customer lifecycle email strategy e-commerce email eCommerce nurture campaigns Review Management ShippingEasy

Customer Lifecycle Email Strategy for E-commerce

Email is a strong device for shifting your clients by means of the e-commerce buyer lifecycle. Each step of their journey may be supported by a word offering them one thing they could need or need, serving to information them to the subsequent motion that is sensible for them to take. Properly-crafted, on-brand messaging with clear calls-to-action may help turn first-time consumers into repeat clients, repeat clients into advocates, and advocates into referral machines. Let’s take a look at a number of the pivotal outreach alternatives in your customer lifecycle e-mail technique.

First Buy

Not almost enough e-commerce merchants go for the good first impression after a customer makes their first purchase. Boring, lackluster affirmation emails and forgetting the all-important welcome e-mail are two errors that lose merchants the chance to construct a strong basis for their relationship with a new buyer.

This is your probability to introduce a buyer to your character, to your company’s mission, to construct a connection with a buyer. In the event you don’t hook them with a top quality e-mail from the onset, what is going to encourage them to pay attention to any additional communications you send?

A terrific welcome e mail should:

  • Introduce some model character and create a connection
  • Function product recommendations or a loyalty program invitation
  • Thank a buyer for their purchase and encourage them to return quickly, either with a robust call to motion or a limited-time low cost

When a buyer feels such as you get them they usually can determine together with your brand proper from the get-go, you open up the opportunity for future repeat enterprise.

Product Suggestions

Talking of repeat business, do you know that your clients truly want you to advocate products to them? A March 2019 survey from Periscope by McKinsey exhibits that half of people surveyed stated they need to obtain emails from brands recommending products related to their interests (i.e. their past purchases).

There are a few ways to do this. You possibly can supply recommendations specific to their past purchases, comparable to complimentary gadgets or gadgets that could be the subsequent step in their use of your products. You can too do international suggestions, taking some of your most popular gadgets (“Customers like you also love these!”), new gadgets (“Check out the latest and greatest.”), or lately restocked gadgets (“Back in stock. Get them before they’re gone again!”), and featuring them for clients who could also be focused on them.

ShippingEasy’s Customer Advertising platform permits you to automate this process, in emails as well as on packing slips. Choose gadgets you’d wish to have beneficial, set up a pair fast and straightforward guidelines, and also you’re on your approach to creating repeat business by offering clients products that they’ll love.
Product Recommendations

Clients who really feel like you recognize exactly what they need usually tend to shop with you repeatedly. This additionally provides your model a more human factor, like a trusted advisor that is aware of just what to advocate. That builds customer loyalty.


Segmenting your customer record is perhaps probably the most pivotal parts to your customer lifecycle e mail technique. That is notably true if you’re sending regular campaigns, as opposed to automated campaigns based mostly on particular triggers. When an e mail feels prefer it was written just for a person buyer, they’re extra possible to concentrate, more more likely to act, and extra more likely to continue studying your emails.

Within the US, UK, and Canada, only about 18% of shoppers feel that manufacturers are giving them an ideal customer expertise. The bar is pretty low. So for those who can take the first few steps to personalizing your e mail content, you’re already a couple of steps forward of many other retailers.

email marketing campaigns segmentation

Referrals and Word of Mouth

A part of any good customer lifecycle e-mail technique is encouraging your clients to share the love. This may be executed in some ways, all of which might be efficient. Let’s take a look at a couple of the phrase of mouth campaigns you must have operating.

Consumer-generated Content material

Individuals like to share the love on social. This can be of great profit to your brand, too. Individuals belief other clients greater than they do a brand (we’ll get to that more in a minute), so with the ability to see other clients in the actual world using, sporting, or having fun with your products helps build major model equity.

As soon as a customer has bought from you a minimum of a pair occasions, you’ll be able to automate an e-mail that encourages them to share on social, tagging your company and/or utilizing a selected hashtag. Monitoring your mentions or hashtag utilization, you’ll be able to then reach out to clients who publish to social and see if they’ll let you function their photographs. This can be a nice option to further construct your relationship with them while also creating social proof for potential clients. Make it as straightforward as potential to participate, link to all of your social media handles, and make your calls-to-action clear and concise.


Not all manufacturers have a referral program. When you do, e mail automation is an ideal strategy to help it. Very similar to the social engagement, after a buyer has made sufficient purchases to determine themselves as a attainable model advocate, you possibly can have an e mail reminding them that they will get rewarded for spreading the word. Again, the better you make this, the higher. Be clear and concise about what you want them to do, make the calls-to-action daring and apparent, and make sure to emphasize the advantages they get out of it. All the time be considering WIIFM (what’s in it for me) from a customer perspective.

Evaluations Management

Once you’ve mastered the first few gadgets listed here, it’s time to take an important step in your buyer lifecycle e-mail technique—getting a customer suggestion or referral. Almost 95% of consumers learn on-line critiques earlier than making a purchase, in accordance with Spiegel Analysis Middle. So, principally everyone.

Clients are often more self-motivated to write down evaluations when issues go fallacious and maintain quiet when things are going properly. All they need is a bit of nudge. As a matter of reality, Search Engine Land says that 70% of shoppers will depart a evaluation if requested. With an impression like that, and how straightforward it may be to request critiques, this step in the buyer lifecycle is a no brainer.

Building Customer Relationships Review Requests

Notice the clear messaging of the email—no question what the sender needs the client to do. Straightforward and obvious CTA buttons lead you to the product. There’s even a call to share on social utilizing a branded hashtag (like we coated beforehand). The complete e mail is concentrated on inciting user-generated content material in some trend.

Emails like this aren’t onerous to set up (particularly when using ShippingEasy’s drag-and-drop builder), they usually’re even easier to ship. Email automation coupled with delivery knowledge will help you ship a follow-up e-mail at just the appropriate time after a buyer has acquired a product. That method, they’ve had ample time to make use of the product, type an opinion, and feel inspired to write down a assessment once you ask them!

Getting the assessment is simply step one. You absolutely need to watch and reply to them. 89% of consumers learn replies to evaluations, and 41% consider that seeing a business reply to critiques means they care about clients. Even damaging critiques may help build up your model image with a cordial response.

Bonus: Deserted Cart & Purchase-It-Once more

Whereas abandoned cart emails can exist in both buyer acquisition and buyer retention, they’re necessary to deliver up here. As it turns out, clients love being reminded that they left one thing of their cart, notably when you incentivize them to finish their purchase. Sometimes inside an hour or so after they depart their cart is the simplest time-frame, however it is best to experiment and check. These sorts of emails might be automated, which makes them much more efficient.

ShippingEasy presently presents deserted cart e-mail performance for Shopify store house owners. Not solely are they automated, but they pull in details about the gadgets in the cart and lead your clients right again to the cart to finish testing.

customer lifecycle email strategy

Buy-it-again reminders are a strong device for creating repeat clients, notably if in case you have products with finite shelf lives that want replenishing. Nice examples are coffee, vaping provides, specialty foods like pet foods, and nutritional supplements.

Establishing a buy-it-again reminder is as straightforward as understanding how your clients should use the product, then automating an e mail to exit at just the fitting time they want to consider reordering. For instance, if someone picks up a 30-day provide of a nutritional supplement, you could have an e mail that goes out about 3 weeks after the delivery date to allow them to order and have the gadgets shipped with out interruption. One other approach you’ll be able to tie this automation collectively together with your customer knowledge is gifting. If someone marks an merchandise as a present, you possibly can arrange a reminder to them for subsequent yr to see if they need to buy one thing else for that individual. In both situations, you end up being the hero by making sure they don’t overlook to purchase their gadgets once more.

Despite the fact that many of those campaigns may be put on autopilot, it’s essential to all the time be testing and tweaking. The higher you nuance your customer lifecycle e-mail strategy, the extra success you’ll discover with it. That success equals repeat clients who extol the worth of your model to others whereas helping lead you to a wholesome bottom line.

Need to see your delivery knowledge and customer knowledge work to construct your corporation? Attempt the ShippingEasy platform, full with delivery automation, the perfect rates, and e-mail automation that keeps your clients coming again time and time once more. It’s all FREE for 30 days!

Attempt It All FREE

The following two tabs change content material under.

I’m a digital content material and social media nerd with a ardour for telling tales, serving to join individuals, and finding joy in the particulars.