The future of email marketing is now: to keep your marketing competitive in 2018, leverage these 3 must-have automations to maximize conversions.
The One Tool That Works
Whether you’ve heard of them as triggered emails, workflows, or automations - the concept is all the same: automations are the tool B2C/B2B companies of all sizes have used for years to help significantly improve their bottom line, for minimal investment.
Automations happen when “triggers”, such as downloading a white paper, making a purchase, or subscribing to a list, are set to automatically send emails, sms, or other forms of communication to your customers. These automated communications are all sent with rules you define beforehand, such as time since the action, lists you segment, lead score, etc.
Automations often start lead nurturing cycles and customer journeys, continuing all the way through to purchases and beyond.
Almost all email platforms today provide some form of automation. Automations are a great way of ensuring that end-users have the right value and messaging communicated to them at all points of your funnel, at scale.
There are various automations that exist (we count over 50!), so we’ve paired it down to three email automation types that you need to implement in 2018, if you haven’t already, to significantly boost your the ROI of your marketing program - especially for eCommerce clients.
Abandoned Cart Automations
Often times we assume that the first purchase is the most important in the cycle; studies have shown it’s actually the second, third, and beyond.
Throughout the customer journey, we have unique opportunities to up-sell, re-engage, and provide genuine value through email messaging - but it has to be done quickly and effectively, considering waning attention spans.
You probably already know that almost 74% of shoppers abandon their carts – a loss of almost $4 trillion in sales annually for the online retail industry. But, did you know that abandoners will spend 55% more if you’re able to bring them back?
In a study done by Klaviyo, about 3,000 customers in their data set generated more than $60 million in sales directly from abandoned-cart sales in a 3-month window.
Abandoned cart emails should be a top priority for automations within the eCommerce space in 2018. Combined with the next two automation types, you’ll be well on your way to generating higher revenue and improvements in Customer Lifetime Value (CLV).
Repurchase Reminders For Consumable Products
If your customers are purchasing consumables that have an expiry date, be sure to employ a repurchase automation triggered the second a customer makes a purchase, with the email sent on-the-day-of or a few days after the expiry date of the consumable, or the anticipated date of full usage.
That way, before the consumable even runs out, you’re providing an easy avenue for customers to refill a favourite product while lending a personalized touch to your product value at scale.
Even better is setting up a subscription-based service for renewal, much like Shopify and Netflix, which represents recurring revenue for your company, which can be easily setup through platforms like WooCommerce.
POST PURCHASE FOLLOW-UP
Let’s face it: customer lists can get very messy, very fast - especially with so many moving parts as companies scale.
Updating and accordingly segmenting your contact lists generates power and precision for your email marketing; personalization combined with automations and segmentation allow you to pinpoint your message to customers with the right interests at the right time in the right context that will convert.
Post-purchase, you have a number of options for upselling and leveraging consumer attention, including:
- Asking for reviews to boost your SEO and Social Proof, which comes back to your brand tenfold.
- Gather feedback - via surveys that you can incentivize, but will help you for reporting purposes that you can leverage back into content, improvements to your product/service R&D, etc.
- You can use the post-purchase opportunity to provide added pieces of content as incentives on how to use their service/product, support channels, tips + tricks, etc. to further guide the lead nurturing journey.
BONUS: CUSTOMER REWARD AUTOMATION
If you’re aiming to evangelize customers and increase the likelihood of direct referrals - which have massive value for brands - then customer rewards for those who exceed a certain revenue amount are key. Once customers meet or exceed a purchase amount, you can setup automation conditionals that send an email and code for a discount, exclusive product bundle, or free product to show appreciation for customer loyalty.
Considering that there were 3.7 billion email users in 2017 and that over 75% of revenue is estimated to be driven through triggered emails, automations are something every company should be leveraging to some extent - especially those in the eCommerce space.
2018 marks a monumental shift in the automation space, since it’s never been easier to afford, scale, and implement for B2C/B2B’s of any size. Whatever your brand, business, or service - leverage these 3 automations today to improve your bottom line and marketing ROI.