Is There a Difference Between Marketing Emails and Transactional Emails?

With so many varying types of email options for marketing professionals to utilize, it’s not surprising that the terms marketing emails and transactional emails are used interchangeably.

The reason they’re often confused is that they both fall under the same umbrella term of marketing email messages. Yes, while these two types of emails are similar in some respects, there’s a significant difference between marketing emails and transactional emails.

The difference between marketing emails and transactional emails

Knowing the difference between marketing emails and transactional emails is critical because you don’t want to misuse your email marketing efforts. That’s why we’ve decided to recap what each type of email message is, in terms of a traditional email marketing strategy.

Marketing emails

Marketing emails are emails that serve a specific purpose: to inform your readers and nurture them through the sales cycle.

Now, it’s important to note that marketing emails come in dozens of different forms and can include any of the following:

  • Welcome emails
  • Thank you emails
  • Lead nurturing emails
  • Listicles
  • Infographics
  • Email newsletters
  • Re-engagement emails
  • Cart abandonment emails
  • Post-transactional follow-up emails

 Example of an email newsletter

Source: Really Good Emails

What can seem confusing is the fact that transactional emails are a type of marketing email; however, it functions very differently than these other types of emails, and we’ll cover that momentarily.

Another way to help simplify the difference between marketing emails and transactional emails is to think of marketing emails as messages that are sent to prospective leads. What’s important to keep in mind here is the fact that, according to the customer lifecycle, customers are always treated as potential leads, and here’s why.

This is a visualization of the typical customer lifecycle.

Customer lifecycle journey

Source: Alexa

The red arrow indicates that the customer lifecycle never ends. So how can a repeat customer be considered a “potential” lead? It’s easy when you visualize it this way:

Customer lifecycle journey

Source: Alexa

Each of the purple arrows indicates the moves of the potential customer. The only time that the lead is not a potential customer is once they’ve entered the purchase stage.

However, once they leave the purchase stage, they, again, become a potential lead. Instead of being a “new” lead, they become a repeating lead. This helps marketing teams visualize them as a valuable, loyal customer.

To become a loyal customer, you must keep coming back for more, and that’s why the customer lifecycle never truly ends.

The idea behind marketing emails is the fact that each message is designed to keep the lead moving through this cycle, and that includes the use of transactional emails.

Now, to minimize confusion, we’re going to use the same visual, although, we’re going to highlight where transactional emails belong in this cycle:

Customer lifecycle journey

Source: Alexa

There’s only one place where transactional emails belong. These messages belong between the purchase phase and the post-purchase phase, whereas the other types of marketing emails can and should be used throughout the rest of the customer lifecycle. So what makes transactional emails so different from other marketing emails?

Transactional emails

Transactional emails are defined as email messages that are system-triggered to be sent to a subscriber who’s made the conversion to a customer.

These emails, again, are technically a type of marketing email. However, they don’t hold the same power as the other examples because you aren’t using your email platform to inform the reader.

Instead, you’re using this particular type of email to thank your subscriber for making a specific conversion (a purchase, download, signup, etc.) and then providing them with any relevant information regarding their conversion.

Now, a typical transactional email that consumers expect to see is email receipts regarding purchases they’ve made.

Ecommerce transactional email example

Source: Really Good Emails

In this example from Blue Bottle, they include all relevant information, including the customer’s order number, the items purchased, price, and shipping information. Instead of informing your reader, you’re confirming an action took place.

This is why transactional emails don’t fit in with the other typical marketing email. Those emails help to nurture the relationship between you and your subscribers, whereas transactional emails are primarily a confirmation of a transaction. Now, they can also be used as vessels to continue the conversation between you and your brand, such as a follow up to your transactional email or by including an upselling offer along with your transactional email.

Take, for example, this email message from Dollar Shave Club. Once someone has made a purchase with them, they can follow up on their transactional email with several types of emails, including a feedback email or a product review request. In this case, they used their follow-up email to announce their new service.

Subject Line: Forget something in your last box?

Transactional email follow up example

Source: Really Good Emails

This post transactional email is what moves your customers back into the customer lifecycle once they’ve made their initial conversions. This is where the informing stage begins anew.

Again, the transactional email is the confirmation of the action. The method in which you use to follow up on the transactional email is the next step in the marketing email process.

Aside from the traditional post-purchase confirmation, transactional emails can come in several different formats, including:

  • Event confirmations
  • Signup confirmations
  • Download confirmations
  • Order confirmation
  • Reactivation emails
  • Password reset requests
  • Shipping confirmations
  • Card declined messages and more

Email marketing best practices: The difference between marketing emails and transactional emails

When it comes to email marketing best practices, there’s little difference between marketing emails and transactional emails. Both follow the same best practices for addressing readers, design practices, and so on.

For example, when designing your marketing and transactional emails, you want to personalize your messages as much you possibly can. This means including as much subscriber data in creating your content as possible, including their:

  • Name
  • Age
  • Geolocation
  • Email preferences and more

This ensures that you’re sending only the most relevant content to each subscriber, no matter which stages in the customer lifecycle they’re in.

Another email best practice that’s shared by both marketing and transactional emails is designing with their readers in mind.

This means designing an email with either a responsive or mobile-friendly template and utilizing design best practices, such as utilizing images to help tell your story, sharing scannable content, and making CTAs easily visible for those who want to take a quick peek without having to go through each piece of the message.

Finally, you want to make sure that you’re A/B testing both your marketing and transactional messages to ensure that your content is suitable for your readers.

Do your readers want more newsletter-type content? Do they prefer transactional emails with a shipment tracker included in the message? No matter what type of email you plan on sending, always plan on running several A/B tests to ensure email success.

Where email marketing best practices differ for marketing emails and transactional emails

The primary difference between email marketing best practices with marketing emails and transactional emails is the type of content that you’re sending. Again, marketing messages are warm and informational, whereas transactional emails are usually very straightforward and thankful, since your reader just acted on your CTA.

The tone of each of these emails will depend heavily on the tone of the brand; however, many marketers find that transactional emails are much less professional compared to other marketing emails because transactional emails don’t have to convince readers of anything (since they’ve already made the conversion).

Marketing emails, however, depend heavily on a professional, authoritative voice to give the reader confidence in the brand and whatever it is they’re offering.

For example, let’s look at two emails from similar brands within the same niche. One is a marketing email by FromYouFlowers, and the other is a transactional email from ProFlowers.

 Comparison of a marketing email and a transactional email

The marketing email has a warm, friendly tone to it, as does the transactional email, because of the niche that both brands belong to. Now, take a look at the content the two emails include. The marketing email uses more promotional verbiage to encourage readers to click on images and learn more about the products. The transactional email, however, focuses on the customer’s purchase and what they can expect moving forward.

Wrap up

When it comes to understanding the differences between marketing emails and transactional emails, you need to understand that they both belong to the same process; however, they’re two very different types of emails.

  • Marketing emails: inform the reader and move them throughout the customer lifecycle.
  • Transactional emails: confirm that an action took place.

Ready to put your email marketing to work? Check out these 5 steps to triggered emails that generate revenue.

The post Is There a Difference Between Marketing Emails and Transactional Emails? appeared first on Campaign Monitor.

Email Opening Lines for Every Marketing Situation

How important are email opening lines to your marketing campaigns?

Every digital marketer knows email titles are crucial. Using killer subject lines is the equivalent of putting your best foot forward.

But what will greet them upon clicking on your emails? Read on to learn how to introduce your marketing messages and how to craft email opening lines for every situation.

What are email opening lines?

The first line of the inside text is your email opening line. Some marketers also use this part of the message as preheader text (or vice versa).

Need a refresher on preheader text? Our video below can show you how to use it in less than two minutes.

Subscribers already know you’re selling something. You can pique their curiosity with a great subject line, but it’s the job of an email opening line to motivate them to read all the way up to your CTA.

People subscribe to mailing lists for a reason. It’s critical to remind your audience of that initial spark of interest each time you introduce a new email marketing campaign.

55 email opening lines for every situation

Each type of marketing email serves a different purpose and requires something unique from its opening lines.

Find below a quick marketing message primer, along with suggested email opening lines for every situation.

1. Welcome emails

This is the first message you send to new signups. Welcome emails can thank subscribers for signing up. Some may ask people to help customize what kind of messages they want to receive in the future.

 Lush welcome email with good opening line

Source: Really Good Emails

Here are some examples of welcome email opening lines:

  • Welcome to [brand name]! We’re so happy to have you.
  • Hi, [subscriber name]! We’re excited to welcome you to the [brand name] community.
  • Thank you for subscribing! In our newsletters, you can look forward to [description of typical content].
  • Hello and welcome! We can’t wait to [description of brand services].
  • Thanks for signing up for the [brand name] newsletter! We just need a few more details so we can send you the right stuff.

People expect welcome emails, so they’re 10 times more likely to click and raise your overall open rate.

Our infographic shows just how effective welcome emails are.

2. Promotional emails

Promotional emails tell subscribers about your brand. This information typically comes with coupons or other special offers.

Here are some examples of promotional email opening lines:

  • Our [product]s are going fast.
  • Today only! Get 10% off when you check out using [coupon code].
  • Don’t miss out, [subscriber name]! Get your [product] now.
  • It’s nearly over. 20% off all [product type]!
  • One week left to save 30%.

Ninety-three percent of subscribers will use coupons sent to their inboxes, and forty percent of consumers share online deals emailed to them with their friends too.

3. New product launch or announcement emails

When a brand announces a new product, it’s rarely done through a single email. To build anticipation, a product launch email campaign may consist of a series of automated messages.

Here are some examples of new product launch or announcement email opening lines:

  • Meet the new and improved [product].
  • Same [product], new [product features]!
  • The future of [brand service] is here!
  • We’re excited to introduce [new feature] to [brand service].
  • They’re here! Our latest [products] are now shipping.

Brands may create a segment to receive exclusive content before a site-wide rollout. First impressions from these subscribers are important—customer-generated reviews in emails can help increase conversions by up to 270 percent.

Fortunately, CM Commerce makes it easy to feature product reviews in your emails.

4. Replenishment or re-up emails

Replenishment emails remind and urge customers to reorder or resubscribe.

Here are some examples of replenishment or re-up email opening lines:

  • Cupboards getting a bit bare? It might be time to stock up on your favorites again.
  • We hope you enjoyed your recent purchase! If you need to reorder, click the button below to top up.
  • Hey, [subscriber name]! We think you may need a refill.
  • Running low? Re-order the products you love before you run out.
  • Reaching the end of your supply? Re-up at [brand].

Re-up emails are high performers, with open rates averaging about 50 to 60%. Their average click rates are not far behind at 40 to 50%.

Is email automation worth it? Find out by reading our guide.

5. Email newsletters

Almost all newsletters today get sent to virtual inboxes. These scheduled bursts of information note current news, build connections with subscribers, and pave the way for conversions.

Here are some examples of email newsletter opening lines:

  • In this free monthly dose of the [Brand] Update, we’re focusing on [list of email contents].
  • Good morning and happy [day]! It’s time for another issue of the [Brand] News.
  • This month in [brand], check out our latest [list of products].
  • Welcome to [newsletter name], [brand]’s newly revamped newsletter.
  • Hey, [subscriber name]! We’ve got a lot to be thankful for this month.

It’s worth noting here that brands report a drop in open rates—more than 18%—when they use the word “newsletter” in a marketing email.

Get loyal newsletter subscribers by reading our guide.

6. Holiday emails

Thanksgiving, Black Friday, Cyber Monday, Giving Tuesday, Christmas, and the New Year are great opportunities to drive conversions and a mass major revenue for your brand.

 Rifle Paper Co. holiday email with good opening line

Source: Really Good Emails

Here are some examples of holiday email opening lines:

  • All we want for Christmas is… 30% off everything.
  • It’s now or never! Place your order by the end of today to receive in time for Christmas.
  • Ring in the New Year with [brand]. Get $5 off every purchase of [product]!
  • Last-minute gifts not to miss. Free next-day delivery on in-stock items ordered by [deadline].
  • In a rush for the perfect gift? Shall we rush your [product] for free?
  • Get a sneak peek at Black Friday deals.

Email marketing is directly responsible for about 20% of online store visits during the holidays. Customers also make bigger purchases when they receive holiday email offers, often spending over 130% more.

7. Testimonial emails

Testimonials can provide a fresh marketing perspective for your subscribers. Why not let your customers inspire each other and do some peer storytelling to help along your conversion rate?

Here are some examples of testimonial email opening lines:

  • See why our [product] is a customer favorite!
  • Top [influencer types] trust [brand] to perfect their [skills]. Read why.
  • [Product] can improve your [skill]. Take a look at what happens when we put them in the hands of some of our favorite [influencer types].
  • Huge savings. Five-star ratings.
  • See what people are saying about their [product].

With an effectiveness rating of almost 90%, testimonials make for amazing digital content. If you include reviews in your emails, future customers may spend over 30% more.

8. Upgrade emails

These messages can entice subscribers to try a premium service or move to a higher subscription tier. Upgrade emails are a great way to move prospects forward to the next stage of their respective customer journeys.

Here are some examples of upgrade email opening lines:

  • We’ve rolled out a new update to [brand service].
  • Join the squad and get one month free!
  • Get more done with the new and redesigned [brand service].
  • Your trial period for [brand] has expired, and you’re now back to the free plan.
  • The following features are now unavailable. Would you like to upgrade to a premium account?

You can offer a trial period, but don’t expect the tactic to work with everyone. Only about 15 to 20% of free trial subscribers become paying customers.

9. Abandoned cart emails

It’s the job of abandoned cart emails to nudge people gently to the checkout page. With CM Commerce, you can create motivating abandoned cart reminders that use personalized offers and discounts based on buyer behavior or cart value.

Here are some examples of abandoned cart email opening lines:

  • We’ve reserved your cart for the next 48 hours.
  • Taking another look? We saved your items.
  • Your cart called. It’s hoping you come back and see it.
  • Looks like you didn’t finish checking out. If you’d still like [product], confirm the purchase before [deadline].
  • Your shopping bag has abandonment issues. Save these products from therapy and give them a loving home!

With social proofing, these targeted emails can lead to a 12% recovery rate of abandoned carts.

10. Re-engagement emails

When subscribers stop interacting with your emails, it’s time to launch a re-engagement campaign.

No one loses here. If they don’t reply, it’s better for your performance metrics to remove non-responsive subscribers from your mailing list than it is to keep them around.

Here are some examples of re-engagement email opening lines:

  • We’ve missed you! It’s been a while since you’ve been a premium [brand] user.
  • [Subscriber name], it’s so nice to see you again. A lot has changed since your last [engagement] with us.
  • Here’s what you’ve been missing from [brand].
  • Still want [brand] emails? Stay on our mailing list and get [brand perks].
  • It’s been too long, [subscriber name].

Re-engagement emails are crucial because retaining leads is up to seven times less expensive than acquiring a new one.

Get the comprehensive guide to email engagement.

11. Donation or fundraising emails

If you run a nonprofit or need to send out a one-time call for support, a donation or fundraising email is your best bet. At the heart of these messages is an appeal to the generosity of your subscribers.

The Royal Children's Hospital Foundation donation email with good opening line

Source: Campaign Monitor

Here are some examples of donation or fundraising email opening lines:

  • Make a donation, make a difference.
  • Refresh your holiday shopping list with a donation that has an impact on an entire community.
  • It’s [holiday]. Give [nonprofit cause]. 100% of your donation brings [nonprofit cause] to people in need.
  • Dear [subscriber name], I am writing to you on behalf of [nonprofit brand] to request your support.
  • It’s never too late to change the world.

Online correspondences have the potential to raise more funds in a shorter time. Email is ideal because more than 60% of people prefer receiving inbox messages over dealing with social media messaging.

Are your nonprofit emails living up to the benchmarks?

Wrap up

Opening lines introduce your marketing emails. Every email marketer has different types of messages in their strategy toolkit. Earlier, we delved into the definitions of these marketing messages and provided email opening lines for every situation:

  • Welcome emails
  • Promotional emails
  • New product launch or announcement emails
  • Replenishment or re-up emails
  • Email newsletters
  • Holiday emails
  • Testimonial emails
  • Upgrade emails
  • Abandoned cart emails
  • Re-engagement emails
  • Donation or fundraising emails

Let your opening lines act as virtual handshakes that begin productive conversations.

Want to balance the best email opening lines for every situation with the perfect closing statements? Learn how to write the best CTAs for your marketing campaigns today.

The post Email Opening Lines for Every Marketing Situation appeared first on Campaign Monitor.

Email Marketing Predictions for 2020 and How You Can Get Ahead

How can you apply forward-thinking to crafting your upcoming digital campaigns?

Even though the industry is over 40 years old, there’s no shortage of email marketing predictions for 2020. Each new year comes with its own set of trends to follow.

It’s not always easy to identify the most useful for your particular strategy toolkit. Every email marketer has a unique perspective and a specific way of blending traditional skills with constantly evolving technology.

Read on to discover why it’s important to consistently adapt your email marketing approach, as well as which developing trends made it to our top seven email marketing predictions.

Why should you care about email marketing predictions for 2020?

Email marketing is far from a dying industry, and the foundation on which it stands grows each year.

Did you know that estimates point to the existence of over four billion email users, each maintaining an average of more than one email account by 2022? Typical youths today already have at least two email addresses to separate personal messages from promotional or work correspondences.

As crowded as contemporary online inboxes are, more than 55% of marketers still observe the best ROI from email campaigns. Almost half of all people like receiving promotional emails at least weekly.

How do you compete in an increasingly competitive and ever-expanding playing field? To hit and surpass 2020 email marketing goals, you need 2020-approved workflows and processes.

7 marketing trends to keep in mind as you create your 2020 email campaigns

You can always trust in your old and reliable strategies. But, if your gut and your recent performance metrics point to a need to improve, it doesn’t hurt to listen to the experts.

Find confirmation of future marketing standards below and weed out passing fads from your list of tactics to try out.

1. Optimization for mobile screens

Shifting to mobile-friendly email designs isn’t a cutting-edge proposition, and the tools to do so have been around for years.

Musicbed email featuring mobile optimization

Source: Really Good Emails

People read more than 60% of all emails on their smart devices. Almost 80% of mobile users have purchased something online through their phones. Statistics points to an increasingly apparent move from computers to smartphones when it comes to viewing emails and other online activities.

In 2020, it’s essential to adopt a mobile-first approach. If you want to increase open and click rates and raise revenues, you’ll want to do everything to get more eyes on your emails. This is the way to do it.

2. Marketing messages designed for dark mode

Dark mode consideration goes hand in hand with mobile optimization. After all, using the visual setting can improve the battery life of many smartphone models.

While dark mode isn’t new, it finally became as good as standard for email marketing. Why? The top global email service providers—Apple, Gmail, and Outlook—rolled out designated dark mode settings in 2019.

How do you make allowances for dark mode? Sometimes it’s as simple as choosing a black background or a darker palette for your marketing email layouts.

Apple email featuring dark mode-friendly design

Source: Really Good Emails

Switching from JPGs to PNGs is also a good way to get rid of unnecessary white elements. If you’re worried about text legibility, you can always format dark text to always appear with a white stroke.

3. Email accessibility through minimalist layouts

Simple, sparse, and smart email templates make for better and more accessible emails, particularly for those living with visual or hearing disabilities.

Altering the way you craft marketing emails to reach a more varied audience is not only a good example of inclusive design, but also a great way to go minimalist. This approach helps hold everyone’s attention.

You don’t need to take it to extremes and rely on plain text emails only from now on. Go for layouts with a clean and uncomplicated look. These will be more scannable, making them ideal for connection with a Gen Z or millennial audience. Younger people’s attention spans are so low that your emails only have less than 15 seconds to hook and reel them in.

Good Eggs email featuring a minimalist design

Source: Really Good Emails

Like mobile optimization and dark mode compatibility, minimalism isn’t a new email marketing trend. Our 2019 predictions included minimalist design sensibilities, but what’s true last year is still true today.

Snappy copy, single columns, solid hues, and sleek use of negative space all deserve a place in your preferred marketing email layouts.

4. Social media integration through user-generated content

Combining email marketing with social media strategy will become more and more popular soon.

This means more than simply adding social icons and links to your marketing email headers or footers. An integrated campaign can employ tactics like inserting user-generated content in retail emails to encourage more sales through social proofing.

 Warby Parker email featuring social media integration

Source: Really Good Emails

The Warby Parker email above executes this trend with great success. The brand created a hashtag—#seesummerbetter—and then encouraged their Instagram followers to use it when posting Warby Parker-related photos.

Two CTAs appear at the end of the message—one leading to a gallery populated through using the hashtag and the other leading to the Warby Parker online store.

5. Customer feedback, ratings, and reviews

Did you know that more than 90% of all people online read consumer reviews? Over 80% also think of those reviews as personal peer recommendations.
In 2020, it’s time to bank on these statistics and start focusing more on the power of customer feedback.

How do you source ratings and reviews to use in your promotions? Simple: create email campaigns asking your subscribers for their input.

Casper email featuring a customer feedback request

Source: Really Good Emails

You can quickly set up automated feedback requests in most email marketing platforms. The Casper email above is a great example of this. The added section detailing a generous referral program is also a nice touch.

What if you receive a less-than-stellar review? Don’t sweat it. Instead, take it as a sign to work toward improvement. You can even place all subscribers that leave negative feedback into a special segmented list to receive a custom reputation-recovery campaign.

6. Inclusion of animation and video assets

The simple addition of the word “video” to your email title can push your open rate up by almost 20%. On top of this, click-through rates increase by about 65% when you actually include video assets to your marketing emails.

Not convinced yet? With sound, videos, and animations also help make your campaigns more accessible.

 Figma email featuring a video

Source: Really Good Emails

If you’re worried about file embedding issues, you can always replace videos with GIFs or animated PNGs optimized for email. You may also go old school and use a static image.

Doing so will make sound within the email client not an option, but, if you use any of the alternative file formats mentioned above as link anchors to a video hosted elsewhere, there’s virtually no difference. You’ll provide accessibility without compromising the quality of your campaigns.

7. A focus on brand storytelling

What does it mean to humanize a company or brand?

In 2020, consumers can display a near-obsessive need for genuine connections and authenticity. If you want to keep up with the times, you should learn how to communicate with your subscribers through brand storytelling.

Even when companies are faceless, they have a history and a mission. Weave these facts into a narrative that subscribers can piece together. This tactic will make it easier for people to retain details of your marketing campaigns and strengthen any emotional bonds you may already have with your audience.

Polaroid Originals email featuring brand storytelling

Source: Really Good Emails

In the Polaroid Originals email above, the use of brand storytelling is straight to the point. With clever complementary design elements, you don’t need more than a few sentences. Retro-referencing colors and prop choices in photos drive home the brand’s thesis statement: They’ve been making these cameras for more than 40 years.

Why is storytelling such an effective way to maintain human interest? It may have to do with 95% of cognition happening in the subconscious. Because of this phenomenon, following a story may activate sections of the brain that deal with strong sensations such as emotion, sound, sight, and taste.

Wrap up

Even for veteran email marketers, separating fleeting fads from new but still developing standard practices can be difficult. That’s where research and collective experience come in.

Here are seven email marketing predictions for 2020 to consider as you recalibrate your email campaigns for the new year:

  • Optimization for mobile screens
  • Marketing messages designed for dark mode
  • Email accessibility through minimalist layouts
  • Social media integration through user-generated content
  • Customer feedback, ratings, and reviews
  • Inclusion of animation and video assets
  • A focus on brand storytelling

Think your digital marketing campaigns are ready for 2020? Run them through Campaign Monitor’s preflight checklist before you send out those emails.

The post Email Marketing Predictions for 2020 and How You Can Get Ahead appeared first on Campaign Monitor.

3 Types of Ecommerce Companies That Are Winning At Email

There are several types of ecommerce business models. One of the most common, especially for small to medium enterprises (SMEs), is the business-to-consumer (B2C) setup.

How useful is email marketing to ventures like these? When it comes to cultivating a larger audience, marketing emails are a must.

Emails may seem almost archaic to some audiences. However, global statistics confirm that 3.9 billion people use email actively, compared to 3.5 billion using social media.

What types of ecommerce companies would benefit from email marketing?

On average, repeat visitors are responsible for about one-third of site traffic recorded on ecommerce business websites. How do ecommerce ventures entice customers to come back, especially after their first purchase? Through email marketing.
Read on to discover three types of ecommerce companies that can benefit from well-run email marketing campaigns.

1. Subscription box services

The subscription box industry is fiercely competitive and still growing very quickly. The idea of a subscription service dates back to the 1920s when the Book of the Month Club began sending out products through the post. The Club continues to operate to this day, retooled as a type of ecommerce subscription box company.

This popular product delivery method can support a wide range of product segments—from fashion and beauty to health and wellness and many more. Most subscription businesses focus on either new product discovery or user convenience. They often offer one-time, monthly, or bi-monthly box deliveries.

2. Wholesale or dropship retailers

Online boutiques selling a variety of products from different brands are most likely buying wholesale or working with a dropshipping supplier.

Wholesale is a simple buy-and-sell. You purchase products in bulk from one or several suppliers and then resell them at a higher price. Dropshipping, unlike wholesaling, doesn’t require you to own a stockroom or manage inventory. Instead, your business transfers customer orders and shipment details to suppliers, which then take care of direct shipping.

3. Private or white label businesses

If your company is selling products under your brand, you’re likely engaging in either white labeling or private labeling. This is popular with many types of ecommerce health and wellness brands, as well as fashion brands.

You can always create all of your products in-house. However, this method is often not as cost-effective for smaller businesses as it is for large-scale operations that can afford to maintain their own manufacturing facilities.

White labeling is when you buy an already developed product from a supplier and form a partnership that allows you to sell it as your branded item. Private labeling is when you pay a manufacturer to create a product for your brand with your specifications in mind.

What types of emails belong in ecommerce company digital marketing campaigns?

To be a successful ecommerce brand, you must build authentic customer relationships. It’s also important to craft a voice and identity that accurately represents your company values.

It’s worth using an ecommerce email marketing solution like CM Commerce. With it, you can make every customer interaction more personal, more productive, and better overall.

Below are several email examples that can be integral parts of digital marketing campaigns for different types of ecommerce companies.

1. Welcome emails

Every email marketer is familiar with the welcome email. Compared to other marketing emails, welcome emails enjoy high open rates—more than 91%—and above-average click-through rates.

On the surface, a welcome email greets new email subscribers and introduces them to your brand. As part of a well-executed email campaign, a welcome email can be the start of a long-term relationship with your subscribers. Email marketing can encourage them to be loyal customers and supporters that are in for the long haul.

Beardbrand email showing an example of a welcome message and email drip campaign beginning

Source: Really Good Emails

Beardbrand is a men’s health and wellness company that focuses on hair and skin care products. This Beardbrand welcome email is simple and inviting. It’s also informative and indicative of the brand’s passion and personality.

Bonus: If you look closely, this marketing email is also an example of how to begin an email drip campaign.

2. Referral emails

After you’ve successfully converted your email subscribers to customers, what’s next? Apart from being a revenue source, your customer base can also provide new leads.

Satisfied customers may spread the word on their own, but it always helps to give them an incentive to promote your business. Consider running a referral program by using an email marketing campaign.

Maude email showing an example of a referral program message

Source: Really Good Emails

Did you know that the average person is four times more likely to purchase something if it’s referred by a friend?

Above, we’ve provided a referral email example from Maude, a sexual health and wellness company. Personal Referrals work especially well for this brand because of the intimate and taboo nature of some of its most popular products.

3. Re-engagement emails

Why are re-engagement emails essential to nearly all types of ecommerce companies? Because the cost of gaining a new customer is about five times more than maintaining a relationship with an existing one.

Reach out to inactive customers, especially those who’ve displayed loyalty in the past. Strengthen the connection by offering something of value. The goal is to keep them interested and consistently invested in upcoming news about your brand and products.

 Blue Apron email showing an example of a re-engagement message

Source: Really Good Emails

Blue Apron is a meal delivery service with a subscription box-like structure. The brand routinely sends out reactivation emails—like the one above—to existing customers with expired meal plans.

4. Promotional emails

Coupons, discounts, sales, special offers—each of these may be the core component of a promotional email for many types of ecommerce companies. Email marketing like this is the most direct, but can also be the trickiest to manage, depending on the average age of your subscribers.

Most millennials and Gen Z buyers find obviously promotional content annoying. However, over 65% of millennials also confirm that promotional emails occasionally affect their buying behavior.

 Rifle Paper Co. email showing an example of a BOGO-themed promotional message

Source: Really Good Emails

Rifle Paper Co. is a lifestyle brand that sells paper products and everyday personal accessories like drinkware and phone cases. Their promotional email above is an example of a buy-one-get-one (BOGO) promotion.

BOGO is a great campaign choice for companies wanting to turn a profit and provide value to customers while clearing out inventory that’s otherwise not moving. It’s also a clever way to promote more sales without decreasing prices.

CM Commerce has advanced segmentation and automation tools that can not only help you build BOGO promotions, but also send offers like these only to customers most likely to appreciate them.

5. Abandoned cart emails

Up to 80% of shopping carts online get abandoned. It can be frustrating to see full carts that don’t make it to checkout, but it’s not hard to imagine how this happens. The internet is full of distractions, not to mention countless other types of ecommerce ventures vying for attention.

Abandoned cart emails are a popular tool for digital marketing campaigns because they’re easy to automate. They also target subscribers who’ve already expressed a concrete interest in buying your products. Most email marketers add an extra element—cross-selling options, small discounts, etc.—to encourage people to complete their purchase.

Adidas email showing an example of an abandoned cart message with real customer reviews

Source: Really Good Emails

A section featuring product reviews from other customers is another great addition to abandoned cart emails. You can see how effective and convincing product reviews are in this cart abandonment email from Adidas.

CM Commerce offers review provider integrations, as well as strong product review functionalities that can create emails like this for your brand.

6. Upsell or cross-sell emails

Email marketing doesn’t stop with a completed purchase. You can upsell or cross-sell within a purchase confirmation email to further target a customer already interested in your products.

Upselling pushes an upgrade of a product in the customer’s cart. It could be a similar offering in a limited-edition color or with added features. Cross-selling pushes other products that are complementary to the ones in the customer’s cart.

Dollar Shave Club email showing an example of a purchase confirmation message with cross-selling

Source: Really Good Emails

The Dollar Shave Club cross-sells sensible add-ons in its purchase confirmation emails. Keen eyes will also spot a link to a referral program.

Similar to what’s shown above, CM Commerce has tools that provide personalized cross-sell and upsell sections in email receipts.

Wrap up

For many types of ecommerce companies, particularly those that follow the B2C model, digital marketing is as essential as product or brand development.

Here are some examples of ecommerce ventures that can benefit from effective email marketing campaigns:

  • Subscription box services
  • Wholesale or dropship retailers
  • Private or while label businesses

Marketing emails keep subscribers engaged and informed. While their main purpose is to drive promotions and boost revenue, email communication also serves to deepen connections and inspire brand loyalty within your community of subscribers.

Here are several types of emails that can lead digital marketing campaigns designed to convert subscribers into repeat customers:

  • Welcome emails
  • Referral emails
  • Re-engagement emails
  • Promotional emails
  • Abandoned cart emails
  • Upsell or cross-sell emails.

The right email marketing platform gives you all the tools and resources needed to create these emails and execute digital campaigns that support them. Seamless integration with ecommerce platforms—like Shopify, WooCommerce, and BigCommerce—is also a must.

Campaign Monitor’s email marketing product for ecommerce features advanced segmentation, premade campaigns for automation, and more. Try CM Commerce today.

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