Many people have been foretelling the death of email for years, but it’s not going anywhere and only continues to grow in importance.
Many people have been foretelling the death of email for years, but it’s not going anywhere and only continues to grow in importance. As a merchant you send your customers order confirmation emails, shipping emails and a few other standard emails that come with Shopify and WooCommerce, but are you really driving revenue with your emails?
Why does Email Matter?
You need to start thinking of every email you send as incremental revenue. It’s hard for many merchants to make this transition as they only see email as a cost for their business and that’s the wrong mentality.
For example let’s say that for every 100 emails you send you earn $5 of additional revenue. Only $5 you say? Well now let’s get into some larger numbers, if you send 1,000 emails a day you are now making an extra $50/day from your store. If you double your customer base in 6 months and start sending 2,000 emails a day, now you’re making an extra $100/day just from your emails.
Different Categories of Emails
There are many types of emails that are relevant at different points in your customer’s life cycle. For example a brand new person on your site might only be interested in learning about what you are selling and we will call that person a lead (or a prospect). Eventually a percentage of those prospects will turn into a customer and some of those customers will end up dormant, this is the life cycle of your customers. Here are different categories of emails:
- Lead Capture Emails (for Prospects)
- Lead Capture Welcome Series Emails
- Order Confirmation and Shipping Emails
- New Customer Welcome Series Emails
- Abandoned Cart Emails
- Win Back Emails
- Promotional Emails
- Segmentation Emails
If you don’t already have these emails setup and customized for your business, it’s important you start making plans to create emails for each of these categories.
There are some fantastic email marketing options for both Shopify and WooCommerce. Here are 3 that we recommend:
- Mailchimp (their Mandrill service)
We are very familiar with Mandrill and have installed that on many client sites. It works great and can be an extremely cost effective solution. Klaviyo is newer to us, but the reporting dashboard they use is really impressive. In addition you can create many custom emails from their dashboard and it works well with Shopify. Rare.io is brand new to us, but it’s received outstanding reviews on the Facebook Shopify Plus Private Facebook Group.