6 must-have triggered emails for ecommerce

October 8, 2018

Hello guys! Welcome to our SendPulse channel! I’m Kate, and today I will tell you about must-have triggered emails to help your online store grow and make your email campaigns stand out Let’s get going! Triggered emails are automatic messages sent based on subscriber’s behaviour in previous emails or on your website

Triggers have nothing to do with random messages or mass mailing They are relevant and expected They overtake regular messages by half, based on open rate, and have four times higher CTR And that’s all because they are triggered by customers’ behaviour And now let’s see which triggered emails you need to be sending already

The first type is welcome email This email is sent immediately after subscription or registration to welcome and thank new subscribers for their choice The purpose of welcome emails is to find a connection with users, get more information about them, and introduce the brand Most often, these emails come in a series of two or three What can be included in such series of emails? First of all, an email where you present your store to subscribers and explain all the benefits of joining After that, think of the potential fears a customer may have and find ways to address them in an email — this can be the second message

For example, if you're selling clothes, add a video which will help potential customers choose the right size Just like Victoria’s Secret did They send a three-step guide to help women choose the correct size of lingerie without trying it on Then, I suggest setting up an email which will help segment the audience Ask your subscribers about their interests, birthday or the content they want to get in the future, like in this example

Now, your next step is to lead the subscriber to a purchase And for this you will need to set up a bonus email series Offer a promotional code or a discount If users don’t buy from the first email — send the second one after a while and continue motivating them to take action That’s exactly what beauty company Julep is doing They offer you a promocode to receive a gift for any $30 spent

Sounds tempting! One more email you cannot resist — an abandoned cart This message is encouraging users to complete the purchase And like many other triggered emails, it works better as a series Send the first email within 24 hours after the cart was abandoned and offer a discount for the product If the user doesn’t buy anything, send the second message in two or three days All in all, the abandoned cart series may consist of two or three emails, with the interval of several days

Let’s see how Urban Decay does it They remind about the unfinished order and give a 10% off Once it is sold, it’s time to send a post purchase email series These are the payment confirmation emails, thank you messages or emails asking for feedback Payment confirmation is an important message for the customer as it contains order and delivery details and often includes a way of contacting customer support Look at the example by Amazon

They send a payment confirmation email with the order details and recommend a magazine subscription as part of an upsell Speaking of feedback, it is crucial for the company because it shows if the customers are happy with the service And users feel that their opinion is cherished, which is a great way to develop brand loyalty Another type of messages are milestone emails You send them on specific occasions, such as a user’s birthday or a sign-up anniversary Write some warm wishes and give a discount or a bonus to your customers

I’m sure they will appreciate your gesture You can see how Astley Clarke is wishing their subscribers happy birthday with a sweet line: ‘You don’t get older, you get better’ And the last but not the least for today — reactivation emails They engage with inactive subscribers who haven’t opened emails for a long time Such messages should contain value, like a discount or a special bonus to win back users’ loyalty See how Triumph are re-engaging their dormant subscribers

The company provokes an emotion by saying ‘We’ve missed you’, and to be more convincing, offers 20% off for the next purchase That’s all for today! Now you know which triggered emails to send for your online store I’d love to hear which triggers you are using So share your experience in the comments below And don't forget to subscribe to be the first one to see our new videos! Thanks for watching!

Source: Youtube