Brands send a lot of e-mails in November and December, much more than at any other time of the year. This makes sense: consumers are willing to buy and holidays are important to the financial results of many brands. Last year, at the end of the year, we saw the biggest annual increase in online shopping and website visits in the history of online shopping in the industry.
Your key is quality, not quantity. Use strategies that deliver relevant, personalized content to customers to open your emails and maximize conversions. To do this correctly, identification of the website visitor is essential.
The activated email address is number 1
Abandoned shopping cart emails are the most common and most directly triggered type of email. When a customer puts something in their shopping cart and doesn’t buy – which happens on retail sites about 70% of the time – it usually doesn’t take long for the customer to complete the sale. The abandoned cart reminders sent in the following hours usually include purchases of 10-25% of the extractors (with free or discounted delivery minus the top of the line).
As you can see, the more visitors you can identify, the more revenue you will generate.
Go beyond outgoing email automatically enabled
Other types of triggered emails provide several additional opportunities to increase revenue, and again, the identification rate makes a difference, as it directly affects revenue. The good part is that after optimizing the identification number of the abandoned car, the same high identification rate will optimize the other email triggers – Abandoned Navigation, Abandoned Search, and Abandoned Category work in the same way as Abandoned Car.
The triggers generated by your merchandise updates in conjunction with a customer’s browsing and purchase history also have high returns, such as current trends, price drops, news, low inventory, and inventory. Also, e-mail causes “fire” when a customer is identified by shopping elsewhere online, he brings his e-mails to the inbox when the customer is in purchase mode (and therefore is much more likely to get involved).
Increase conversions with product recommendations
To make your triggered email even more relevant and personal, or to personalize generic bulk emails, include dynamic product recommendations unique to each recipient. Recommendations are determined based on the items the customer has recently visited or purchased, along with items that similar customers have explored or purchased. This is ideal for opening these emails, especially bulk emails, and for monetization and cross-selling.
Take the A / B test
Don’t skip the A / B test. The test keeps you up to date with trends and gaps in the ever-changing online shopping environment. For example, emojis in the subject lines were once a success, generating open rates, but not much.
Transactional email offers hidden opportunities
Slow email speeds are often lamented, but a golden opportunity to reach customers with personalized marketing is being overlooked. Transactional emails, including receipts, purchase confirmations, pending orders, order confirmations, delivery confirmations, returns, and refunds, have the highest opening rates of any retail email. During the holiday season, smart use of transactional email can increase sales and prevent customers from looking elsewhere for their next purchase. Opportunities include cross-selling and cross-selling with dynamic product recommendations, using them as a vehicle for triggered email content.
Give yourself the email recipe!
Do your best during the holidays with an email strategy that maximizes engagement, revenue and delivers relevant and personalized content to each customer. And don’t forget the site visitor’s identification fee, which is critical to your email’s financial results.
There may still be time to dramatically increase your identification number before the holidays. But even if it doesn’t, make sure it’s on your agenda for the next tough shopping season. You will be grateful for the gift of the recipe by email!