Can you name the best lead generation tool for eCommerce marketing?
Surprisingly, it's not one of the many social media platforms available to users. It requires no specialized software for the recipients and is easy to view on most phones and computers. The best lead generation tool for your online business is...email. According to Bigcommerce, a leading eCommerce platform, 89% of marketers say that email brings them more leads than any other channel.
Luckily, email marketing doesn't need to be a laborious process. By setting up eCommerce email marketing automations, your business can connect with current, potential, and previous customers at the right moment to encourage a sale.
Automated eCommerce Email Marketing
Social media users may come and go from platforms as trends and privacy concerns change. However, email remains a consistent mode of communication for nearly four billion people worldwide. Email shows no signs of falling out of favor, either. Usage is expected to grow by up to 3% every year through 2023.
By placing email collection points across multiple marketing channels, eCommerce businesses can grow a robust customer contact list and retain engagement over time. Email also gives companies more control over their data and messaging. While a social media network could delete a business post or account at any time, eCommerce brands can retain more ownership over email contact lists and communications.
When incorporating email into a marketing plan, it's important to include several email automation series and drips across the customer lifecycle. From welcome messages to winback offers, a defined email automation system can grow brand loyalty and affinity.
eCommerce Welcome Emails
A welcome email series engages new eCommerce email subscribers from day 1. This series should provide fresh leads and existing customers with information about the brand and begin establishing the factors that set it apart from competitors. Welcome series automations may include emails that:
- Welcome the new subscriber to the brand
- Explore the brand's features without a hard sell
- Provide an introductory offer
- Place a personable face with the brand, such as a message from the CEO or another leader.
Automated Order Confirmation Email Series
When a lead converts to a customer, an order confirmation email series can further cement brand trust.
Post-order email automation should contain information that is valuable to the customer. Rather than leaving the customer wondering about the status of their order or tracking information, provide it in straightforward emails that send at each stage of the order fulfillment process:
- Order confirmed
- Order preparing for shipment
- Order shipped
- Order delivered
- Post-order followup for support and review collection
eCommerce Abandonment Emails
Sometimes, new subscribers need a nudge to complete a purchase. By creating automations to trigger when any of the following scenarios happen, eCommerce businesses can increase click-through rates by as much as 300%.
- Browse abandonment — send if tracking pixels indicate a customer has browsed the site without adding to a cart or making a purchase.
- Cart abandonment — send if a customer adds a product to a cart but does not complete a purchase. This email may be an excellent opportunity to add a small offer.
- No orders — send if a subscriber has signed up for an account or emails, but has taken no further action.
These email automation series can help drive sales by including links to products that the lead has viewed or added and removed from a cart.
As with all email campaigns, timing is vital. Because the average American user receives over 120 emails per day, it's important not to overwhelm leads and customers. Instead, set an interval, or waiting period, between the point of action (signup, browsing, cart abandonment) and making the first contact. When timed correctly, this automation campaign can renew purchase intent and close the sale.
Automations to Win Back eCommerce Customers
Companies can implement email campaigns for existing customers who have not visited the site recently or placed follow-up orders. Winback campaigns can encourage customers to make another purchase by:
- Providing an offer or discount
- Offering automatic re-delivery of consumable products
- Promoting products purchased by other customers with a similar profile
Certain tactics, such as subscription services, may not work for brands selling investment pieces like furniture. No matter how you swing it, a person only needs so many mattresses or couches in a year. Instead, these brands can benefit from emails that focus on cross-selling or up-selling complementary products.
Build Brand Loyalty with Rewarding Emails
As customers begin to respond to emails and carry out eCommerce conversions, reward emails can further enforce growing brand loyalty. These emails may be part of a standalone promotion that creates an exclusive feel as if the customer is part of an exclusive group of VIPs. These emails may also be an add-on to an existing email campaign, giving your brand’s best customers an additional perk or discount.
Increase Conversions with Email Personalization
Personalization is essential for running a successful eCommerce email marketing automation. By tailoring an email to the recipient's identity and consumer habits, they are up to six times more likely to make a purchase. eCommerce brands can also achieve this personalization by inserting customer data and carefully dividing email lists.
Benefits of Email Segmentation
Email segmentation is the practice of grouping subscribers based on their customer profile or other factors such as:
- Point of acquisition — social media, website, affiliate link, or ad campaign
- Interests — based on browsing history or email link clicks
- Purchase history
- Geographic location
Consumers may exist in one or more email segments that relate to their expressed interests and purchasing habits.
Automating Email Personalization
All major email marketing platforms allow the insertion of customization fields like a customer's name or business name. When paired with one of the automations listed above, the resulting email feels more like a tailored personal communication to the customer and less like a corporate blast blanketing multiple users.
Easy Email Automation Planning and Tracking
Once your email templates, timing intervals and schedules are in place, automation becomes simple! Your email system will take care of contacting the lead or customer at the right time.
In fact, planning and production can be the most challenging part of setting up a new eCommerce email marketing automation plan. When multiple people are working on the building, designing, and writing copy for an email series, it can be tricky to keep track of all the moving parts. Sparkfive gives eCommerce marketing teams one central spot to plan marketing campaigns, store shared assets, and assign work. Click here to see our plans or Request a complementary demo and let us show you how Sparkfive can make your eCommerce automation goals even easier!