This post will walk you through the most important email procedures for an eCommerce business in detail.
Regarding modern-day salesmanship, the ability to create and nurture connections with consumers through email workflows is critical for eCommerce retailers looking to grow their client base. Prior to technology improvements, the conventional salesman would knock on thousands of doors, speak with every single consumer in the hopes of bringing in the most potential revenue. Great salespeople recognized that they couldn’t just walk on a door, pitch a product, and expect to be greeted with a purchase right away and then go. It was necessary for them to build a strong relationship with their customers before asking for a purchase.
This post will walk you through the most important email procedures for an eCommerce business in detail.
Regarding modern-day salesmanship, the ability to create and nurture connections with consumers through email workflows is critical for eCommerce retailers looking to grow their client base.
Prior to technology improvements, the conventional salesman would knock on thousands of doors, speak with every single consumer in the hopes of bringing in the most potential revenue.
Great salespeople recognized that they couldn’t just walk on a door, pitch a product, and expect to be greeted with a purchase right away and then go. It was necessary for them to build a strong relationship with their customers before asking for a purchase.
Fortunately, modern technology allows you to reach a far larger number of clients from the comfort of your own home. According to studies, over 92 percent of all email users check their inboxes on a daily basis, which means that the emails you send to your consumers will almost certainly be received and read by them.
However, with so much noise bombarding your customers’ inboxes (and so many emails being deleted), how do you create efficient email marketing campaigns to stand out from the crowd?
Your goal should be to design and automate certain email sequences that will attract your clients’ attention, compel them to respond to your call to action buttons, and direct them into your core selling proposition.
Why Should Email Workflows Be Automated in the First Place?
Let’s start with the opposite circumstance – what if you didn’t do anything? Suppose your firm, which interacts with a large number of new consumers on a daily basis, was supported by an in-house marketing staff that sent personalized emails for each one of them? Without a doubt, your employees would go nuts and your organization would waste a lot of money on frivolous expenses.
So, now that we’ve gotten that out of the way, let’s talk about some of the practical reasons why you should construct and automate email processes in the first place.
The process of establishing and nurturing customer relationships
Customers do not necessarily purchase the greatest product; rather, they purchase from the firm with whom they feel the most affinity.
Just consider Apple’s computers: while they don’t have the most advanced specifications or features, they are among the most popular computers on the market. What makes you believe that is the case? Among other things, Apple has built its brand around simplicity, and individuals who value simplicity (which is almost all of us) are more likely to identify with a brand like Apple than they are with any other.
The same is true for your organization. In order for your consumers to identify with your brand and desire to purchase from you on a frequent basis, you must develop successful email processes that reveal your business’s personality to them.
Creating and automating the critical email workflows outlined below allows you to take your consumers on an adventure with you. Each campaign tells a tale that leads to a more significant consequence.
“Customers do not purchase products; rather, they purchase the desired outcome.”
Ensure and encourage customers to make more purchases.
Continuing from above, when you nurture new clients and form a strong relationship with them, one that is built on the basis of having a similar personality trait(s), you want them to return and do business with you on a consistent basis.
Apple notices that you’ve purchased a laptop from them and determines that if you like their laptop, you’ll most likely enjoy their iPhone or iPad as well. You, who share Apple’s desire, nod your head in agreement and pledge to continue to do business with them in the future.
As a matter of fact, repeat customers account for over 22% of a company’s yearly income, which means that by efficiently integrating the following email processes into your marketing plan, you may expect an increasingly large return on your investment in the coming years.
Essential Email Workflows for Every eCommerce Retailer Welcome Email Workflows for Every eCommerce Retailer
The first step in building a connection is to extend a warm welcome to the newcomer to your community. Every time your client provides your company with a customer email, it is critical that you introduce yourself, explain who you are, discuss your personality, and assist them in understanding how you are similar to one another.
In fact, consumers not only require but also anticipate receiving a welcome email, with 74 percent stating that they are looking forward to receiving one.
Instructions on How to Make Use of Welcome Workflows
Ideally, you should be sending out a unique introduction email to each and every opt-in that your company has received. If you have four distinct methods for users to submit their emails to you, it is necessary to produce four separate emails, one for each of the four different submission methods.
“As an introduction lead magnet, you may provide first-time customers with discounts, free guides, or complementary items.”
VIP Workflows are a set of procedures that are followed by VIPs.
Prior to this lesson, you learned the significance of establishing a connection with your consumers and enticing them to make repeat purchases from you by using email workflows to do this. This results in the creation of VIP clients, who are consumers who are more valuable to your company.
Customers who make many purchases or who have joined up for a premium membership should be treated with the respect and consideration that they deserve. VIP procedures are designed to convert loyal clients into real fans who will remain loyal for a long time.
Instructions on How to Use VIP Workflows
VIP processes need a little more consideration; start by knowing your client categories and defining what your key performance indicators (KPIs) are. Once your business is established, you may give promotional discounts, early-bird specials, complimentary items, and even set up a referral program to encourage customers to suggest their friends.
In relation to the last point, you may provide your consumers with both a cause and a method of spreading the word about your firm. Referral programs encourage customers to continue to purchase from you while also encouraging them to refer others to you (it now benefits them as well).
Workflows that occur once purchase have been made
When a consumer makes a purchase, it is absolutely essential that you send them an instant follow-up email expressing your gratitude for their business. You’d be amazed at how many individuals have lost sight of simple etiquette these days, and failing to express gratitude to a client may quickly undermine the relationship you have with them.
On top of that, the click rate on post-purchase emails is 500 percent greater than the click rate on any other procedure your company would adopt. People are waiting to hear whether or not you will thank them, as well as how you will thank them.
Post-Purchase Workflows: What They Are and How They Work
The initial email should be brief, expressing gratitude for the customer’s purchase and informing them that you are accessible to answer any concerns they may have.
Incorporate a little bit of your company’s individuality into your thank you note once more. Apple’s post-purchase routine is relatively straightforward – much like the company’s branding. Customize your process to reflect the identity of your business (and, by extension, that of your customers).
It is possible to extend the duration of a workflow by include follow-up emails that ask for comments on the purchase, evaluations of your company’s service, delivering a FAQ or a collection of instructional videos to assist clients better grasp the product or service they purchased, and so on.
Workflows for Abandoned Cart Emails
Abandoned carts are one of the most prevalent events throughout a customer’s shopping experience, which should come as no surprise to you. In reality, nearly 70% of all user carts are abandoned by the end user.
The reason for this is a simple one: with so much noise surrounding them at all times, buyers might easily forget to complete their transaction. It’s possible that they were putting things aside for later, as they awaited their next salary to arrive.
You should not forget, even if others have forgotten.
The purpose of this procedure is to guarantee that your organization is able to decrease this figure – the lower it goes, the more purchases you confirm and the more income your company generates in the process.
Abandoned Cart Email Workflows: What You Need to Know
You may automate the sending of a follow-up email to potential customers who have put an item in their shopping cart but have not completed the transaction within 48 hours by including an option in your process. Incorporate a feeling of urgency and a dash of levity into your delivery (remember, you are connecting with their personality). Repeat this procedure 2 to 3 more times.
You may personalize the last automated email to include a promotional discount for the “last-chance-to-act now” portion of the deal if you are running a long-term campaign. This omnichannel approach enables you to milk every last drop of profit out of each and every one of your transactions.
More than just an e-commerce company
At the end of the day, you’re aiming to develop a community while also offering a product or service that will benefit your potential clients. To be successful in this endeavor, you must first understand how to establish and maintain positive connections with others.
Whether it’s developing your brand or executing digital marketing campaigns, our team at AspireCo can provide a number of services to make your company stand out.
If you have any questions, please do not hesitate to contact us. We are looking forward to working with you.