How to Use Email Automation in E-commerce to Win Big?

Unlike some might claim, emails are not dead in 2019. They are still the prevailing form of communication for salespeople. As many as 50% of customers also prefer to get offers to their email.

Email marketing is one of the most effective ways for e-commerce companies to attract new customers and retain the old ones. To further increase the returns for your e-commerce business, you can start using automated emails in your email campaigns.

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What Are The Benefits Of Using Automated Emails?

Some of the benefits of automated emails are rather straightforward. You save time by not creating an individual email for each customer. You can also target a larger group of potential customers. As a result, you will improve your brand recognition.

Email drip campaigns help you keep your audience engaged by sending automated scheduled emails during a specific period of time. This is a good strategy for reminding potential customers of your brand. In particular, those who are interested in your product or service but are not ready to buy yet.

However, you cannot send the same email to your whole customer base. Instead, you need to divide your customers into segments and send tailored automated emails to each segment. By sending the right email to the right audience at the right time, you maximize the impact of your email marketing campaigns.

Automated emails that are personalized, relevant, and timely have higher open rates and click-through rates. As such, they drive more traffic and revenue to your business.

As of 2018, about 49% of businesses use some form of email automation. The problem is that companies aren’t aware of how effective email automation can be. Another challenge arises when they have to match automated emails with the right audience.

Here are 5 steps for using email automation in your e-commerce business:

1. Make A Plan

The first step for any successful email marketing campaign starts with making a plan. Email automation requires collecting data about customers to understand what is relevant to your customers and what is the ideal time to send your emails.

For example, you could automate welcome emails when customers first sign up. Those who haven’t been active for some period of time could receive automated re-engagement emails. And those whose subscription is close to expiration, you could target with reminders to renew their subscription. To show appreciation for your long-term, loyal customers, you can send occasional thank you emails.

2. Choose Your Email Service Provider

Based on your needs and budget, you have to choose the most suitable email service provider for you. Three categories of email service providers can be identified: free, mid-range, and enterprise.

Free

The free options offer basic functionality but tend to lack proper customer support. They’re ideal for small businesses with close to zero budgets. If your subscriber list is small and not growing at a fast rate, free email service provides could be the best choice for you to get started.

Mid-range

If you’re interested in organizing larger email campaigns and using analytics, you can try the mid-range service provides. For an affordable price, you will get advanced functionality and more flexibility.

If you’re a small or medium-sized company or your business is growing, the mid-range providers could be a good fit for you. In particular, if you’re also planning to expand your subscriber list and reach important KPIs.

Enterprise

The enterprise service providers are for those who intend to make the most of their email marketing and want to have all the advanced functions.

If your email marketing team sends automated emails in high volumes and has hundreds of segments, the enterprise might be your choice. Also, those who need a high level of customization can benefit from this option.

3. Prepare Your Automated Emails

After choosing the email service provider, it’s time to prepare your emails by setting up the automated workflows. You also need to integrate your website management tools with the email service provider’s platform.

You can establish automated triggers, for example, to send automated emails to customers when they have a birthday or when they abandon their shopping cart. You can also consider creating drip campaigns where you automate a series of emails based on your customers’ responses.

4. Polish Your Emails

It’s a good practice to make sure that your emails are polished. Sending an automated email with plenty of mistakes to thousands of people isn’t going to improve your conversion rate.

When we read a text such as an email, we spend only 20% of the time on processing the content and 80% on moving our eyes around to scan the text. This is why it’s so important to ensure that your emails are easy to read. Try to avoid long paragraphs and sentences and use simple terms and headlines.

5. Measure Your Results

Most email marketing tools include email-related metrics or at least offer the option to integrate it with an analytics software. Using metrics to analyze the results of your email marketing campaigns is important for understanding how people engage with your emails.

You should focus your attention on the fundamental numbers such as the number of visits and customers as well as revenue. These are the numbers that matter to your business and help you measure the effectiveness of your email campaigns.

We hope that these tips for email automation will help you drive more traffic to your e-commerce business and convert your readers into customers. Timing and relevant content are the keys for an effective email marketing strategy. That’s why you should pay careful attention to them when preparing your automated emails.

About the Author:

Josh Carlyle is a business developer and writing expert Write my essay today, who is experienced in content management and copywriting. Working at Writing Guru, Josh is aware of the latest trends in the digital marketing industry as well as online business. He is always willing to share his knowledge and ideas with entrepreneurs and write for the blogs from the insights of a professional businessperson.