I could dedicate a whole blog page to emails, however I want to focus on a simple one that can make all the difference.
Has your brand set up ‘Abandoned Cart’ emails?
If not, why!?!
A great opportunity exists for many brands to set and forget this email communication and your brand should have this set up.
Remember to a have a bit of fun with the copy as your tone in here can make all the difference to getting a customer back through the checkout to complete the process.
Here’s an email I liked from Karton
It became more and more obvious that brands are measuring on the wrong stats which is leading them down the wrong path. Below is a look at the stats you should be focusing on, as improving these will help your end objectives which is generally to sell $$$
If you’re reporting on reach or amount of likes or (you’re fired). The true stat here isn’t about eyeballs or how big your community is, it’s about how many people engage with your content.
- Talking About This
You could have 1 million followers this doesn’t mean anything. You need to be reporting on engagement. How many Twitter users engage with your tweets, this is the number you need to focus on.
Like all channels Instagram posts don’t have a long life span so gramming at the right time is critical. Once you have established the best time to post, your key metric here again is engagement.
The above is all about engagement and that KPI should be carried out in all your communication channels, this includes email. Email isn’t about how many you have in your database, it’s about how many of them are active and engaging with the brand.
Everything you do needs to be measured against engagement. If your content is not being engaged with, change it, if it’s working keep doing it and tweaking it slightly to make it better.
STOP worrying about these artificial numbers that you think makes you look good. Your KPI’s should be engagement, this is a true test for digital marketing managers. It’s also the hardest test so I know why brands prefer reporting on the fluff numbers.
Let’s get serious about what you’re doing and the moment you change your KPI’s to engagement is the moment your brand will start to see some real results $$$, who knows you may even start to enjoy it 🙂
The below list is obvious and you might already be doing this, if not I strongly recommend you consider adding these to your email strategy.
- Birthday Email
- First Purchase Anniversary
- Abandoned Cart
- Win Back
- High Roller
This is a no brainer. If you’re getting members DOB it would be crazy for you to not send a birthday message. Birthdays are a great time to send an offer, most people will be feeling great and have a little extra cash to spend on themselves. The perfect time for a brand to send a relevant and timely offer mixed in with a birthday message.
First Purchase Anniversary
I see this being utilised for brands that have bigger purchases (cars, homes ect), but this could also be used for brands that are selling more frequently to the same person.
A simple email that reminds them of their first purchase. Be sure to also include an offer to come back and buy something else.
These emails are typically sent an hour or two after a member has abandoned their cart. Usually done with a quirky tone of;
‘We noticed something may have gone wrong at the checkout. We saved your order, so please come back and try again or let us know what the issue was’.
Someone has taken the time to look through your site and were about to purchase. These warm leads shouldn’t be ignored and these abandoned cart emails will help to bring back those check out bounces to complete the purchase. Adding an incentive here will also help to get them back to complete the purchase cycle.
Depending on the product lifecycle of the products you’re selling these times may change. However after a member has purchased from you there comes a time where you want them to come back and purchase from you again.
If furniture maybe you wait a year, if fashion maybe you wait 3 months. Either way you’re sending them an email reminding them to come back and check our your latest products. Putting an incentive here will encourage them to come back and buy now.
Every brand has members that are so loyal they continue to buy from them over and over again (and don’t we love them). These members are great and you obviously want to fill this bucket up as much as possible. These members shouldn’t be forgotten and they should be rewarded.
You may have a loyalty program that rewards them based on structured tier levels, this is great but shouldn’t be all you do. Go above and beyond the norm and offer them something back for being so loyal and great to your brand. You know you’ll make this back up in other sales, so don’t be afraid to go all out and really give them something to sing out about. These emails are triggered by total spend and will fire off when a member hits that target. This target shouldn’t be known by your community, it should be a hidden, secret surprise reward!
Setting these ‘set up and forget‘ lifecycle emails will help your brand build quality, lasting relationships. These quality relationships will turn into repeat purchases and plenty of word of mouth. Everyone loves to talk about positive brand experiences, these emails will deliver on that.
Common theme with these emails is they generally have an offer/incentive attached to them. For maximum return on these emails, this is advised.
A simple yet effective email sequence to set up is a ‘reactivation campaign’. We all know that databases shrink with age due to email addresses changing, demographics within your community changing etc.
Understanding this, brands still have the ability to win some of these lapsed email addresses back and I’m scratching my head at why this isn’t common place.
- Helps to maintain a clean email database
- Helps to remove unwanted or unengaged email addresses
- Encourages community to fall back in love with the brand
How this works:
Set up an email sequence in your email platform that follows the basic steps below. Before setting this up you will need an incentive (offer) to re-engage this community.
If a member hasn’t opened an email in 3 months they need to be flagged in a new list/origin called ‘lapsed’. They will then not get sent your weekly emails (reducing your send number but improving your open rate number) and instead be moved to the reactivation campaign sequence.
- If member hasn’t opened an email in 4 months send them an email inviting them back to the community with offer (10% off next purchase).
- If member hasn’t opened email in 5 months send them an email inviting them back to the community with offer (15% off next purchase).
- If member hasn’t opened in 6 months send them email inviting them back to the community with a strong offer (25% off next purchase).
If a member opens one of these emails they’re back into the engaged community list. If member doesn’t open any of these emails they’re completely removed from your database.
Setting this up may seem like a shock and yes, you marketing managers that have number KPI’s will now need to work harder at your job and so you should!
I think email marketing is the most important tool for brands online. Having a healthy, engaged and active email community can only be positive for brands.
Brands should be placing a lot of importance on their email community as it’s one channel that can truly drive ROI.
So, whilst growing and retaining your email community is critical, you need to make sure you’re getting value for your email spend.
Email costs incurred are;
- Deploy (send)
- Report on send
Design and build can take longer (and should incur more fees) if animation (gif) and responsive design is needed.
It can be frustrating for brands as agency costs for emails are so different, when the result is much the same.
I would love to know how much you think emails should cost?