Black Friday, Cyber Monday and Amazon Prime Day are all dates circled in red on the calendars of keen cybershoppers—and professional online sellers. As the dates approach, sites like Amazon and Alibaba send out automated, customized emails with different content for each recipient. The data mining used to create those emails starts right from website registration.
Your online business might not be as big as the e-commerce giants, but you can still take inspiration from their email marketing automation strategy.
Offer a Personalized Online Experience
Today, only about 39% of online sellers follow Amazon’s example and send personalized email marketing campaigns. But the suggested content—related purchases—is essential to your business. Your customers expect it.
Sending messages that include advice based on buying habits paves the way for advanced cross-selling opportunities. This not only increases the relevance of the message. It also increases the average order value.
Customers aren’t keen on generic promotions that aren’t linked to individual preferences. But they do expect brands to offer a personalized online experience.
Take Advantage of Every Opportunity
Think of all the transactional emails you send: reminders to complete registration; emails to change the password; confirmations after the product is sent, etc. Why not take advantage of these opportunities to entice users to return to your e-commerce site?
You don’t need to make the newsletters longer or fill them with advertisements. Just prepare a header which contains a brand logo and a brief description of an ongoing promotion. When users click, they can learn about the offer and about all the related items on sale.
Or it could contain a section listing the items the user left in the cart without reaching the checkout. That reminder will help you to retrieve further orders.
The promotional period can also be highlighted by a widget on the website or in the newsletter footer. Or you can put a special graphic in all the emails sent before or during “hot” days.
For example, if you plan to participate in Black Friday 2019, which falls on November 29th, you should start now! Cyber Monday, which targets consumers of electronic goods, follows on December 2nd.
If your e-commerce site already has a loyal customer base, treat them with particular care. Just look at what Amazon does with Prime, offering early bird users a channel to access unique deals.
This is also an excellent message to run on social networks as you grow your membership base. A promotional period is a great opportunity to launch a campaign to register new users. Use the campaign to emphasize the advantages of registration.
Gifts are always attractive! The offer of a sample or a freebie can motivate users to register and spend more time on your site.
When the purchase has been completed, you can also send the customer an email asking for feedback about the product and the service. This highlights the company’s dedication to each user.
How Does It Work?
This post focuses on automatic emails, messages triggered by segments of email addresses within the contact lists.
Emailchef is the ideal platform to put these advanced automation solutions into practice. The platform is fully integrated with the most popular e-commerce services, including Prestashop, Magento, and WooCommerce.
Get in touch with our experts. All holders of a Full Emailchef account enjoy:
- Technical assistance with a personal tutor through telephone and Skype;
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- One-to-one solutions.
Get more from your e-commerce business!