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Ecommerce Transaction Emails You Should Be Optimizing (And How To Do It)
While most of the online retailers thinks about the emaиl marketing, they often associate it with sending news or information about the sells. But the email marketing is much more. Actually every sent email to potential, current or former client, is possible to receive a value when provide one. These email-transactions are those, which are sent at the time of payment and purchase.
The following is an example for different email transaction and how big electronic marks uses them, for boosting sales at the time of purchasing. Let's see what they can do and what they can update.
Email for abandoned basket
According to the research of company for e-commerce, Baymard Institute, the average rate of abandoned basket is 68. 63%. That's a lot of money down the drain...
The sample email above is perfect in practice, because he shows the product, added from the client (with screenshot).
For the client, for which you have information, like these which are created an account in your website, you can send them a friendly email, reminding them, that they got something is their basket. Here's perfect example :
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The way he works is typical within 12-14 hours, in which the clients are entered their information and are left their/s product/s. And you send them a reminder that they got something in the basket.
In most cases, the clients wants to reach to the final step in the case, so they can see the final goal with added delivery price. They coud be confused because of lack experince like online dealers.
But actually there's designer's lack. Many email services will hide the picture in the email, while the receiver don't ask them to show it. if they don't ask their eimal service to show it, the message, that they will see, will be this one :
As you can see the email without picture does not provide enough information. With other words you need from based text message, included in the email, so the client can see it while opening.
In other side, Walmart send emails with text, so the clients can see the message without even a picture.
But this email is not pefect too. Because he does not show what type of product they have in their basket. This bereave them from the possibility to excite the clients for the product, for wich they were so close to purchase.
Here's which steps must be done for the perfect email in the case of abanoden basket
- Type the based message in text, so the clients will see them immediately, without giving permission for the picture.Add a link to the basket.
- Remind them what they are purchased, so you can excite them again.
- Provide specific stimulating message. like free shipping or expiry date.
- The message must have a clear text, who will prompt them to action - "BUY NOW", "COMPLETE THE PURCHASE".
Keep it mind that when it's about stimulating, which you offer in the abandoned basket, you can think about offering them a coupon or discount. In this way you teach them to include points in their shopping cart, which they leave. In this case they will win money from the product upon further order.
Email for completing order
According to Marketing Metrics, the possibility to sell to exciting client is 60-70%. This means, that once the client make an order, you have the bigger chance to make them make another one, using your confirmation email like marketing tool.
GoDaddy make it more incredible, adding a coupon code for next client order in the confirmation email. The incredible in the email is that the code is bright, sharp, above is included the order, which has just been made.
They also offer similar products based on client's order.
Although this is the perfect way fo increasing the sales, is good to be sure that the client, you try to sell again, is not a new client. Your new client will hardly cancel the order only because you offer to him to make new order, but they will hardly take it seriously, if they are new clients.
This is good strategy for people, which are purchased from you. Better try to ask your client to like your business page in Facebook.
Confirmation's delivery mail
Exactly like the confirmation order's email, the confirmation's delivery mail is another way to be creative. Instead making people do their next order, you make them do another order for someone else.
The confirmation's delivery mail is good, because your client is excited for the possibility for delivery the order. So much, that he start thinking about making orders for friends and for the family.
Of course that you can use the confirmation's delivery mail to make another one.
The only disadvantage to Express is that the urge to action in this email is not personalized for client's orders. it will be more effective, if the client's order is man pant, the ads must be redirected to shirt, jacket, tie, instead of men's suit and woman's clothing.
For successful confirmation email, take a look at these points :
- Let's be easy for the client to track his order. Include date of arrival for the order, hour, the route he's moving, so the client will know where's his order in real time
- Offer a link to client to product, who is bough from a friend
- Include products,coincide with purchased by the customer
Usually the marks do not send feedback email, after the client are made a purchase.
But Toys R US par example, include sweepstakes with their email research.
And the company from printing and design MOO, start this research :
What's the difference between the two emails? While MOO send a research with a tool with feedback, Toys R US send research to their own page. it's more easy to encourage the happy clients to start buying when the research is completed.
Here's some steps which will help you in feedback email :
- Focus on satisfying your clients - not on sales, so you can take into consideration their notes and you will know what they think for the orders made by them till now.
- Place a researching form in your site, so to the clients can be submitted an offer and products after importing them in the feedback
- Include a review to the product's page, so you will increase the client's trust in you.
With My-dox's My-feedback you can receive offers, with which to update your services and products, receive reviews, categorize the tasks, categorize the most beatyful offers on which to focus. You receive notification for new comment, email, review and etc. by email. And when a client asks a repeating question, the system automatically respond with the answer you respond earlier.
Author: Gabriela Plocheva