By Sneha Jagtap
Driving traffic to a website is a tough challenge for any Ecommerce business, but what’s tougher is turning those visitors into paying customers. Having said that, driving traffic to your website is fantastic but if that traffic leaves your website without taking any action is not going to help you in any way.
As a marketer, you obviously wish to have more and more customers. And for that you need people not just to visit your website, but to take action before they leave your website. Turning visitors into subscribers and ultimately into paying customers takes so much effort. And the very first step you need to take is to start engaging your traffic.
Instead of wasting time and effort here and there, let us all follow the tried and tested method. That’s email marketing.
I have gathered a few examples of email marketing examples for you. Let’s check them out one by one and also understand customers’ buying journey in the process. Because lead generation campaigns and customers’ journey go hand in hand.
Stage 1. Awareness
Customers know they have a problem or a need, but they don’t know your product or service can solve their problem. In short, they are not aware of your existence when they are discovering the options to solve their problems. That’s when the awareness stage comes in the picture.
Your goal (besides capturing emails) is to introduce customers to your brand, what you offer, and how are you going to solve their problems.
Here are two types of email marketing messages to use in the awareness stage.
Welcome emails are the most important emails because they are going to be your very first contact with the visitor after he signs up. Welcome emails typically have the highest opening rate. Make sure you do not give away too much information as you don’t want your visitors to be distracted or overwhelmed. Welcome email should include:
- A gentle reminder about who are you
- A little information about what you do
- A way to guide users towards your goal (i.e., a clear call to action)
Educational emails are the best way to address common questions and concerns and proactively engage the users with your product. They come in handy when you want to educate them about what you offer and how will you solve their problems.
You should focus on educating people about your product values and not features. People don’t really care about features all they care about how you can solve their challenges.
Sephora is one of the largest cosmetic brands in the world, understands that offering products to their customers is just not enough if their customers don’t know how to use them. That’s why they share a video tutorial of their product that teaches users how to use that product, while promoting and introducing it.
Stage 2: Evaluation
At this stage, your prospect is intent on purchasing because he is now aware of the solution and about your brand. But he is still considering other choices.
The evaluation phase is the most important thing for marketers because now your goal (besides capturing emails) is to move prospects from evaluation to conversion. This is where you need to “woo” the users and prove them that you are the one that they need to pay attention to.
Here are two examples of email marketing messages you can use in the evaluation stage.
Here are the letters that customers love. S-A-L-E
The goal of discounted emails is to complete the purchase (making the conversion). Make sure your email addresses the product and its values, not just the price. Result-driven headlines works wonders for such mails.
Below is a clever example of a discounted email from Grammarly without any nonsense talk. How smoothly they have highlighted the problem -> solution -> offer. Neat, clean and attractive.
At the evaluation stage, your prospect is no longer a stranger to your brand. Rather, they want to get to know more about you, about your services and products and that’s why they come and visit your brand again and again. So, this is the time to introduce them to the browse reminder emails.
These emails are based on the browsing, searching and viewing history. During the visit, they may have checked some of your products or services but left your site without purchasing it. This is where your browser reminder emails will play smartly for you.
Stage 3. Conversion
At this stage, your prospect knows that your product provides the solution that they want but haven’t quite made the decision of purchasing yet.
In order to have a successful conversion, you can help your prospect overcome all the barriers between the purchasing decision process. You will need to give that extra push for making the process easier. Because your prospect is actively seeking to purchase the product at this point and if you miss this opportunity in retaining their attention you may lose the prospect forever.
Cart Reminder Email
These emails are just like the follow-up emails to the unresponsive clients. They are meant for those customers who have added products in their cart but failed to check out.
You need to remind them what they have left in their cart and tempt them buying it. Because if you don’t do that someone else will.
Coupon emails are best for attracting as well as retaining customers. Coupons are not just for those people who want to save money high earners also want a discount.
Coupon emails gives the highest conversion rate than emails about new features and great deals. Because people are more interested in discounted coupon than the offers like free gifts, free cards, etc.
Every coupon we have seen has an expiration date. Why? Because we like things more when they are available for a short period of time. That’s why limit your coupons to make purchasing decision sooner.
Below is the perfect example for coupon emails. This design is just easy to scan, visually appealing and has the right sense of urgency.
Stage 4. Promotion
Now, this is the stage where real celebration starts. At this stage, a complete stranger is now finally your paying customer by purchasing a product from your brand. But, that doesn’t, mean you are free from your duty.
You must keep in touch with your customers and make them feel special for choosing your company. Because they are the ones which will further promote and inspire others to explore your business by word of mouth only if you can give them a positive experience.
Review Request Emails
When most people find a business online they go through the star rating of google and make a choice.
You can ask a happy, satisfied customer of yours to post favorable feedbacks for you by sending emails about their recent purchase. And they will be happy to do that because you have already gained their loyalty. And in turn, reward their reviews with freebies and discounts and make them come to your site again and again.
Loyalty / Rewards Email
By sending such emails you can turn one time buyers into repetitive customers. Your loyalty/reward emails should convey the message that these perks are exclusive and not for everyone.
Featured photo credit: Depositphotos