It’s easy to assume that social media is the most effective space for communication with customers. After all, people spend a ton of time on platforms like Facebook, Instagram, and TikTok.
The truth is that 74% of people still prefer email communication, particularly with businesses. Emails are convenient to receive and provide a level of security and authority that other methods can’t match.
If you’re looking for a way to improve your email marketing, it’s time to consider email automation. This is an especially important choice for eCommerce businesses that rely on online sales to thrive.
Want to know more about email automation and how it can benefit eCommerce businesses? Read on to learn everything you should know about automated emails.
An Early Start
Adopting email automation works best when you pair it with a focused effort to grow your email list. By prompting new customers to sign up for your emails, you can get an early start building that important relationship. In addition to pop-up prompts on your website, you can also request that customers provide their email addresses upon checkout.
With automated emails, you can create a welcome series that will arrive in your new customers’ inboxes right away. With the right email marketing technology, you can track whether or not that initial message was opened. The goal of a welcome series is to determine whether or not your new customer is interested in email communication—and you can also throw in a few incentives to encourage a first (or second) purchase.
Easy Drip Campaigns
One of the most common uses of automated email marketing is the effective drip campaign. A drip campaign is a series of emails sent at opportune times to keep consumers engaged and encourage purchases.
Drip campaigns include:
- abandoned cart reminders
- post-purchase follow-ups
- re-engagement initiatives
You can also use drip campaigns to provide customers with discount codes or upsell opportunities. By automating your drip campaign, you can ensure that the right email reaches each customer when they’re most poised to follow your calls to action.
When you’re putting together marketing materials, consistency is key. When your tone and voice remain the same, consumers know what to expect from your eCommerce business. If your tone and voice change, it can create confusion and distrust.
When you opt for email automation, you can put together the vast majority of your emails at the same time. That means using the same writer or team that can stay focused on the same goals to create a drip campaign that feels unified. This will also give you more time to focus on your newsletters and updates and a portfolio to reference so that your consistency never wavers.
While eCommerce is thriving in the digital age, it does present some unique obstacles. The biggest one is that without a brick-and-mortar store, you can’t rely on local foot traffic to build brand awareness. Instead, all of your brand awareness has to come from online marketing efforts.
As we’ve already mentioned, email is one of the most effective ways to communicate with consumers. By automating your email campaign, you can ensure that emails reach inboxes even when you’re preoccupied with other important things like creating great products and fulfilling orders. Each time one of your emails hits a consumer’s inbox, you’re building the brand awareness needed to earn their trust and their purchases.
Tracking Important Metrics
Email marketing statistics paint a clear picture: some email campaigns are more successful than others. On average, email marketing yields a $36 ROI for every dollar invested. However, the top performers are seeing a $70 ROI for every dollar invested.
Automated emails allow you to track important metrics and make adjustments over time. When your entire email list is receiving variations of the same emails, you will get a clear sense of what’s working and what isn’t. If, for example, your abandoned cart reminder is yielding a lower conversion rate than your re-engagement initiative, you can tweak or replace your abandoned cart reminder until it’s bringing in the ROI you deserve.
Many business owners worry that automated emails are impersonal. After all, isn’t everyone receiving the same email? How can you ensure that consumers feel directly catered to when they receive an automated email?
With today’s marketing technology, you can personalize automated emails with ease.
You can still divide your email list into different demographics. That way, each recipient is receiving emails relevant to their needs and desires. You can also personalize and customize your automated emails based on buying habits and more.
Outsourcing Your Email Automation
Do you feel overwhelmed by the idea of taking on a new marketing strategy? After all, you’re already managing a website, social media pages, and product fulfillment.
The good news is that you can outsource your automated email campaign. We can do everything from creating your email content to setting up the automated schedule to tracking key metrics. We’re Klaviyio Partners, after all! With our help, you can stay focused on the day-to-day while reaping the rewards of a strong email campaign.
Let Us Tackle Your Email Automation
There’s one thing your eCommerce business is missing in 2023: email automation. As you can see, there are a ton of ways to use automated emails and the benefits speak for themselves. Now, we want to offer our eCommerce services that will boost your business.
Ready to find out more about how we can help? Contact us and let us know what services you’re interested in so that we can create a customized marketing strategy that will help you to meet all of your goals.