Transactional emails are triggered by a specific action carried out by a site visitor, such as a purchase or service request. By updating them on their purchase, for example, order confirmations or item dispatched, these emails can help to improve customer confidence and build trust, resulting in brand loyalty. Just because an item has been purchased online does not mean a customer should not receive the best possible customer service you can give.
Email marketing, if used correctly, can be one of the most effective audience building tools, as it allows loyal readers to link back to your site day after day. The biggest advantage of email marketing is that it pushes messages out to your subscribers, rather than waiting for them to come to you. It is also highly measurable with clear insights into who has opened, clicked and gone to purchase, leaving you with an organised database which can be segmented easily.
Retaining customers costs less than it does acquiring them. Personalisation is one of the best ways to engage customers, keeping them loyal to your brand and generating more sales. Personalised emails through email marketing have a higher transaction rate than non personalised emails. By segmenting your customer database, by first name, interests or purchase history, you can personalise their experience further.
Basket abandonment emails are an excellent opportunity for online stores to remind or encourage those consumers to come back and finish their purchase. Unfortunately there are many reasons why a consumer may leave an online shop with a full basket, but by using automated emails you can communicate and re-engage with those consumers in real-time, sending conversion focused emails persuading them to finish their purchase.