How To Succeed With Ecommerce Emails And Convert Customers


Your inbox is probably full of emails right now, since over 319 billion are sent and received around the world every day.

Yet email remains one of the most effective ways to interact with customers – it’s 40 times more efficient to reach your target customers as Twitter or Facebook.

The customer experience spans so many channels and there are so many spaces marketers have to play in, ”says Monica Deretich, CX Marketing Consultant and Senior Retail Advisor at the service provider. Sailthru messaging. “But if I put on the hat of a startup marketer, email is definitely an essential channel to invest in. ”

“Relevancy is the fastest route to revenue, and email marketers have so many levers to use to make emails more personal.”

But how do you cut through the noise and use email to actually convert? Sailthru tells us everything.

Personalize your emails

Customers are faced with an abundance of brands promoting competing products and services. Personalizing emails is therefore a first step in making your startup stand out. A recent Sailthru report found that almost two-thirds of customers say IIt is important to them that the brands they buy with personalize their retail experiences.

Relevancy is the fastest route to revenue, and email marketers have so many leverage to make emails more personal, ”says Deretich.

To personalize, she says brands can collect third party data – data that the customer explicitly shares with a brand, such as their name – and first-party data, or data collected from actions such as browsing an item, adding to cart or completing a ‘a purchase.

“The customer experience spans so many channels and there are so many spaces marketers have to play in.”

For example, if a customer is visiting your site for the first time and is looking for a pair of shoes, Deretich indicates that you may be asked to provide your first name and date of birth. If you have a first name, you can use it in a welcome email; if you have a birthday, you can create a series of birthdays, she adds.

“This is a point where there is a signal of intent and therefore the user may be more willing to provide information,” she says. “However, there is a fair balance between what to ask the customer, because you don’t want to create a barrier to entry… so it’s very important to think about what data points you are making optional versus those required. “

Welcome your customers

For Deretich, welcome emails are a important marketing tool and must be adapted depending on whether or not someone has made a purchase.

“Someone who subscribes to your email for the first time and hasn’t made a purchase will likely receive a welcome message that says ‘10% off your first purchase’,” she says. “While someone who chooses to receive an email on their first purchase will likely receive an email saying ‘welcome, thank you for your purchase, here’s what to expect from our brand’. ”

A Sailthru MZ Wallace customer uses the platform to activate a unique discount code which can be used in the welcome email and all subsequent emails until the user makes a purchase, adds Deretich.

“It’s a great way for marketers not to have to generate new codes,” she says. “It’s also great for customer experiences, as they don’t have to go in and search for a welcome email. It’s sort of sprinkled on until they’ve decided to make their first purchase.

Re-engage with “We miss you!” “

Of course, it’s natural for brands to lose customers, but Sailthru’s report found that email is a great channel for reconnecting with customers before they disengage and buy elsewhere.

It costs more to acquire a new customer than to retain an existing one, ”explains Deretich. “If you’ve ever received a ‘we miss you’ campaign, it’s usually an automated email trigger that aims to re-engage an expired customer. “

And it’s well worth it – according to Campaign Monitor, for every dollar spent on email, email marketing generates a return of $ 44.

It costs more to acquire a new customer than to retain an existing customer ”

One strategy to have in a startup marketer’s bag of tricks is an abandoned cart strategy, explains Deretich. This is where customers putting items into their online shopping cart trigger an email, which can be tested – using platforms like Sailthru – for maximum effectiveness.

“As a startup, these high intention behavioral email triggers are a great place to really have a high return on your email investment,” she says. “I’m a huge fan of testing the deployment timing of your abandoned cart messages. For example, maybe test 30 minutes instead of an hour after quitting to increase your conversion rate.

Use algorithms to give yourself an edge

From personalization to abandoned cart strategies, Deretich says algorithms are the best way to understand the customer and make marketing even more effective.

“Sailthru is able to increase a user’s profile by creating interest scores by category, which means the marketer has the ability to understand what the customer is strongly engaged with, such as articles with ruffles or buttons, ”says Dereitch. “It all resides in the metadata of your product catalog and allows the marketer to create a truly unique view of the user. “

Deretich adds that platforms like Sailthru are constantly collecting data, so even if a new customer visits your site, algorithms can generate product recommendations based on what is popular with other users.

“There are different algorithms that are good to have by default if you don’t have such a long history behind the user,” she says. “Sailthru allows startups to test and learn quickly, which is important for new businesses that are growing rapidly. ”

Get all of these tactics and more in Sailthru’s Holiday Marketing Manual.

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About Madeline Powers

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