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Empty shopping carts, passive customers and declining conversion rates are the things that concern website owners the most, but often the fault lies with brands themselves and results from failure to provide personalised and engaging e-mail campaigns. E-mail marketing has proved successful in creating relationships and driving loyalty, thus contributing to revenues. Here are several e-mail marketing tactics that can help firms get higher returns and take their online commercial activities to another level, as suggested by Michael Linthorst in a post for Econsultancy.
Nowadays, data is the key to big gains in business. Online stores typically contain lots of information about customers, which could be easily used to create event-driven e-mails. Such e-mails can be devised by tapping a pool of triggers that can help you make your message immediately respond to a customer´s behaviour. Event-driven e-mails can be birthday mailings, retention mailings, mailings that remind consumers about their abandoned shopping carts, mailings intended to enhance customer satisfaction or to reward them for being loyal.
Organisations eager to find out whether customers are content with the experience on their website can ask them by e-mail to write reviews. In order to stimulate such practices, brands need to reward those who agree to do so with incentives. Such data can help enrich the product information provided in the online shop. Reviews are also instrumental in lifting a brand´s position in search engines, thanks to the relevant and unique content customers provide to the web store, which is often more likely to bring new customers to your store.
E-mail is also a perfect tool to stimulate customers who haven´t visited your web shop for a long time to start purchasing again. This can be achieved by sending such customers a reactivation e-mail to encourage them to visit you online or read your newsletter. If this doesn´t help, the right thing is to remove such customers from your mailing list and database or place them in a separate area of the database so that you can clearly distinguish between your active and inactive customers.