In this blog post, we will talk about why email marketing automation is important to online store owners. We will also present 4 types of automated email campaigns you can set up with Storakle.
Why email marketing automation is important
Maintaining a constant and proper email communication with your customers is a must.
Email continues to be one of the most popular and effective marketing channels. DMA’s Marketing Email Tracking Study for 2017 states that, on average, email receives 30 times return on investment (ROI). 95% of the business owners who participated in the survey defined email as “important” or “very important” to their business (via Smart Insights).
The number one reason to automate your email communication is to reduce the cost of doing it manually. Now you are probably thinking that email automation is about the “one size fits all” model of communication. Not necessarily. With Storakle you can create automated email campaigns which are sent only to a specific segment of your customers. This way you can personalize your communication and still put it on autopilot.
With Storakle you also have full control over the timing of your automated emails so that you land the right offer in the right inbox at the right time.
Let’s see how email automation works in Storakle and how it can help you foster long-lasting and profitable relationships and ultimately build a customer-centric brand.
How automated campaigns work
Automated email campaigns are usually triggered by specific customer actions, or, as we call them in Storakle, trigger events. When a trigger event occurs, the customer receives an email.
When setting up an automated campaign with Storakle, choosing a trigger event is optional. If there is no trigger, you will have to create a customer segment which will act as the trigger for the automated campaign, i.e. when a customer falls into the segment, an email will be sent to them.
You can also define both a trigger and a customer segment for the automated campaign. In this case, the customer segment will be used as a filter for the customers who will receive the email.
With Storakle you can create as many automated campaigns as you need and track each campaign’s performance. You will be able to view detailed reports of delivery, open and click rates; direct and assisted conversions; generated revenue, and more. You will be able to track your campaigns directly in Storakle or in Google Analytics (GA).
Note: If you need more information on how to create an automated campaign with Storakle, you can check our documentation.
4 types of automated campaigns you can create with Storakle
- Welcome email (triggered by “Customer Registration”)
- Order confirmation / Feedback request (triggered by “Order Completed”)
- Cart recovery email (triggered by “Abandoned Cart”)
- Birthday campaign (triggered by “Birthday”)
Read on for a closer look at how you can set up each campaign for revenue-boosting results.
The “Welcome” email gives you the perfect opportunity to present your brand in an authentic and genuine manner and set the tone for the entire brand experience.
Recently, I received an enticing, informative and heartfelt “Welcome” email from Net-a-Porter that managed to completely capture the brand’s identity in (probably) no more than 100 words. The subject line was simple – they addressed me by name and said “Welcome”. The email started with “5 Reasons to Love Net-a-Porter” written in big beautiful and bold letters. It continued with a genuine “Thank you!” and an invitation to join the Net-a-Porter’s social media communities. There were links to new arrivals and best sellers with elegant, yet eye-catching, “Shop now” buttons. The email also mentioned the brand’s app and had “Download” links for iPhone and Android. Convenient, right?
In addition, the email was visually rich which made it extremely engaging.
Bottom line, I found myself a sixth reason to love Net-a-Porter – their “Welcome” email!
Email Marketing Tip #1
The more personalized the content of your email campaign is, the better. With Storakle, you can use segment conditions in addition to the trigger event which will allow you to tailor your message to specific groups of readers. For example, you can use “Geolocation” as a segment condition and send different “Welcome” emails to the customers who live locally and the ones who live abroad. Then you can offer special shipping terms (such as free shipping, for example) to the customers who live in your town or country. You can also include the locations and the working hours of your brick-and-mortar stores if you have any close by. If there is a sale in some of them, why not mention it?
Email Marketing Tip #2
It is a good idea to give your customers the opportunity to set their email preferences before registering at your website – how frequently they want to receive emails from you and what type of emails they want to receive. This way you will make sure that your customers receive only the information that is relevant to them, i.e. it is much less likely to end up in someone’s “Spam” folder. You can place the form on your Register page, for example (like asos did).
Adding these additional fields to your Shopify registration form requires customizing your store theme a little bit. If you are not familiar with the Shopify liquid, no worries! You can contact one of our favorite Shopify theme experts, Kabuki Themes. They can help you with this theme tweak and with any other change you might need to your Shopify store.
You made a sale – this call for a celebration! Still, it is important to keep your customers engaged with your brand even after they have purchased your products. To achieve better results, you can segment your buyers based on where they are in their customer journey with your brand. Then you can approach them accordingly. For example, you can send different “Order confirmation” emails to your first-time buyers, repeat buyers, loyal customers and big spenders. This way you will be able to send each segment a highly personalized email. You will also be able to send them more relevant offers and calls to action (CTAs).
For example, you can offer a 5% discount to first-time buyers on their second orders and bigger discounts to your repeat buyers and loyal customers. In addition, you can ask your loyal customers for a review or feedback.
As for the big spenders, we would advise you to try cross-selling. To define the most suitable products for cross-selling, you can further segment your big spenders based on the products they purchased, the categories they shopped from, the amount they spent, etc. For example, if your big spenders have purchased one or a few expensive products, you can offer them better deals on premium quality products. You can also check how many items of the same product they have ordered – this will help you determine whether they shop wholesale and will help you plan your future offers.
We would strongly advise you to consider sending your big spenders relevant complimentary products to make them feel valued and promote brand loyalty. For example, if you sell cosmetics, you can send a travel set as a gift to all customers who have spent more than $150 or $200 on one order.
It is also a good idea to consider offering free delivery. However, if you are selling heavy goods or ones that require special transportation, free delivery might not be good for your margins. In this case, you can offer a discount or maybe pay 50% of the delivery fees.
Email Marketing Tip #3
It is a good idea to include a tracking number in your “Order Confirmation” email – this will show you care about your customers’ convenience and, therefore, can be very beneficial to your brand. If it is possible, you can also tell your customers when they should expect delivery.
Email Marketing Tip #4
Adding the purchased products to your “Order Confirmation” email is standard practice to catch purchase mistakes on behalf of the customer – wrong products or wrong quantity, for example. With Storakle this is easy. Just drag the “Order products” content type and drop it into the body of the email. We will take care of the rest.
But your “Order Confirmation” emails will be much more enticing and will bring you more sales if you also include new arrivals, best sellers or similar products. Links to the product pages and clear CTA buttons will serve to maximize your cross-selling objectives. With Storakle, you can add such products to the body of your email directly in the email builder. All you have to do is drag the “Product” content type and drop it into the email.
Cart abandonment is the bane of online retail. To effectively deal with it, you must act on it in a timely manner. This is why setting up an automated cart recovery campaign will be a good way to win back some of your customers and turn their hesitation into actual revenue.
We would advise you to send a cart recovery campaign at least 24 hours after the customer has abandoned the cart. Sending it too soon – for example, within an hour from when the customer has abandoned the cart, – might not be a good idea as it can appear annoying and inconsiderate. Sometimes people need time to think their decision over. They might be considering adding more items to their cart or if it is a piece of clothing they might need to double-check the size, or something urgent might have interrupted their shopping, etc. Whatever it is, allow them some time – at least several hours.
Email Marketing Tip #5
Making it as easy as possible for your cart abandoners to go back to your store and complete their checkouts is the key to creating a successful cart recovery campaign.
One way to do this is to add links, images and “Buy now” buttons for each abandoned product. With Storakle you can do this automatically – you simply have to drag the “Abandoned products” content type and drop it into the body of the email.
You can also add a “Complete your checkout” button.
Enticing offers should not be underestimated as well. Note that people usually abandon their carts because of an unexpected delivery fee. Thus, more often than not, offering free delivery will motivate your cart abandoners to complete their checkouts. You can also throw in a discount and create a sense of urgency – the discount is valid if they finalize their orders within 24 hours of receiving the email.
Email Marketing Tip #6
Do not hesitate to always ask for feedback in a cart recovery campaign.
Customer feedback – negative, in particular, – is what makes businesses thrive! So, ask your cart abandoners why they abandoned their carts – was there a problem with your website, was it the cost of the product, did they turn to your competitors because they offered them a better deal, was it the delivery cost? If you understand what is stopping your customers from pushing the “Buy” button, you will be able to define what needs to be done in order to fix the problem. Respectively, this will reduce the number of abandoned carts and will substantially benefit your bottom-line.
Email Marketing Tip #7
Not all cart abandonment emails should be the same especially when you are targeting different types of buyers. You can segment your cart abandoners and send them more relevant, i.e. highly personalized, emails. For example, there is no need to instantly offer a discount or a free shipping to your loyal customer. All you have to do is ask them if there was anything wrong with the checkout and, respectively, act on the problem if there was any.
Birthday – New Feature!
Wishing your customers a happy birthday is an effective way to add a personal touch to your communication.
Why not make your customers feel special and valued by sending them an email with a heartfelt birthday wish and a discount coupon, for example? If you want to make your loyal and VIP customer feel really special, you can send them gift cards or actual gifts to their addresses as well. This is the ultimate way to thank them for trusting your brand. And they will be sure to continue shopping from your store.
Whatever strategy you choose, “Birthday” campaigns are an effective way to promote brand loyalty, boost customer satisfaction and drive more sales.
Since April 2018 you can send automated “Birthday” campaigns with Storakle. And, with our powerful, yet simple to use, email editor, you can create campaigns that will definitely stand out in your customers’ inboxes.
Email marketing automation is no longer about blasting your customer base with one and the same email. Now you can personalize your automated emails and communicate with your customers in a relevant and timely manner. This way you can retain your customers, build brand loyalty and drive revenue.
Setting up an automated campaign with Storakle is extremely easy on your side and, once you have created your campaign, you can sit back and let our software handle the rest. You can change any parameter and fine-tune any message any time!
So, what are you waiting for? Sign up for Storakle today and level up your business with email marketing automation! The first 14 days are on us!