Email marketing has become one of the most cost-effective ways that fast-growing businesses use to attract prospects and turn them into loyal customers.
When it comes to eCommerce, the application of email marketing can give your store’s ARR a huge boost since email generates approximately $38 for 1$ spent on email marketing.
However, despite the inexpensive character of email marketing, spending emails manually can be quite time-consuming for businesses with thousands of subscribers.
To effectively implement email marketing automation in your marketing strategy you’ll need a professional email marketing service.
And because a good service doesn’t always mean an expensive one, there are a lot of MailChimp alternatives like Moosend out there to help you plan your automated workflow.
Now, all you need is to find the best email marketing automation techniques that will give your eCommerce store the best results.
What is Email Automation?
Surprisingly, email marketing and marketing automation are not the same.
So, what distinguishes the two of them?
Email marketing and emails are the means to deliver powerful onboarding messages, forgotten shopping bag reminders, and special offers.
Take a look at what a cart abandonment email looks like after leaving your basket without purchasing.
Employing such emails in your eCommerce store is the best way to remind users that there are more steps to follow and new things to discover.
Email automation, on the other hand, can send time or action triggered emails to your subscribers automatically based on their needs.
So, automation is a process that determines when and what your subscribers receive based on their purchase behavior.
Depending on user behavior, automation will interpret the data offered to it and come up with the best course of action.
What makes it the most important tool in your marketing toolbox is the flexibility it offers when it comes to creating various campaigns.
So, using automated workflows will help you save valuable time and help you create the most effective email marketing strategy to surpass your competitors.
Now Let’s See The Best Email Automation Techniques to Ace Your eCommerce Store
1. Lead Scoring
If your eCommerce store was a brick and mortar store that promoted products and services face-to-face, then you could distinguish certain buyers from browsers.
Detecting customer patterns and behaviors helps salespeople determine what product recommendations they’ll do to prospects.
With recurring customers, though, salespeople have the opportunity to encourage further purchases by presenting the best offers in the store.
The same tactic applies to your eCommerce store through lead scoring.
Instead of observing customers in real life, businesses can score their leads according to certain attributes like email engagement, online behavior, and demographics.
Creating an efficient lead score model will help your eCommerce store detect which customers are sales-ready and who need more automated lead nurturing.
2. Email List Segmentation
When it comes to eCommerce, segmentation is one of the most efficient ways to provide your audience with targeted content that will lead them to conversion.
Your segments don’t need to be complex. What you need to do is ask your subscribers simple things like their age, occupation or country.
Once you’ve collected enough data, you can start feeding your targeted groups with content that will push them further down your sales funnel.
Segmentation will allow you to create targeted marketing automation workflows that will send your subscribers time and action triggered emails when they need them.
A good subscription analytics tool can also help you figure out your segment efficiency and help you understand what’s working and what’s not.
So, segmentation is a powerful technique that will assist your user onboarding strategy and improve customer loyalty and retention through personalized content.
3. Cross-sell Emails
Cross-selling is defined as the process of selling different products to existing customers.
When you incorporate this technique into your eCommerce store, cross-selling emails can be one of the best ways to promote products, increase revenue and boost your average order value all at once.
To make your cross-sells a success, you need to utilize your segments and target, for example, a customer who bought a laptop with relevant products like mousepads, headphones or laptop bags.
After collecting relevant purchase data, your email automation software will distribute your cross-selling emails to customers allowing you to drive additional sales without extra effort.
Here, Matalan takes advantage of a school uniform purchase to give more relevant products through a well-crafted customer engagement email.
4. Date-based Automations
Date-based automation uses specific dates and special occasions to generate emails with offers your customers can’t resist.
What makes this technique a must is the increased open-rate achieved through the combination of time-based emails with personalized offers.
More specifically, the inclusion of birthday or anniversary emails in your automated workflow can increase the success of your product marketing since customers will see your special day offer as a valuable gift they have to grab.
For example, ASK Italian uses date-based automation to deliver a half birthday email to increase the efficiency and engagement of the actual birthday email.
5. Cart abandonment follow-ups
With the global average rate of cart abandonment reaching 75.6%, the need for abandoned cart emails is dire.
Employing a series of cart abandonment emails triggered hours or days after a customer abandons their cart is one of the most efficient automation techniques to prevent the loss of revenue and customers.
To bring the abandoned cart percentage and revenue loss to a minimum, though, you should consider using your email automation tools to send not one but a sequence of abandoned cart emails to recover lost sales and incentivize your customers to take action.
American Apparel, for instance, has an abandoned cart example comprising of two emails, one to remind and one to incentivize with a special offer.
Using automation to send abandoned cart sequences will simplify your audience’s re-engagement with your store and act as a backup to your first abandoned cart email.
Now, American Apparel’s follow-up email makes sure to add a discount to motivate their customers to revisit their cart and complete their purchase.
Since its introduction to email marketing, email automation has proven to be a valuable ally for the quest of converting prospects into customers.
To make it work you need to make sure that you use the right email automation techniques to turn your emails into powerful, revenue-generating tools.
That way, you’ll be able to improve your eCommerce store and see your conversion rate and sales fly through the roof.
Marilia is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her spending time on her drabbles.