3 Essential Marketing Automation Workflows For Ecommerce
Almost four decades ago, the first mass email sent marked the birth of Email Marketing. That single email resulted in a stunning $13 million worth of sales. Ever since, email marketing has been actively present and current. Not surprisingly, we may add.
This online marketing channel has outlived and outperformed various others thanks to its versatility and quick technology adoption. A great deal has changed since that first multi-conversion email back in 1978.
Indeed, that single mass email that 400 potential customers received back in 1978 must have been quite lonely in those inboxes. In contrast, today everyone with an active email address receives an average of 225 emails per day on a global scale. Consumer emails alone make up almost half that figure (105 per day) and their number is expected to grow bigger in the near future.
We are gradually being transferred to an era that is increasingly being deluged with emails. Everything is overwhelmingly being replaced with emails and newsletters, with email marketing radically changing the way we do our shopping and get our news. The implications for ecommerce are massive.
Email Automation Recipes For Your Eshop
In their evolution, emails have expanded to provide a seamless customer experience that is personalized and individually customized to each subscriber’s behavior. This is achieved through email automations, which rely on automatically triggering email sequences based on the actions a subscriber takes or doesn’t take.
A benefit as much of a challenge, personalization through on-site and email automation have to link up in a way that remains unobtrusively personal – tailored, without being creepy.
Moosend’s platform enables you to create your own automation workflow, based on your company’s specific needs, and also gives you access to ready-made workflows, called “recipes”.
Recipes is your turnkey solution to automated workflows for your ecommerce business. Click here to browse Moosend’s collection of recipes included in all of our pricing plans, even the free trial.
Each recipe is a series of automated triggers and can be infinitely customized, enriched or refined. Below we present the three fundamental recipes to get started quickly. Ready to reap the benefits of the latest email marketing technology?
Essential Workflow #1: Welcome Emails
“It’s nice to be important, but it’s more important to be nice.” As soon as a new subscriber signs up for your email list, they should receive a Welcome email, thanking them and briefing them into what they should expect from the newsletter (in terms of frequency, content, and style).
Welcome emails can have a very significant effect on revenue. Actually, they have the higher open rate and engagement of most email types because subscribers expect this email as soon as they sign up.
They’re opened more, clicked on more, and they have an even higher ROI than other automated emails. For ecommerce, welcome emails give you a powerful opportunity to both engage new customers, and demonstrate value immediately.
Let’s take a look at the way clothing emporium Jack Threads does it:
Jackthreads introduces the brand with an impressive photo, inspires the subscriber and connects with him meaningfully by welcoming him to the group (“You’re one of us now. Awesome.”). The welcome email’s smart copy also allows for the brand to compliment the subscriber which also helps the subscriber to subliminally associate confidence with the brand.
This type of welcome email is really an initiation to the brand and the brand personality. At the same time, it is a great opportunity for the brand to present top picks or the main product categories to push the subscriber down the funnel faster.
Also, below there is a section that describes their content (exclusives and collaborations) policies as well as easy returns (to promote online shopping). A clear CTA prompts the subscriber to visit their eshop and while the subscriber is still at it, Jackthreads ceases the opportunity to promote their Instagram channel.
When designing your welcome email, do your best to dazzle your subscriber. What would it take to make a great impression?
Build a multi-email flow that onboards customers, encouraging them to take action, and become engaged with your store and your brand. Think like your consumer and the email sequence you would like to receive as a potential customer, not the one you want to send out as a company.
Essential Workflow #2: Abandoned Cart
Arguably, the most highly appreciated automated workflow is Abandoned Cart. This marketing automation recipe we have prepared for you will give you the opportunity to send a kind reminder to your subscribers every time a cart is abandoned at checkout.
On average, a cart abandonment rate across ecommerce stands at about 75%. This could be catastrophic for most businesses, if it weren’t for automated workflows to facilitate getting back to customers.
Cart abandonment is not all bad, necessarily. For one thing, it shows purchase intent on the customers’ part. And while it might look like they’ve changed their minds, this could be due to a number of reasons (e.g. external distractions, high shipping costs, etc.) which can be overcome. In fact, subscribers can often be persuaded to complete the purchases- which usually involves them spending about 55% more than average.
Cart rescue emails work best when they’re built to address the pain points that caused abandonment in the first place:
It’s sometimes possible to know which of these causes was responsible for abandonment in a specific case. For instance, customers abandon Create an account because the desire to guest checkout appeals to them more. Customers who bail on the shipping information page are probably put off by shipping costs. As for customers who never enter the checkout at all, they can be reactivated my emails that offer inducements like bundles, offers, or free shipping!
With regard to triggered emails, you can directly address customer pain points. These should be part of a seamless series. Customize our Cart Abandonment recipe, so that customers who put item in cart but then didn’t enter the checkout flow get served different emails from those who completed the action Enter checkout but then didn’t make a purchase.
Essential Workflow #3: First Purchase
A newly-converted customer is the end of one circle and the beginning of another. In fact, your journey with this customer is just about to begin; you must come up with a way to reinforce this behavior in order to see it repeat itself in the future. There are many ways to go about this, limited only by your creativity, but not your automated workflows!
One of the ways the best retailers increase their revenue is by focusing on existing customers and encouraging repeat purchases. In fact, one is three to five times more likely to make a sale to an existing customer compared to a new one. By incorporating this recipe, you can turn your first-time customers to return customers.
For the bigger picture, the effect of converting a customer into a return customer can go far deeper than that: the top 1% of your customers are worth 30 times more than the average customer. This implicates that they should be treated differently: maybe big spenders should receive a different First Purchase email from the rest. Repeat customers buy more often, spend more, and become your brand’s evangelists among their friends.
Now that you have set up your first three recipes, if you are feeling adventurous, you can follow-up the First Purchase email sequence with another recipe! We recommend a Thank you email, an upselling/cross-selling automated workflow, or even a coupon for their next purchase! You might also want to set up the Anniversary recipe, to celebrate your first-purchase anniversary with every customer of yours! It will add a nice touch, now won’t it?
This is interesting! 48% of customers say that the most important time to gain their loyalty, is when they make their first purchase. Thus, this is when you are more likely to convert them into one of the repeat customers.
What you need though, is to set up a tactic so as for the first-time purchasers to join the top 1% of your customer base.
You need entrust your performance to the latest features that email marketing technology has to offer. The dynamic external environment dictates being proactive to overcome challenges and get ahead of your competitors. Get started with the quintessential marketing automations today and find out more about automated workflows here.