7 examples of marketing automation: how to boost your e-commerce
Email marketing is one of the tools that helps to achieve set goals relatively inexpensively. In addition to the completely new channels such as Snapchat and Co., the classic route via email should not be neglected. When it comes to newsletters, companies should primarily focus on individualization – which is not always as difficult as it sounds. With relatively simple means, campaigns can be created that convert well and address each user individually.
However, there are two important points to consider: You need a proper database that can be built up gradually and a proper connection to the e-mail system in order to keep the effort as low as possible. It is of course also important to ensure that the opt-in is obtained from the recipient in order to send further information that does not directly affect the customer’s purchase. Shop operators should therefore ensure that they obtain this as early as possible.
In his lecture at the Internet World Fair, Jörg Arnold, Managing Director of the email marketing provider mailingwork , showed seven simple examples that lead shop owners to great success with little effort.
1. Welcome series
A customer is happy to receive emails in which you thank you for registering. This mail can also be used to collect further data for later automatic customization of the mails to the customer. In addition, the first sales can be generated with a test offer or a voucher. Arnold’s recommendation: The emails could initially be sent every three days, then less often. He also provides another important factor: Even the opt-in e-mail should be stylish and, above all, designed in the company’s corporate design – small lever, big effect, says Arnold.
2. Product recommendations in the newsletter
Arnold’s practical example and tip number two are product recommendations in newsletters. Here, too, e-mails can be personalized with relatively simple means, starting with recommendations based on gender or other characteristics that one receives from the customer.
3. Transactional emails
Transactional emails are particularly popular with users. What happens to the order, what is the status and when can it be expected? The opening rates are extremely high and so these emails also have a high potential – although the double opt-in must of course also be observed if advertising is to be placed there. In addition, according to Arnold, the personal “signature” is an important factor. Emails that come directly from the customer advisor generate more attention.
4. Cart abandonment emails
So-called shopping cart abandonment e-mails are increasingly being used in the shop area. Many large shops already rely on reminding customers of the abandoned purchase process. Again, of course, nothing works without the consent of the recipient – but if you have this, Arnold recommends shipping within 24 to 48 hours after canceling the purchase.
5. Loyalty campaigns
Like the ancient voucher inserts in order catalogs, vouchers for loyal customers also work wonders. There it is important to get creative and find suitable occasions. Birthdays and the Christmas holidays are a bit worn out. It is worth looking for alternatives. For birthdays, for example, you could send a suitable email a few weeks in advance containing offers for planning a birthday party.
Reviews are extremely important to online retailers. Email is a great way to get them from customers. This type of automated marketing email also attracts a lot of attention and makes a positive impression on customers.
7. Reactivation emails
The majority of your own newsletter subscribers are silent, you don’t get any feedback from them and they haven’t bought a product from you for a long time. Here, too, there is potential for email marketing. If you manage to get these customers to order again with automated and personalized reactivation emails, you have already achieved a lot. This works, for example, by giving away vouchers.
E-mails are easy to implement, there are many services that support you in sending newsletters and that also enable customization. These services take over a large part of the campaign management and the click and conversion rates are a lot higher if you rely on personalization – a huge advantage over normal newsletters.