The keys to successful email automation : E-COMMERCE MARKETING

Success in email marketing for e-commerce companies depends on a few prerequisites.

First, an email marketer needs a database of subscribers with low bounce and unsubscribe rates and the ability to segment based on key attributes such as prospects, customers, products purchased, and order data.

A marketer must also generate new subscribers. Offering special promotions to attract newsletter signups is a typical method for retailers.

After all, a marketing automation tool is essential. Many email service providers offer automation features, as do corporate automation platforms.

After all, a marketing automation tool is essential.

What follows are common automated email campaigns for e-commerce companies. Once you’ve identified the campaigns that will increase your business’s revenue, work on improving results through testing such as: B. day and time of delivery, subject lines, content and frequency.

Automation examples

  • Welcome email. A welcome message sent to new subscribers is usually a single email. However, a follow-up can be effective for subscribers who have not used their registration incentives.
  • Emails after purchase. Send a single receipt email for confirmation immediately after purchase. Then send another one when the order has shipped. Some companies send a third email after the customer receives the shipment and request a review or feedback. Customer feedback is important to measure satisfaction and generate ideas for new products. Consider adding a voucher or discount to the final email the next time you shop.
  • Abandoned shopping cart emails can go beyond reminding users of what they have left behind. They can also include reasons why users need the products. Some simply offer a discount to complete the purchase. The timing of emails with abandoned shopping carts varies from immediately after a user leaves the website to 24 hours later. I’ve seen retailers send up to three automated emails to restore sales. Track conversion and unsubscribe rates to find a message and frequency that works for your business.
  • Emails to reactivate. Most incumbents have a high percentage of subscribers who haven’t opened email in the past six months. There are many tactics to reactivate these subscribers, e.g. For example, aggressive discounts, reminders of why they signed up, or even the threat of removing their addresses from your list. Regardless, measure the answers and tweak and try again. You never know when someone will change your mind about your brand.
  • Loyalty emails are for your best customers, who often shop with larger average order quantities. Send a series of emails for these buyers with special incentives and discounts. Thank you for your loyalty. But don’t overdo it. If the opening decreases or the unsubscription increases, reduce the frequency.


Segmentation is critical to email automation and not just targeting. It also prevents too many emails from being sent. For example, if you send a general email to your entire database every week, you don’t provide loyalty emails on the same day. The latter could annoy your best customers and also end up in a spam filter.

Plan your strategy carefully. Testing is a must. Remove duplicates and avoid the same subscriber falling into two or more segments.

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