With all the latest technological tools at our disposal, it is rather easy to forget one that has been proven to be effective through the years, email marketing. A perfectly timed and personalized message can help you ease your customer along the purchase journey. Using consumer insight, map out critical instances during the purchase process, identify triggers (i.e. new sign up) and craft the perfect message to aid eventual conversion.
Drip marketing is a strategy that delivers pre-set messages at various stages in the customer journey over a period of time. This addresses the need to simultaneously engage your customers who are at different stages in the cycle. Email is the most preferred channel for this and will be the focus of our article. If you haven’t tried this yet, you may want to give this whirl, so here are 4 practical ways you can start with:
Welcome/Confirmation
Send a welcome message to new customers who signed up in your website/app and you may even give them a special initial purchase discount to entice them to make their first purchase.
Confirmation emails are usually sent after completed transactions that gives a summary of purchase details and may contain other information like shipping and delivery tracking.
Triggers: Sign-ups/Purchase
Keep in Touch
Bring back customers who haven’t visited your website for quite a while. You can send updates related to the products they were previously looking at and reignite their interest. Keep your brand in your customer’s mind so as not to lose them in the long run.
Triggers: Dormant customers
Abandoned Carts
Almost there, but not quite? Remind customers that they can still follow through with their purchase. You can send an email with the items in their shopping cart within 24 to 48 hours after the unfinished transaction. This can also make it easier for them to go back to the shopping cart and gives you the opportunity to close the purchase cycle.
Triggers: Unfinished transactions
Milestones/Rewards
Delight your customers and even induce loyalty by giving special rewards during milestones for your customers. It can be a birthday discount during his birthday month, free shipping coupon after the Nth purchase, or exclusive offers that they can unlock over time.
Triggers: Customer birthdays/Set milestones
There are whole lot more you can do with automated e-mails. Get started and see how you can make it work for you by exploring several platforms such as Hubspot, GetResponse, and Mailchimp.
Sources:
Betaout, 9 Effective Examples of Triggered Email Campaigns retrieved from: https://www.betaout.com/learn/9-effective-examples-of-triggered-email-campaigns/
Lisa, These 10 Ultimate Examples of Automated Email Campaigns Are What You Need to Get Started retrieved from: https://monk.webengage.com/10-examples-email-campaigns-can-initiate-using-email-automation/
Vaughan, P. (2015, October 1) 13 Email Workflows You Should Be Using in Your Marketing Automation retrieved from: https://blog.hubspot.com/blog/tabid/6307/bid/33635/12-automated-email-workflows-you-ll-kick-yourself-for-not-using.aspx#sm.00000pmylwn9whfr9ztvqsnd3ih56
