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Triggered emails are an essential component of every successful email marketer’s retail digital strategy. They have the benefit of not landing in the spam or junk folder because they are usually sent when someone interacts with your brand. We take for granted the ‘Welcome Email’ because it seems like a no-brainer but it actually behooves you to send one. According to ReturnPath, people that read at least one welcome message read more than 50% of their messages from the sending brand during the following 180 days.
There are many other types of triggered emails a retailer can send that can have just as much of an impact on your bottom line. In addition to the ‘welcome email’, here are seven others that are sure to turn emails into revenue.
Triggered emails every email marketer should add to their retail digital strategy:
- Cart abandonment email
The average cart abandonment during the Black Friday-Cyber Monday weekend in 2015, according to Barilliance study, was 72 percent, a 7% increase from the prior year. This is money being left on the table that you can reap if you just send a gentle reminder cart abandonment email. Only 35.2% of the 1,000 largest online retailers in North America follow up with at least one email after a customer abandons an online shopping cart, according to a study from Listrak.
- Post purchase email
The best types of emails are follow-up emails after a purchase. It keeps the dialogue and engagement going with your consumer. Channel the good feeling they already have after their purchase by asking them to stay in touch or follow your social media channels/blog. Or, encourage them to leave a review of the item after it has shipped.
- ‘X’ Days left email
Sometimes life gets busy and you need that reminder of how many days left until the sale ends or a countdown to the big holiday. These are welcomed and pleasant reminders for the ever-connected busy individual.
- Price drop email
Who doesn’t love to know something they’ve been wanting is now on sale?
- Happy birthday email
Everyone loves it when someone else recognizes their birthday, even if it’s only to wish them a “Happy Birthday” in an email. You don’t necessarily have to offer a discount, but that’s a nice addition. Simply sending a Happy Birthday message to your customer keeps you hopefully top of mind for the next time they need your product or service. And birthday emails have a 342% higher revenue rate than promotional emails.
- Order and shipment confirmation emails for related or suggested products
Most retailers (57%, according to Listrak) feature similar or related products in cart abandonment emails and 42% feature them onsite. Yet there are missed opportunities such as: shipping confirmation emails, back-in-stock emails, post-purchase emails and welcome series, to name a few. Try to incorporate recommended personalized products in as many places as possible to increase conversions, such as on order or shipment confirmations.
- Receipt emails, a great place to introduce new products and get customer feedback
These are enticing reminders to get people back to your e-commerce site and to introduce a relevant product or service to them. This order below contained olive oil and some other pantry items from Amazon, and they are offering me to try Prime Fresh for free.
Receipt emails are also a great place to get feedback.
Regardless of the trigger, there are plenty of opportunities to incorporate customer feedback, introduce new products, personalize and build relationships, and be top of mind the next time someone needs your product or service. Isn’t it time to up your email marketing game and take your retail digital strategy to the next level?
According to a recent study by Business Insider on retail marketing statistics, (April 2016) consumers are spending more time on mobile and social when interacting with retailers. Over 60% of U.S. consumer interactions with retailers online are via mobile devices, with smartphones and mobile apps leading the pack. In fact, a majority (44%) of U.S. consumers prefer a mobile shopping app than a mobile shopping website. Actionable tip: Invest in a mobile app for your retail business.
Meanwhile, consumer packaged goods retailers (CPGs) are starting to see a benefit from beacons, small devices that push mobile discounts and promotions to a consumer’s smartphone based on store proximity. As stated in a previous post, the connected consumer expects 1:1 personalized engagement at every digital touch-point (email, mobile, web). According to the research, 60% of users will open and engage with these types of triggered messages and 30% will take action to redeem a beacon triggered offer. Actionable tip: Invest in triggered and transactional messaging for your retail business. Read this case study on how four retailers are transforming the customer experience through email.
Even though mobile commerce only accounts for about 15% of total e-commerce purchases in the U.S., it’s no surprise that social is starting to drive revenue. Facebook is the biggest driver, followed by Pinterest and then Twitter in driving global average revenue per referred visitor. In 2015, Facebook saw 30% of purchase conversions via Facebook ads happen on mobile devices.
Social and display are actually the lowest e-commerce order generators (1%). However, if you look at affiliate marketing as part of social marketing (where brands are now reaching out to bloggers to pimp their products and grow their communities), then social would actually be amongst the top five channels of generating e-commerce orders. According to the research, the top channels for generating e-commerce orders are, organic search (SEO) (21%), paid search (20%), direct search (19%), email (16%), and affiliate marketing (16%).
In 2015 online retail held 7.29% share of the overall market in the U.S. and is expected to rise to 10% by the year 2020. The growth in the U.S. is largely attributed to the growing penetration of the internet and smartphones. As mobile and social continue to evolve, retail marketing needs to adapt. What are you doing to diversify your retail marketing?
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