Emails are a core part of day to day activities, especially for businesses in the ecommerce domain. You can use the power of emails to subtly market your brand to customers and connect with them socially. In the past series we have read about how you can run email marketing campaigns with a different flavour and achieve higher sales .
Today we will take a look at how our daily emails can help us connect with our customers and potential customers in a better manner.
Transactional emails are sent to one person as a result of an action triggered by the user. These are automated notifications such as welcome emails, shipping notices, order confirmations, password reminders, purchase receipts, etc.
Transactional emails are the messages you send as an online store to your customers when they place an order, when their product is delivered, thank you mail on sign up. These messages get triggered by a specific action your contacts have taken and can also be used to inform contacts how to complete that action. An example can be, a customer signs up for your newsletter as you are giving Discount Vouchers for signing up. So you send them a mail thanking them for signing up and also informing them how they can use the coupon.
Transactional emails are one of the most effective types of communication to engage your prospects with. Even so, many marketers overlook transactional emails though they gain a lot of traction. Now we say so based on evaluation of open and click thru rate of transactional emails.
Transactional emails have a 42% open rate and a 14% CTR in stark contrast to general marketing emails which on average have 12% open rate and a 6% CTR.
The reason is simple. Let’s say you order a product on Amazon or any other marketplace and receive an email informing you about the same. Now what is the possibility that you won’t check the email to know the product confirmation and estimated delivery date.
I can speculate that more than 50% of us open those emails as a last measure to confirm the order.
So here are few things that you tweak in your transactional emails for better results.
1. Cross sell
Cross-sell is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something.
We all know what cross selling is, but do you use it in your transactional email?
Let’s take a look order confirmation email sent by Flipkart.
You see that nowhere in the email they have mentioned about complementary products or upgraded service. In this case, they could cross-sell Mobile Accessories or Promote Flipkart First subscription by telling me how I can ensure faster delivery using Flipkart First.
Now in cross-selling subtlety is key. You don’t need to push a sale. That should not be your main goal or the main idea people get from these campaigns. Instead, your aim with cross-selling should be to act as a suggestion.
Make Your Emails Social Media-Friendly
The other key benefit of emails is that they get forwarded and shared, helping your content reach a brand new audience. Encourage this sharing of your emails by making it extremely easy for recipients to share your email content with their networks. Include social media sharing buttons/links and language that invite’s your contacts to forward the message to others.
Tweak your transactional emails and see how they work wonders.
We will be here with another tip next week! Leave your Feedback in the comments section.
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