As an online store owner or dropshipper, you’re probably taking advantage of email marketing. If you’re not, you definitely should be. Email marketing is the cheapest and most efficient way to drive customers into making purchases on your online store. Ideally, you already have pop-ups and email opt-ins throughout your online store to capture your customers’ emails. This will allow you to send them messaging later on. This type of email marketing is definitely effective, but not effective enough. Email marketing strategy is not necessarily about the messaging or the timeliness of sending out emails. It’s about the sequencing strategy.
There are 11 different types of email marketing you need to be sending to your customers. Whether you’re trying to increase engagement, boost your revenue, or reduce the number of unsubscribes you get from your email list, these 11 emails increase conversion rate and revenue for your online store.
1. The Welcome Email
One of the eCommerce emails you need to be sending is the welcome email. The welcome email is the first touchpoint that a potential customer or current customer has with your online messaging. This email needs to be catered to users who have already purchased on your store, and those who have not. The welcome email is your audience’s first impression of your online presence. So this email needs to be welcoming and should express gratitude to this person for opting into your newsletter.
Offer a discount code as a thank-you to your users for subscribing to your newsletter. This can be something as simple as, “Thank you so much for joining our email list, here’s 15% off your next purchase on our store.”
Aim for originality in the welcome email. Not only that, it should be simple. Considering this is your audience’s first touchpoint with your messaging, do not overwhelm them with paragraphs of information. This email should be short, sweet, and actionable.
2. Curation Email
It’s no surprise that customers love curated content. That’s why we follow certain influencers, subscribe to certain email lists, and listen to certain types of music. We like to stay within the realm of what we’re interested in. By subscribing to your email list, you already know that they’re interested in the products on our store. So now we need to provide these consumers with a curated list of what our brand offers. This is even more beneficial if you already have blog posts written about certain products on your online store.
A curation email should be able to solve a problem for your user. Add a blog post to this email about how you can solve their problems and provide a link to a product that solves this problem. For example, if you’re a kitchenware store, it would be very helpful to provide recipes on your online store blog. You can provide a recipe that requires one of the kitchen items listed on your dropshipping store to be able to create this recipe.
3. Engagement Email
The engagement email is exceptionally important. The less likely a user is to engage with your emails, the more likely your emails will start ending up in spam. An engagement email should create urgency, meaning it should provide some benefit to your audience. And in order to receive this benefit, the consumer must engage with the email.
A very popular strategy for engagement emails is to offer free shipping, a discount, or maybe a freebie with your customer’s next purchase for a limited time.
“Act now before the offer goes away!”
“Act now for the next 24 hours!”
This will require that your audience has to engage with it as soon as they receive the email, or as quickly as possible, in order to benefit from this offer.
You’re accomplishing two different objectives by sending an engagement email. First of all, you’re requiring that your audience engages with your content, which communicates to their email provider that you are still an important sender. Second, you’re increasing your conversion rate, because you’re offering an incentive to your audience for a limited amount of time that they will benefit from.
4. Referral Email
If you aren’t already utilizing affiliate marketing, the time is now to do so! Affiliate marketing is highly effective and allows your happy customers to do the marketing for you. A referral email should provide benefit to your current customer, while also providing benefit to a potential customer that your audience will refer to your dropshipping store.
You want to offer an affiliate program that creates a mutually beneficial relationship between your current customer and a potential customer that these people might refer to you. By doing so, you’re not only increasing the conversion rate of your store, but you’re also developing brand loyalty. The more likely a customer is to refer a friend to your store, the more likely they’ll probably also return and purchase something later.
5. Discount Email
We’ve already discussed discounts for previous emails and how you can utilize this strategy to allow customers to engage with your email content, but discount-specific emails significantly increase the conversion rate of your online store. These are great seasonal emails to send depending on the type of products you sell and the type of holidays or promos that are going on throughout the year.
Discount emails are also beneficial for abandoned cart strategies. If a customer has come to your store, added a product to their cart, and then left, these customers are considered warm leads. This is because the consumer was already interested in a product. So offering them a discount for this product can significantly increase the probability that they will come back to your store and purchase that product in the long term.
6. Abandoned Cart Email
On that note, abandoned cart emails are also really important. Abandoned cart emails are targeted towards users who have already added a product to their cart, meaning they’re already interested in something in your online store. This should be a quick turnaround to be able to convert that potential customer into an actual customer.
There are certain different strategies that you can use for an abandoned cart email, but two of the most popular are discounts and free shipping. You can also offer freebies and/or more information about that product, there are many different ways we can go here, but when you send an abandoned cart email, you need to remember that you are contacting an already warm lead, so this email needs to be sent out promptly and with intention.
7. Confirmation Email
If you’re utilizing Shopify or another e-commerce platform, an order confirmation email is required to send necessary tracking information to your new customer, but there’s a lot of upselling we can do here if we do it right.
The key here is to create a narrative between the product that they just purchased, and the products you want them to purchase. You can also create a sense of urgency in these order confirmation emails by offering a limited-time discount, limited-time free shipping, and/or a limited-time freebie that your customer can receive if they purchase at your store again very soon.
8. Upsell Email
An upsell email satisfies the same intention as an order confirmation email. However, the timing of this email will be different. An upsell email should provide other products on your store to your customers that they would also benefit from. Many times, you can offer these products in a bundle for a discount when they purchase more than one product together.
The timeline for sending upsell emails can vary. For example, a really great time to send an upsell email is after your customer has already received the first product that they purchased. You want to offer your customers many different types of product options through these upsells so that all of their potential needs can be satisfied.
9. Win-Back Email
More often than not, most of your audience will probably not open your emails. Now, this is no fault of your own. Unfortunately, the statistics are just not in our favor. Typically, many online shoppers will opt into email marketing just to get that discount or that free shipping, and the remainder of your messaging just sits in their inbox unopened. So win-back emails can increase the open rate of your email marketing. In these emails, you almost want to guilt your audience.
“Have you forgotten about us?”
“We’ve missed you!”
“Why aren’t you opening our emails?”
Offer some sort of benefit to the consumer to show why they need to open your email. This is most commonly executed by offering a discount code. The win-back email will increase the likelihood that these customers, who have probably forgotten about you, will open your emails going forward.
10. Survey Email
Most commonly overlooked, the survey email is important because it provides reviews for your products. You don’t have to be a genius to understand that the more reviews a product has, the more likely other customers will purchase this product. Unfortunately, if you don’t ask for it, you probably won’t get it. More often than not, customers will be more likely to review your product if you’re offering them something that they can benefit from. Again, this goes back to your discounts, your free shipping, and your freebies.
Survey emails should be sent out about two weeks after your customer has received their product, giving them enough time to actually used this product. Once those two weeks have gone by, it’s time for you to get in there and get your review. Send them an email saying, “We’d love to hear how you’re enjoying your product. Here’s 20% off your next purchase if you review my product.” You’ll receive an incredible increase in reviews if you utilize the survey email.
11. Thank You Email
This might seem pretty obvious to the typical online marketer, but you really need to strategize how and when you send the thank you email. Thank you emails should not be a marketing push, they should be an honest expression of gratitude to your customers for being a part of your online community. Many times, successful email marketers will even start off their thank-you emails saying, “This is not a marketing push, I just want to say thank you.”
There should be no opportunity for an upsell, a discount, or anything of the sort. Simply put, this is just a way to remind your audience that you’re thankful to have them as a customer. Thank you emails are also a great way to create brand loyalty and show your customers your true colors as a business online.
Time to Start Writing These eCommerce Emails for Your Dropshipping Store
As stated above, email marketing is mostly about sequencing and not always about strategy, but there’s one other piece of the puzzle that’s equally as important. That is unique brand messaging, or your online voice. Your online voice can be found by understanding your ideal customer. The ideal customer is the reason you started your online store, so it is important that you know who that person is. Your brand messaging and your online voice will come from trying to attract this ideal customer.
If you’re still working on solidifying your brand voice, don’t fret! It can take some time to fully define what you want your brand to sound like online. So keep searching and keep split-testing all different types of messaging until you start to develop a voice that shows high conversions. With these types of emails and solidified brand messaging, you have no choice but to succeed in your online business endeavors!