Experienced online store marketing experts know: the best customer is a returning one. In this article we will show you how you can encourage former customers of your online store to purchase again with the help of email automation.
Let’s start with the basics!
What is email automation, and what are its benefits?
Email automation is the perfect personal assistant of your online store: it always knows what to say and gives immediate answers. This way it saves your business a lot of time, and strengthens the connection between you and your customers, subscribers, and potential clients.
What kind of emails can you automate?
There are a wide variety of options, but we recommend you make sure the emails listed below are on your list:
- Welcome email, which the user gets when registering or subscribing
- Purchase and order confirmation emails
- A message with which you target customers who abandon the cart
- Follow-up email, in which you ask the opinion of your customers of their orders
- Remarketing email, with which you encourage the users to repeat purchases
- Newsletters, in which you inform your subscribers of promotions, and educate them about your brand and products. (Believe us, it is worth investing your time in this, and you will see this on your sales indicators in the long run)
From the above list we will focus on encouraging customers to return. Let’s have a look at how an effective remarketing email works!
Goal: The main goal of these is to redirect customers to our online store. Whether the process consists of one or several emails depends on your product. (For example, a customer can be encouraged easier to buy a product that costs a few dollars, than to buy a product which costs hundreds of dollars.
Let’s look at a specific example, in which we will mix follow-up emails with remarketing emails, which encourage repeat purchases.
Offer: Request feedback in exchange for a coupon
Timing and content: Immediately after the order has arrived, or a few days after it (depending on the consumer behaviors related to the product) you can ask your customers how satisfied are they with their product in a scheduled email.
In the same email you can ask them to write down their opinion to you. It will make them feel satisfied, and at the same time you will profit from it, since you can use this valuable feedback to acquire more customers.
How will this become an offer that encourages purchase?
For example, at the end of the email (perhaps in exchange for the feedback) you can give an X% discount coupon, which your costumers can use during their next purchase. With this you can immediately measure how successful was your “campaign” based on the number of customers who have used their coupons to purchase a product. Did you like this article? Browse through our blog because we have shared many useful articles for online stores! Every two weeks you’ll find new content.
