Email automation checklist – eCommerce

In the dynamic world of eCommerce, where every click matters and every customer interaction is a potential conversion, email marketing automation emerges as a strategic powerhouse. It’s not just about sending out newsletters; it’s about crafting personalised, timely messages that resonate with your audience at every stage of their journey.

As businesses increasingly embrace digital marketing possibilities, understanding the importance of email automation becomes a crucial aspect of successful online marketing. This guide is your compass through the labyrinth of possibilities, providing a comprehensive checklist to elevate your eCommerce email game.

While many businesses grasp the importance of running ads, a significant number still grapple with the technicality of email marketing automation. It’s not just a matter of sending occasional promotional emails; it’s about constructing seamless, funnel-based campaigns that guide your customers from awareness to conversion.

This guide will briefly talk about possibilities within email marketing automation, offering insights tailored to the diverse needs of businesses. From abandoned cart emails that rekindle lost opportunities to personalised product recommendations that captivate your audience, each facet of email automation is a powerful tool waiting to be harnessed.

Mailchimp & Klaviyo are the two most common email marketing platforms and Klaviyo is very sophisticated with email automation.

Embark on a journey through this checklist, customising each element to suit your eCommerce venture’s unique character. Unleash the potential of automated emails, transforming routine interactions into meaningful touchpoints that drive engagement, foster loyalty, and ultimately, boost your bottom line.

Table of contents:

Hook for people to sign up

In the journey of eCommerce conversion, where every click holds potential revenue, having a robust email list is like possessing a treasure trove of engaged customers. However, the challenge lies not just in accumulating email addresses but in enticing visitors to willingly share their contact information. Enter the art of the hook – a compelling reason that makes signing up for your emails an offer too good to resist.

Email automation thrives on a flourishing email list, making it paramount to devise a strategic plan to encourage sign-ups. Central to this strategy is creating an irresistible hook that prompts visitors to willingly share their email addresses. The most effective way to achieve this is by offering tangible value in return – a discount, an informational PDF guide, a handy checklist, or perhaps an exclusive access pass to premium content.

Consider implementing a pop-up or a prominent sign-up form on your website, clearly articulating the benefits of joining your email list. Whether it’s a limited-time discount, insider tips, or exclusive access to promotions, the key is to make the sign-up an enticing proposition. This initial hook sets the tone for your relationship with potential customers, positioning your emails as a source of value rather than mere promotional content.

By strategically implementing a compelling hook, you not only swell the ranks of your email list but also lay the groundwork for successful email automation. Each sign-up becomes an opportunity to nurture leads, guide customers through the sales funnel, and enhance your eCommerce success.

Welcome series

Having successfully enticed visitors with a compelling sign-up hook, the next step in mastering eCommerce email automation is the art of the welcome series. Consider this the opening act of your engagement symphony – a carefully crafted sequence of emails designed to set the stage for a lasting relationship with your potential customers.

The welcome series serves as the initial touchpoint after a user signs up, offering a golden opportunity to make a positive and memorable impression. This series could consist of a single impactful email or a sequence strategically spaced to maintain interest. The overarching theme should be one of value and assistance, aiming to build trust and encourage the subscriber to return.

A variety of valuable content can be included in your welcome email series, ensuring that each piece contributes to enhancing the customer’s experience:

  • Discount Code for eCommerce Shop: Incentivise your new subscribers with an exclusive discount code, nudging them towards making their first purchase.
  • Educational PDF Guide: Offer knowledge and value through an informative PDF guide, positioning your brand as an expert in your niche.
  • Educational Private Video Guide or Tutorial: Video content is engaging and memorable; consider sharing exclusive video guides or tutorials related to your products or industry.
  • Free Sample Product: For tangible goods, offering a free sample can be a powerful enticement, allowing customers to experience your product firsthand.

The welcome series is your chance to shine – to showcase your brand personality, build rapport, and provide genuine value. By delivering content that aligns with your audience’s needs and interests, you lay the foundation for a mutually beneficial relationship, setting the stage for a successful eCommerce journey.

Abandoned cart

In the intricate dance of eCommerce, abandoned carts often signify a missed beat. However, savvy marketers understand that the show isn’t over until the curtain falls. Enter the crucial role of abandoned cart email automation sequence – a linchpin in any effective email marketing automation strategy, particularly when the goal is to elevate sales.

Abandoned carts can be triggered due to various reasons – from concerns about pricing or shipping costs to a poor checkout experience, a change of mind, or life simply getting in the way. The beauty lies in the opportunity to re-engage these almost-customers and guide them back to the final purchase.

Understanding that these potential customers were on the verge of completing a transaction, a well-crafted abandoned cart email series can make all the difference. Here are some tried-and-tested abandoned cart email tactics to consider:

  • We’ve Saved Your Cart Email: A gentle nudge, reminding the customer that their cart is patiently waiting. This email, sent a few hours or the next day after abandonment, encourages them to click “Finalise Your Purchase.”
  • Let Us Help You Checkout – Promotion Code: Everyone loves a good deal. Offer a small discount code in this email, enhancing the chances of conversion. If the initial reminder didn’t seal the deal, a promo code might just do the trick.
  • Sense of Urgency – Your Cart Will Be Deleted: Injecting urgency can be a powerful motivator. Communicate to customers that their cart is on borrowed time, and the promotion code, too, is at risk of disappearing. This urgency nudges them to complete the purchase before it’s too late.

Mastering the art of abandoned cart emails is a potent tool for reducing lost sales opportunities. It’s not merely about recovering potential revenue but also about building a narrative that communicates attentiveness, value, and a willingness to go the extra mile for your customers.

Back-in-stock reminder

In the world of eCommerce, some products may be out of stock from time to time. When high-demand items inevitably run out of stock, savvy marketers understand that this is not the end of the story; rather, it’s an opportunity to continue engaging potential customers. Enter the back-in-stock reminder, a subtle yet powerful component of an effective eCommerce email automation strategy.

If your products have garnered a following and are prone to swift depletion, a back-in-stock reminder is a strategic move. Instead of losing customers to disappointment when they find an item out of stock, prompt them to enter their email for a notification once the product is replenished. This straightforward yet effective tactic not only keeps customers engaged but also positions your brand as attentive and customer-centric.

To enhance the efficacy of back-in-stock reminders:

  • Provide an Approximate Restocking Time: If possible, offer an estimated time frame for when the product will be back in stock. This information not only adds transparency but can also influence customers to wait patiently for the coveted item.
  • Create a Sense of Exclusivity: Emphasise that those who sign up for back-in-stock notifications will be among the first to know when the product is available again. This exclusivity can motivate customers to act promptly once the notification arrives.
  • Simplify the Process: Make sure the sign-up process is quick and straightforward. A seamless user experience encourages more customers to opt in for notifications.

Incorporating back-in-stock reminders into your email automation arsenal is not just about recovering potential sales; it’s about nurturing a relationship with your audience. It’s an opportunity to showcase your brand’s commitment to customer satisfaction and responsiveness to their needs, fostering trust and loyalty in the process.

The art of cross-selling

Cross-selling is an art. If someone has purchased your products, they may be interested in the other range you may have to offer.

Where every customer interaction holds revenue potential, cross-selling emerges as a strategic partner in the process of email automation. Once a customer has made a purchase, the journey doesn’t end; it transforms into an opportunity to introduce them to complementary or related products through a well-crafted cross-selling email.

Understanding cross-selling as an art:

  • Leveraging Customer Purchase History: Your customers’ past purchases are a treasure trove of insights. Use this data to identify products that align with their preferences or are frequently bought together.
  • Tailoring Recommendations: A successful cross-selling email is not a generic broadcast. Personalize recommendations based on the customer’s purchase history, preferences, or the specific product they recently bought. This tailored approach significantly enhances the chances of conversion.
  • Timing is Everything: The timing of your cross-selling email matters. Sending it too soon may seem premature while delaying it too much might miss the momentum. Striking the right balance, perhaps a few days after the initial purchase or when they’ve had a chance to experience the product, can be effective.
  • Showcasing Value: Communicate the value proposition of the suggested products. Explain how these additions enhance the customer’s experience or offer additional benefits.

Cross-selling is not about bombarding customers with random product suggestions; it’s about delicately guiding them towards valuable additions to their purchase. A skillfully executed cross-selling email demonstrates your brand’s understanding of their needs, enhancing their shopping experience and, consequently, your bottom line. It transforms a single transaction into an ongoing relationship, where each engagement is an opportunity for mutual benefit.

Purchase Anniversary

Purchase anniversary email is a great way to send a personalised email with some discounts or value. Depending on their original purchase they may be interested in buying the same item or something new.

The essence of purchase anniversary emails:

  • Personalisation Beyond Transactions: A Purchase anniversary email is not just about acknowledging a past transaction; it’s about recognising the customer’s journey with your brand. By personalising this communication, you’re expressing gratitude for their loyalty and marking a shared history.
  • Tailored Offers and Discounts: The beauty of an anniversary email lies in its potential to offer tailored incentives. By analysing the customer’s past purchase, you can provide discounts or exclusive offers on related products, enticing them to re-engage with your brand.

Birthday Special

Birthday is a special email that can build an emotional bond with the brand should be considered.

You can either wish them a happy birthday with a discount coupon or you can send a special gift and include this in the message, a special gift is on your way.

Your customers will remember the special gesture and most likely they will return to buy more from you.

Need help?

Whether you need Mailchimp or Klaviyo marketing service, we can help you create email automation sequences. We can also help you with Mailchimp to Klaviyo migration service.

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