The competition in the e-commerce sector continues to grow, and attracting customers is difficult like never before. When it comes to building and maintaining relationships with the existing customer base, email marketing stands out as one of the most popular and reliable channels. It emphasizes on driving customer engagement rather than depending on impulsive spending like social media. Today we are going to discuss why you should make the most of email marketing automation as an e-commerce business. Dive in deeper to explore more.
E-commerce Stores: Why Email Automation
It is very common for e-commerce stores to communicate over emails for various reasons. They require to send confirmation, OTPs, facilitate logins, account recovery, updates in shipping schedule, get feedback, grievance redressal, and of course upsell-cross sell over emails. Doing all of these tasks manually for all customers would be indeed a catastrophic lifestyle for marketers and a nightmare for finances.
Also, marketers need to customize their email copies based on the customer demographics and the performance of the email marketing campaigns. Working with such large data sets without automation would consume a lot of time and resources without producing any tangible results. Thus, harnessing automation helps in simplifying the otherwise mammoth tasks.
Advantages Of Email Automation For Online Stores
Automated Emails Boost Your Revenue With Cart Abandonment Emails
On average, the cart abandonment rate is 77.13%. Cart abandonment email open and conversion rates are as follows:
Email marketing helps you minimize the losses caused due to cart abandonment by approaching the visitors shortly after they leave your webstore.
Email Marketing Automation Optimizes Your Messages For Relevancy
Since the automation workflows are triggered by specific events/activities, you can run for more relevant campaigns which are better optimized to increase your revenue. Unlike pure cold calling, email marketing uses the customer information and past activities to make your messages relatable instead of the typical pushy sales pitches.
Automated Emails Drive Engagement Through Consistency
Automated emails help drive organic engagement with a human touch. It may sound a bit weird but reaching out to people on a consistent basis and remembering about your past conversations makes automated email marketing a go-to way of approaching your customers. Especially when you are willing to send a purely promotional message, the rapport built over the past will do the job for you.
Automated Emails Simplify All Marketing Activities
All the transactions ranging from profile activation to sending newsletters are automated through workflows. Thus, you can focus on the core business instead of stressing on the repetitive portions of the work. They can also aid in customer onboarding and client servicing, which would reduce the need for hiring more staff members. With the help of A/B Split testing, you can test whether which version of your email template looks better on a control reader group and then send it to the entire subscriber list. Thus, you can make quicker and smarter business decisions.
You Can Keep Up With Your Competitors
59% of marketers find emails generating the biggest share of their ROI. A huge proportion of the businesses already use email marketing, and hence missing on it will reduce your odds of making a sale.
You Can Extend Convenience Through Workflows
You can automatically run upselling and cross-selling campaigns with the help of customer preference data and their purchasing patterns. This aids in bringing the visitors to your website organically. Automation simplifies nurturing brand loyalty through organic engagement as well as identifying and targeting inactive subscribers. As a result, you can increase the average revenue per customer. Here are a few time tested applications of email automation used in ecommerce industry:
- Reach out to new subscribers with welcome emails.
- Use customer activity data from your website to generate personalized offers.
- Run transactional email series.
- Work on abandonment cart series.
- Develop personalized reasons by reaching out to your customers on their birthdays, birth anniversaries and other life events.
- Maintain correspondence over the purchase
Automating Emails Improves Quality And Efficiency Of Service
Email marketing automation improves the quality of your customer service. Despite the advent of chatbots, 54% of the people still prefer using emails as a customer service channel. It allows you to sound professional and approachable at the same time. It also provides ecommerce stores with scalability options as they can increase the outreach frequency as and when required. It is also independent of the human resource costs to a major extent.
The reports also help in making decisions regarding sales campaigns. Targeting the audience across all digital marketing channels is a unique advantage of email marketing since every inbound traffic generating activity directly or indirectly fetches the email ids of the customers. Mobile optimized responsive HTML email templates make your messages accessible as your customers can shop for the concerned product through mobile apps.
Email automation allows you to be the right e-commerce store reaching out to the right shopper at the right time. It also helps running your lead nurturing activities in autopilot mode. I hope that this article on why you must make the full advantage of email marketing for your ecommerce business benefits you to reach greater heights.
Author Bio: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies that specializes in professional email template creation and PSD to HTML email conversion; they are Salesforce Marketing Cloud Email Specialists. Kevin loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.