Bonus points for rating your service from your customers
Reward Your Frequent Shoppers
According to a popular survey 80% sales for Ecommerce are generated by 20% users.
These include your frequently transacting , happy with your brand , loyal shoppers who you should be treating like royalty. These shoppers form 80% of your online revenue and they keep on coming back for more products, thus they need to be provided something special to continue the cycle.
Have exclusive deals designed just for your frequent transactors like Make My Trip has a MMT Black membership for privilege users.
You can also have a special loyalty point program designed for these subscribers who shall be receiving extra discount and offers with your mailer atleast once a week so that they can purchase uninhibitedly and develop trust and a relationship with your brand.
Treat them well to keep them happy.
For those customers who have not yet transacted with your brand, the idea should be to send them a mailer with beneﬁts that they receive on buying from your brand. These could range from free shipping , COD option available , less delivery time , extra offers on E-wallet payments , cards etc.
Also there should be some content generated about your brand values and how you stick to them in the larger scheme of Ecommerce.
Eg: You don’t negotiate on your quality instead you use authenticity as a measure for customer success.
We strongly believe that online customers are looking for beneﬁts they can get in sticking with your brand and hence need to be educated on the same on a timely basis.
Weekend Sale Offers To Boost Reach And Conversion
Now, this is not to say that you shouldn’t reach out to the rest of the user base. Ofcourse, you should. When sale season comes in, you can send your entire mailing list attractive offers on all your products say twice a week and expand the reach of your audience.
You will gain new “openers” of your Email campaign and you can include these users in your stage wise Email Program as mentioned in the above points.
Make sure you are not “over sending” mailers to the entire set of users as majority of them could be inactive. They would require special campaigns to re-activate them, which brings us to the next point.
Community Scoring And Chat
There can be a scoring system set for your customers where the users will be rated based on the number of purchases , sharing your content on social media or re-tweeting it, will incur some score for the user and the user can use this score to get discounts on future products they wish to share.
The community chat will enable the user to discuss your products and report any changes or improvements to your system rather than just leaving a feedback.
This could also involve discussions on latest trends in fashion and other products they wish to see on your website which you should be stocking up on.
Friend referrals will be rewarded with special offers and discounts.
Promote the app community chat across all channels . A good community outreach program will scale the brownie points on your brand popularity.
There will come a time when a part of your mailing list will stop responding to your offers. They can get cold and stop opening your targeted offer for them. These users need to be re-engaged with the brand.
There are a set of campaigns you can run to re-activate these dormant users. These should be targeted to users who have not opened your Emails for more than 90 days.
An Offer Just Because We Miss You
You should up the effort when you are trying to design an Email Re-engagement campaign. It should have a “We have missed you” theme. You need to offer discounts which are bigger than the usual ones like 30-40% off on products so as to entice these users to click on links and get to the website.
This re-engagement mailer from Netﬂix does all the right things on reactivating the unsubscribed user to get them back to Netﬂix and chill:
Why Did You Stop Responding?
You can send a mailer to your dormant users asking them the reason for the dried up interest in your mailers. It will be a simple text mail which can be replied to so as to collect feedback.
This could provide valuable insight into what your users want out of your campaigns.
You Have Been Removed
If the subscribers still fail to respond to the above mailers then it is time to let go of them.
Send them an automated email saying that since they have been “quiet” since last 3 months, they will be removed from the mailing list or they can click on “Don’t Remove me” button to remain a subscriber and receive relevant offers.
New Technologies that are Changing the Email Landscape
It is time to move on from static Email designs which offered very little interactivity to Email users.
AMP is a technology to create a faster and more interactive way of rolling out web pages on mobile devices. AMP for Email – an expansion of the AMP project will include dynamic Emails. It will support useful and interactive content within Email to provide a refreshing and modern experience.
AMP powered Emails will allow “rich engaging Emails, making modern app functionality available within Email.”
Here’s What Your Users Would Be Able To Do With AMP-Powered Emails
- scroll image carousels
- add items to the shopping cart
- ﬁll up a form or a questionnaire
- open a product card, choose and buy the products
- participate in surveys or polls right in the inbox
- reply to comments in an Email
AMP for Email will make dynamic content like videos, GIFs, graphics available on your Email client in a moment to browse and interact with! With AMP operational, users can easily RSVP to an event, browse a catalog of an online store, ﬁll out a form without leaving your Email client.
The feature is being rolled out in the Gmail web client and then will be provided on mobile. With time, other ISPs like Yahoo, Outlook, and Mail.ru, etc. will also support it.
Ecommerce will be thus the industry which could beneﬁt the most from AMP with the extent of interaction that the users will get to have on the Email client as stated above.
Here are a few examples of how some brands are developing new experiences for consumers using AMP for Email.
How will AMP Emails beneﬁt Ecommerce Brands
Dynamic And Up-To-Date Automated And Promotional Content
With instant call to actions now feasible on AMP, you can get more creative with designing Email triggers ﬁtting in your users in the various stages of the user life cycle journey.
How about reducing that cart abandonment activity and designing your Email in such a way that the user will be inclined to transact from his Email client itself without any fuss?
Better Customer Experience
The content of the web pages being dynamic & interactive will allure the users to act. The improved user experience would lead to an improved afﬁnity for your brand. This should also reduce the trafﬁc ﬂow on the website which used to drop in terms of transactions/signups as all this can be done easily hereupon in the Email itself.
After implementing AMP, Tokopedia – one of the largest E-commerce brands in Indonesia reached four important mobile milestones: a 5X jump in conversion rates, a 40% increase in organic trafﬁc, 65% faster page load times, and a 60% lower bounce rate, which highlighted better engagement.
Hyper-Personalization Of Content
Now is the era of hyper-personalization in Emails. With AMP for Email, this will be taken to the highest level where your users’ choices can be met in the Email itself. That means, subscribing to a service or agreeing to be part of an event or else choosing a product from a personally curated range of catalog and transacting to secure the delivery.
This will empower Email marketers like you to design creatives in a more personalized way where a user can get everything done easily and quickly.
Better Engaging Emails
Till now the content of Emails has stayed static and small changes like introducing GIFs or videos inside the creative content have been limited. With AMP, the bar will be raised high in terms of the aesthetic value of the Email. The website will also need to feature more dynamic and visually actionable content to tempt the users to choose from the products offered.
Thus, with all the above strategies mentioned it all trickles down to targeting your users based on the customer life cycle stage that they are in at that time.
Email Marketing is just not about batch and blast a campaign to your entire user list and expect your business to grow. It is more about targeting your speciﬁc users with content and offers that they would like. Every campaign of yours should be designed with a goal of providing more value to your customer and letting them choose your brand than anyone else’s for purchase.
Thus the general layout of a good Email Program for Ecommerce websites will be comprised of: