• a. 感谢订阅者注册，强调订阅邮件的好处，甚至考虑提供一定的激励来促成第一单；
• b. 设计明显的call to action(CTA)，虽然这是一封注册欢迎邮件，但是最终目的是让订阅者采取行动、产生转化。
• a. 展示购物车中商品的图片并可以链接到产品详情页，同时，为了方便订阅者完成购买，减少购物流程，邮件也可以直接连接到购物车页面；
• b. 强调在本商城购物的好处，如客户服务、退换货政策和满意保证等。
一般推荐在购物车被遗弃的12 – 24个小时内触发邮件，不过最适合自己企业和产品的触发时间还需要经过测试。另外，是触发一封还是一系列挽救邮件也可以测试，也许3封不同紧急程度的邮件要比1封促进购买的效果更好。
下面Pottery Barn Kids这封购物车挽救邮件简单而有力度，不仅包含了上面所说的各个注意事项，同时也提醒订阅者购物车30天后将失效：
使用“下单回馈”邮件是把新客户转化为高质量回头客一个简单而有效的方式。基本适用于任何一个商业模式。这类邮件的受众是最近购买过商品的客户，可以在购买后的1 – 3天内触发，也可以等发货后再触发。
• a. 感谢购买，同时提供特惠品或优惠券，如果邮件中提供了特惠激励，建议强调特惠的截止日期，给订阅者一个时间概念并营造紧迫感；
• b. 设计明显的CTA，吸引订阅者点击购买。
• a. 让订阅者感受到生日“特权”，比如专享折扣或独享特惠品、并拥有充足的优惠使用时间。
• b. 邮件触发时间可以选择生日当天或之前两到三个星期，具体时间可以根据网站商品类型及受众特性进行测试。
As a Marketing Strategist at Bronto, a question that I am often asked by my clients is, what are some of the key campaigns that will help drive revenue? Although there are many factors that go into the answer to this question (your industry, your audience, your content, your sending cadence), there are staple campaigns that I recommend and believe are fundamentals to a successful, commerce-driven email program.
Campaign #1: Welcome Message
This is the first email your subscribers should get from you when they sign up to receive your emails. This is your time to show the customer a great experience and create brand loyalty, while also driving sales.
In this email you want to be sure to thank your subscribers for signing up, emphasize the benefits of being a subscriber and even consider offering an incentive in an effort to get that first purchase In this email, you want to be sure to include a strong CTA (call to action) because even though this is a welcome email, your end goal is to get the subscriber to take an action. REI has an awesome welcome email that includes all of the above. Check it out below.
Campaign # 2 Abandoned Cart Message/Series
An abandoned cart message is an easy way to save what otherwise might be a lost sale. As stated in one of my previous blog posts, “Bring them Back to Purchase: Tactics to Reduce Cart Abandonment,” 60 to 70% of carts are abandoned, so it's important to have an effective abandoned cart email in place.
For this message I recommend including pictures of items left in the cart and links to product reviews. You want to make it very easy for subscribers to complete their purchase, so be sure to link them back to their shopping cart. I would also recommend highlighting the benefits purchasing from you. This is your time to highlight your great customer service, return policy or satisfaction guarantee. We recommend triggering the message within 12-24 hours of cart abandonment, but you should conduct testing to determine the optimal timing for you. Another item I recommend testing is a single abandoned cart message versus a series. A series of three messages with increasing levels of urgency might perform better for you, so test it. Check out this simple and effective abandoned cart email from Pottery Barn Kids, which includes the elements I mentioned and also includes a customer service message telling me my cart will expire in 30 days.
Campaign #3 Post Purchase Bounce Back Message
A “bounce back” message is an easy way for you to turn those new customers into highly-valued repeat customers. This is another fundamental message for any commerce marketer.
This message should go to those customers who recently purchased from you. I recommend triggering this message within 1-3 days of the purchase. You may want to wait until the product ships prior to sending this message. In this message, let the customer know that you appreciate their purchase and consider rewarding them with a special offer or coupon. If you are able to offer an incentive, then be sure to create a sense of urgency around the redemption date. Also, be sure to include a CTA in this message, as you want to give those purchasers a place to click to continue to shop. Check out the bounce back email below from Reeds.
Campaign #4: Birthday Message
A Birthday Message is an effective way to make a connection with your subscribers and increase that engagement while also generating some extra revenue.
In this message, you want to make them feel special by offering a discount or special offer for his/her birthday, giving them plenty of time to redeem the offer. You can trigger this email to go out on the subscriber’s birthday or two to three weeks before. You might want to test the timing.
This is something you can create and begin sending today with little effort! Below is a good example of a birthday message from Panera, in which they call-out the duration of the offer.
These four staple campaigns are proven revenue-drivers. So, if you don't employ these yet, I encourage you to put these messages into place as soon as possible. Then share your examples or results with us. If you already have some of these messages in place and are seeing some great results, I would love to hear about them in the comments section below.