1. Welcome Email
A welcome email is the first email sent by a firm to a new client, blog subscriber, or newsletter subscriber. To build a relationship with a new contact, welcome emails might include videos, special offers, a sign-up form, or simply a pleasant greeting. When you send a welcome email to a new blog or newsletter subscriber, or a new customer, you are establishing a first impression on their behalf. Welcome emails have some of the greatest open rates of any type of communication. They provide an excellent opportunity to engage new subscribers and persuade them to take action.
Welcome emails generate up to 4x more opens and up to 5x more clicks than a regular email marketing campaign. 74% of the people that subscribe to your emails expect a welcome email. Welcome emails have a whopping 50% open rate, which is 86% more than your average marketing email.
It makes a difference to send welcome emails as soon as possible. In reality, there is a significant difference. Your welcome email should be warm, inviting, and educational, as well as "wow" your audience by thanking them for coming to the party! Send a welcome email as soon as your audience joins up so that they are immediately exposed to who you are, what they can anticipate from your organization, and you can develop trust with them. The success of your client onboarding journey is highly dependent on the initial few touches, which begin with your welcome email. A nice welcome message for consumers will inspire them to interact with your product or service, which will lead to improved customer retention if done correctly. Your welcome email should be informative, easy to understand, and actionable.
Best of all, you don’t have to send welcome emails manually. You can automate the entire process of sending welcome emails saving you time and energy. With MuxEmail, you can automate the process of sending welcome emails using Sequences or the Visual Automation Builder.
2. The Re-engagement Email:
Your new email subscribers are really engaged with your brand, but after a while, some of them become inactive contacts.
Here are a few of the reasons why this occurs:
They became disinterested in your newsletter, product, or service, and discovered an alternative to your answer. They just forgot about you since they did not grasp all of the benefits that your product provides.
It is a fact that subscribers become inactive. That is why re-engagement email marketing is so effective.
Let's face it, we've all registered to an email list, but we never check an email or click a link to a website. It is simply a reality. However, as an email marketer, you should not accept the reality that certain connections may fall out of touch.
Instead, you must awaken the dormant contacts on your mailing list and attempt to reawaken them with re-engagement email campaigns. Show your subscribers the benefit of being subscribed and give them a reason to stay involved. This might be product updates, new goods for sale, or unique deals available exclusively for your subscribers. You may also demonstrate how you've used their input and provide testimonials about how wonderful it is that they're still with you!
3. Referral/Discount Email:
Referral programs are effective word-of-mouth marketing strategies. Requesting that your loyal customers spread the word about your small business in exchange for a discount or incentive can make a significant impact on your bottom line.
According to some estimates, referral marketing may improve earnings by 16%, and 92 percent of buyers seek suggestions from individuals they know before making a purchase. This can be achieved by sending Referral/Discount Emails.
The Referral Program is the most effective approach to gain new clients at a minimal cost by leveraging your existing loyal consumers. However, in order to operate a successful Referral program, you must market it to your consumers as part of your Referral Marketing Campaign. Emails have shown to be the most effective medium for referral advertising, with the highest ROI.
You may educate your clients about your Referral program by sending people customized emails. The greatest method to spread the news is through your current consumers. Sometimes your consumers have no idea what a Referral program is.
4. Holiday Sales Emails:
Having trouble capturing your customers' attention over the Festive period? With this fun Festive checklist, you can make it easy for them to follow up on their next actions. It's a non-obtrusive approach to give your prospects deadlines while also keeping your deal on track. It might be tough to know how to contact customers in the early phases of the customer journey, particularly around the holidays.
If they haven't heard from you in a while, send this brief email to remind them who you are and what you have to offer. When done correctly, the holidays may be an excellent time to send out email blasts with deals and promotions.
The disadvantage is that folks get a lot of them. Not only must you be smart about the subject line and content, but timing is also important for improving click-through rates. Holiday emails can be a boon to the company.
For more examples on Holiday Emails, be sure to check this article out.
5. Survey/Feedback Email:
Getting a high response rate for your customer feedback survey begins with inviting the responder to fill out your survey using an effective customer satisfaction survey email template. Your email should entice individuals to begin the survey.
It doesn't necessarily have to be long or complicated. It should, in reality, be brief and to the point. Remember that the sole purpose of the invitation is to convince the recipient to offer feedback about your organization.
Okay, most (everyone?) people have seen customer feedback or Website Analytics survey by now, so you don't need to go into great detail, but you do need to explain the objective in their words. Remember that they are more concerned with how they will profit from the time they are investing in the survey than with how you will benefit. As a result, make sure you explain the survey's goal and value to the respondents.
6. Thank you Email:
When it comes to saying thank you, it's critical to choose the appropriate words. You must also deliver your message in the proper manner.
A thank you email is a bridge of relationship that many businesses and services take shelter to when it comes to forming long-term relationships and as a part of showing gratitude towards their customers.
A ‘thank you email isn’t just an afterthought. It has real value for your business, and if you do it right, it can increase your conversion rate by making customers feel appreciated and honored to be part of your community.
Well, all of the above discussion points only towards one fact that eCommerce email marketing is a popular marketing technique that uses email to promote an online store's products to existing or potential consumers.
Because emails are one of the most common kinds of digital communication, using them for marketing reasons may be quite effective. They help to increase user engagement and client loyalty, provide important information, highlight the greatest deals, and increase sales. Email marketing is critical to the success of any organization. The advantages of employing efficient email strategies are enormous.
Below we have an email appreciating the customer for ordering from their business.
For more examples on Thank you Emails, check out this article.
With this article, I hope I was successful in answering all your questions regarding email marketing for eCommerce businesses. The difference between Promotional and Transactional emails. And the different types of promotional emails you can send as an eCommerce business to your customers.
With this, I would like to conclude by wishing you the best of luck with your eCommerce email marketing.