Marketing email: Promotional email with marketing message - promo offers, abandoned cart, welcome...
E-mails for every e-shop
Email marketing is still one of the most lucrative channels in Ecommerce and you should definitely not miss it. This is
an important marketing channel through which you communicate with your customers and the language you speak
to them is absolutely unique. It not only characterizes your corporate ideology, but also reflects the way you want
to build your relationship with the customer and how much you value him. In the following article, we will show you
how to build a marketing strategy step by step and what elements and tricks it is good to use if you want to be as
successful as possible in achieving your marketing results.
Step by step
But let's be real - more sales materials won't bring you more sales. Although this may not seem so at first glance,
quality still outweighs quantity. In e-commerce emails, it is therefore important that they contain not only your
corporate ideology and uniqueness, but also that they are functional, timely and well-targeted. Emails should also
be creative enough, thanks to which you will attract customers, please them, or even entertain them. With such
emails, you dig into the readers' memory and then all you have to do at the right time is to send an incentive to buy.
But not all customers are on your e-shop for the first time. Some shop regularly, others like to take advantage of
discount promotions, others hear loyalty offers and some have not yet decided to repeat the purchase. It is therefore
important to segment your customers to increase the likelihood of each purchase. The marketing automation tools
we discussed in detail in the last article will help you to do this.
If you have customers appropriately divided into groups, you need to create the right content for each category.
A scenario where customers who have never made a purchase with you and you send them a loyalty discount would
not be ideal. That is why we have prepared a guide for you, which will show you what and in which situations it is
good to send emails. Because the right content, the right person, at the right time and through the right
communication channel is the key to success.
1. step: Welcome emails
The moment the user subscribes to and becomes a customer of your e-shop, it is time to welcome and thank you
for interest. In this email, you should also introduce yourself, tell the customer something about your brand, show
him what he can look forward to and why he will not regret this subscription. Email should be friendly and informal.
For example, the use of personalized addresses will be great. Above all, you should avoid lengthy and boring texts.
Another reason you should care a lot about this email is that welcome emails have up to 86% higher opening rates
than other emails and generate on average up to 320% more revenue than other promotional emails. Also, be
sure to select the appropriate images or other media and add CTA (Call To Action) buttons that link to your site.
2. step: Activation emails
Give customers a reason why they should buy - use discounts. The customer is already aware of your brand, knows
what to expect, but does not have a shopping experience. For example, a welcome discount on your first
purchase will be great. It does not have to be high, one that will activate the customer will suffice. The discount can
be for a specific product category, or for the entire range. Remember that this individual is probably on your website
for the first time, so you want them to see the products as much as possible.
Another type of activation e-mail can also be a loyalty discount, provided to VIP customers who make purchases
from you regularly. The discount can be according to their own choice, or you can play with automation and determine
which product they buy most often and then offer them as a gift, or apply a discount to it.
In terms of content, these emails should be concise and clearly convey the idea of the message. An important
part is the CTA buttons, which must not only be clearly visible, but above all functional and well connected to your
e-shop. It is also important to focus on the title, which should not be longer than 6 words and should directly
3. step: Up-sell and cross-sell emails
Cross-selling: in other words, cross-selling is a method where you offer the customer products that are related to those they have previously ordered, ie. ancillary and related products or services.
Up-selling: Order upgrade, encourage the customer to purchase a more expensive product in an effort to increase the average order price
Up-sell and cross-sell e-mails are increasingly used in practice. But in order to bring these concepts to life, it is good
to collect the necessary data and be able to orientate oneself in them. In addition to the frequency of purchases,
also monitor what the customer is acquiring, what price level he is at and to what extent he also uses additional
services. If cross-selling is not a possible option for you, there is also compensation in the form of multi-level-pricing. It is a
method by which the seller tries to drain any surplus of the consumer. In practice, it is most often used in the textile
4. step: Abandoned shopping cart
An abandoned cart is one of the most effective and popular methods that will cause a customer to activate. In practice
the e-mail reminds the customer that he has an item in his shopping cart for which he did not complete the
purchase process and therefore did not place the order. The e-mail should only be informative and as brief as possible.
It is not good to add other promo offers, as the information about the abandoned cart could be lost among others, or it could
be overwhelmed by another advantageous offer. It is advisable to place only one CTA button in the e-mail, which
redirects the customer directly to his unfinished order. So the e-mail should not be long, you will suffice with 1-2
sentences and a picture in the e-mail header.
Marketing automation is a great tool to enable the timely delivery of these emails. If you have not yet implemented
them and need advice, do not hesitate to contact us, we will be happy to consult with you about your options.
5. step: Newsletter
Newsletters are probably the most common type of email. These are regular contributions that report your news
about what has happened in the company, inform customers about various attractions in your industry, or provide
customers with a suitable reading for coffee and rest. Each newsletter is very specific and largely reflects the mindset
and direction of your company. Don't be afraid to be creative and let your imagination run wild with these emails. The
content therefore very much depends on what industry you are in and how you want to present the company.
Therefore, we do not have one effective form for you that can be implemented for all types of companies.
Even so, we bring you tips on a few elements that would be good to include in your newsletter. It definitely pays to
test email subjects and see which work best. For example, in the Active Campaign marketing tool, you can set up
automatic evaluation of the best subject. If possible, avoid question marks and exclamation marks in the subject in
an exaggerated way, also eliminate capital letters and definitely do not use unwritten words or even vulgarisms.
Another proven type is thorough database cleaning and subsequent segmentation. Divide your contacts into several
groups and try to send customers only the information they really care about. So make sure your emails aren't
annoying to others. The last type is to maintain a uniform style, for example, templates that you prepare once and
just copy in the next mailing will be great.
Tune the way you communicate with your customers to be consistent and unique to your business
Take special care of welcome campaigns - according to statistics, these e-mails have an 86% higher opening rate
Discounts are a good way to activate customers. Whether it's loyalty, first time or seasonal, don't be afraid to take advantage of them
Collect the necessary data and include up-sell and cross-sell emails in your campaigns
The "Abandoned Cart" campaign is an ideal choice if you want to bring the customer back to their unfinished purchase
For the newsletter, use the option of testing subjects, especially capital letters, excess characters and non-literary expressions