When you have an ecommerce store, you need to try and build relationships with your customers. Once you’ve built those relationships, you need to spend some time maintaining them. Maintaining customer relationships strengthens the bond between the customer and your business and encourages them to become loyal customers.
One way to maintain customer relationships is through email. There are two main types of email you can send your customers: direct and transactional.
Today we’re going to discuss both types of email:
What is a direct email?
A direct email is one you send out on a mass scale. They’re often referred to as promotional emails because often you use them when you want to promote an event or specific product.
For example, if you’re offering a special offer for Easter, you might send a direct email to all your customers letting them know that during Easter, you’re offering them 15% off.
Examples of direct emails that work:
If you’re thinking about what kind of direct emails you can send out, we’ve provided some examples below:
Think about: buying guides, money off, discount codes, special offers.
How you can use them to boost ecommerce conversions:
If you want to make direct emails work then you need to make sure the email is:
What is a transactional email?
Transactional emails go on the principle of “if this then that”. Meaning that customers actions trigger the email you send out. These emails are often much more personable as they’re not sent to everyone at the same time, they’re sent out to people who complete a certain action at a certain time.
Examples of transactional emails that works:
How you can use them to boost ecommerce conversions:
Transactional emails help boost ecommerce conversions because they’re targetted. By the nature of the customer at this stage, you already have enough data about them and their preferences to send an email to them that could really change their mind. These emails are more targetted.
You can also use transactional emails to boost ecommerce conversions and reward your loyal customers. For example sending an email out to customers who are just a few points away from claiming a reward would encourage them to make another purchase the reap the benefits your loyalty program offers.
Direct and transactional emails are both excellent tools to increase ecommerce conversions, but you need to make sure you understand which email you’re sending out and what you hope to achieve from it.
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