“You have to entertain before you can educate, because it doesn’t work the other way around” – Walt Disney
When you create a website and in particular an ecommerce site the fun doesn’t stop there.
In order for people to buy from you, you need to create a relevant and engaging experience. An experience that resonates and makes your customer feel they are getting the same personal experience they would get if they were in a physical shop.
A successful ecommerce email strategy requires work and thought. The automation rules need to be carefully considered.
Customers don’t mind an email regarding products or services that genuinely interest them. What they do mind is blanket emails indiscriminately offering them everything. Doing this only leads to one thing, unsubscribing and the loss of the customer.
You need to intimately understand your customer and when you have that understanding (yep, you have to look at the data to work that out) you’ll have a fantastic opportunity to develop a personal one to one relationship. If you can segment based on previous interests and actions, you will be able to deliver the exact information they need, and more importantly, when they need it.
Offer email and also a re-engagement email from Dennys. Simple and clear and showing they understand that I like their Slam breakfasts, based on previous visits.
When it comes to ecommerce you need to know how to communicate with your customers from pre-purchase through to post-purchase and every stage is crucial. Below are the 5 key stages of customer communication that every ecommerce operation needs to get right.
- Pre-Purchase welcome emails – This is where your relationship starts and your opportunity to educate your customers on what you do and nudge them toward what you want them to do next. Be clear and give them a call to action.
- Abandoned Cart Emails – I bet the last time you added something to your shopping cart on a site you had the intention of buying it. You were interested. Reigniting that intent after the customer has abandoned for whatever reason is vital and could just be the little push they need. It shows your customer you care about them and don’t want them to miss out. Shopping carts are abandoned nearly 70% of the time. Don’t lose that customer forever.
- Promotional Emails – that showcase relevant products enhance relationships and are an important part of any marketing automation process. As mentioned earlier, it’s important to not blanket email everybody, segment the lists and tailor the content. Your goal is to re-engage your customers and interest them in making another purchase.
- Post Purchase Emails – It’s a misconception to think that when the first purchase is made you have won that customer forever. In actual fact it’s just the start of a relationship, it’s only the first date. You need to keep looking after them, keep showing them attention and make sure that attention makes them feel special and unique.
- Customer re-engagement Emails – It’s very common that even after customers have made a purchase, you will have to continue to nurture them. You shouldn’t give up, you need to try and win them back. This could be in the form of an incentive to woo them back or it could be advice about a particular subject matter that is of interest to them. What you need to remember is that they have bought from you before and as long as the experience was a good one, there is a good chance they will buy from you again once they are reminded how good your products are.
Each of these different email stages presents opportunities to try different techniques and ways of communicating your message. If you are interested in talking more to us about how we could help you with your ecommerce and email strategy then please get in touch by emailing firstname.lastname@example.org