In our previous post, we celebrated Valentine’s Day by showing how email marketing gives you a personal connection to your customers. Our post detailed why personalized emails are an important part of building a relationship with your customer. Some customers, however, visited your site but haven’t returned in a long while. Email marketing helps you win back their hearts.
At present, you are estranged from those customers, and estranged love is a tortured subject for Valentine’s Day. Fortunately, you don’t have to endlessly fret like an e-business adaptation of Romeo and Juliet. A happy ending is possible for you and your customers when you integrate email marketing with your eCommerce webshop.
Let’s look at two situations where customers have previously shown interest in you but you gradually drifted apart.
Situation #1 – Shopping Cart Abandonment
A heart-breaking truth of eCommerce is the prevalence of shopping cart abandonment. Website visitors, wide-eyed and eager to purchase, fill up their shopping carts, but when it comes time to make a commitment, they leave their carts at the altar. The reasons for abandoned carts are diverse, but email marketing helps to get back those customers.
With an integrated eCommerce and online marketing solution, you are able to email customers and remind them of the items they left in their cart. Online shoppers do get distracted. They fill up a cart, go check their email, surf Facebook, and then go make dinner.
Sometimes, a simple email reminder is all it takes to get them to reactivate the abandoned cart. If that doesn’t work, a follow up email with a special offer or discount makes for an especially alluring proposal. And if a potential customer abandoned their cart because they found out an item was out of stock, you want to send them an email as soon as that item is back in stock.
Situation #2 – The Lapsed Customer
In this situation, you and your customer had something beautiful once, but it’s been a long time. If you have some new products that person might be interested in, go ahead and reach out to that former customer with some personalized email marketing. Let your customers know you’ve been thinking about them and that you want to see them again.
With the CRM integration we discussed in our last blog post, you already have a relationship with this customer. You know their desires and needs. Personalize the type of products or content you send them to their liking. And because everyone loves gifts, discounts and special offers are welcome in this situation as well!
Email marketing lets you show your customers some love. If you haven’t seen them in a while, for whatever reason, go ahead and reach out. Email might just be the spark that reignites the flame.