How can we improve the shopping experience with email marketing?
Posted: Tue Dec 03, 2024 7:59 am
Email marketing is one of the best channels available to give visibility to an e-commerce and boost it to the maximum. We could say that it is the tool that best complements it and, at the same time, helps lead users to take action: visiting the e-commerce and, in the best case, making a purchase.
For this reason, companies carefully study which email marketing strategies they can implement to ensure that the user experience until the product is purchased is the best possible and thus encourage the purchase of products.
Below I will show you the five strategies that, in my opinion, can be the most effective. Take note!
1- Bet on an abandoned cart recovery email
According to Barilliance , the shopping cart tanzania business email list abandonment rate in Spain is 86.14%. A reality that e-commerce managers are well aware of and try to combat by implementing abandoned cart recovery programs. Having one can mean recovering between 15% and 25% of lost carts .
For this reason, if you still don't have an email with these characteristics integrated, I strongly encourage you to do so. It is a clear way to maximize sales , since the user has a clear interest in the product and it is easier for them to complete the transaction. It also improves their shopping experience by facilitating direct access to the desired product so they don't have to search again.
There are different ways to target an abandoned cart recovery email. The secret is to identify the reason why users tend to do it and put it into action.
2- Implement an email or a module with recommended products
Personalized product recommendations are not only a great way to significantly increase click-through rates , but they also help us make the content of the email interesting, tempting and accessible. Choose to design and implement an email with those products that users have visited on your e-commerce site, so that each user receives personalized products. If you want to maximize this idea, you can implement a product recommendation module in your regular campaigns. Whatever option you choose, to carry it out you will need to have careful control of which products users have visited or, for example, detect which products are similar to others they have already purchased.
3- Join the cross selling
Along the same lines, cross selling is also a very good ally when we seek to improve the shopping experience and maximize sales. But what exactly is it and what does it consist of? Cross selling is a sales tactic that consists of trying to get the customer to purchase a complementary product to the one they are planning to buy or to one they have purchased in the past. Therefore, it would be a matter of taking this mechanism to the field of email marketing. As in the case of product recommendations, we can design a specific email or implement a module at the end of all our campaigns. However, we cannot forget the importance of storing all these transactional behaviors of users in e-commerce. Without this information, we will not be able to carry out the strategy.
4- Inform the user about the replenishment of desired products
The “product replenishment notice” is a really interesting option that not all e-commerce sites have. It allows the user to leave their email address so that, in the future, when the out-of-stock product they wanted is available again, they will be notified via email and can go get it. On the one hand, it is a way to improve the user experience , so they do not have to worry about whether the product has been replenished or not. On the other hand, it gives us the option of not losing a possible sale , since if this option was not implemented, the user would very possibly forget about the product in question and we would lose a conversion.
5- Use your email marketing reports to optimize your campaigns
Take advantage of the reports from your previous campaigns to know how to optimize your email marketing. This will allow you to assess the best day and/or time to send your newsletter. Each database is unique, which is why it is so important to know it and adapt to its preferences and needs. By following this advice, we will be able to increase the opening rate, interaction and achieve better results. At this point, STO (Send Time Optimization) can also be of great help.
These would be, in my opinion, the five most effective strategies to improve the shopping experience and maximize sales. Have you implemented any of them? If not, which one do you think would be the most suitable for you? As I always say, each business is unique and precisely for that reason it is so important that we study which strategies are the most appropriate to achieve good results.
For this reason, companies carefully study which email marketing strategies they can implement to ensure that the user experience until the product is purchased is the best possible and thus encourage the purchase of products.
Below I will show you the five strategies that, in my opinion, can be the most effective. Take note!
1- Bet on an abandoned cart recovery email
According to Barilliance , the shopping cart tanzania business email list abandonment rate in Spain is 86.14%. A reality that e-commerce managers are well aware of and try to combat by implementing abandoned cart recovery programs. Having one can mean recovering between 15% and 25% of lost carts .
For this reason, if you still don't have an email with these characteristics integrated, I strongly encourage you to do so. It is a clear way to maximize sales , since the user has a clear interest in the product and it is easier for them to complete the transaction. It also improves their shopping experience by facilitating direct access to the desired product so they don't have to search again.
There are different ways to target an abandoned cart recovery email. The secret is to identify the reason why users tend to do it and put it into action.
2- Implement an email or a module with recommended products
Personalized product recommendations are not only a great way to significantly increase click-through rates , but they also help us make the content of the email interesting, tempting and accessible. Choose to design and implement an email with those products that users have visited on your e-commerce site, so that each user receives personalized products. If you want to maximize this idea, you can implement a product recommendation module in your regular campaigns. Whatever option you choose, to carry it out you will need to have careful control of which products users have visited or, for example, detect which products are similar to others they have already purchased.
3- Join the cross selling
Along the same lines, cross selling is also a very good ally when we seek to improve the shopping experience and maximize sales. But what exactly is it and what does it consist of? Cross selling is a sales tactic that consists of trying to get the customer to purchase a complementary product to the one they are planning to buy or to one they have purchased in the past. Therefore, it would be a matter of taking this mechanism to the field of email marketing. As in the case of product recommendations, we can design a specific email or implement a module at the end of all our campaigns. However, we cannot forget the importance of storing all these transactional behaviors of users in e-commerce. Without this information, we will not be able to carry out the strategy.
4- Inform the user about the replenishment of desired products
The “product replenishment notice” is a really interesting option that not all e-commerce sites have. It allows the user to leave their email address so that, in the future, when the out-of-stock product they wanted is available again, they will be notified via email and can go get it. On the one hand, it is a way to improve the user experience , so they do not have to worry about whether the product has been replenished or not. On the other hand, it gives us the option of not losing a possible sale , since if this option was not implemented, the user would very possibly forget about the product in question and we would lose a conversion.
5- Use your email marketing reports to optimize your campaigns
Take advantage of the reports from your previous campaigns to know how to optimize your email marketing. This will allow you to assess the best day and/or time to send your newsletter. Each database is unique, which is why it is so important to know it and adapt to its preferences and needs. By following this advice, we will be able to increase the opening rate, interaction and achieve better results. At this point, STO (Send Time Optimization) can also be of great help.
These would be, in my opinion, the five most effective strategies to improve the shopping experience and maximize sales. Have you implemented any of them? If not, which one do you think would be the most suitable for you? As I always say, each business is unique and precisely for that reason it is so important that we study which strategies are the most appropriate to achieve good results.