There’s a wide-spread golden rule in marketing that your customer needs to see something 7 times before they buy it. Whether it’s actually the seventh time or not, frequency equals more sales. When you’re running Facebook ads, most dropshipping gurus suggest running them over 7 days so that the same person sees the ad serval times. Think about some of the ads you see on Instagram or Youtube, it’s not a fluke that you see them over and over again.
There’s many ways to engage with your customers, however one of the most underrated is emails. Over 40% of North Americans check their email 1-3 times a day, with another 18% checking them a whopping 4-9 times. A person’s email inbox is a place where you can personally engage with them. A place where you can talk to them, share content and remind them of their forgotten purchases; a place where you can easily get to that sacred 7th step! It is also why Mailchimp made over $400 million dollars in 2017.
In my experiences, I’ve seen many merchants equate the importance of emails to a middle name. The’ve failed to see to see it beyond face value and don’t understand how to use it to build a relationship with their customer. Why a relationship? Simply because it’s 5 times cheaper to have a recurring customer over a new one! Rather than just an ad, emails are an opportunity to bring more value to your customer. They turn a cold Facebook ad that you ignore into a top 10 summer list with a discount code you might check out on your break!
Email campaigns can definitely be intimidating at first, so it’s best to start simple. I would suggest starting with three types: a welcome email, an abandoned cart email, and a thank you email.
A welcome email is vital in setting the tone and introducing your brand to your customer. You want to sound warm, friendly and not desperate. If the email sounds like it came from a bot or you’ll be sending 10 emails a day, your customer is going to quickly unsubscribe. This is your opportunity to talk to your customer and establish a human connection. As a bonus, I always like to include a new subscriber 15% off coupon! Here you can find some steps to set it up through Mailchimp.
Next, a thank you email. Luckily for you, Shopify has a built in order confirmation email in their settings. You can edit every notification template and add your own personal touch to it. Your thank you email is a chance for you to show gratitude and confirm with your customer that they should feel confident in their purchase. To make it sound natural, I would suggest imagining you were writing a casual thank you card to a friend. Many times I return to a restaurant to see the friendly staff as much as the food!
Finally, you must make use of your abandoned cart recover emails. It’s easy to take it personally and assume someone abandoning their cart doesn’t want it and will never want - that’s simply not true. Nobody was hypnotized into adding a product into their cart, they did it themselves. That means part of them, even if a small part, considered purchasing that product. You need to dig, find that doubt and convince them they should make that purchase. Shopify has a built-in abandoned checkout feature that is free, with lots of great options in the App Store as well. As a tip, I always suggest adding a small discount code to give your customer that final push!
I hope this article has shown you the reasons you need to jump on email automation before much of the ecommerce community truly sees it’s potential. What has your experiences with email been so far? Do you have any emails you automate? I’d love to hear your opinions!