Set up different types of email marketing campaigns
Once you’ve started building your email list and segmenting your audience, it’s essential to consider and prepare the different types of emails e-commerce businesses can send, each with a distinct purpose. All of these emails allow you to cover the entire customer journey, offering targeted interactions that meet the needs of different customer segments.
In the next section, we’ll explore the specific types of emails your ecommerce business should be sending. But first, let’s outline the three broad categories that ecommerce email marketing campaigns typically fall into:
- Transactional emails
These are automated messages triggered by customer actions , such as a purchase. Examples include order confirmations, purchase receipts, and shipping updates. These emails are highly personalized and provide each customer with essential details related to the transaction. They play a crucial role in building trust and transparency between your business and its customers.
- Promotional emails
These emails aim to increase product visibility and sales by announcing discounts, special offers, or product launches. Examples include a new collection promotion or Black Friday-Cyber Monday (BFCM) sales. They are designed to attract and retain customers, encouraging them to buy immediately and remain loyal to the brand in the long term.
- Lifecycle Emails
Often referred to as “triggered emails,” these are sent in response to specific customer interactions with your site. Examples include a welcome message upon signup or an abandoned cart recovery message. Lifecycle emails are effective at nurturing customer relationships and guiding potential buyers through the sales funnel , from initial interest to final purchase.
