Email is constantly evolving and may change your habits in the future.
Fortunately, there are always safe bets – proven email marketing tactics that convert and earn you sales when done right.
The creation of your online store it will necessarily lead you to send many emails to your customers and prospects automatically or directly more punctually.
Transactional mail or marketing: what’s the difference?
Today, email is still a great way to convert a prospect into a customer. However, if email is a great marketing lever, it is important to know how to manage it to grasp its full value.
There are two types of email marketing communication. Transactional email and marketing email.
A transactional email follows an action from a prospect or customer. Originally, it was used solely to confirm an order or provide delivery information.
As with any Mailing, it is important to take care of the content of this email and ensure its delivery by verifying that the prospect’s or client’s email address is real.
This type of email has several advantages:
- Help build customer loyalty.
- It may allow you to make another transaction. For example, you can add a promotional code to use for a future purchase. You can place products similar to the ones she just bought for cross-sell.
Here are some examples of transactional emails you can send:
- You can confirm your order and add cross-selling to it
- Track orders, send an invoice or confirm an appointment to improve the customer experience
- Send a subscription to your newsletter
- Offer service subscriptions.
Since they are triggered by an Internet user action, most of the time the open rate of transactional emails is much higher than for marketing emails. In fact they are more interested in the information that comes from you.
Email marketing is more commercial. It is part of the content marketing strategy. The purpose of email marketing is to inform and build loyalty, but it is also a database made up of contacts interested in your proposals.
They aim to:
- To generate sales by prompting potential customers or customers to visit the pages of your website.
- Enhance the company’s image by positioning it as an expert in a field
- To make your structure known.
Email marketing for your e-commerce
The goal of this type of email in ecommerce is to generate sales. There are several ways to act:
- Send a request to internet users who have abandoned their cart,
- Send promotions
- to bid
- Offer free delivery coupons
Concretely, e-mail in e-commerce is used to establish relationships. If you keep this idea in mind, you will offer better offers by segmenting your database more effectively and improve your conversion rate.
10 tips to convert your potential customers into customers with your emails
To be successful with your email marketing, you need to go beyond the hype. Here are some suggestions:
Name the sender of the email
In the “From” field, remember to show your company name so that your email has a chance to be opened. In fact, today, between viruses and hacking, we no longer open emails that come from nowhere.
Avoid “no reply” addresses.
If it seems easier to send emails from an address that the prospect can’t reply to, for example: “firstname.lastname@example.org”, it’s unwise to be unreachable. Prefer an address dedicated to mailing but where people can reply to you. You will seem more approachable and it is better to start a relationship!
Don’t forget the “subject” field.
The subject line is crucial in an email campaign. This is the part that will determine whether or not your email will be opened in most cases. Find the few words that will make you want to click to see what you offer. You need to grab the prospect’s attention and get them to open and read your email. Ask yourself if you’d like to open your email by looking quickly at the subject line.
If you offer the same thing as your competitors, your email is likely to end up in the trash. Stand out and you will mark the spirits. Avoid words that everyone uses like:
- Free for you
- Exceptional reduction
- I remember
Also, items with these kinds of words often end up in SPAM.
Your subject must be short
50 characters is a good number for your subject. The world moves fast and the choice of whether or not to open the email is made very quickly. If you can’t make it that short, start with what will make people want to open the email.
To think to the pre-header
The pre-header is the word you see next to the subject line in your inbox. This is the second element that can determine whether or not the person will open the email. It is somehow the continuation of the object field. Use it to develop the idea discussed in the subject and strengthen the desire to go further in reading.
Think about your design
Most of the time, you have to think about balance. Your email shouldn’t include too many images or interaction links. But if you just put text, it won’t be attractive.
Too many animated GIF-type images may not look serious.
Think about the times
The perfect time to send an email doesn’t really exist. There are some clues but nothing scientific. It might be best to analyze the historical data of your previous submissions and see when the open rate is the most important.
You can also watch the times when the most orders are placed on your site.
One rule of thumb though, it has been shown that people open their email about 4 hours after receiving it. So all you have to do is figure out what your customers can do about 4 hours after the email is sent.
Before planning a shipment, you can ask yourself the following questions:
- What can our target do within 4 hours of sending?
- Will they have time to open an email?
- What could their mood be?
Pay attention to the mobile configuration
It is not recommended to overload emails so that they can adapt to mobile reading and are not incomprehensible and complicated. In fact, a large number of potential customers use transport or waiting times (doctor, hairdresser) to check email over the phone.
Check your images
Take inventory of your images, check that they are activated. If not, would your email still make sense? It may happen that email address providers limit the display of images and in particular if you do not know the sender. Make sure your content can be understood even without the visuals.
Advise : Your email shouldn’t start with an image so the person can know what the email is about even if the image isn’t there.
Moreover tips to increase your conversions
Transactional email is the one that allows for the best engagement rates from prospects or customers. The interest in your e-commerce is to increase traffic to your site to present products and services and generate conversions.
The welcome email
To build a long-term relationship, you need to start with a few simple gestures – greeting and welcoming your new customers when they’ve just created an account on your site is a great start.
This little attention is enough to enhance them and make them want to do so in the futurebuy again on your site.
Plus, this type of email marketing can easily be sent to all of your new customers without you having to lift a finger, thanks to automated marketing.
Show your customers that you know them and that you haven’t forgotten them: send them a personalized email on their birthday (or, failing that, on the anniversary of their registration on your site). It can only make them happy.
A birthday is a public holiday and whoever says a holiday mood generally means shopping and gifts.
Your customer will be in good condition to be tempted and buy on your site, especially if you make a small gift in your email (promotional code, discount coupon, etc.)
Personalized recommendation email
Personalization is one of the most effective marketing weapons. By recommending products to your customers that they are truly interested in, you maximize your chances of making a purchase on your site.
To produce good tips to your customers, based on their previous purchases, the product categories they consult the most or the items they have added to their wish list.
Abandoned cart reminder email
The e-mail of abandoned cart reminder is essential to limit the loss of many sales: more than half of online shoppers abandon their cart before buying!
For such an email to be effective, the customer needs to be able to access their abandoned cart in one click – you don’t want to get in the way of further obstacles.
Review request email
It is very important to get customer reviews on your products because most of them rely on these ratings to make their purchases.
But you can kill two birds with one stone by sending a review request email if you entice your customer to make a purchase at the same time.
Offer him a gifta reduction or a chance to win a contest in exchange for its evaluation, and that’s it.
The approach of this email marketing is a bit particular: it does not aim to convince your customer to buy directly on your site, but rather to let others talk about your offer and thus collect new customers.
This email is based on a simple principle: we trust our friends and loved ones more than to businesses. And when they recommend a product directly to us, we are much more likely to buy it.
This can be especially effective during sales or holidays (like Christmas).
With these 6 safe email values, engaging your customers and increasing your sales has never been easier.
Our tips for your e-commerce e-mail
Consistency with the image of your company
For your customers, the goal will be to maintain their trust and for potential customers to create a positive and professional impression. Respect your company’s graphic charter, and your website in the design and tone of your emails.
A certain coherence between the different communication channels must be ensured. It is important that the internet user finds his way. Your emails must be both creative but always within the lines of your graphic charter.
Done cross-selling in your emails
Send an order confirmation to your customer, take the opportunity to recommend complementary products to the one he has just purchased. It’s a way to leverage your transactional email to boost your sales a little more.
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