Email newsletters are unjustly forgotten. This is an effective marketing tool that can increase sales volume. Research shows that the effectiveness of direct mailings is 3 times higher than targeted advertising on social networks.
Theoretical basics: trigger emails - what, how and when
A trigger is a specific event that triggers the mailing. It can be:
- registration of a new customer on the site;
- order placement;
- ordering a specific product;
- non-confirmation or non-payment of the order;
- absence of activity on the site for several months.
Such mailings are quite simple, but have significant advantages. They do not require the creation of a unique commercial offer, but allow you to address the user by name and offer him a solution to a specific problem. For example, if a user has added products to the cart but has not placed an order, it would be logical to ask what prevented him from doing so. Perhaps there were technical difficulties (loss of an open tab due to a broken internet connection) or difficulty placing an order. "John Doe, what happened and how can we help?" - such a question is sincere and unobtrusive. It doesn't sell, but shows care and respect for the customer. This is true marketing.
You can also think about more complex things. For example, compiling a selection of products for a personalized offer based on the browsing history of a specific user, accompanied by recommendations. Or develop scenarios with thematic content based on user interests. This is not as difficult as it seems: all the necessary data can be obtained from standard SEO metrics. But at the same time, careful elaboration of the so-called sales funnel is needed: it is necessary to understand why the user will receive this email and what result will be achieved.
Trigger mailings are set up once. They need to be launched immediately after opening the online store and starting sales. They do not require strategy development: they simply perform their functions.
Mailing services and other tools
Among the most popular and functional services, it is worth noting Unisender, GetResponse and Mailchimp. If the site is built using CMS "1C-Bitrix", an additional mail module can be installed. The capabilities of different services vary, so it is necessary to study the documentation to make the right choice.
Email templates and design
Incorrect formatting of email messages repels potential customers and can also be perceived as spam. That is why the issue of design should be given enough attention. Achieving correct formatting is difficult: email clients display email messages differently. To solve this problem, there are templates: thematically grouped blocks that can be filled with the necessary content. From ready-made templates, we can highlight "Aspro: Market" and "Aspro: Optimus".
Mailing scenarios
The statistics are relentless: about 70% of orders are not completed and are interrupted after placing items in the cart. These customers can be brought back with a simple email newsletter. The necessary thematic blocks in the email:
- introduce yourself and remind them of yourself;
- list the order contents;
- provide a link to the website or a call-to-action button (this is the most important information and should be prominent);
- optionally recommend thematic products that may be of interest to the customer by analogy;
- highlight the advantages (loyalty program, warranty commitments, etc.).
To increase conversion in the case of an incomplete order, a personalized promo code can be used: it should have a limited validity period and provide a discount on the purchase payment.
Customers who have placed an order at least once can be asked to leave feedback on their cooperation. The store rating on "Yandex.Market" significantly affects sales volume, but users usually are lazy to leave feedback. Offer them to do it directly from the email, without requiring a transition to "Yandex.Catalog". Positive reviews can increase conversion by 10-15%.
Order status emails are also a useful marketing tool. They contain specific and useful information, so they are not perceived as advertising. They are opened more often than simple newsletters because they are significant to the user. A promotional block can be placed in the footer of the email: even if it does not bring direct sales, it helps to shape the brand's image.
Action and special offer scenarios work less effectively because they require a competent strategy. Nowadays, it is unlikely that anyone will agree to buy an unnecessary item in a quantity of "three for the price of two" or fall for the trick "only 5 items left in stock". Although... Sometimes even such simple tricks work, but do not expect a too high conversion rate from them.
Return of "lost" emails, on the other hand, show high efficiency and allow making up to 20% of customers regular. A reminder email about the existence of the online store can be informational or include a gift in the form of a discount or certificate. This is where you should not set restrictions on them: do not force the user to reactivate, but engage in a mutually beneficial dialogue with them.
You can send a whole chain of messages:
- reminder;
- special offer;
- request to unsubscribe in case of no response.
Whether or not to remove an inactive user from the database is up to you. But sometimes customers come back after several reminders, so losing potential audience is hardly advisable.
Conclusion
Trigger email campaigns can increase conversion by 30%. This simple marketing tool is available to everyone and does not require significant budgeting. All mailing services and tools have a free trial period, demo versions are provided without functional limitations. Even if you don't plan to use it, it's worth a try.
As a conclusion, we share an interesting infographic from Soudnest.com.
The number of views (Open Rate) and the average number of sales depend on the scale of the online store. The larger it is, the higher the percentage of purchases made from mailings.
Data on views and conversions depending on the length of the chain. The optimal number of emails is from 2 to 4.
How trigger email messages are viewed and converted depending on the period. Conversion peaks occur in the second half of the month.
What affects the number of spam complaints? Oddly enough, the phases of the moon. It is worth considering when planning large-scale promotional campaigns.