July 3, 2023

5 Email Sequences an Ecommerce Brand Needs

Discover the essential 5 email sequences every ecommerce brand needs to boost sales and engage customers. Optimize your email marketing strategy today!
5 Email Sequences an Ecommerce Brand Needs
5 Email Sequences an Ecommerce Brand Needs

Thinking of ways to keep your customers engaged with your ecommerce brand? Think no further than email marketing.

Email marketing is still one powerful marketing strategy that you can use to win your customers over. 

With the right email sequences, you can generate leads, tell your ecommerce brand story, connect with your customers, and ultimately boost sales. 

Read on as we look at five email sequences that your ecommerce brand needs. 

Email marketing: The basics 

Before we get started on email sequences, let’s take it back to the basics. 

What is email marketing? At the core, email marketing involves sending promotional messages to targeted email list subscribers to increase brand awareness, build relationships with customers, and boost sales.

The foundation for email marketing is an email subscriber list. You need to start by building a list of subscribers who have shown interest in your brand. You also want to choose the right email service provider to push and manage your email marketing campaigns. 

Once you create an email list and choose a service provider, you can start creating and promoting email marketing campaigns. According to insights from McKinsey, 96% of consumers would like to get emails from companies they do business with. 

In addition, email marketing is cost-effective, with an ROI of $36 for every $1 spent according to HubSpot. 

What is an email sequence?

Email sequences are a series of emails sent to segmented audiences based on criteria over a time period. It involves using automation software to set up and publish your email campaigns. Some examples of automation software include QuickMail, MailChimp, Woodpecker, etc. 

These series of emails guide a customer through the journey of awareness, interest, desire, and action. An email sequence can include around two to seven emails, however, this can vary depending on the campaign goal. 

Email sequences are a powerful way to turn prospects into customers, build customer loyalty and gain lost customers. 

Different customers are at different stages in the customer journey. Email sequences help you to segment your customers and send more personalized authentic emails that bring value to your customers and bring you one step closer to your business goals. 

Advantages of email sequences

Here are a few advantages of email sequences: 

  • With an automated email sequence, you can increase customer retention and engagement.
  • Email sequences help you send multiple messages using software, giving you more time to attend to other aspects of your business. 
  • With email sequences, you can send more personalized emails and connect with your customers on a deeper level. 
  • Using email sequences, you can retarget customers who have once interacted with your brand and increase conversion. 

Related: How to Use Email Marketing to Increase Amazon Sales 

5 types of email sequences for your ecommerce brand 

Here are five main types of email sequences for ecommerce brands: 

  1. Welcome email sequence 
  2. Nurturing email sequence 
  3. Re-engagement email sequence 
  4. Abandoned cart email sequence 
  5. Upsell & cross-sell email sequence 

Welcome email sequence 

A welcome email sequence is a first impression email that introduces your product or brand to new subscribers. 

When someone new subscribes to an email list, they are excited to know about the brand. This is a golden opportunity to tell your brand story, pique the interests of your subscribers, and prompt further action.

Your welcome email should address the pain points of your subscribers and present your product or service as the solution that they need.

Nurturing email sequence 

With new subscribers excited to join your email list, you want to keep them intrigued and ready to buy your products with nurturing emails. 

Here, you want to answer the one question in the hearts of your subscribers - ‘what is in it for me?’ 

With nurturing emails, you can show your subscribers how to use your products and why your product is exactly what they need to solve their problems. 

You can send testimonials or reviews from existing customers to build trust and entice them to buy your product or subscribe to your service. 

Re-engagement email sequence 

If you have customers who haven’t made a purchase from your store in a while, a re-engagement email sequence will help you to attract customers back to your store. You can send re-engagement emails to these customers reminding them of your product and service offers. For example, you can offer discounts and other enticing offers to customers who you haven’t heard from in a while. 

Abandoned cart email sequence 

Some shoppers may come to your store, add a few products to their cart and leave your site without purchasing your product for various reasons. 

Abandoned cart email sequences are emails that can remind shoppers of what’s in their cart and prompt them to complete their purchase. 

You can remind shoppers of their abandoned carts by including testimonials. A discount offer can also be a great incentive to persuade shoppers to complete their purchase. 

With abandoned cart email sequences, you can retrieve customers you have lost and increase your conversion rate. 

Upsell & cross-sell email sequence 

Upsell and cross-sell email sequences give you the opportunity to Upsell and cross-sell your product or services to your customers. With this, you can increase your average order value and encourage repeat purchases. 

When customers place an order, you can send an order confirmation email with add-pms that customers may like to add to their order. To encourage them to buy the Upsell, you can add a discount. Include a time-sensitive offer to remind them to take advantage of the offer before it expires. 

5 email sequence best practices

As we’ve already established, email sequences come with multiple benefits for any ecommerce brand. Here are some best practices for creating high-converting email sequences: 

  1. Set a clear goal 
  2. Pay attention to your subject lines
  3. Add valuable content 
  4. Include a call-to-action 
  5. Keep mobile in mind 

Set a clear goal 

Firstly, it is important to set a clear goal before creating an email sequence. This will also help you craft content that is relevant to your audience. For instance, if you want to bring customers back to your ecommerce site, you will need to write re-engagement email sequences. Ensure the goal is clear and specific to make the most out of your email sequence. 

Pay attention to your subject lines

Email sequences are effective but you need to get people to open your email. This is where email subject lines come in. 

Your subject line can largely determine the success or failure of your email sequence. With so many emails coming into your customer's inboxes, you need to entice customers to open your email. You can use A/B testing to try out different subject lines to find out which ones have a higher open rate. 

Add valuable content 

Email sequences are automated email campaigns. However, you want to ensure you create valuable content that addresses the needs of your customers. You also want to personalize your emails to build a deeper connection with your customers. For example, you can include a customer’s name, exact photos, prices, and features of the product your customer wants to buy (for cart abandonment emails). 

Include a call-to-action 

At the end of your email, your customers should know exactly what action they should take. Without a call to action, your customers may go through your email and simply scroll away. Include a clear call to action button in your email to direct customers on what to do. 

Keep mobile in mind 

Many of your email subscribers will use their mobile phones to access their emails. You want to ensure that your email looks good on mobile devices. 

Email marketing metrics to keep in mind 

To measure the success of your email sequences, you need to keep these metrics in mind: 

  • Open rate: Your email open rate refers to the rate of people who have opened your email. A high open rate indicates that many people are interested in your email. 
  • Click-through rate: The click-through rate measures how many subscribers clicked on the link or links within your email. 
  • Conversion rate: The conversion rate metric measures how many people took the specific action required. In other words, it refers to the number of people who clicked on the link and took action. This could be buying a product or downloading a resource. 
  • Bounce rate: This metric shows whether emails were delivered or not. An email not delivered for temporary reasons like a full mailbox or large content is called a soft bounce while emails not delivered for permanent reasons like a non-existent email are called hard bounces. 
  • Unsubscribe rate:  unsubscribe rate refers to the number of users that unsubscribed or lost interest in your emails. If your unsubscribe rate is high, you may need to evaluate your content or change your target audience. 
  • Revenue generated: This metric measures how much revenue you were able to generate from your email campaign(s). 

Final thoughts 

To date, email marketing remains a powerful marketing strategy to reach your customers and boost sales. With email sequences, you can guide customers from awareness to taking action. Thanks to automation software, you can set up and manage your email sequences while focusing on other important aspects of your business. 

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