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The fundamental tool is mailings. But if for complex niches with a long transaction cycle, educational and mass letters aimed at warming up the audience are relevant, for e-commerce projects, trigger and transactional ones are a priority. The main task of automation for online stores is sales optimization. For this purpose, triggered mailings are used, which allow you to contact users, taking into account their behavior on the site and offer them products that match their interests. Trigger emails Triggers are triggered based on user behavior. Conventionally, if a person added a lot of goods to the cart, but did not buy anything, we track this and send a relevant letter with the message:
“you added goods to the cart, but did not make a purchase, return to the store.” Email List The benefits of these emails are that they are more personalized and relevant to users since they are based on user actions. This results in increased email opens and clicks, as well as increased conversions and sales. Our practice has shown that the conversion to purchase here can be from 15 to 20% Therefore, it is important to track the user’s path and behavior and send the correct triggers: abandoned cart or incomplete online order; visiting a specific product section; registration in the loyalty program; viewing certain website pages, articles; viewing or adding a product to favorites, etc.
Transactional emails These letters are automatically sent to customers after placing an order and contain information about its status: order confirmation, delivery track number, shipping notification, etc. This improves the customer experience, simplifies the work of specialists and eliminates the human factor. It is necessary to analyze the features of the business and select the most effective tools to achieve goals. In the case of online stores, trigger and transactional emails are an important part of marketing automation. They help increase the number of touch points with the audience and optimize sales
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發表於 2024-1-9 14:26:28