f you’re a retailer, online or offline, you really should be sending emails to your customers. Think about it, you have all this data! They buy from you, they have to give you their name and email address. Bet you’re thinking, but they already like me, so why should I bother? Right?

WRONG!

It’s a lot more expensive to acquire a new customer than to retain an existing one. This is exactly why you should be emailing them. Make your customers feel loved, feel wanted, and feel like they are a part of your brand. By doing this, you are not only building brand loyalty, but you are also ensuring that these customers purchase from you again. And again. And again. 

A good email programme for e-Commerce stores should include the below 5 emails. Don’t worry if you can’t implement them all in one go. Start with one and then work your way through the list! 

1. Newsletter

A weekly newsletter email is a great way to provide your customers a perfect round up any new items online, any offers or sales, or even an upcoming competition or collaboration. Here is a great example by Dorothy Perkins showcasing a popular trend in fashion. 

2. Welcome Emails

These don’t need to be hard or complicated. You don’t even need multiple emails. Just a simple email saying thank you for subscribing or purchasing (depending on the action). It is also a good opportunity to link them to any relevant pages on your site and maybe even give them an exclusive discount code. Below is an email that we received from Asos - though four years old but the content is still relevant - where they thank you for signing up (this was in the subject line) and tell you what sort of communication you can expect from them. This is then followed with a call-to-action that lets you click through and browse their site. 

3. Abandoned Cart 

Abandoned cart emails can really help boost sales as long as they’re not over-done. It’s a way to remind your customer that they liked something and it’s still waiting for them to purchase. Give your consumers a gentle nudge just like Boots UK have done in this email. 

4. Offers

These are solus emails with a specific offer for consumers. Offer emails are especially great when you want to highlight a particular promo or deal. This email from Victoria’s Secret is short and to the point.

5. Re-engagement Emails

A lot of times, you will have buyers who are not very regular or who may have only purchased from you once or twice. A re-engagement email is your way of reminding them about your brand. Some brands take a more emotional approach and go all out in letting their customers know they miss them. These emails tend to include a special offer or discount that customers might see as too good to miss out on. Certain brands tend to add a caveat such as a minimum spend to ensure that they still make a profit, like Feel Unique has done in their email here.  

The above examples are great examples by various retailers who have used emails to retain customers and grow. What are some of your favourites?

Don’t forget to subscribe to be notified when there’s a new post!