Recapture the attention - and transactions - of your e-commerce cart abandoners with effective email marketing sequences
Every hour of every day thousands of e-commerce website visitors add items to their shopping carts, then quietly leave without purchasing anything. Even more surprising, most website owners don’t follow up with these visitors in any way. This lack of follow up represents millions of dollars of lost revenue, not just from the current purchase, but from additional purchases these shoppers would end up making over time. It is therefore essential, for an E-commerce website to engage these visitors with effective email marketing sequences to help maximize revenue opportunities.
True, some of these cart abandoners were ‘just browsing’ or otherwise had no immediate intent to buy, but others were on the cusp of converting and something wasn’t quite right. In this post, I’ll describe how to recapture the attention - and transactions -…
What email marketing opportunities do you miss in your transactional emails?
There’s no question that email marketing is one of the key opportunities for almost any marketing team. When thinking about it, newsletters and other promotional emails are usually the first to come to mind.
Few marketing teams give serious attention to transactional emails. Very often, these are even out of their jurisdiction.
Set up by development or customer-facing teams, these emails serve their key purpose in a better or a worse way. The marketing opportunities behind these messages are often overlooked though.
Throughout this article, we’ll give you plenty of reasons why it shouldn’t happen. You’ll learn how to maximize the potential of your transactional emails and which common mistakes you should avoid. Apply these learnings to your emails and you’re likely to see promising results in no time.
What are transactional emails?
First of all, let’s get some definitions of the list.
What's a good average open rate for email? Read the best email statistics sources to benchmark your email campaigns in your industry sector
Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for open, clickthrough, delivery, unsubscribe and complaints rates, ideally within their sector. That's what we cover in this regularly updated compilation of the best email marketing response statistics for different sectors and countries.
Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have grouped the stats into the four top questions asked:
What are the email engagement rates for small to medium businesses?
What are the email engagement rates for larger businesses?
What is the breakdown of market share for email clients on…
Chart of the week: Discounts, receipts and advanced notice of products/sales are the top performers for email content according to customers, but marketers are not following suit in their email comms
The Data & Marketing Association (DMA) published its Marketer Email Tracker 2020 last week. Combining insights by marketers and customers alike, the report explores email’s multi-faceted role in communicating with consumers across all stages of the customer lifecycle – not just as a transactional channel, but one that can be used to inform and build long-lasting relationships.
Email is customers' top pick of the channels
Research by DMA found that email topped every channel when customers were asked their preference for receiving information, including appointments/reminders, customer service, new products, and tutorials.
In this report, email outperformed all other channels listed below:
This news is music to email marketers' ears, since this…
Insights from the Data & Marketing Association’s head of insight, Tim Bond, reveals email attitudes and behaviours among demographics over 45 years old
The technological world that we live and work in continues to evolve, seemingly offering new ways to engage customers at every turn. But this excitement over what’s new should not distract marketers from the central channel that still resonates with consumers.
Whether they’re considering a purchase, have just made one or need some help, these latest figures highlight email’s ability to help brands engage across the customer journey.
The DMA’s ‘Consumer Email Tracker 2020’ research revealed that email remains a core channel to attract and engage customers throughout the entire customer journey.
It remains the preferred channel for consumers from pre- to post-purchase and for customer service enquiries.
This is in spite of findings from the DMA’s ‘Customer…
A case study showing how Lucky Voice doubled the size of their email list
Having more people to market to is better, it’s a "no brainer". Of course, I don’t mean bulking up an email database with poor quality data. I’m talking about more customers and potential customers who want to hear from you. Good quality permission-based data that maintains your delivery reputation and converts into revenue.
Lucky Voice shared with me nine list growth strategies that worked for them. They've also been good enough to share some numbers that showed how the tactics worked. Plus, as a bonus, they shared a couple of strategies that didn’t work. The insight from what doesn’t work is just as insightful as to knowing what does, so read on to find out what was learnt from success and failure.
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Your email list is priceless, which is why you need to build it up and increase your audience
Email is the champion of the marketing world. Almost 60% of marketers say email is their biggest source of ROI and they’re not wrong. With an average return on investment of more than $40 for every $1 spent, it’s hard to ignore the power of email marketing for both B2B and B2C companies.
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While the stats speak for themselves, another reason why building your own email list is so effective is simply because you own it. Sure, you can acquire lots of attention and followers on Facebook, Twitter, or LinkedIn. You can even create strong online communities there. But at any moment, these walled gardens could take it all away.
Then how will…
Email signatures can help increase conversion and offer great ROI, but you need to consider what message you want them to send.
Professional email signatures are probably the most efficient digital marketing channel. They are comparatively cheap and easy to utilize while the increase in conversion rate they grant may actually be huge. However, if you want your email footer to bring the best return-on-investment (ROI), there are some tips you should follow.
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Make the whole, not the parts
An email signature is a whole separate element of your marketing campaign. So, you should not treat it as an appendix of your email. The signature you use must be consistent with your brand and designed…
Mapping the buyer’s journey helps businesses stay relevant and personalize the campaigns
For most businesses, the buyer’s journey is an important aspect of planning marketing campaigns. Why? Because that’s how you can send a relevant message at the right time to the right person and increase your conversions. Sending personalized messages manually to the hundreds of subscribers on your list can be quite a daunting task, which is why you need to automate your campaigns.
Here are the different automation emails that every business should send to their prospects based on their buying stage and their action.
Welcome or onboarding emails
This is your first ever contact with the prospect, which happens when they share their email address with you. You will need to make them feel welcome, set the expectations for the future and motivate them to provide their personal information that would let you send better and more relevant emails. The email…
Chart of the Week: 45% of marketers say increasing engagement is the biggest challenge for email strategies and yet this isn’t a primary goal to work toward.
Email marketing has long been a tactic that delivers high ROI, which means there are a lot more marketers and brands utilizing email to engage, convert and retain customers. However, the increase in use means that inboxes have never been so crowded and, as a result, it is getting harder to stand out.
Despite the struggle to get opens and clicks becoming very real, marketers still need to deliver tangible results – especially as email has historically performed so well. Email effectiveness may be dwindling but optimizing your strategy ca still ensure you see improvements.
However, the question then becomes how you can improve the effectiveness of your email marketing. After all, sticking with the same strategy isn’t going to see things go well during 2020…