When growing an eCommerce business it is critical to leverage every tool in the toolbox. Often, eCommerce store owners focus on expanding their product catalog. Sometimes, they focus on optimizing their pay-per-click campaigns. They do not realize that there are opportunities to grow. Connecting with people that already expressed interest in your brand is an area of huge potential for store owners.
One place where significant growth can be found? Adding email into your eCommerce revenue engine. From delivering new customers a great experience to bringing old customers back to your online store, email can unlock the potential of your business in new and meaningful ways.
There is a wide range of email campaigns that serve different needs for eCommerce brands. All it takes to get the most out of these campaigns is to align your goals with the prospects already familiar with your brand or online store. From bringing prospects further into the funnel to re-engaging old customers, email is a powerful tool to finding more opportunities for your business. The good news? These campaigns are already starting off on the right foot with prospects that have already shown interest in your company. In this post, we will examine five different types of email campaigns for eCommerce companies. Each campaign can serve to elevate your eCommerce brand and drive new revenue.
The Reengagement Campaign
The first type of email campaign to consider is the re-engagement campaign. This campaign is used to reach out to prospects that have not purchased from you in a while. There are a few different ways to approach this type of campaign. You can offer a discount for customers that return within a certain time frame, or you can highlight new products and services that might interest them. Whatever approach you take, make sure that the emails are personalized and relevant to each individual recipient.
Engagement campaigns are an important part of any eCommerce marketing strategy. They help to keep your brand top-of-mind for current and potential customers, and they can also be a great way to drive new revenue. By targeting prospects that have already shown interest in your company, you’re starting off on the right foot. Reengagement campaigns are about giving the prospect a reason to reconsider a relationship with your brand. The inducement, reward, or gift is up to you. What matters most is that you remember the prospect one made a decision that what you offered was not for them. The engagement campaign is about reframing that perspective.
The Cart Abandonment Campaign
Another common email campaign for eCommerce brands is the cart abandonment campaign. This campaign is targeted at customers who have started the checkout process but then abandoned their shopping cart. There are a few different ways to approach this type of campaign as well. You can send an email reminder a few hours after they left the cart, or you can offer a discount for customers who return and complete their purchase. The key is to make sure that the emails are timely and relevant.
Cart abandonment is a common problem for eCommerce brands. In fact, it’s estimated that around two-thirds of all shopping carts are abandoned. That’s a lot of lost revenue! A cart abandonment campaign can be as simple as reminding the prospect that they have a cart on your site. Be careful to avoid offering too many deals or specials for customers returning to an abandoned cart; it is easier than your think to get a reputation for being loose with discounts and coupons for people that start a cart then navigate away from your website.
A Series of Welcome Emails
Welcome series emails are targeted at customers who have just signed up for your mailing list or made a purchase from you. The goal of this campaign is to introduce new customers to your brand and show them what you have to offer.
The welcome series of emails is an important part of any eCommerce marketing strategy. Delivering a great customer experience helps the customer decide they made a good choice in purchasing from you. Welcome series emails can offer information about using a product or how to get the most out of a service that was purchased. Welcome series emails can explain how to best reach support or share information about the company itself.
Whatever the content you choose to include, a series of welcome emails can take your customer from "one-time purchaser" to "loyal regular shopper."
The Product Announcement Campaign
Product announcement campaigns are great for getting customers of all types excited about a new offering at your eCommerce store. This campaign is often targeted at existing customers who have previously made a purchase from you but can also include other contacts in your store database.
The goal of this campaign is to introduce them to new products and services that you offer. The product announcement campaign should include a mix of promotional and informative emails. Do not underestimate how much your customers and prospects would like to learn about new offerings from your store. At the same time, do not overestimate how eager they are for your to sell them something else. Balance is key; provide interesting information without being too sales-y.
The Customer Feedback Campaign
Finally, another great email campaign for eCommerce brands is the customer feedback campaign. This campaign is targeted at customers who have previously made a purchase from you. The goal of this campaign is to get feedback on your products or services. The customer feedback campaign should include a mix of survey questions and requests for testimonials or referrals.
Any feedback provided by customers can help inform your strategy on new products or services, grow your relationship with them, and uncover new potential customers with whom to connect.
When asking for referrals, make sure to be clear about what you are looking for. For example, if you are looking for people who are interested in a particular product or service, make sure to ask your current customers if they know anyone who might be interested.
Be sure to thank customers who provide referrals, and make sure to follow up with them after a referral takes place. This will help ensure that they continue to be happy with your company. They will also be more likely to refer others in the future.
Leveraging Email to Grow Your eCommerce Brand
Each of these email campaigns can help your eCommerce brand grow and thrive. Experiment with a few different campaigns and see which ones work best for you. Always make sure that the emails are relevant and personalized to each individual recipient.
Using Windsor to customer videos in each of these campaigns can turbocharge sales and increase your conversion rates. With a personalized video powered by Windsor, each of your recipients will feel the message you sent is custom-made for them. Your sales pipeline is not just about getting visitors to your site and hoping they buy. With Windsor, you can optimize customer relationships both new and old for maximum revenue generation. Click "get Started" above to see Windsor in action.