EMAIL AUTOMATION BASICS: THE 6 SERIES EVERY ONLINE JEWELRY STORE NEEDS
When it comes to email marketing for your online jewelry store, if you are only sending one off promotional emails, you are doing it wrong. Email marketing is one of the best ways to send highly personalized content to people who have expressly said they want to hear from you. It is your opportunity to educate subscribers about your brand, highlight what makes you different, and why they should buy from you a first time or a tenth time. We’ve featured 6 basic email automation series that every jewelry owner should be implementing.
One of the first things you should do for your online business is set up a welcome series. When a user decides to opt into your email list, going beyond sending the “you’re in” email and putting these subscribers into a welcome series is a unique opportunity to make a good impression and develop brand loyalty from the beginning.
A welcome series can consist of anywhere from 1 to 6 or more emails that are sent with time delays between each email. For example, you may send the first email in a welcome series to your subscriber immediately when they subscribe and then send one every other day over the course of the next 10 days. The purpose of these emails is to communicate your value to subscribers who have already displayed a clear interest in learning more about your brand.
However you choose to set it up, a welcome series makes your brand relatable, approachable, and human.
ABANDONED CART FLOW
A shopper is browsing your site, they find a piece of jewelry they love, and they add it to their cart. And for some reason, they don’t complete the purchase. So close! No matter the reason they didn’t complete the purchase, that shopper has shown intent to buy, and without proper follow up, you could lose them forever.
In fact, 75% of shoppers who have abandoned shopping carts say they plan to return. With a proper abandoned cart email flow set up, you can look to recover approximately 15% of lost revenue. Want to really make sure they come back? Pair this series with a retargeting ad on Facebook/Instagram and boost that number to 30%.
Similar to the welcome series, your abandoned cart series should include multiple emails spread out over several days.
Not everyone who visits your online store for the first time will make a purchase. In fact, the percentage of shoppers who do is quite low at only 3%. That’s why this series is so important to educate subscribers about your brand and why they should buy from you over the competition. While the welcome series serves as the first introduction to your brand, the nurture series is where you can really expand on your brand story.
The focus of this series should be on those who have been on your email list for a certain amount of time, but have never purchased, thus nurturing to convert them to customers. While you can put products in these emails, we don’t recommend making that the focus. Instead, prioritize the content that’s helpful to your subscribers.
NEW CUSTOMER SERIES
This is one of the most important series you can implement! Sending an email series to a first time customer is your jewelry brand’s opportunity to start a relationship with shoppers that can lead to lifelong loyalty and brand advocacy.
First time customers trust you enough to buy something once, but if they have a bad purchasing experience and your brand comes up short, it’s unlikely they’ll buy from you again. On the other hand, if you deliver on the customer experience, new buyers are more likely to become repeat customers who support your business for years to come.
In addition to adding to the overall customer experience, this series is a great time to ask for feedback about your pieces.
REPEAT CUSTOMER SERIES
We focus so much of our attention on getting new customers, that you can’t forget to nurture and care for your existing ones! In fact, repeat customers make up almost a quarter of revenue, although they only make up 11% of the customer base, according to a Stitch Labs report about customer loyalty. In addition, acquiring a new customer can cost five times more than retaining an existing customer.
Because they are your loyal fans, repeat customers should be treated differently than your new customers. They know, like, and trust your business, and that trust is founded on previous positive experiences.
Don’t be afraid to get transparent with your most devoted customers and share more behind the scenes. It also pays to get more granular with this crowd by sharing styling tips and letting them be the first to know about new product line launches.
Not every subscriber is going to be as engaged today as they were when they first entered their email and over time, your subscribers may start to ignore your emails. A re-engagement, or winback, automated email campaign can reignite interest.
By setting up a winback flow, you can send emails targeted to an unengaged segment of subscribers who haven’t opened an email or bought from your brand in a certain amount of time in order to encourage them to shop with you again.
To be clear, there are different types of inactive users, those who haven’t engaged with emails for a short amount of time, those who haven’t engaged for a long time (think 6 months – 1 year), and those who have never engaged with your emails. The latter are those who probably opted into your list for a discount and were never to be heard from again. We recommend removing these types of users from your list, and focusing your winback series on the first 2 categories.
If you’re still being ghosted after sending the winback series to those first 2 segments, we recommend also removing them as they are unlikely to engage with your brand again.