Today, follow-up emails in eCommerce play a critical role in attracting new customers, retaining lost customers, and driving repeat sales. Marketers and e-commerce websites consider follow-up emails the best promotional tool to get their brand and product noticed. No matter how popular social media sites become, emails will always be the most convenient and effective medium to interact with your new and existing customers.
Follow-up emails serve as a communication channel between customers and the e-commerce website. According to a recent study, out of 1000 companies, only 24 companies (2.4%) send follow-up emails to their new and existing customers. Therefore, every e-commerce website needs to know what kind of email it should send to its clients.
An effective follow-up email strategy will undoubtedly help you outperform your competitors. Today, some e-commerce websites use various tools and software to automate their follow-up email campaign. This article will learn why it is essential to send a follow-up email and the different types of follow-up emails your eCommerce website can send to recipients. We have listed different follow-up emails, such as welcome emails, cart abandonment emails, and post-purchase follow-up emails.
Why is it essential to send follow-up emails?
Many of you may not know it, but follow-up emails are one of the most effective and powerful tools to help you build a good relationship with your new and existing customers. Devising an effective follow-up email strategy can help you increase your conversion rate and outperform your competitors.
In the e-commerce industry, follow-up emails are created and sent to engage and encourage potential customers to return to your e-commerce website for another purchase, welcome new clients, and more.
For different situations, there are different kinds of follow-up emails. For instance, you can send welcome emails to re-engage the inactive customer, re-engagement emails, cart abandonment emails, and more to interact with your newly added customer. Below we have discussed the different follow-up emails you can send to your customers.
Different types of follow-up emails that every e-commerce store should send out
1. Welcome email
Your welcome email plays an essential role in determining whether or not your new customer will become your potential customer. With the rise of eCommerce websites, most savvy online shoppers expect a welcome email when they sign up or register on a new eCommerce website. It is the first time you are interacting with your new customer.
You can tell what kind of content a welcome email will contain from the name. It is one of the most common emails that every user faces daily. Even when you sign up for a blog post or a newsletter, you will receive a welcome email. You are trying to thank your subscriber for becoming a potential customer with a welcome email.
A welcome email helps you introduce your business to the new customer who has joined the eCommerce industry. So, the message in your welcome email can make or break your relationship with your customer.
If your company is one of them, you should stop it immediately because this kind of activity annoys the customers, and there is a risk that your new customer will unsubscribe from your email list.
When you send a welcome email to your new subscriber, you should indicate what kind of email they will receive in the future. Give them why they should not unsubscribe from your email list in the same email. In most cases, companies don’t interact with their subscribers after sending a welcome email, which can cause your new subscribers to forget about you.
- Thank your clients for joining your email list.
- Raise expectations and tell your subscribers what kind of email they will receive in the future.
- Tell them about your e-commerce site by introducing yourself, and you can include details about your niche (but remember, you are not promoting your product before your subscribers.
- Use the following tips to craft an enticing welcome email for your subscribers:
- Suppose you have asked your subscribers to join your email list and received an incentive.
- Then don’t hesitate and give the incentive too late.
- Create engaging content in your welcome message.
- In the same welcome email or the complying with email, you can ask your customers to share their details to get more information about the following offers, sales, and discounts.
- Don’t forget to include social media icons in your welcome email
- The essential thing is not to forget about your customers after sending a welcome email.
- Please stay connected with them by sending various offer-related emails and engaging them by sending warriors newsletters.
2. Abandoned cart email
Follow-up emails include abandoned cart emails, used by almost every eCommerce website. The most popular follow-up email type that the eCommerce website sends after a customer adds the product in the checkout and forgets or refuses to buy the product. Sending an email about an abandoned cart helps remind your customers about the product they forgot to buy. It also keeps the customer’s memory of the product fresh.
Abandonment emails are automatically generated within 1 hour after a customer leaves the product in the cart. Various automation software like Mailchimp, Getresponse, and others can help you automatically generate the cart abandonment email and send it at the correct time when your clients can open the email and check the information.
You can also send the email by hand, but remember, if your e-commerce website gets a lot of traffic and orders, it is recommended to use automated software to help you target many customers.
To make your abandoned orders email more effective, you can offer some incentives (as seen in the image), such as discounts, free shipping, etc., and make sure you create a subject line that will catch your customers’ attention. Subject lines like “Did you forget something?”, “Your product is missing you,” etc., will grab your customer’s attention.
You can also use urgency triggers in your abandoned cart email to bring your customer back to your eCommerce website. Phrases like “There are only a few left in stock,” “Offer is valid for a limited time only,” and more can grab your customer’s attention. Do not forget to add reviews and recommendations for this product. Including reviews in your email can be a plus point that can help you convince your customers.
3. Follow-up email after purchase
Many e-commerce websites think their job is done after the customer has successfully purchased from their store. But in reality, the actual engagement begins after your clients have purchased the product from your eCommerce store. Post-purchase emails are the most anticipated ones because they contain all the details about the orders, such as the tracking number, order details, and more.
You may wonder why you should send these follow-up emails when all the information is available on your website. First, these emails have a higher open rate because your customer wants to know every detail. You can also use post-purchase emails to promote related products.
With a post-purchase follow-up email, you can thank your customer for buying from your store and encourage them to come back and make another purchase on your eCommerce website.
You can create a series of post-purchase emails that include order details, purchase feedback, etc. You can also include a follow-up email informing your customers about the product. If you include these strategies in your follow-up emails, you can reduce and minimize the feeling of dissonance after the purchase.
4. Subscription expiration email
If your business sells online subscriptions, you need to remind your customers of the expiration date. In most cases, customers are unaware of their subscription expiration date or forget to renew their subscription. Sending these remainder emails will help your customers know when their subscription expires.
When your customer purchases a product, you can ask them to enable the email reminder option. You can use automated tools and software to create the email after analyzing your purchase data automatically. You can schedule an email sequence where you remind your customer of the expiration date in the first email. If your client refuses to buy the subscription, you can send them another email and offer them an incentive like discounts or coupon codes.
5. Re-engagement email for inactive/old clients
In the e-commerce industry, customer interaction is one of the most popular terms for targeting inactive customers who haven’t purchased a product from your store in a while. If you want to re-engage your inactive customers, a win-back email can be the best option to bring them back to your e-commerce website.
Mainly, such situations occur when your active customers become inactive and stop visiting your eCommerce website and stop purchasing from your store. Don’t worry, and you can retarget your inactive or old customers by sending them a follow-up email after 30 or 60 days.
To make your email more efficient, you should write an enticing subject line and content to make your inactive customers respond to your email. They are already familiar with your brand, so it will be easy for you to appeal to them and convince them to return to your website.
Usually, the win-back email eCommerce website offers various incentives such as discount codes, free shipping, cashback offers, and much more. You can also use this strategy to convince your customers about your win-back email. When offering incentives to your customers, add urgency triggers such as valid until date X, coupon expiration date, etc.
How can inactive customers become loyal customers?
Remember: your loyal consumers are the ones who will help you increase your brand awareness, sales, revenue, and more. They are the ones who will suggest your eCommerce website to their friends and family. And if your eCommerce website recommends the product to the customer, they will indeed show interest in your product. Your loyal customers will never hesitate to buy from you again compared to other customers.
Converting your new customers into dedicated customers needs more effort and time. Before converting them into loyal consumers, you need to engage them and tell them about your brand and products. Your existing customer already knows your e-commerce website, so it is much easier for a good e-commerce website to approach a lost customer and convert them into loyal customers.
Your lost customers already know your eCommerce website, so it will be easy for you to turn them into loyal customers. It would be great to find out why they stopped visiting your website, identify your mistake, try to fix it by showing that you have updated your processes, and encourage them to revisit you on your website.
A follow-up email is an essential part of a successful eCommerce business, whether you welcome new customers or send them a cart abandonment email. Every follow-up email campaign pays off and helps you build a good relationship with your customers. It also helps you convert your existing customers into loyal customers.
Communicating with your customers via email will help you build a strong connection with them. So, if you want to succeed in the e-commerce industry, you need to send automated follow-up emails to your customers. With this kind of email, you can show appreciation to your customers and show them that you are watching and appreciating their activities (reviews, purchases, etc.) and that it is essential to you.
Above, we have mentioned some essential follow-up emails that every eCommerce website should send to its customers. If you handle these emails manually, you should switch to an automated process. Switching to the automated process will help you generate the follow-up email automatically whenever a customer performs an activity on your eCommerce store. It will automatically determine the right time to send out the email. It will also ease the procedure of handling the email campaign.
Unlike email newsletters, follow-up emails shouldn’t belong. They should be concise and straightforward in their message. You need to be transparent and honest when communicating with decision-makers because the main idea is to reach them.
After learning the different types of follow-up email messages and how to write them correctly, it’s time to choose a reputable and professional copywriter to do the job. for more visit MySalesScript!