You may not be generating enough sales despite having enough online traffic to your website. You may even be frustrated by the rising cart abandonment rate.
In this case, you can use email marketing to increase your ROI(Return on investment). Did you know? It is a known fact that emails have an ROI of 3800%. It implies that for every dollar you spend on email marketing, you are likely to get 38 back. This is because emails have a higher interaction rate than other social media posts, and an email is six times most like to be clicked on.
Today, most companies use email marketing to increase their sales. And in this marketing process, different types of emails are used to generate sales, attract a large number of customers for online shops or promote new products. Some examples of follow-up emails for e-commerce can help you understand what type of email can effectively reach subscribers or can be helpful during email marketing.
What are follow-up emails?
Follow-up emails are used in email campaigns to engage customers or get them to perform specific tasks, such as making another purchase or connecting with a brand through their social media platforms (Twitter/Facebook).
You can send a single follow-up message or send automated follow-up emails in a series.
- Your goal is to ensure that each customer follows a specific path through your business.
- Your goal is to target customers so that they can move through these stages.
To achieve this goal, you need to interact with customers and target them at key points in their lifecycle. You can use different media or channels for this task, follow-up emails are one such effective channel.
Framework for follow-up emails
On the follow-up emails framework, four quadrants identify the campaigns and cover the following points.
- The X-Axis represents goals (from engagement to revenue)
- Y-Axis represents impact (from long-term and indirect impact to short-term and direct impact)
Each one of the following e-mails will fit into this framework. However, you have to provide every email with a primary goal (engagement or revenue generation) and a focus (indirect/long-term or direct/long-term) in order to use this framework. Some of the follow-up e-mails may spread across the spectrum. It is essential to identify the primary goal for each e-mail even in this scenario, as this is going to benefit the lifecycle marketing strategy.
7 Best Practices of follow-up emails
1. Use the power of automation
It is advisable to automate the process of setting up post-purchase/follow-up emails.
It saves you from creating a long Excel spreadsheet where you have to manually enter the following data.
- Each item is purchased by your customers.
- The right time to send the follow-up emails.
This is a time-consuming and labor-intensive task. With automation, you can determine when a follow-up email should reach a customer.
For example, you can set it to reach a customer 7 or 30 days after purchase. When deciding the right time to send follow-up emails, it is essential to calculate the sending time. It is equally important to consider the time it takes for a customer to use and enjoy a product.
2. Segment your customers intelligently
It is advisable not to send duplicate emails to all customers.
You can use geographic or other types of demographic data for segmentation. However, this type of segmentation is only valid when selling gender or location-specific products. You can use a customer’s behavior or transaction history for segmentation.
You can send an email to a customer who has purchased your products or services for the first time or to a customer who has purchased several products or services over a long period. The nature of the emails will be different in both cases.
3. Attractive email subject lines
Follow-up emails should use attractive subject lines, leading to a higher open and click-through rate. Therefore, increased sales are directly related to catchy subject lines. However, it is essential to ensure that the subject line matches the content and appeals to the target customer. Some examples of catchy subject lines for follow-up emails are
- 15% off your next purchase!
- Did you like your last purchase?
- Tell us what you think and get a discount of***.
- Your last purchase…
4. Think like your customers
When creating follow-up emails, focus on the value you provide to your customers. If you want to increase sales quickly at any cost, you will focus on short-term value. It is essential to understand that a satisfied customer is likely to become a customer for life. Therefore, it is advisable to focus on long-term value when designing follow-up emails and consider the entire “customer journey” in the marketing funnel when creating the steps.
5. Collect customer feedback
You can even use follow-up emails to collect feedback from your customers about their recent purchases. You can use the feedback to improve product quality, shipping, marketing, packaging, price, and communication (description, offers, etc.).
6. Keep it short
If marketers do not know what their target customers are interested in, the text of an email will contain a lot of promotional content. This is not the correct way to create follow-up emails, as a customer may not be interested in reading a long email. Therefore, it is important to segment target customers based on their transaction history or behavior. This way, you can find out what attracts readers and what does not. With the following tips, you can create an attractive email to a customer (short and practical).
- Write a complete message to a customer and shorten it without leaving out the most essential points.
- Eliminate fillers
- Keep all action points
7. Referral bonus or referral offer
You can also include the following points in a follow-up email.
- Referral reward: You get a potential customer, and you can offer the current customer an incentive to make another purchase.
- Referral offer: Your goal is to get the customer to buy again and complete this task quickly.
- You can offer a *% discount, free shipping, *$ off, or a gift if the customer makes another purchase.
12 Best Follow Up email Examples For Ecommerce
These examples of follow-up emails can be used to welcome first-time customers to your brand.
1. Introductory email
This email is sent within an hour of the first purchase to provide customers with the following information.
- Tell customers about your company, your team, your values, and about you.
- Convey the stories of how the company has grown.
- Convey to customers the behind-the-scenes story of your business and make them feel connected.
2. Discovery email (content marketing/social connection)
This is the type of email you should send within 3-5 days of the initial purchase. This type of email can be sent to let customers discover how they can connect or engage with your brand. For example,
- You can direct customers to blogs on your website or to your most popular blog posts.
- You can ask them to connect through a social media profile.
3. Discovery E-Mail (Product Catalog)
You can send this type of email 14 days after a customer’s first purchase to discuss the following.
About your products: Why your products are unique and why other customers love them.
Personal product recommendations: Let shoppers discover products they would like but overlooked during their first purchase.
4. Incentive email
This is the type of email you should send 21-28 days after a customer’s first purchase.
You can use this type of email to send a discount coupon as an incentive for the new customer to make another purchase in your shop. Industry statistics show that first-time customers who make a second purchase are expected to continue to invest in your brand, and therefore, repeat customers are profitable for your business.
The purpose of sending post-purchase emails is to receive feedback on the quality of your products or services and the overall customer experience. You may send the following post-purchase emails for 30 days after a customer’s first purchase.
5. Feedback email
You can send this type of email almost 3-7 days after purchase, depending on delivery time.
- After receiving negative feedback, you can identify dissatisfied customers and try to resolve their problems, along with taking the necessary steps to avoid such mistakes in the future.
- After receiving positive feedback, you can identify satisfied customers and use their comments as testimonials on your website.
6. Product review email
You can send this type of email 7-14 days after purchase, as the customer is likely to have unpacked and used the product by that time.
Customer reviews have been proven to increase revenue by up to 18% after being displayed on a company’s website, as they are authentic. To have positive reviews, you need to sell good quality products and provide excellent customer experiences. These steps will ensure positive customer reviews via email.
7. Discount reminder email
This email is usually sent 14-30 days after the first purchase and 24 hours before a discount coupon expires.
If a discount is included in the email receipt, it can acquire additional revenue. This type of email generates a sense of urgency in customers and is likely to encourage customers to impulse buy to not miss out on the discount.
8. Cross-sell email
This type of email is sent 14 to 21 days after the customer’s first purchase. Up-selling and cross-selling techniques are used to increase the lifetime value of the customer.
You can use cross-selling emails to help your customers discover products they might like and buy.
9. Loyalty email
You can send this email almost 28 days after a customer’s last purchase. It is sent to customers who have bought more than one product from any company, as repeat customers are satisfied customers and likely recommend the products/services to others. You can incentivize this by using loyalty emails with the following benefits.
- You can offer lucrative offers to loyal customers for a referral, and it encourages them to make another purchase and becomes an additional source of satisfaction.
- Referred customers are likely to spend 13% more than customers who have been acquired through other channels.
10. Win-Back emails
A customer is considered inactive if they have not purchased within “X” days (3 times the average number of days between orders) from a company. A sequence of emails is used to re-engage inactive customers and encourage them to make another purchase.
- The first email should be sent to the customer when they are considered an “inactive customer.” This email can be used to offer a small discount to the customer and persuade them to make another purchase. This email should be written as emotionally as possible.
- The second email is sent 7 days after the date the customer became inactive. It can be used to remind the customer of the discount and to make personalized product recommendations.
- The third email was sent 14 days from the date the customer became inactive. You can use this email to offer deeper discounts and limit the timeframe to create a sense of urgency.
Anniversary and Abandoned Cart E-Mails
11. Abandoned Cart E-Mail
It is a fact that 40-70 % of potential customers tend to abandon their shopping trolleys. However, it is possible to win back almost 10 % of customers who abandoned their shopping cart.
In this case, a series of emails are sent at different intervals.
- One hour after abandoning the shopping cart. The aim is to ask for the reason for abandonment.
- One day after leaving the shopping cart. A discount coupon is sent to encourage the customer to return to the basket and complete the purchase.
- 3 days after shopping cart abandonment. This email is sent as a final attempt to encourage the customer to complete the purchase and remind them that the discount offer is about to expire.
12. Anniversary email
This type of email is sent one year after the customer’s first purchase. In this email, you must offer a discount on any purchase made on the anniversary of the customer’s first purchase.
Are you ready to include follow-up emails in your marketing strategy?
It is important to remember that not all businesses work in the same way. Therefore, you can use some of the above follow-up emails during an email marketing campaign.
However, you need to identify effective follow-up emails for your business.
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