A welcome program has as its primary objective the creation of a good experience for the user in their first interaction with the brand; the context is one of dialogue (the brand responds, welcomes). We are facing a hot spot in the “ customer journey ” in which the user is very predisposed to interaction. The specific approach we give to the response at this point will depend on each brand. Some ideas that can be taken into account are:
Thank you for your interest in the brand
Explain the benefits of being a member of an email marketing program
Encourage a first purchase
Encourage users to follow the brand on other online channels (Facebook, Twitter, Pinterest)
Send a welcome series of 2 or 3 emails sent over a period of one, two, or three days.
Explain what e-commerce functionality is available to the user (Wishlist, store locator, outlet, etc.)
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Bonobos Welcome Email Example
2. Cart abandoned program
A program of this nature aims to recover shopping carts abandoned during the check-out process in e-commerce . It is necessary to take into account the high rate of shopping cart abandonment in e-commerce, which can range from 55% to 80%. A good abandoned cart recovery program can recover between 15% and 25% of abandoned carts . In this link you will find 10 tips that you can follow when creating this type of program .
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Nordtrom abandoned Cart example
3. Recommendation engine
One of the best tactics for increasing conversions is the use of recommendations based on behavioural patterns that establish the probability that a user will respond to a product or offer based on the responses of other users. For example, it may be determined that it is statistically significant that users who buy product A tend to later compare product B. If this is the case, it will make sense to show product B to the user who visits the site after having purchased product A. This recommendation system can be implemented both in e-commerce and in emails that are sent, whether promotional or transactional.
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Example of an email with Amazon recommendations
In 2014, email openings from mobile devices exceeded 50% . On the other hand, according to Criteo's State of Mobile Commerce Q4 2014, mobile commerce represents more than 30% of global e-commerce sales , with the United Kingdom (41%) and Spain (28%) being two of the countries leading the way in this trend. Thus, it is clear that all digital environments need to be adapted to the mobile user experience, and this happens, in the field of email marketing, through responsive email design. We leave you with this practical case to illustrate this point .
5. Integration between e-commerce and ESP
In most of the retailers we have had the opportunity to work with, we have started from situations in which the shipping platform (the ESP) had a flat table with a series of fields with socio-demographic information. This situation limits the potential for segmentation and analysis that could be achieved if e-commerce data were taken into account. It is precisely there where there are tables with information on the transaction history of each user, their spending history, items purchased, etc. It is true that ESPs allow us to track transactions after an email, so that we can use conversion information, but if we want to enter the history of orders and products purchased, we will need a true integration between the ESP and the e-commerce. The effort is worth it, since it will allow us to carry out more personalized communications and achieve a higher conversion rate.
