There are four types of ecommerce emails we here at FeedbackExpress think you should be sending if you want to increase engagement with your customers. Especially if you value higher clicks and conversions. Read on!
Type 1: The ‘Hello’ Email
When you’re meeting a new client for the first time, you’ll want to send a welcome email that introduces you to them. And, because it’s the first impression you’ll be making, it’s important to do it right.
What to include: Start off by thanking them for their purchase, joining your newsletter, or for any other reason this is their first contact with you. Next, tell them the benefits of buying from you, like free shipping or being the first to know about upcoming specials. Last, end off by including any relevant information they’ll need to know in the future. Keep the tone casual and lighthearted, yet engaging and succinct — a couple of paragraphs at most.
Type 2: The ‘Have You Heard?’ Email
Promotional emails are one of the top ways to help drive sales, but the magic wears off if you send too many of them. Keep them in your pocket for promotions you’ve got coming up, such as discounts, BOGOs or other enticing offers.
To craft one of these, brevity is definitely your friend here. Start off with a call-to-action (CTA), use a few lines to talk about the details, then end with a stronger CTA to really grab their attention.
You’ll also want to feature a bold graphic that outlines what the sale consists of. But make sure you also work some text in there to balance things out.
To make things even easier for your customers, include a link that’ll take them directly to the ongoing promotion. The last thing you want to do is make it difficult for your buyer to actually buy something, so keep the chain of purchase as short and direct as possible.
Type 3: The ‘You Forgot About This’ Email
Cart abandonment is one of the most frustrating things to a seller. It means you did a great job up until the most important part, the conversion. And without bridging that gap, you’re not going to get sales — this is where this email comes into play.
When you see that someone’s left a product in their cart without buying it, send them an email to nab that conversion. With this email, your subject line is the most important feature so spend the most amount of time writing a juicy one. You need your buyer to open the email if you’re ever going to try and convince them to return to their cart.
In the body of the email, add personal touches like the buyer’s name and photos of the item they abandoned. This goes a long way in creating an emotional bond between your buyer and the item, which is an essential part of the shopping process.
And to help close the deal, consider a little perk, like a discount on the item if they purchase it by a certain date. You might also want to include thumbnails of similar products to further pique their interest.
Type 4: The ‘What Do You Think?’ Email
The last type of ecommerce email you should be sending to your buyers is a survey.
You need to know what your buyers want if you want to sell to them successfully, and asking them directly is one of the best ways of going about it. Plus, it can be a good way to get out of a rut or get confirmation on an idea you’ve been tinkering with.
Be warned, a lot of buyers won’t be motivated to fill out a survey, so you’ll have to make it worth their while. Stress how little time it’ll take them (under 10 minutes) and throw in a discount (at least 25% off an item) or free shipping or something else nice if they fill it out.
Spend a bit of time crafting the questions to your survey, as your responses will only be good as the questions they answer. Talk this over with your team so you get input from all different areas of your business and know exactly what to target for improvement. When you’re ready, whittle things down to about 10 questions or so and send it out.
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