Thus, although the acquisition of a new customer is always satisfying for a company, the sinews of war is to retain existing customers and above all, to encourage them to make a new purchase. This is where email marketing comes in and becomes powerful. Not only does it allow for one-on- one dialogue , but it also allows contact to be established at the customer's moments of truth. However, how do we encourage our current customers to buy again? This is what we will see in this post.
1. ABANDONED SHOPPING CART
You sell online, your customers create user accounts, add products to their shopping cart and boom…they still don't buy. What to do? This data is not lost and should be taken advantage of. Why not send an email to remind them that a product is waiting for them in their shopping cart and that your company is open to helping the customer answer their questions?
The email must be simple and effective and encourage the user to return to their shopping cart to complete the transaction with a clear and prominent call to action. In addition, it is important to relaunch the customer quickly after he has abandoned his basket. 90% of prospects on e-commerce sites won't buy after 1 hour of abandonment, but when redirected, they spend 55% more ( MIT study via SeeWhy ).
Some specialists recommend sending 3 emails: the first immediately after the abandonment, the second 23 hours after and the last 6 days and 23 hours after the date of the second email (source: Marketing Sherpa ). Although price and time are the 2 biggest factors in abandoning an online purchase, it is not recommended to offer a discount, as this will encourage your consumers to develop a buying behavior. shopping cart abandonment to get the discount. Here are 2 examples:
Worst practice: no call to action to return to the shopping cart in the body of the email, a discount offered in the first email
Best practice: a simple value proposition and a prominent call to action to encourage completion
2. USE WISHLIST
Do you have a wishlist on your e-commerce site? Why not use the items added to your customers' wish list to generate sales? Generally, the price is one of the main reasons why a user puts an item in their wish list instead of buying it immediately . Why not take the opportunity to send a reminder email to the consumer when an item on his wish list goes on sale? ModCloth uses this tactic very well which allows it, at the same time, to liquidate its inventory.
3. LAST CHANCE TO BUY
Same principle as for the previous tactic: when a user has an item in their wish list and that same item is low in inventory, take the opportunity to send a last chance to buy email. Not only is a sense of urgency created with the consumer, but this email can also be seen as excellent customer service from a customer perspective.
4. REPETITIVE BEHAVIOR
Are you selling a product that requires repetitive or even planned purchases, such as the purchase of contact lenses, pet food, etc.? If so, it's easy for you to encourage repeat purchase based on the consumer and email them at the right time.
If your product does not require repeat purchases, take advantage of holidays and special occasions to send an email promoting your products. Is it Mother's Day soon? Send an email that reminds Mother's Day and what products will make her happy.
5. SITE INACTIVITY EMAIL
A site inactivity email is a great way to pick up a once active user and remind them to come back to your site. Dropbox and Mint.com do this very well. This email shows your customer that you are listening to their needs. You can take the opportunity to tell him about new features since the last time the user logged into his user account.
In short, many possibilities are interesting in order to generate additional sales from your current customer base. Take advantage of these low hanging fruits to maximize your marketing efforts on customers already acquired and therefore less expensive to seek.
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