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The eCommerce Emails Customers Actually Want To See

The relentless rush of Black Friday and the Christmas holidays is already fast approaching.

For the majority of eCommerce retailers, this is undoubtedly the busiest time of year, providing a golden opportunity for you to launch special promotions, extraordinary discounts and seasonal products.  The only problem is: every single one of your competitors will be doing exactly the same thing.

Inevitably, this leads to pandemonium every year, as the biggest retailers on the planet all wrestle for the attention of their audience through relentless email marketing campaigns.

Of course, with so many retailers battling it out for their attention, this means most online shoppers feel completely bombarded and overwhelmed. Their inbox is soon jam-packed with emails offering “massive discounts” and “incredible value”, meaning that the majority of emails tend to be ignored during all of the seasonal chaos.

So, instead of spamming your audience, you need to start thinking about the eCommerce emails they actually want to see.

Recent Activity Emails

These emails are absolutely fantastic in improving user engagement, and social media sites have always been particularly good at sending them. If someone has commented on your Facebook post, for example, you’ll be sent an email to notify you, and you’ll then click the email to see what that person has said.

But this can also be used by eCommerce sites. Whether a user has replied to one of their product reviews or X amount of users have recently purchased an item they’ve been looking at, activity emails will keep the user connected to your brand and ultimately keep them coming back to your website.

Since you’re providing them with information directly relevant to them, this obviously makes users much likelier to open these kinds of emails.

Confirmation Emails

When a customer buys a product, they always like to receive a confirmation email to notify them, which ultimately assures them that the purchase has gone through.

These emails are always fairly standard for an eCommerce business, since every user appreciates a little peace of mind after spending money online. However, your confirmation emails also provide a fantastic upsell opportunity and, although it’s a terrible cliché, allow you to strike while the iron’s hot.

By sending a confirmation which advertises similar products, you’re massively increasing the chances of that customer adding something to their purchase or placing another order entirely. Since 40% of customers want emails to be less promotional, upselling can be the most effective way of increasing conversions. 

Keep It Short and Sweet

Whatever kind of email you’re putting together, you need to make sure load times are kept to a minimum, while the majority of users also don’t want to be scrolling for too long.

Customers never want to spend too long looking at your email, so it’s always incredibly important to keep it short and to the point. We recommend keeping image sizes to an absolute minimum, since these can be a pretty big cause of slow loading times, and choosing just two or three products to directly advertise in your email.

Either way, before you can put an email marketing campaign together, you need to make sure people are subscribing! So, contact VisionSharp to find out why we provide the best web development Manchester has to offer, and how we use conversion rate optimisation techniques to increase your mailing list numbers! 

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