Email marketing’s strength is in attracting, nurturing and converting ideal prospects, says Digital Agency Network, backing it up with a slew of research data including:
- 89% of marketers use email marketing as their top lead generation channel.
- According to McKinsey, the “average order value” (AOV) is 3x higher than that of paid ads or social media branding tactics.
- And with the number of daily email users projected to reach 4.6 billion by 2025, marketers are right on the money.
Because of this, the craze for email marketing is growing immensely and drives businesses to create separate emails based on the purpose or goal of the email, e.g., welcome email, post-sales message, review or review requests, order confirmations, price drop information, back in stock and delivery confirmation, shopping notifications, etc., that serve to earn trust and customer loyalty.
Of course, customer trust and loyalty cannot be built overnight but a series of emails over time can make it happen. A well-crafted email sent to the right target audience two or three times a week will nurture the customer relationship.
The side benefits of loyalty email campaigns are that they increase brand credibility, customer engagement and customer lifetime value. For example, VIP or premium memberships are the most common loyalty programs offered by brands. These emails encourage customers to sign up to take advantage of great offers and special invitations to various events.
Delivery emails are one of the best ways to either increase your customer retention or build trust with your ideal prospects. Once the customer receives the product, make sure to send a quick delivery confirmation message along with video tutorials or guides. Video length can vary from 30 seconds to 10 minutes depending on the complexity of product usage. After that, you can even include user-generated content to provide some insight into how others are using the product.
An order confirmation email is another powerful weapon in the post-sales email campaign. Brands use these to confirm the order and avoid further disruption. Usually these emails contain prices, delivery dates and other relevant details. Some important elements of this email include the order number/tracking ID, delivery date, number of items purchased, return policy, warranty policy, and other highly recommended items.
Re-engagement emails are tailored to a specific audience you want to get back on track. The key with re-engagement emails is to personalize it to hit users' emotions. It is even suggested to use phrases like, "It's been a long time. We miss you!”, “We would love to see you again”, “Please come back . . .” and much more. These messages should show your customers how much you care about them.
Testimonials play a crucial role in the ecommerce world, as it is proven that 4 out of 5 people read reviews before making a purchasing decision. And over 83% of consumers check customer reviews before buying a new product. Ratings or reviews build trust and brand credibility and act as powerful social proof that greatly influences consumer purchasing decisions. Therefore, the review request emails are vital to building your brand, asking for customer opinions on a specific product they have purchased.
One of the coolest ways to deal with cart abandonment is to send the customers a message once they've abandoned their cart. These emails are strongly conversion-oriented with the aim of getting the customer to the point of making a purchase decision.
The success of almost all e-commerce brands is directly related to price cuts, which, however, need to be planned wisely, for instance, by analyzing competitors' prices and customers' purchasing decisions. Although price cuts make for quick sales, brands are very prone to losses if not done right.
The "out of stock" message on products frustrates customers in general and has eventually a negative impact: it reduces your sales, distracts your customers, and makes them buy from your competitors. In other word, it ruins the customer retention rate. However, the back-in-stock emails can rebuild a good relationship and increase your sales in no time.