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One of the marketing channels out there that's the most productive and low-cost is email marketing. Still, in the event of e-commerce, where the competition is tough and customer attention spans are short, email marketing retains its position of a reliable, and cost-effective strategy. Research conducted by Litmus indicates that the expected return on investment (ROI) for email marketing is $42 for every $1 that is spent, namely, making it the highest-performing marketing channel available .
An automated email model, on the other hand, is a system that Shopify store owners put in place to deliver the right message, to the right person, at the right time, and in the right way based on their customers' behavior. This technique provides ways for such stores to advance further into the recovery of lost sales and welcoming new subscribers while building strong brand loyalty. The email types also help fix the bond with the customers, thus, leading to the development of a brand name by increasing conversions. Companies that use email automation have 320% more revenue compared to those who don't.Â
This guide offers insights into the nine main email types Shopify retail outlets need to implement to get the most customer engagement,and help them retain and grow.
The Welcome Series is your first opportunity to create a positive impression on new subscribers. Research shows that welcome emails generate four times higher open rates and five times higher click-through rates compared to regular promotional emails.
Additional Tip:
Use engaging subject lines like “Welcome to [Brand]! Here’s your first gift” to increase open rates.
Example Email:
On average, 70% of online shopping carts are abandoned, meaning that a large portion of potential sales is lost at checkout (Source). Abandoned cart emails help recover these lost sales by reminding customers to complete their purchases.
Additional Tip:
Include urgency-driven messages, such as “Your cart is almost sold out!” or “Limited stock available.”
Example Email:
Unlike cart abandonment, browse abandonment occurs when a visitor views products but doesn’t add anything to the cart. Studies show that 75% of shoppers who receive browse abandonment emails are likely to return to the site.
Additional Tip:
Use dynamic content blocks to tailor the email based on real-time browsing behaviour.
Example Email:
A successful sale doesn’t end with the transaction, it’s an opportunity to build long-term customer loyalty. Post-purchase follow-up emails can include order confirmations, thank-you notes, and review requests.
Additional Tip:
Include a personalized thank-you note signed by the store owner to add a personal touch.
Example Email:
Win-back emails are designed to re-engage inactive customers who haven’t made a purchase in a while. Stores that implement win-back emails can recover 12-15% of inactive customers.
Additional Tip:
Test different subject lines, such as “We miss you!” or “Come back and see what’s new!”
Example Email:
Building customer loyalty is crucial for long-term success, and email marketing can play a key role in this process. VIP and loyalty email emails reward your most valuable customers with exclusive offers, early access to sales, and personalized thank-you messages. Research shows that loyal customers are responsible for 40% of a store’s revenue, despite representing only 8% of total customers.
Additional Tip:
Include a progress tracker in your emails, showing how close customers are to unlocking the next reward tier.
Example Email:
Collecting product reviews is essential for increasing trust and boosting conversions. According to BrightLocal, 92% of consumers read online reviews before making a purchase. A well-timed review request email can significantly improve the quantity and quality of your reviews.
Additional Tip:
Personalize the email by referencing the specific product purchased, and include a photo to remind them of their purchase.
Example Email:
Nothing frustrates a customer more than finding their desired product out of stock. Back-in-stock emails notify interested customers when a previously unavailable item is restocked, helping to capture lost sales quickly. Back-in-stock emails have an average open rate of 65% and a conversion rate of 9.6%.
Additional Tip:
Allow customers to sign up for restock alerts directly on product pages when an item is out of stock.
Example Email:
Personalized emails celebrating a customer’s birthday or their anniversary with your brand can significantly improve engagement. According to studies, birthday emails have a 481% higher transaction rate compared to promotional emails .
Additional Tip:
Make the email visually appealing by adding festive graphics, GIFs, or animations.
Example Email:
Implementing these nine email types would completely change your email marketing for Shopify stores. Further, automated, personalized behavior-based email sequence would increase conversions, minimize lost sales and develop long term brand loyalty. Start with just deploying one email at a time, then analyze their results and improve them.
Note that, for email marketing to be successful, the customer must receive the appropriate message at a particular time. All the above-instructed tools and methodologies will ensure that turning your Shopify store into a successful business is only a matter of time.
Emma Johnson is celebrated for her strategic brilliance and innovative flair. By seamlessly blending creativity with data-driven insights, she has propelled Loop’s brand to new heights, establishing it as a formidable force in the Shopify Subscriptions space.
