When most of us think of automating our marketing, we picture complicated diagrams and detailed timelines. After all, it’s what we’ve all been taught over the years. However, while this “funnel” approach is extremely linear, unfortunately our customers’ behavior is not so linear.
The power behind triggered email strategies is that our reaching out to potential and established customers is based on their timeline, not our own.
Rather than guessing about timing and message, with triggered emails it is our customer’s behavior that determines how and when we reach out to them.
These types of strategies are proving extremely effective in today’s market. In her article in Entrepreneur, Cynthia Price states that triggered emails average 70.5 percent higher open rates and 152 percent higher click-through rates (CTR) when compared to traditional bulk emails.
I think you’ll agree, these data are nothing to shake a stick at. Keep reading to learn about the three top triggered email strategies for your eCommerce site.
Hello and Welcome
The first triggered email series to create is the “Hello and Welcome.” Today’s consumer is far more likely to interact with an email they were expecting, and when they sign up as a member or customer to your site, they’re most certainly expecting a confirmation.
Consider creating a series of three triggered emails to send out after a customer signs up. The first will be their confirmation, a fairly standard email in today’s online marketplace. But don’t stop there!
Lastly, send the new customer a coupon or discount code. Invite them back, reminding them of how valued they are.
Thanks for Your Order
A triggered email series should be set up to confirm your customers’ orders and notify them of shipment when needed. You’ll need at least four emails in this series:
- Confirmation – Let your customer know their order was received and in-process.
- Shipping – Notify your customers their order has shipped and provide necessary tracking information.
- Delivery – Inform the customer that their order has been delivered and they should have received it. This is important in that it gives them a chance to let you know if something went wrong with the order.
- Follow-up – After about a week, send a follow-up email that invites the customer to review your products and/or services and include a discount code or coupon for their next purchase.
When a customer abandons their cart, you’ll want to create a triggered response. Only one email is needed here. This email lets the customer know you’re holding their order as a courtesy. Invite the customer back to the site to 1.) complete their order or 2.) empty their cart so the inventory is returned to the system. Be sure to include a direct link to their cart if possible.
I’ve seen a few cart abandonment emails come through my inbox that include coupons or discount codes if I come back and complete the order. While this may work for some businesses, I tend to think it encourages cart abandonment. For that reason, I don’t recommend this practice.
Okay, so there you have it. The three triggered email strategies your eCommerce site needs to succeed. How have you used triggered emails in your marketing? Can you offer any tips? Leave a comment below.