The Different Types of Automated Email Campaigns
Posted May 11, 2017 by Aubrey Aynes in eCommerce Website, Email Marketing, Infographic, Marketing Strategy
Email marketing can be a powerful tool for ecommerce, especially when automated email campaigns are used.
Before coming up with an email marketing strategy, you first need to understand your audience and the which emails that should be sent to those audiences. Here’s a handy infographic listing out the different types of automated emails that can be sent to the three main audiences: tirekickers, shoppers and customers.
Tirekickers are the users that have come to your website, but aren’t actively shopping yet; they are “kicking the tires” to see if what you’re selling is something they’re interested in purchasing. Capturing their email now is the hardest since they’re not yet invested in your brand, but once you have it, you can use automated emails to convert them into a shopper, or better yet, a customer.
The purpose of an automated Welcome/Nurture Series is to guide the tirekickers through the sales funnel and convert them into a customer by making a strong first impression after they have subscribed, and by keeping your brand relevant in their mind. These emails are your opportunity to tell the story of your brand, differentiate yourself from other companies offering the same goods and entice them to complete a purchase with product features and offers. You want to give them a reason to buy from you, whatever that may be.
With browse abandonment automated emails, you can target users whose emails you have captured and who browse the store without putting anything in their cart to get them back to the site to make a purchase. By dynamically recommending products and categories based on the user’s viewing history, you can tailor each email to their interests and needs, which will boost your chances of winning them as a customer. The benefit to automated browse abandonment emails is the sheer volume of users that fit this description. In the long run, a browse abandonment series will pay off in dividends.
Shoppers are the users that have advanced out of the tirekicker stage of your audience and are actively looking at products with intent to buy. You may have captured their email when they were a tirekicker or after they abandoned their purchasing journey, but they can be converted into a customer by using automated emails.
Targeting shoppers who have abandoned their cart is the main purpose of the early checkout abandonment automated email. This approach reminds the shopper about the products they almost bought, convinces them to complete the purchasing journey by offering incentives or even get feedback about your checkout process to identify any flaws.
Customers are the users that have completed a purchase on your store. You have captured their email through the checkout process and can use automated emails to get them to return to your store to make additional purchases and win their loyalty as a trusted brand.
Sending a new customer email once a shopper has converted by completing a purchase is a way to nurture the relationship and create brand loyalty. This email series is very similar to the Welcome/Nurture series sent to tirekickers, but is tailored to the customer using dynamic content based on purchase history.
The strategy behind the Customer Winback campaign is to target inactive customers with personalized emails to hopefully get them re-engaged with your brand and back to the store to make additional purchases. These emails help rebuild the relationship and encourage them to return to the store by showing customer appreciation or offering exclusive incentives and promos.
The purpose of Product Education automated emails is pretty straightforward; to educate your customers of the features, benefits and uses of your products. These types of emails build trust by ensuring that your customer is using the product they purchased correctly and offer a way to contact customer service if they find that they need more support.
Product Replenishment automated emails urge the customer to repeat the purchase of a consumable product. The buying cycle can be estimated by purchase behavior and how the customer uses the product. This allows the emails to be personalized and catered to each customer.
Product Recommendation emails are a great way to increase customer retention by using purchase history to recommend products that the customer might also like to purchase. Customers get a personalized buying experience and are enticed to continue buying from your brand, especially when combined with incentives like free shipping.
Best Customers / Rewards
Sending automated emails to reward your best customers, those who purchase often and have the highest average order value (AOV), is the idea behind this type of campaign. Rewards such as discounts, exclusive promos and events and even separate buying experiences (VIP account status) make these special customers feel appreciated and keep them choosing your brand and returning to make purchases over and over again. This list might be small, but these customers are absolutely the most valuable and should be treated as such