Discover which email automation tools will help boost customer engagement and increase sales, as Tink Taylor, the president and founder of dotmailer discusses essential email marketing tools for e-tailers.
The general consensus is that marketing automation is here to stay. With more than 70 percent of businesses using or implementing a marketing automation platform, the benefits are clearly recognised by marketers. Automation enables businesses to run cross-channel campaigns efficiently as it eliminates repetitive manual processes.
In order for companies to leverage the benefits of email automation, data is key. An automated email campaign only needs to be set up once, with future emails being sent without having to lift a finger.
Here are four examples of email automation programs for any industry or sector. Once properly implemented, these programs will provide marketers with the necessary insights to target their audience appropriately.
A welcome program is essential since it drives organic data acquisition. It is the subscriber’s first impression of the brand when signing up, and sets the tone of what she or he expects from your brand moving forward.
Acknowledge and thank subscribers with a visual and prominent call to action. A subscriber-only offer helps brands reinforce the reasons for subscribing in the first place. Make sure to link to the preferences centre so that subscribers can choose the type of communications they receive from the brand.
Another way of strengthening the relationship with your customers is by sending them a birthday email with a coupon or a discount. Not only does it grab the consumer’s attention, but it also makes them feel extra appreciated on their special day. The main benefit of a birthday email program is the brand advocacy that comes with a reward.
Furthermore, automated birthday emails allow businesses to maintain consistency through constant communication and build brand loyalty. Launching a birthday program ultimately helps to create a cycle of repeat buyers. It’s unlikely for customers to unsubscribe when they are rewarded every year on their birthday.
Abandoned Cart Program
Abandoned cart emails are one of the highest revenue-generating programs that any savvy marketer should look to leverage. With global abandonment rates sitting at 75.6 percent, this is clearly a program with great potential. In fact, the latest research has shown that the average open rate for card abandonment emails is just shy of 50 percent.
Subscribers often leave their carts halfway which makes it a golden opportunity for businesses to send out automated triggered emails to recover lost sales. Each offer can be personalised according to the items that were in the shopper’s cart, meaning that there’s no guesswork involved.
Consider emails that remind shoppers to not “miss out” or entice them with an additional limited-time discount that convinces those that were sitting on the fence. The reminder emails will motivate customers to return to the site and complete their purchase, allowing the marketers to re-engage and build a relationship with shoppers.
An aftersales program thanking customers for their purchase gives retailers a competitive edge. Customers want to feel valued and appreciated beyond the dollar figures – so providing value after a purchase helps build the relationship and customer trust.
Constantly engaging with consumers is crucial for businesses to retain customers. Whether it’s in the form of loyalty points or further product recommendations, an automated post-purchase program reassures customers that they have made the right choice in engaging with the brand. Furthermore, companies can take the chance to collect product ratings and encourage users to write reviews; both of these are synonymous with brand credibility and also help spread the word.
According to a study conducted by TrustRadius, 76 percent of respondents said they use reviews and rating data to help them discover, evaluate, or select products. The fact is that people care about what other people think regarding products or services, mainly because they feel they are getting an unbiased opinion from fellow customers.
To track customer satisfaction, collecting both qualitative feedback and quantitative feedback is important. With a strong CRM in place, automated customer feedback emails would help retailers to time it right and is far less time-consuming. It also allows businesses to easily segment contacts creating a higher lifetime value.
The beauty of all these automation programs is that they’re based on customer triggers. Not only does this ensure relevance, but it also makes sure that customer communications are prompt and timely. Automation by itself is insufficient if not based on actionable data; this is why email marketing has such potential in today’s e-commerce market.