How To Create Outreach Emails That Convert
Email marketing is still one of the most powerful tools your brand can use to generate sales and retain customers. When done right, your emails are actually a welcome sight in your customers’ inboxes, rather than an interruption or something to ignore. So how do you do it correctly? There is shipping data right at your fingertips, and that’s a great place to start. Let’s look at how your shipping can inform your email marketing efforts to increase sales and keep your customers coming back for more!
Gone are the days of sending generic emails to every subscriber on your list. Every order you receive offers you a wealth of information about your customers. This data can be used outright or used to infer other information about what your customers may want or need. Let’s look at a couple of examples.
Customer Tenure Approach
When you know how long it’s been since a customer’s first purchase, as well as their last, you can create messaging that speaks directly to them. Examples of this might be an anniversary email celebrating how long they’ve been a customer or a win-back email campaign that lets a customer know you notice when they’re not coming back to your store. The latter is used often by retailers, but the anniversary of a first purchase isn’t used nearly enough. Both of these emails can feel hyper-personalized while using automation triggers to send them. They can also earn you some major loyalty along the way.
The same approach can be used with delivery dates. Your shipping platform should allow you to track delivery dates, meaning you can celebrate your customers’ “deliver-iversary.” This can be a unique twist on the anniversary email but more specific to e-commerce.
Just like tenure, the amount your customers have spent with you over time can be a great way to tailor messaging. Few things make people feel more special than being referred to as a VIP. Segment your list based on how much your customers have spent with you to recognize your top spenders or largest purchasers. Reward them with insider access, sneak peeks, and exclusive deals to help build loyalty and turn repeat customers into advocates. Once that happens, you can take the next step of encouraging them to spread the word about your brand and products to their friends and family.
The things you promote and talk about to your customers in California may not be the same you’d mention to your customers in New York. Using your shipping data, you can segment these customers using tags, breaking them up into time zones, geographic regions, or major metropolitan areas, catering your email marketing messaging accordingly. This will also allow you to be proactive and reactive to any upcoming events, weather conditions, or shipping delays.
For example, let’s say there’s a major storm heading toward the east coast. You may inform customers along the east coast of potential delays due to the storm. If you sell emergency-type supplies, you may offer discounts to those in affected areas, or orchestrate a fundraising effort for purchases in unaffected areas where you donate a portion of sales to those in affected areas. Segmentation like this allows you to offer timely messaging, showing that your business is regionally aware of current events.
Personalized Email Automation
According to a recent study from Periscope and McKinsey, customers often don’t get the amount of personalization they want from retailers. Personalization goes beyond a simple, “Hello, [name]!” As you can see below, that’s even becoming less important to recipients. Your customer order data and shipping data can be used to personalize not only the messaging and products you recommend but also the timing of your emails.
The statistic to focus on in the above image is “Basket/repeat purchase reminder.” Nearly ⅓ of customers are interested in it. About the same feel like they’re getting it—but are they getting it at the right time? This is where your shipping data can come into play.
You know your products, and you know approximately how long they last. When you base a buy-it-again reminder on the delivery date, you can base that reminder on when you know a product was actually in that customer’s hands. This can help improve the accuracy of your reminder email, making it hyper-relevant and improving the likelihood of them buying again.
Reputation Management Emails
Let’s be honest: many people don’t feel compelled to write a review unless something went wrong. If you’re only waiting on those people to write reviews, your business could suffer. Proactively encouraging customers who have perfectly good to great experiences to share those experiences on the platforms that matter to you can be crucial to your business’s success. Being that 72% of customers don't take action until they have read reviews (Testimonial Engine), you need to take the reins on your products’ reputation.
In the same way, you can use shipping data to personalize buy-it-again reminders, you can also use the delivery date as a trigger to request feedback from your customers. Timing a feedback request email properly is crucial to increasing your reviews. Too soon and your customers may feel like they don’t know how they’d rate the product yet. Too late, and they may feel like they don’t remember their experience well enough to write a response. This timing varies widely based on the types of products you sell.
If you sell organic protein bars, a customer may be able to give you quality feedback within a day or two. If you sell hobby model kits, it could be days, weeks, or even months before someone may have ample feedback to provide. You may even vary your feedback request emails based on specific SKUs, such as a small, easier model versus a complicated and intricate one. Regardless, the delivery date is a key data point to use when triggering these types of campaigns.
Bringing It All Together
There are ways to do this with separate technologies. With that comes an inherent risk of miscommunication among your tech stack or, as we’ve seen recently with Mailchimp and Shopify, potential ugly breakups between solution providers. That’s why ShippingEasy has brought shipping and email marketing (as well as inventory) into a single platform to help you bring it all together. Give it all a spin absolutely free for 30 days and experience the difference.
The is a guest post by Rob Zaleski, the Digital Content and Brand Manager for ShippingEasy, shipping, email marketing, and inventory management platform for e-commerce merchants. ShippingEasy saves merchants time, offers the best shipping rates, and puts order data to work to streamline inventory and email, all in a single platform.