According to the 2015 DMA, every dollar invested in mailing lists turns out to be $ 38 in profit. The average order received from good old email is 3 times higher than from social media.
How much do you lose because your email marketing is inactive or ineffective? Let's see what the statistics say. Growing a pool of loyal customers is more profitable than spending budgets on attracting new traffic. In email marketing, triggered mailings are responsible for this. In this article, we will analyze what it is, how it works and what increase in conversion they can give for your online store.
What are triggered mailings
These are chains of letters that are launched after a certain action or event - a successful order, an abandoned cart, or if the user has not visited your online store for several months or has not made a purchase for a long time.
Example: after registration, the user receives a series of welcome email, a list of promotions and special offers, a selection of personal recommendations based on viewed products and a discount coupon for the first order.
The most popular chains are a welcome email loop after registration or purchase, an abandoned cart, a series for reactivating users who have not visited the site or made a purchase for a long time. Typically, these emails are easy to customize. They are versatile and increase sales regardless of the subject of the project.
Advanced - letters with personal recommendations based on BigData, content mailings with branched scripts, targeted selections by season or hobby, as well as dynamic content. This is aerobatics, and you should approach their creation when you clearly understand who your customer is and what you want to achieve - sales, engagement, loyalty.
Why should you run them in the first place?
Trigger emails can increase your revenue by up to 30%. Therefore, you need to launch them first of all - immediately after you have opened an online store and the first sales have gone.
Unlike email marketing embedded in a content strategy, they don't require regular and systematic prep and release work. You set them up once. Further - either optimize, if you want to experiment, or leave it as it is. The emails will work while you are polishing.
If your online store runs on 1C-Bitrix, you can start the mailing list in a few clicks. You will have to tinker with other services, but this is also possible.
Tools for setting up triggered mailings
- Popular mail services (Mailchimp, Unisender). Among the advantages, we note the ocean of opportunities, advanced analytics and letter constructors. The downside is the complexity of the setup: after the intervention of a programmer who integrates the service into your business processes, you will have to read manuals, understand, test.
- 1C-Bitrix mail module (if your online store runs on it). Cons - few opportunities to create your own templates. Pros - ready-made thread scripts and convenience. With its help, you can launch the most important types of triggered mailings in a few clicks.
Letter design and mailing scripts
Beautiful letters are more often read, and mediocre ones are deleted immediately after opening. Curved text layout, sloppy blocks, scattered buttons are conversion killers.
In words, everything is simple: the design of the letter should be simple, informative, involving - preferably to the site and ideally to sales. In fact, it is difficult to create such a letter if you do not know which block and where should be located.
Let's take a look at how trigger emails might look like using Aspro: Market and Aspro: Optimus templates. Using their example, we will analyze popular chains and find out what increase in sales and conversion they can give.
Forgotten shopping cart email template
On average, 70% of orders remain uncompleted. According to SeeWhy, 55.8% of customers return from a purchase from emails. At the same time, the conversion to purchases can reach 67.7%. What to do? Send emails to those who abandoned their carts at the checkout stage. Such notifications are like a kitten that asks at your door: it is impossible to resist. Do you want to get even higher conversion? Use a forgotten cart notification mechanic with a discount coupon.
Review template on Yandex.Market
90% of shoppers acknowledge that online reviews influence their buying decision. 68% search for them on social media. And only 8% of them are left in catalogs. However, the game is worth the candle: reviews of a store can increase conversions by up to 14%.
Order Information Letter Template
Uncertainty scares the buyer: what will happen after I clicked on the "Checkout" button? At what stage is the shipment? What if something is wrong? Such letters remove fears - once. Two - they work great as an advertising channel. On average, they are opened more often than mass mailings. So why not use free ad space?
Email template with promotions and special offers
Tell us about your great deals, arrange a holiday sale, emphasize that it is important to buy goods today - the mechanic is a lot!
User reactivation email template
Another useful letter for those who need "returnees". They will remind you of those who bought once and never returned or registered and never bought. If the letter or chain is successful, it gives + 16% to repeat visits and purchases.
In this letter, you can give a discount, a certificate, talk about contests or promotions with prizes. Or just to remind you how good you are.
Do you want to improve the efficiency of this chain? Send out a series of letters. The script could be like this:
We miss you.
We offer a discount (by promotional code).
We inform you that we will unsubscribe from the mailing list.
Unsubscribing from the mailing list (last warning).
How to set up triggered mailings in your online store
You can switch to new templates in the email marketing module of the site admin panel.
In the template constructor, you can upload a logo and phone numbers, typeset text, insert links to your communities in social media. Select a block that will be automatically generated based on the content of the site - for example, teasers of benefits, promotions, products from the catalog. This is short. Read more in the documentation.
Conclusion
Correctly composed email conversations increase conversions by up to 30%. Thanks to the functionality of 1C-Bitrix, they can be launched in a couple of clicks, and new letter templates from Aspro will allow you not to think about design and layout.
Read more about the new product in our blog, you can test new templates on demo versions of Aspro: Market and Aspro: Optimus solutions. To get a beautiful email, you just need to drop the cart at the checkout stage.
As a conclusion, we share an interesting infographic from Soudnest.com.
The number of views (Open Rate) and the average number of sales depend on the scale of the online store. The larger it is, the higher the percentage of purchases made from mailings.
Data on views and conversions depending on the length of the chain. The optimal number of letters is from 2 to 4.
How emails from trigger mailings are viewed and converted, depending on the period. Conversion peaks occur in the second half of the month.
What affects the number of spam complaints? Oddly enough, the phases of the moon. It is worth considering when planning large-scale promotional campaigns.
Implement, test and increase sales. High conversions for you!