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E-mail automation is an important facet of ecommerce advertising and marketing, and it’s one which helps ecommerce retailers reply rapidly to a buyer’s conduct and wishes.

(If you happen to haven’t but, learn our in-depth technique information on e mail advertising and marketing automation.)

In reality, that’s one of many explanation why we’re actually throwing a lot of our effort into advertising and marketing automation, as it’s based mostly on the purchasers:

serving to retailers construct higher relationships with their prospects by means of fixed consideration at simply the precise time.

In the present day we’ll have a look at what our versatile automation is all about by wanting first on the buyer journey, after which we’ll present you 5 nice methods you should utilize automation to assist present worth to your prospects and enhance your gross sales.

Why automation issues: your buyer’s journey

Advertising automation is a technique of utilizing software program to automate repetitive, day-to-day duties. This can be utilized throughout quite a lot of channels, together with e mail advertising and marketing, social media, Fb, and far more.

On the subject of ecommerce advertising and marketing automation isn’t nearly performing repetitive duties, like sending out an e mail to a buyer. It additionally helps you ship out that e mail on the proper time, which is each time your buyer has carried out an motion.

That approach, a welcome e mail can exit proper after a buyer indicators as much as your publication, no matter whether or not you’re asleep, engaged on different duties, or spending time with your loved ones.

With the precise software program, advertising and marketing automation might be arrange simply and adjusted in accordance with the wants of what you are promoting or your prospects.

On the subject of e mail advertising and marketing automation, it’s necessary to recollect the 5 elements of your buyer’s journey:

1. Acquisition: one of the vital necessary elements, it is advisable purchase subscribers as a way to flip them into prospects. Your welcome e mail automation will likely be essential to make an important first impression
2. Consideration: the subsequent logical step is for a client to “browse” your retailer, presumably including a number of gadgets to cart however not but shopping for. That is when the deserted cart sequence comes into play
3. Buy: getting the acquisition isn’t the tip of the journey; ship automated order affirmation and transport affirmation emails, together with gives and product suggestions
4. Retention: right here is the place you need to construct buyer loyalty to maintain your prospects round for longer. Ship automated buyer suggestions and follow-up emails
5. Re-engagement: when a buyer hasn’t purchased from you shortly, don’t allow them to slip away. As an alternative, use automated buyer re-engagement or win-back emails to get them to purchase once more

5 methods to make use of advertising and marketing automation for higher worth and gross sales

Now that you just’ve bought a reasonably good understanding of what advertising and marketing automation is and the way it works at Omnisend, you’re in all probability desperate to get began on it.

Beneath are 5 nice methods you should utilize these new workflows to not solely present additional worth to your prospects, but additionally to extend your gross sales.

#1 Ship totally different welcome emails for various signup kinds

With Omnisend’s up to date automation, you possibly can ship totally different welcome emails to your subscribers based mostly on the signup type they used to subscribe.

For instance, in case your subscriber signed up due to your 15% off low cost, you must ship a special e mail than a subscriber that signed up due to your useful resource on how to decide on the most effective scarf to match your outfit.

That is additionally good in your Black Friday e mail campaigns, as a way to give a custom-made welcome message for the busiest buying season of the 12 months. Equally, the end-of-the-year Christmas buying season is a good alternative to develop your e mail record, impress them with a implausible welcome e mail, and convert them.

In your welcome emails you possibly can provide reductions, free transport, or free items in your hottest gadgets or you possibly can cause them to different necessary pages in your web site.

Normally, we advocate sending not only one welcome e mail, however a sequence of three welcome emails:

1. The primary e mail is a common welcome to the subscriber, and briefly introduces the advantages of becoming a member of the group
2. The second e mail tells the story in regards to the model
3. The third e mail is for social proof and offers an attractive low cost for the primary buy

#2 Cease deserted carts with related gives

Deserted carts might be essentially the most irritating a part of working an ecommerce enterprise. Your customers are so shut to purchasing from you, after which one thing stops them from finishing the acquisition.

When creating your deserted cart emails, right here are some things you must do to get your prospects to purchase:

1. Don’t simply ship one e mail—ship a sequence of three: Omnisend retailers with a a sequence of three emails see 69% extra orders on common. The primary e mail ought to remind the shopper in regards to the deserted cart, the second suggests they end the acquisition, and the final e mail ought to present an incentive, reminiscent of a very good low cost
2. Time it proper: in case you’re sending a sequence of three emails (we strongly advocate you do), ship the primary one hour after they’ve deserted the cart. After that, ship the second message 12 hours later, and the third message 24 hours later
3. Use high-converting topic traces: a robust topic line can seize your buyer’s consideration, get them to open the e-mail and be enticed by your provide. We examined the topic traces of almost 100,000 deserted cart emails and the most effective ones are quick and to the purpose.
4. Characteristic the deserted product: be sure your buyer remembers what product they have been purchasing for. Don’t simply say “come again”—showcase the product they deserted and make it as giant as doable (trace: that is fairly simple to do with Omnisend’s drag-and-drop publication builder)
   
5. Add an easy-to-find CTA button: close to the product picture, add a daring and easy-to-see CTA. The button textual content ought to say one thing like “Proceed buying” or “Purchase now.”
6. Present buyer help: there could also be technical explanation why your buyer deserted their cart (reminiscent of an issue with the checkout web page). Offering buyer help choices can enable them to succeed in out and discover a answer
7. Add a number of channels: experiment along with your deserted cart messages by including different channels, like SMS and push notifications. Gross sales from internet push notifications occupy a small a part of Divatress’ total deserted cart seize, however almost everybody who clicks on it (98%!) makes a purchase order.

#3 Ship irresistible birthday emails

Birthday emails are automated emails that exit on a buyer’s birthday. You might not comprehend it, however birthday emails have a forty five% open price—greater than double the open price for normal promotional emails.

Birthday emails make your prospects really feel particular, and supply you one other event to get gross sales and improve buyer loyalty. To profit from your birthday e mail automation, you must:

1. Add free transport. Free transport shouldn’t be the birthday present by itself. As an alternative, make it part of the provide, combining it with the precise coupon code or one other provide.
2. Embody a transparent Name-to-action (CTA). Make it clear, massive, daring and straightforward to click on
3. Add a reduction. Don’t be too low cost with little or no reductions; it’s a birthday, and the present needs to be spectacular.
4. Give additional time to redeem the low cost. Since folks are typically fairly busy, enable prospects at the least every week to redeem their birthday present

Organising birthday e mail automations could be a bit daunting (and just about not possible to do manually), however with providers like Omnisend it’s fairly simple.

All it is advisable do is click on on the pre-built e mail automation for birthday emails (Particular events > Birthday e mail):

After that, you possibly can customise it as you want. You possibly can even add a textual content message (SMS) into the workflow to thrill your prospects.

#4 Maintain your prospects engaged even after they’ve bought

A buyer’s lack of engagement will not be disinterest from a buyer’s aspect. Truly, it’s extra doubtless as a consequence of a scarcity of consideration from the service provider aspect.

In spite of everything, if the shopper purchased from you and loved your product, they’re very doubtless to purchase once more. That’s why it is advisable ship them common, attention-grabbing emails to maintain their curiosity.

You are able to do this most successfully with two automation workflows: the Order Affirmation and the Order Comply with-up.

The Order Affirmation workflow needs to be set to exit to the shopper instantly after they’ve made a purchase order. You possibly can embrace featured merchandise and even an attention-grabbing provide for his or her subsequent buy.

The Order Comply with-up ought to exit one week after buy or later as a way to get suggestions out of your buyer about their enjoyment of the product. It will enable you to collect sufficient data to enhance your merchandise to supply even higher worth.

You may also use this chance to ship a suggestion and hold them engaged.

#5 Reactive your dormant prospects

If you understand your common buying cycle, you possibly can arrange your Buyer Reactivation workflow to exit after the shopper that hasn’t made a purchase order for a selected period of time.

The timing right here is absolutely necessary, as you don’t need to ship the shopper re-engagement emails too early or too late. Typically, the timing for the re-engagement emails rely upon the frequency at which your prospects would usually purchase your merchandise.

You possibly can have a look at the graphic beneath for extra data on that:

Right here, you possibly can see that merchandise like pet provides, espresso, and trend are bought steadily (and have a low to common value), whereas college provides are bought much less steadily.

It is best to perceive through which quadrant your merchandise fall. The upper the frequency, the smaller the timeframe for sending out re-engagement emails. For instance, college provides are purchased a few times a 12 months (often per semester), so it’s a good suggestion to ship out reactivation emails solely earlier than semesters start.

Dietary supplements, alternatively, are bought month-to-month, so if a buyer hasn’t engaged inside 70 or 90 days, it might be time to ship out a re-engagement e mail.

You possibly can simply arrange these re-engagement emails with Omnisend’s pre-built automation templates:

While you’ve arrange your new automation, with our new workflows, you’ll have the ability to attain the precise prospects on the instances after they want and need your messages essentially the most.

With that, you’ll have happier prospects, extra conversions and a lot better gross sales.