4种电子邮件推广提供电商销售转化

collin   2015-03-19 09:48 

 这个文章是由国外人写的,翻译的人也浪费了不少的时间,对于邮件来说,很经典的一篇文章。欢迎大家观看。

类型一:注册欢迎邮件

注册欢迎邮件是订阅者收到的第一封邮件,也是给订阅者来带愉快体验、建立品牌忠诚度,并带动销售转化的好时机。

这封邮件中,建议:
• 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。

如下,REI的注册欢迎邮件就包含了上述所有内容:

点击查看大图:

REI注册欢迎邮件

图1-REI注册欢迎邮件

类型二:购物车挽救(系列)邮件

据国外的分析报告,大概有60%-70%的购物车会被遗弃,使用“购物车挽救邮件”是降低销售流失的一个简单方法。

这封邮件中,建议:
• 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:

点击查看大图:

Pottery Barn Kids 购物车挽救邮件

图2-Pottery Barn Kids 购物车挽救邮件

类型三:下单回馈邮件

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。

这封邮件中,建议:
• 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。

如Reeds这封“下单回馈”邮件:

点击查看大图:

Reeds 下单回馈邮件

图3-Reeds 下单回馈邮件

类型四:生日祝福邮件

生日祝福邮件可以有效地与订阅者建立联系,提高用户活跃度,并产生额外的销售转化。

这封邮件中,建议:
• 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。

下面这封Panera的邮件就是一个非常好的例子,不仅提供了生日专享优惠,也提醒了优惠的有效期限。

点击查看大图:

Panera生日祝福邮件

图4-Panera 生日祝福邮件

以上4类邮件被证明可以提高网站销售转化。如果您还没有开展类似的活动,建议尽快开启,如果已经有类似的案例或者结果,欢迎与我们分享。

 

 

原文版本

 

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.

REI Welcome Email Example

 

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.

Abandoned Cart Example

 

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.

Reeds Example

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.

Panera Birthday Example

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.

 

版权声明:本文为原创文章,由 [collin] 投稿,如果侵犯,本网站将在第一时间及时删除。
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