In simplest terms, the key to making money with email marketing is just start sending! Get your products in front of your customers and potential customers via engaging emails.
Let’s take it a step further. I’m going to define each of the 14 types of emails you should be sending from your Shopify Store.
Abandonment Cart
Black Friday
Customer Appreciation
Customer Service
Engagement
Holiday
Post Purchase
Referral
Retention
Revenue
Surveying
User Content
VIP Customers
Welcome
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1) Abandonment Cart: These are transactional emails that occur in response to a customer starting a shopping cart, but not following through with purchase. Through multiple emails, you present the saved shopping cart and give calls to action to finish their purchase. Popular apps include Abandonment Protector.
2) Black Friday: Jump into the buyer frenzy that happens at the end of November every single year. Every other brand under the sun will be emailing this week so make sure you stand out. I like to play off the ridiculousness of Black Friday, as that is something that is always a trending topic during these weeks.
3) Customer Appreciation: This is basically the handwritten thank you note 2.0. These types of emails, as the name implies, only get sent out to existing customers. You want to thank them, but also show them more products. Remember, you always want to sell, sell, sell!
4) Customer Service: Having answers prepared to the most commonly asked customer service questions means you can move quicker, save money, and outsource easily. Think of this like building a library of copy and paste responses that your customer support team can reference at anytime.
5) Engagement: Get people opening your emails, clicking on your links, and remembering your brand. You’d run emails like this to reenergize your email list and get them listening to you again. Works great with segments of email lists and customers who haven’t engaged or opened in a while.
6) Holiday: Very straightforward types of emails that consistently produce revenue. You jump on the bandwagon of current holidays, which always takeover consumers attention. These are easy ways to brand yourself positively as well – who doesn’t love a sale around Christmas or 4th of July.
7) Post Purchase: These are emails that go to customers after they have recently purchased. You can choose to customize these emails based on specific products purchased (I LOVE doing this) or you can send generalized emails talking to “customers” as a whole. Either way, the goal here is to build a VIP Customer who will buy from you again.
8) Referral: Request your customers promote you to their friends and family. Very straightforward and simple, but super powerful.
9) Retention: These emails are all about keeping existing customers happy. Speaking to them separately than your entire list, you need to engage customers in a way that makes them know you truly care about them, value them, and most importantly, have more great products to offer them inside the emails.
10) Revenue: Sell, sell, sell! Products, product grids, reviews, testimonials, new releases, etc! These are your traditional email marketing campaigns.
11) Surveying: Gather data from your customers. Sometimes you need to incentivize, sometimes you don’t to gather the data.
12) User Content: This is about gathering and utilizing User Generated Content, which is incredibly powerful. Learn more about UGC at http://ugcreplay.justincener.com (free training).
13) VIP Customers: I love this segment! While it won’t be a massive email list, it will be filled with your most valuable (and highest spending) customers. Show these people your new products, hottest products – anything and everything should be sent to your VIPs first!
14) Welcome: These are emails that would be sent as soon as you capture an email. You can do a ton with these emails! Everything from introductions, data gathering, promotion of products, coupon/discounting, and more can be done in a great Welcome Series.
All 14 of these email categories for Shopify play an important role in maximizing the amount of money you can make so make sure you implement these ASAP!
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