Emailing is constantly evolving and it may well change your habits in the future.
Fortunately, there are always sure bets: the proven email marketing strategy that converts and earns you sales when done right.
Building your online store will inevitably lead you to send multiple emails to your customers and prospects automatically or directly over time.
Transactional Mail or Marketing: What’s the Difference?
Today, email is still a great way to convert a potential customer into a customer. However, if email is an excellent marketing lever, it’s important to know how to handle it to get its full value.
There are two types of email marketing communication. Transactional email and email marketing.
A transactional email follows an action taken by a potential customer or customer. Originally, it was used exclusively to confirm an order or provide delivery information.
As with any mailing, it is important to take note of the content of this email and ensure its delivery by verifying that the potential customer or client’s email address is genuine.
There are several advantages to this type of email:
- It helps to retain your customers.
- This may allow you to make another transaction. For example, you can add a promo code to use on future purchases. You can insert products similar to the ones he just bought to cross-sell.
Here are examples of transactional emails you can send:
- You can confirm your order and add cross-selling
- Follow up on orders, send invoices or confirm appointments to improve customer experience
- Submit a subscription to your newsletter
- Provide a subscription to the Services.
Most of the time, transactional emails have a much higher opening rate than marketing emails as they are triggered by an action by an Internet user. In fact they are more concerned with the information they get from you.
Email marketing is more commercial. This 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 who are interested in your offers.
Their goal is:
- Generating sales by driving prospects or customers to visit pages on your website.
- To enhance the image of the company as an expert in a field
- To know its structure.
Email Marketing for Your Ecommerce
The purpose of this type of email in e-commerce is to generate sales. There are several ways to do this:
- send a request to Internet users who have abandoned their cart,
- send promotion
- make offers
- offer free delivery coupons
Simply put, email is used to establish relationships in e-commerce. If you keep this idea in mind, you will provide better offers and you will improve your conversion rate by more effectively segmenting your database.
10 tips to convert your prospects into customers with your email
To be successful in your email marketing, you have to go beyond promotion. Here are a few tips :
Specify the sender of the email
In the “From” field, remember to indicate your company name so that your email has a chance to be opened. Actually, today between viruses and hacking, we do not open emails coming from anywhere.
Avoid “No Answer” Addresses
If it seems easy to send an email from an address where the prospect can’t answer you, for example: “firstname.lastname@example.org”, then it’s not wise to be unreachable. Prefer an address dedicated to mailing but at which people can reply to you. You’ll seem more approachable and better to start a relationship!
Don’t forget the “Subject” field
The subject line is fundamental in an email campaign. This is the part that will determine whether your email will be opened in most cases. Find some words you’d like to click through to see what you have to offer. You need to grab the prospect’s attention and get them to open and read your email. Ask yourself if you would open your email by looking at the subject line quickly.
If you offer exactly the same as your competitors, chances are your email will go to the trash. Stand outside and you will mark the spirits. Avoid words that everyone uses such as:
- free for you
- exceptional shortfall
In addition, items containing these types of words often end up in spam.
your topic should be short
50 characters is a good number for your item. The world moves fast, and the choice of whether or not to open email is made very quickly. If you can’t make it short enough, start with where people want to open the email.
think to pre-title
Pre-headers are the words you see next to the subject line in your inbox. It is the second element that can determine whether the person will open the email. It is to some extent a continuation of the object field. Use it to develop the idea discussed in the topic and reinforce the desire to move forward in reading.
consider your design
More often than not, you have to think about balance. Your email should not include too many pictures or interaction links. But if you just put text, it won’t be attractive.
Too many GIF types of animated images may not look serious.
think about time
The exact time to send the email doesn’t really exist. There are some clues but nothing scientific. It may be best to analyze historical data from your past mailings and see when the open rate is most important.
You can also see the times when most orders are placed on your site.
Although a rule has been shown that people open their email about 4 hours after receiving it. So you just have to imagine what your customers can do about 4 hours after sending an email.
Before scheduling a shipment, you may want to ask yourself the following questions:
- What our target can do within 4 hours after sending?
- Will they have time to open the email?
- What could be their mood?
Pay attention to mobile configuration
It is not recommended to overload emails so that they are optimized for mobile reading and not incomprehensible and complex. Indeed, a large number of customers use transport or waiting time (doctors, hairdressers) to check their emails over the phone.
check your images
Take inventory of your images, check they are active. If not, does your email still make sense? It may happen that email address providers limit the display of images and more especially if the sender is not known. Make sure your content is understandable even without the visuals.
Advice : Your email should not begin with an image to let the person know what the email is about, even if the image is not present.
More Tips to increase your conversions
Transactional email is one that allows for the best engagement rates from prospects or customers. Increase traffic to your site by offering products and services of interest to your e-commerce and generating conversions.
To establish a long-term relationship, you need to start with simple gestures: saying hello and welcoming your new customers when they have just created an account on your site is a great start.
This little attention is enough to make them value and want them in the future.buy again on your site,
Plus, this type of email marketing can be easily sent to all of your new customers, without even needing to move your finger, thanks to automated marketing.
Show your customers that you know them and you haven’t forgotten them: send them a personalized email on their birthday (or, if not, the anniversary of their registration on your site). It can only make them happy.
A birthday is a day of celebration, and anyone who says this has a festive state of mind is usually shopping and presents.
That way your customers will be in a good position to entice and purchase your site, especially if you give a small gift in your email (promo codes, discount coupons, etc.)
personalized recommendation email
Personalization is one of the most effective marketing weapons. By recommending products to your customers that they are genuinely interested in, you maximize the likelihood that they will make a purchase on your site.
For making good recommendations For your customers, based on their previous purchases, on the product categories they consult the most or the items they’ve added to their wish lists.
abandoned cart reminder email
Abandoned cart follow-up email is essential to limit the loss of multiple sales – more than half of online shoppers abandon their cart before making a purchase!
For this type of email to be effective, the customer should be able to access their abandoned vehicle in one click: you don’t want to put any extra obstacles in their way.
review request email
It is very important to get customer reviews on your products as 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 your customer is tempted to make a purchase at the same time.
give her a giftA chance to win a contest in exchange for a reduction or evaluation thereof, and that’s it.
The approach to this email marketing is a little special: the aim is not to persuade your customer to purchase directly on your site, but to get others to talk about your offer and thereby garner new customers.
This email is based on a simple principle: We trust our friends and loved ones more compared to businesses. And when they’re the ones who directly recommend a product to us, we’re more likely to buy it.
This can be especially effective during sales or holidays (such as Christmas).
Emailing has never been easier with these 6 Sure Values for Attracting Your Customers and Increasing Your Sales.
Our Tips for Your Ecommerce Emailing
compatibility with your company image
For your customers, their aim will be to maintain their trust and, for prospects, create a positive and professional impression. Respect the graphic charter of your company and your website in the design and tone of your email.
A certain consistency must be ensured between the different communication channels. It is important for the Internet user to find his way. Your emails should be both creative but always along the lines of your graphic charter.
Complete Cross-selling in your email
You send your customer an order confirmation, taking advantage of the opportunity to advise him about complementary products he has just purchased. This is a way to leverage your transactional email to drive your sales a little more.
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