A brief guide to ecommerce email marketing

by | Tue 19 May, 20

Email automation for beginners

Email marketing automation is a vital part of building a profitable email list, regardless of your industry.

Whilst email automation may be tricky to understand and wrap your head around, this article will cover the most important points, as well as general guidance.

How does email automation work?

When an event or occasion occurs, an email will automatically be sent out to your mailing list. The email will be sent from your chosen email marketing tool or from your chosen marketing automation tool. With that taken into consideration, the relevance and timing of your email are very important. By judging the actions people make on your website, and with smart automation, you can send the right email to the right person at the right time. This then makes the content of that email relevant to them, and thereby, they are more likely to interact.

What triggers automation?

Automation can be triggered by an array of different activities, such as emailing after someone signs up to your mailing list, when a user visits your website on a frequent basis, and so on. If a customer has provided an email address during the sale process, emails can also be sent to inform a customer if they abandon their cart, urging them to possibly reconsider.

Email marketing tools

Email marketing services are more popular than ever, but there is a difference in what is available out there. Email automation tools can provide analytics and manage marketing campaigns across a number of platforms; emailing marketing tools are used for sending regular emails such as newsletters.

Building an email automation sequence

To first begin building an email automation sequence, start by analysing the types of customers you have had in the past and identifying their interests and personality. You can then move on to conduct some research into the issues your customers face when using your services. Use the information you have collected from your research to create a buzz around that topic, offering guides and solutions to the issue via opt-in emails.

Why not give Mailchimp a call today to find out how our email marketing services can help you with your email automation?

Remarketing basics for e-commerce

One industry that has seen significant technological advances is commerce, where more buyers are shifting towards online platforms for their shopping needs. While online companies have expanded to become the top earners globally, one persisting problem to e-commerce is the tendency of customers to abandon their shopping carts before checking out.

A study shows that 60%–80% of customers abandon their carts before making their purchases. Put in perspective, for every ten potential clients for your e-commerce business, only two will end up actually buying your product. How do you solve this?

Extensive studies have been conducted by organisations such as IBM and Comscore to try and curb the rate of abandonment to increase online sales. One effective method is remarketing/retargeting.

Remarketing and retargeting involve showing ad content to users who have visited your website before. While customer targeting is useful in ensuring your product ad is relevant to your audience, retargeting is even more helpful as prospective clients who have already shown interest in you will be reached.

Below are three remarketing basics that will drive in more sales to your website.

1. Abandoned cart emails

Abandoned cart emails serve to remind your prospective customers that they are yet to complete their purchase. By keeping in mind the primary reasons for shopping cart abandonment such as shipping prices or payment methods, these emails could encourage the customers to ask for assistance in any areas they find challenging.

2. Google remarketing ads

These Google ads enable your ads to be shown to audiences that have had previous interactions with your mobile app or website. Some of the ways to remarket using Google Ads include standard marketing which shows prior site visitors your ads on the Display Network, video marketing which pushes ads to customers who have viewed your videos on YouTube, and many more.

3. Facebook and Instagram retargeting ads

Have you ever, during your social media browsing experience, come across an ad that made you wonder how they knew you were interested in such a product? Well, that is how efficient social media retargeting ads can be. These ads are shown to people who once visited your website on their social media to remind them of your product.

To make the right social media retargeting ads to suit your audience, you could seek the help of Mailchimp Services, a leading organisation offering email marketing services.

Using the three remarketing techniques provided above, you will be able to reduce the rate of abandonment and effectively convert more customers, increasing your brand awareness and driving in more sales.

To get more insights on email marketing, feel free to browse through our website where our experts will be ready to assist you on any queries you might have.

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