Email Marketing Strategies For Different Customer Inactions

There are a lot of email marketing strategies that you must have learnt and are actively applying.

You are making your emails more personal.

Your list is segmented.

Email subjects are always straight to the point and interesting.

Emails are always concise.

You do A/B tests.

But somehow, your customers are abandoning carts. Some people on your list are not opening your emails, and even when they do, they are not taking any action.

While a lot of marketers focus on active customer behaviors like form submissions, sales, and web visits, there’s a huge opportunity for businesses to track passive and inactive behaviors too. This is where your in-depth email segmentation comes in handy.

Thanks to modern automation features, email segmentation has never been easier. It is now possible to segment lists based on demographic and behavioral data available to you. Email segmentation, when used correctly, has been proven to boost campaign results.

This blog post discusses four unique customer inactions and how email segmentation and marketing can be done to reengage and win your audience back.

Abandoned Carts

Why should you be interested in people that abandon their carts at the point of purchase?

Abandoned cart emails are one of the easiest ways to convert a lost lead. Think of the many things that could have happened; distraction at the point of checking out; not having their card with them at the moment; second guessing the product in their cart etc.

According to Morgan Jacobson, most customers who abandon their carts will complete their purchases when asked. So why aren’t you leveraging abandoned cart emails?

Some interesting personalization you can focus on in an abandoned cart email are: the items in the cart, reviews from other customers who have used the product, a CTA button to check out, and more benefits of the product.

You can even have a whole email sequence dedicated to abandoned carts. The key to winning with abandoned cart email is personalization that goes beyond their name.

No Repeat Purchases

As a business owner, the live time value (LTV) of a customer is important to you as a business owner because, as much as possible, you want to reduce the cost of customer acquisition. 

For customers who haven’t ordered a second time after their first purchase, email marketing can be a very effective tool to win back these customers. 

With effective segmentation and email automation, it is easy for you to set up a win back email strategy to trigger a repurchase. Some effective campaigns for this include: 

1. A Follow-Up Email: Reminding your customers how to use your products and asking your clients for feedback can go a long way in triggering repurchase.
2. Rewarding loyalty—simply telling your client that they can repurchase a particular product at a discount can trigger a repurchase 
3. For products that you can guess how long they should last, you can create an email that asks your customers if they have finished their existing product and are ready to replenish 
4. Personalixed recommendations: With this kind of campaign, you can highlight other products that they might find useful based on the product they previously bought.

Customers Who Don’t Open Emails. 

If the rate at which your customers ignore your emails is on the rise, it can affect your email marketing negatively. This is why it is important to take note of your open rates and keep them as high as possible.

Regularly, it takes a very close look at your email list. The insights from this can inform your decision to deliver only emails similar to the ones you have opened in the past, re-engage the audience you think you can win back, delete the absent ones, etc.

One way to try and engage the audience that is not opening your emails is through a re-engagement campaign. Your subject (headline) is one of the most important things to optimize for this type of campaign. 

Subjects like: it’s been a while, don’t be a stranger, we miss you, we want you back, etc., have proven to be effective.

Customers Who Don’t Take Any Actions On Your Emails

One key indicator of a successful campaign is the click-through rate of emails. Your campaign is only considered successful if your audience finds it interesting enough to open, read, and then click to take additional actions.

By focusing on people who are not taking any activity, you can segment them and follow up with them to increase the chances of them taking the action you want them to. You can even test different CTAs and see which ones your audience is more receptive to.

Overall, email marketing is a really effective marketing tool, and as a business, you should always strive to make the most of it. Your email marketing should connect with your audience, drive sales and build brand loyalty. To build brand loyalty and drive sales, customers that are currently not taking any action should not be left behind. Instead, you should aim to connect with them and win them over.