Tip For Email Marketing In E-Commerce – Use Transaction Mails
Published on 10 September 2018 | Author Maximilian Hermann0
E-Commerce is booming. During the last years, the developments in the industry have only known one direction: up! And sales growth continues unabated, so that e-commerce sales in Germany in 2017 had an amount up to 48.7 billion euros, which corresponds to 13.22 percent of total retail sales – also the highest value measured so far. In this blog post series we present 12 tips for email marketing in e-commerce.
Threfore, the e-commerce customer lifecycle offers a variety of communication opportunities. In addition to “classic” marketing events, such as seasonal discount campaigns, e-commerce in particular offers transaction emails to score points with high-quality communication. This includes order, shipment and return confirmations, satisfaction surveys after purchases, reminders of appointments, reactions to support requests, etc.
But especially transaction emails are an often neglected and wasted opportunity in online marketing, to which only little attention is paid. Entirely unjust! Transaction emails enjoy a high level of attention from the user, so that the opening rates of this type of communication are often in the range of more than a dreamlike 70 percent. A benchmark that is unparalleled. So use these opportunities to generate attention for further information such as newsletters or higher-value or supplementary offers (cross-sells and up-sells).
Since users’ attention is particularly high in this type of communication, a high level of attention should also be paid to the design. In many cases, transaction mails are sent as plain text mails, which rarely generate emotions at the customer. HTML mails, on the other hand, can be designed interactively and attractively and thus for example offer a better possibility to display and advertise cross- and upsells.
The integration of email marketing into the shopping process is a fundamental prerequisite for triggering correspondingly automated and high-quality transaction emails. The right technology is crucial here. Nowadays, transaction emails are still often sent from the backend of the shop software, where design options and integration into automated multi-level campaigns (e.g. repeated purchase reminders) are available only to a very limited extent or not at all. Marketing automation solutions, on the other hand, enable the free design of transaction emails, the simple integration of dynamic content and the “extension” of transaction communication in trigger-controlled marketing campaigns. Deliverability is also a critical issue. Where transaction emails from shop systems sometimes have problems with spam filters, marketing automation solutions rely on an extensive whitelisting.
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