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5 Email Automations To Help You Increase Sales

November 4, 2020

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5 Email Automations To Help You Increase Sales

How to increase your online sales with email automations

  1. Cart abandonment campaign
  2. Welcome automation
  3. Post-purchase campaign
  4. Cross-selling campaign
  5. List-cleaning campaign

Healthy growth. Greater revenue.

These are the Holy Grails of your ecommerce business. 

You’re striving for the right goals, but are you using the right tools?

To increase your online sales and sustain your business’ growth, there are some specific strategies to apply – particularly in the email department.

Here are five email automations that will help you increase online sales and experience sustainable growth.

1. Cart Abandonment Campaign

This is an absolute must-have when it comes to increasing your online sales through automated email marketing. 

Over 75% of people abandon their carts when shopping online. That means that after all the effort to get people to actually add items to their carts, 3 out of 4 don’t end up buying. Ouch!

Without an effective cart abandonment campaign, you’re probably leaving thousands of dollars on the table – and not in your account. 

The good news is that these are fairly easy to set up and, depending on which email tool you’re using, you probably have access to cart abandonment automation templates that you can activate in no time. 

You can, and should, edit and style them to match your brand, but don’t wait until they’re perfect to launch. Remember all those dollars!

Pro tip: Make sure to include a discount code to push those who can’t make up their mind quite yet. Ideally, it should be time-sensitive and valid for only 24 to 48 hours to really press on urgency.

2. Welcome Automation

Some contacts will not be ready for purchase immediately, and that’s ok. 

Through the welcome campaign, you'll tell them more about how you’re going to make their life better and keep educating them until they’re ready to pull the trigger.

Many ecommerce companies make the critical mistake of being too shy to ask for a sale from their subscribers, thinking “They’re not ready. We’ll appear too salesy and pushy.” 

We’re not saying to be pushy and aggressive, but you do want to be clear about your intentions and this relationship: Your subscribers gave you their email addresses as a way of saying, “Ok, I trust you. You have my attention,” and it’s only polite to thank them with a well-placed incentive to buy! 

Make sure to include a “welcome to the family” kind of offer to your welcome series, and do it from email #1. 

Pro tip: Include testimonials that prove your products will improve their life wherever possible. Be confident and bold about what you’re bringing to the table. Remember, timid salesmen have skinny kids!

3. Post-Purchase Campaign 

You got a sale! Wooo! That’s awesome news. 

However, if you want to get repeat purchases, referrals and testimonials, your efforts cannot stop at this point. 

Actually, you want to work extra-hard to make sure your customers are just THRILLED with their purchase and in love with your brand.

When it comes to shopping, we all want to feel like we made the right decision. We want to feel like we got the best deal, like we’re the VIPs, and want to be valued and respected. When you’re a customer you expect the same, so why should it be any different when someone buys from you? 

Delight your customers by:

  • Promptly emailing them about their purchase. 
  • Asking for their feedback. 
  • Always honoring your guarantees and standing behind your product or service. 
  • Asking for their input on future products (and making sure to listen).
  • Giving them early-access, customers-only discounts, etc. 

Pro tip: When thinking about how to structure this campaign, follow the golden rule: how would you like to be treated? What are your favorite brands doing that always makes you feel special? 

4. Cross-Selling Campaign

If you sell multiple products (and you probably do), think about how they work together. What would be the best way to combine them so it makes your customers’ lives even more magical? 

Chances are, your customers don’t know about every single product or service you offer. So once they buy from you, help them discover related products/services that they will benefit from. 

The main point here is to focus on your customers, not your bottom line. You want to offer truly related and connected products, not just random items that might bring you some extra cash. Random offers will alienate your customers: It’ll look like you don’t know anything about them and don’t really care. 

When you focus on them and on solving their pains, they feel heard and valued. Then, the dollars follow. 

Imagine buying a great pair of shoes, and then getting hit by a cross-selling campaign that offers you a coffee-maker at a great price. You’d probably double-check the sender’s email address, all confused. And confused customers NEVER buy.

Now imagine receiving an email that is offering a wonderful purse in a matching design and color, plus a customers-only discount. This would make much more sense – and result in many more sales.

Pro Tip: If possible, use a mix of different-priced products. This will give your customers more opportunities to convert once again, at a price-level they are comfortable with at that given moment.

5. List-Cleaning Campaign

You might be wondering how this campaign will help your sales. After all, list cleaning means you’re removing people from your database.

The truth is, your email list is only good if it’s made out of active, engaged subscribers. 

Otherwise, you’re just inflating your numbers and skewing up your data. And the biggest issue of them all: You’re hurting your deliverability rate. 

In short, email deliverability is the ability to deliver emails to subscribers’ inboxes. A good deliverability rate simply means you’ll be able to reach someone’s inbox – but without being able to even reach them, everything else doesn’t really matter, does it?

If you keep emailing your entire list, including those contacts who should be suppressed or removed (like people not engaging with your content, or soft and hard bounces), what you’re telling email servers is that you’re not a trustworthy sender and are potentially spamming your recipients. That means that they will stop your emails from reaching contacts in the future. 

Notice how we said “contacts,” and not “your suppressed/unengaged contacts?” That’s because a bad deliverability rate prevents you from reaching anyone’s inbox, including those who want to hear from you. We’ll let that sink in for a bit. 

...sinking in… 

Ok, now that you understand the importance of this campaign, it’s time to get to work. 

Decide on how long you’ll let your contact be unengaged with your content before you enroll them in this campaign. Think about what timeframe makes sense for your business. Maybe it makes sense to enroll people who haven’t been engaging with your emails for the last 180 days, or maybe you decide that this timeframe should be shorter. 

Once you have that, it’s time to trigger the campaign and make your list squeaky clean! 

Pro tip: As soon as someone opens your email, they will no longer be considered inactive and therefore will be added back to the “healthy” part of your subscribers. Good subject lines are the key to engaging your sleepers. A subject line like “First name, should we break up?” is bound to get some clicks. 

Final Thoughts

Cart abandonment, cross-selling, list-cleaning and post-purchase campaigns, as well as welcome automations, are the ingredients to reaching your goals of more online sales, greater revenue and healthy growth.

If you’d like help with putting these email automations to work for your ecommerce business, let’s talk! 

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Maja Jaredic

Maja is passionate marketer, pursuing excellence in all that she does for clients. She speaks 4 languages and spends her free time at the beach, traveling, or discovering new beer and coffee.